I'm a marketing leader who bridges strategy and execution—bringing together audience insight, messaging, creative direction, digital experience, and cross-functional coordination to turn ambitious ideas into work that moves people and organizations forward.
Especially energized by mission-driven organizations, product and mission promotion, launches, campaigns, and complex special projects that need both big-picture thinking and someone who can make the vision real.
Each project demonstrates a different leadership competency: identifying opportunities, managing complexity, building cross-channel systems, and shaping experiences around distinct audiences.
Identified an unmet need in a highly specialized nonprofit audience and turned it into a scalable, revenue-generating product ecosystem.
Owned production planning and live delivery for a complex four-day hybrid experience spanning General Sessions, virtual delivery, keynote speakers, vendors, multimedia, and live production.
Introduced a cross-functional campaign planning system that connected message, imagery, timing, and channel execution into one supporter journey.
Recognized two distinct audiences that requires two distinct brand experiences, and helped translate that insight across an integrated event campaign.
A new organizational resource created for a niche nonprofit audience—from opportunity identification and research through product architecture, design, launch, and revenue.
Product page screenshot
View the live product page ↗Pregnancy help organizations often operate with high staff turnover and highly specialized responsibilities. When information lives with individuals instead of within a system, transitions become harder, onboarding slows down, institutional knowledge can disappear, and leaders are forced to rebuild processes that should already be documented.
I proposed creating something that did not yet exist for this niche audience: a flexible Playbook that could centralize critical information, support handoffs and onboarding, spark ideas, and help Executive Directors organize multiple functions without forcing every organization into the same operating model.
Researched nonprofit planning and operations, worked with Affiliate Services, gathered internal subject-matter input, reviewed recurring needs, and determined what content belonged in the core resource.
Created a reusable core system controlled by the Executive Director, allowing leaders to print only what they need, delegate pages by role, reuse the resource year after year, and protect confidential information appropriately.
Originated complementary add-ons for organizations with different service models—including medical, adoption, mobile, maternity housing, and others—so the base product could stay universal while specialized needs remained relevant.
Developed the content and organization, designed the product, created promotional pieces, wrote the listing page, built the marketing webpage, and coordinated review and approval with Affiliate Services and other departments.
Owning the systems behind a seamless four-day conference experience—across live production, virtual delivery, speakers, vendors, content, pacing, and constant real-time change.
A large annual conference has hundreds of visible moments—but attendees should never feel the complexity behind them. The production plan centered on up to two General Sessions per day, seven keynote speakers, a live band, approximately 10 AV professionals, stage programming, video, signage, transitions, and a simultaneous virtual conference, while also ensuring appropriate AV coverage across breakout spaces.
As part of the Conference Core Team, I serve as the primary owner of the production plan and its implementation in coordination with our AV vendors. Final executive approvals remain with leadership, while I build, maintain, communicate, and deliver the production system itself.
Own the run-of-show, cue sheets, AV matrices, shared timelines, presentation tracking, speaker materials, vendor documentation, stage programming, and production updates.
Shape timing, pacing, music, mood, announcements, stage visuals, lighting, transitions, screen content, rehearsals, cueing, and brand consistency across the attendee experience.
Work directly with keynote speakers, internal leaders, the AV team, vendors, and the event planner; delegate project components when appropriate; and keep contributors positioned and informed onsite.
Last-minute changes are routine. When speakers, timing, AV, or agenda details shift, I update shared documents, communicate the pivot directly, and coordinate with the team so the attendee experience remains uninterrupted.
Partner with the event planner on proposals, invoices, and vendor decisions within an approximately $200,000 production budget, helping mitigate costs while protecting the experience.
A fundraising goal became a coordinated cross-channel campaign, and an opportunity to improve how the team planned campaigns together.
Campaign planning system
The campaign began with a fundraising target and a matching-gift opportunity. The creative and communications work needed to span direct mail, email, SMS, social media, and web, while still feeling like one coherent experience rather than five separate outputs.
