Resume

Experience

Oct 2022 to Present
Senior Manager, Marketing Communications
Bruder Healthcare

Create and implement consumer and business-to-business communications for all channels including social media (Facebook, Instagram, LinkedIn, Twitter), paid media (Google, Amazon, Facebook), owned media (websites, videos, blogging, collateral) and earned media (media pitching, editorials) Manage websites, product promotions, trade show marketing, advertising and media relations.

  • Lead brand media, advertising, and marketing programs along with all aspects of the development of technical and clinical messaging tools for the sales team. Own the development and execution of brand strategies for our ophthalmic and health/wellness brands.
  • Execute B2B and B2C marketing initiatives to include content strategies & development, product education. Focus on creating brand messages that drive sales, increase brand loyalty, and improve market share in multi-platform settings including Social Media, Amazon, Sales Team and Trade Shows. Within a year, increased website traffic by 20%.
  • Provide insight development of business, category, and competitive trends to create business strategies and tactics. Partner with suppliers/resources to make sure strategies/business decisions are consistent with the brand’s image. Ensure efforts meet budget requirements.
  • Measure brand strategy performance including customer attitude toward the company, brand differentiation, price sensitivity, marketplace momentum, quality, value and accessibility perceptions, distribution, market share, sales, and profitability. Provide metrics and analyze strategies based on competitive standing and forecasted trends.
  • Lead social media efforts. Within a year, doubled the number of posts on social media across all platforms. Through organic activity only, increased post impressions on Facebook by 52% and on Instagram by 83%. Doubled LinkedIn followers, achieving an 11% average engagement rate.

Aug 2021 to Aug 2022
Director of Marketing and Communications
SpaceWorks Enterprises

Promote and convey the Company’s vision, goals, and culture through the management of the SpaceWorks suite of brands.

  • Direct marketing and communication efforts to B2B audiences including aerospace, governmental and media. Devise stories and updates based around missions. Update and write new content and refocus featured articles.
  • Crafted story arcs of SpaceWorks missions and increased media coverage by 80% with placements in SpaceNews, Atlanta Business Chronicle, SpaceRef, Aerospace America and others, with readership exceeding 30 million at a $57,000 media value.
  • After conducting a website audit, streamlined and focused attention to their main company site, spaceworks.aero. Increased website visitors by 27%, visits by 38%, pageviews by 57%, and visit duration by 39%. Developed communications strategy and content publication schedule, writing 30 news posts, product, and service pages. Directed and published video documentaries for several high-profile missions.
  • Following the social media audit, refocused on the SpaceWorks brand and increased followers across the board, including earning 22% more LinkedIn followers with a 6% engagement rate (compared to a 3% industry average). Across Facebook, Twitter and LinkedIn, tripled visitor traffic and click rates, boosted page views by 188% and engagement tenfold. Reached aerospace companies and governmental agencies in a LinkedIn ad campaign promoting SpaceWorks software, generating 20 sales leads during the one-month campaign.
  • Managed SpaceWorks Studios including hiring, mentoring staff, and setting direction via goal setting.

Apr 2017- Jan 2021
Director, Communications
Kellen

For several Kellen-managed trade associations, spearheaded communications operations, developing and managing communications budgets and driving strategic direction by delivering 360-degree integration of communications objectives in alignment with organization goals and messages.  Oversaw, hired, and coached high-performing team of direct reports, while encouraging goal setting to enhance performance; provided forecasts based on delivered key performance indicators (KPIs). Directed digital project management, including consultation, needs analysis, design, strategic communication, programs evaluation, and crisis communications. Guided message platform development and led recruitment for media interviews. Managed rebranding projects. Composed and delivered speeches, presentations, videos, themes, and other communications.

Key Contributions

    • Successfully created and managed online content, search engine optimization (SEO), and website redesigns, increasing website visitors by 117% and page views by 64% for Dressings-Sauces.org.
    • Managed 10 influencers (doctors, dietitians, pediatricians) resulting in 230 contributed articles and social media posts for Calorie Control Council; boosted impressions by 10% on Facebook, Twitter, and LinkedIn.
    • Crafted marketing plans and directed subsequent digital ad campaigns for Facebook, LinkedIn, Taboola, Outbrain, and Google, increasing website and social media traffic 30%+ and average time on site by 50%.
    • Expanded media coverage 300% for the Calorie Control Council, obtaining coverage on ABC News, Today, CNN, Consumer Reports, US News, USA Today and many other outlets.

    Mar 2011- Apr 2017
    Senior Account Supervisor
    Kellen

    Oversaw development and headed nine website relaunches for Calorie Control Council, while driving user experience, improving time on site by 49%, and decreasing bounce rate 85%. Constructed and distributed strategic videos to achieve first-page rankings on YouTube for Calorie Control Council, National Pecan Shellers Association, and Juice Products Association. Developed thought leadership through promotional materials and videos featuring geriatric care managers from National Association of Professional Geriatric Care Managers (NAPGCM). Supervised successful teams in building brand awareness for a variety of industries, from food and beverage to higher education.

    Key Contributions

      • Boosted publicity by 100% for Reed Construction Data in CNN, Money, CNBC, For Construction Pros, and local business media within thought leadership and special events promotion.
      • Pioneered “In the Know” sponsored segments for several associations aired to DirecTV subscribers of A&E, Lifetime, Discovery, CNN, Food Network, etc., reaching 1M subscribers per placement.
      • Amplified media coverage 900% for NAPGCM in com, MSNBC, Huffington Post, Forbes, AARP, and local media. Improved search coverage for the Association of Fundraising Distributors and Suppliers.

      Mar 2003 – Mar 2011
      Marketing Communications Manager
      Kellen

      Managed marketing communications, including expanding brand awareness and creating blogs and social platforms for Calorie Control Council and National Academy of Elder Law Attorneys (NAELA). Developed 50+ videos covering a wide range of topics, such as animated explainers, thought leadership, consumer opinion, and recipes. Wrote and managed content for AMC Institute, reinforcing thought leadership. Generated journalism best practices with the communications team, including writing, editing, and proofreading. Secured coverage in media outlets for the National Association of Margarine Manufacturers through celebrity/doctor media tours.

      Key Contributions

        • Oversaw paid media, increasing website traffic by 10+% by implementing digital ads in alignment with keyword searches on Google, MSN, and
        • Efficiently boosted search engine rankings through SEO and strategic marketing and communication initiatives to garner 75% success rate of rankings improvement.
        • Earned media coverage in ABC News, NBC News, CBS News, Fox News, CNN, Wall Street Journal, New York Times, NPR, Money, and many other outlets for NAELA.

        Education

        Bachelors of Business Administration (BBA) in Marketing
        Georgia State University
        magna cum laude