BACKGROUND SUMMARY

Marketing, Content, and Communications leader with extensive experience and expertise in strategic planning and surpassing organizational goals by leveraging content, marketing, product development, and communications initiatives.

Leadership roles in providing strategic direction to drive growth, target audiences, focus outcomes, and bolster the bottom line

Successful track record in aggressive deadline-driven environments, aided by a penchant for humor and grace under pressure

Stellar presentation and facilitation skills and a ferocious attention to detail

Poised and diplomatic with associates, clients, customers, partners, and vendors at all levels and capacities

PROFESSIONAL ACCOMPLISHMENTS

MARKETING & COMMUNICATIONS

Defining, developing, and executing marketing, communications, and branding strategies and direction ensuring value is created and proven in attracting, engaging, and converting target audiences

Identifying target audiences and outreach resources, creating promotional calendar, messaging, and creative assets, and measuring success against pre-established goals resulting in year-over-year:

oIncrease in number of association memberships

oIncrease in attendance at Annual Conference

oIncrease in attendance at online educational offerings

oMeeting or exceeding sales goals across all products

oIncrease in online reach across chosen social platforms

Originating company’s branding guidelines and ensuring adherence across all media and with all users

Revamping e-mail marketing program to achieve and exceed industry-level standards for open and click-through rates

Creating processes to bring together stakeholders in shaping development of products, services, and creative assets by combining market research, analysis of profitability, outlining acquisition needs, and scoping of delivery to meet business objectives and inform go/no-go decisions

Implementing user experience and SEO best practices to open up funnel and attract new audiences

Sharing in-depth understanding of industry trends and influencers, challenges, and competition with organization leaders through use of digital media monitoring tool (Meltwater)

CONTENT STRATEGY

Directing and ensuring creative, accurate, optimized, cost-effective content is delivered to the right audience according to the right delivery schedule in the right format

Leveraging content across entire organization; transforming culture; removing “siloed” thinking and paths

Leading Content Leadership Team in development of organization’s core values, brand values, and tone

Establishing and implementing content governance policies and guidelines; revamped Style Guide

Working with internal teams and external sources to guarantee quality; QA review of all content

Overseeing analysis of all organization-generated content to identify trends and opportunities

Identifying and recruiting content sources; networking and fostering relationships with freelance writers, subject matter experts, and third-party vendors; gathering and monitoring feedback to inform and develop improved products and processes

CONTENT MARKETING

Unlocking the power of content and marketing to attract audiences, nurture conversations and interactions, build loyalty, and deliver value

Championing investment into, and integrating, marketing automation software (HubSpot)

Developing social media strategy to attract and leverage industry influencers

Deploying inbound marketing program, using landing pages to nurture users and grow database

Mining organization’s exclusive online community for content topics and cross-promotional opportunities resulting in:

oPost with the Most

oQuestion of the Month

oContent providers for magazine articles and webinar presenters

P&L STATEMENT & BUDGET MANAGEMENT/FINANCIAL ACUMEN

Searching out innovative options to support business initiatives by strengthening market position and increasing profitability

Formulating and executing departmental budgets (~$500K); continually managing to plan through quarterly forecasting and bottom-line reviews

Negotiating and executing new contracts; realigning and renegotiating existing contracts to double product profitability

Employing profit and loss metrics for both new and existing products

PEOPLE MANAGEMENT & TEAM BUILDING

Managing and mentoring individuals and multi-functional teams

Building team strategy, work plans, and metrics for success; fostering a collaborative environment where team members, key clients, and stakeholders are able to continually move forward in meeting or exceeding goals

Hiring, developing, coaching, conducting performance appraisals, and setting goals to empower team members, boost self-esteem and self-directed learning, and facilitate free-flowing communication

Educating team members in industry best practices, procedures, protocol, and current trends through attendance at trade shows, seminars, courses, and/or on-the-job training

CAREER EXPERIENCE

Society for Young Inklings

San Jose, CA

Nonprofit organization dedicated to empowering youth writers, ages 8-18

Marketing Consultant, 2018-present

Marketing strategy assessment and development with focus on press releases, sponsorship campaign, and website review

Construction Industry Alliance for Suicide Prevention

Princeton, NJ

Creating a zero-tolerance industry by providing and disseminating information and resources for suicide prevention and mental health promotion in construction

Chair, Marketing Task Force, 2015-February 2019

Partnered with internal and external stakeholders to originate and execute on inbound marketing, Alliance collateral, press releases, website deployment, print ad campaigns, Suicide Prevention month and #BeThe1To campaigns, trade show representation, newsletters, and overall strategic planning for the Alliance

Construction Financial Management Association (CFMA)

Princeton, NJ

The only organization for construction financial professionals and partners serving their unique needs

Director, Content Marketing & Communications, 2014-February 2019

Spearheaded development and implementation of the content, marketing, communications, trade show, and volunteer management strategies

Associate Director, Product Management, 2011-2014

Managed the development and production of flagship educational products: CFMA’s Construction Industry Annual Financial Survey and online Construction Financial Benchmarker, biennial CFMA Information Technology Survey for the Construction Industry and online IT Benchmarker, and CFMA’s primary reference product, Financial Management and Accounting for the Construction Industry

Peterson’s (Peterson’s, a Nelnet company and Thomson Peterson’s)

Lawrenceville, NJ

Leading education content provider, both online and in print

Online Content Director, 2008-2009

Liaised with Business Line Owners, Product Development, Sales, Marketing, external vendors, and freelancers to evolve inventory of new and existing online content and electronic products; developed editorial calendar for both in-house review and subject matter expert review

Editorial Director, 2002-2008

Shaped and executed annual publishing plans for 100+ frontlist and 300+ backlist titles, including companion electronic media, ensuring editorial integrity, timely release and profitability; conceptualized and developed new web, electronic, and print products

SPECIALIZED TRAINING & EDUCATION

Nelnet Leadership Forum Influence Course Facilitator

Performance Management Improvement Course Facilitator Employee Retention Course Facilitator

New Leaders Program Facilitator Pathway to Prime Participant

University of Pittsburgh

Pittsburgh, PA

COMMUNITY SERVICE & AFFILIATIONS

Association Media & Publishing Kappa Delta Sorority

https://www.siia.net/amp www.kappadelta.org

Volunteer, Annual Meeting Committee Chair, Chapter Advisory Board, Eta

Theta, Villanova University

Mighty Writers President, Philadelphia Suburban West

www.mightywriters.org Alumni Association

Tutor

AWARDS & RECOGNITION

Trending 40 Association and Non-Profit Innovators 2016

https://www.bisnow.com/washington-dc/news/association/trending-40-association-innovators-54725

The President’s Volunteer Service Award 2012

Villanova Greek Advisor of the Year 2008-2009

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