I proposed and built a centralized marketing planner that brought campaign schedules, copy, imagery, channel timing, and message flow together in one place. Instead of reviewing assets in isolation, everyone involved could see what the audience would receive, when they would receive it, who was in charge of execution, and how each touchpoint connected to the next.
Contributed to the logo, visual identity, and creative direction so each channel felt recognizably part of the same campaign.
Contributed to email and social cadence and connected the digital journey through landing-page experiences.
The planner became the central reference used by participating departments to coordinate timing, copy, imagery, and delivery across direct mail, email, SMS, social, and web.
The planning system was adopted by the team during the campaign, demonstrating value beyond my own workflow—it improved shared visibility and organization across contributors.
Two events happened together, but they did not serve the same audience. The marketing should not pretend they did.
Audience strategy comparison
Spring Into Life takes place alongside the Annual Conference, but the audiences are fundamentally different: Spring Into Life is donor-facing while the Conference serves an affiliate audience. I recommended branding the two experiences separately rather than forcing both under one identity.
I helped shape messaging and branding for both experiences separately, then translated those systems across the many touchpoints required to make each event feel intentional and cohesive.
Designed and branded each experience from scratch with distinct visual systems aligned to its audience, venue, and objective.
Contributed to event branding, logos, brochures, webpages, giving pages, invitations, letters, emails, videos, stage visuals, presentations, and additional campaign materials.
Edited campaign content, made messaging recommendations, reviewed materials, and worked across departments to ensure each asset supported the intended experience.
Managed timelines and dependencies, gathered content, led planning discussions, reviewed deliverables, communicated with vendors, and helped determine AV requirements.
I use analytics as a feedback loop, not a report card. I compare versions, look for patterns, make focused changes, and send leadership both the numbers and what I recommend doing next.
A non-donor nurture audience was averaging roughly a 1% click rate against a 2% annual goal. We began shortening emails and offering more relevant click opportunities instead of relying on one giving CTA. A recent communication reached 2.7%.
I replaced a plain embedded form with a fully branded CRM-hosted experience built in HTML/CSS, then used that first page as the design system for roughly a dozen international giving experiences—improving consistency while making future launches faster.
Regularly analyze web performance, email KPIs, conversions, giving-page performance, registrations, social engagement, campaign comparisons, vendor comparisons, sales, and year-over-year costs—then report findings and recommendations to leadership.
My recent leadership is primarily cross-functional: people rely on me to make recommendations, create systems, guide quality, teach, delegate within projects, and keep complex work moving.
My value is being able to understand the big picture, recommend the approach, align the moving parts, and still be close enough to the work to know whether goals are aligned and the experience actually functions.
Coordinate internal departments, executives, vendors, speakers, creative contributors, and production teams across campaigns, product development, and major live experiences.
Train team members in email marketing, lead annual professional-development workshops at Conference, and provide a virtual workshop recording for online attendees.
Regularly review and edit emails, development communications, webpages, and campaign materials; teammates frequently seek my guidance on web design, graphics, messaging, and implementation problems.
Delegate components within large projects, lead meetings when my area is driving the work, and make production or execution decisions that other contributors rely on before moving forward.
Present ideas, edits, performance findings, and recommendations to senior leadership; advocate for better approaches when I see an opportunity, then align execution with the final organizational decision.
Not every strong piece of work needs a full case study. These projects show the breadth underneath the strategy.
Build donor experiences directly inside the CRM using fully custom HTML/CSS and use a reusable template system to keep international giving pages consistent and efficient to launch.
Reusable design system · ~12 international implementationsEdit and design recurring donor communications and independently build matching giving pages, maintaining continuity between the printed appeal and the online conversion experience.
Performance reviewed after each campaignView a live example ↗Use past page performance and conversion data to make focused refinements to structure, content, hierarchy, and calls to action—testing smaller changes rather than changing everything at once.
Analytics-informed iterationView a live example ↗Formal education plus focused professional development in marketing, behavioral insight, AI, content, leadership, and communication.
Marketing foundation strengthened by applied leadership, strategic thinking, innovation, written communication, and stakeholder presentation work.
