PROFESSIONAL PROFILE

Confident, creative and award-winning marketing communications professional with more than a decade of progressive experience in higher education and five years experience as a print journalist. Forward-thinking thought leader with a keen understanding of new and emerging technologies and their use in a modern marketing communications strategy. Experienced across all areas of marketing communications with a track record of innovation and success. Strong leader, dedicated employee and ethical communications professional.

EDUCATION

BA, Journalism | University of Minnesota, 1999
MS, Integrated Marketing Communications | West Virginia University, 2011

CORE STRENGTHS

• marketing plan development
• digital marketing strategy
• creative direction
• social media strategy
• brand strategy
• market research

• publications management
  
• copywriting
  
• media relations
  
• issues management
  
• crisis communications
  
• reputation management
  

• search engine optimization
  
• multimedia management
• public speaking
• new and emerging technologies
• budget management

KEY ACCOMPLISHMENTS

• Led the transition to an integrated marketing communications model at Winston-Salem State University, bringing together the Office of Public and Media Relations and the Office of Marketing Communications into one collaborative department. 
• Led the development and rollout of brand messaging and an updated visual identity, including a new institutional logo at Winston-Salem State University. 
• Served as a key member of an in-house rebranding team at the University of Wisconsin Oshkosh. Conducted research, drafted large portions of the brand platform and guidelines, led focus groups, developed an award-winning rollout strategy and led workshops introducing the brand platform to campus.
• Overhauled alumni magazines at three different institutions.
• Played a key role in the award-winning transition of the University of Wisconsin Oshkosh’s Office of University Relations to the Office of Integrated Marketing and Communications.
• Developed and implemented a search engine optimization strategy that resulted in an increase in search engine traffic by 700%.
• Established goals and processes for departmental management of projects with an eye toward ensuring effectiveness while providing exceptional customer service. This effort was recognized with a CASE Region V Award for Best Practices in Marketing and Communication.
• Served as a team member for the roll out of a bus tracking system that allows transit riders to get real-time bus arrival predictions via the Web, SMS text messaging, phone or through the university’s mobile application.
• Developed the first online daily news sites at two different institutions; managed the creation of online magazines at three institutions.
• Pitched faculty experts to news media, resulting in high-profile placements in the Washington Post, the Orlando Sentinel, Natural Health Magazine, National Public Radio and more.

WORK HISTORY

Chief Communications and Marketing Officer
Winston-Salem State University
2015-present

• Reporting to the Chancellor, serve as the chief communications officer, accountable for the daily management of all communication operations, public relations initiatives, marketing, media support and a wide array of image support activities for the university. Oversee internal communications and provide public relations counsel and communications support to the entire university. Serve as a member of the university's executive staff.
• Provide strategic leadership in marketing, communication and branding activities, ensuring alignment with the strategic goals and vision of the University. Lead and manage an integrated marketing and communications team responsible for print and digital marketing, design and production, alumni publications, media and public relations, and social media. 
• Develop marketing campaigns in support of university strategic priorities. Create marketing plans for high-level university events and initiatives. Develop and implement overarching strategies in support of recruitment and fundraising. Lead and manage brand awareness, affinity, and perception campaigns.
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Director of Web Strategy and Interactive Media
Radford University
2010-2015
Flexibility, marketing acumen and a love of new media are required to develop and implement a multiplatform marketing strategy to support the university’s student recruitment, retention, outreach and fundraising goals.

• Provide strategic direction for the university’s digital communications tools, including its website, portal, social media channels, digital signage, way-finding kiosks, multimedia, virtual tour and mobile presence. Review analytics, traffic patterns and search results to improve the effectiveness of the university’s website. Stay abreast of emerging technologies and recommend their use as appropriate to meet the university’s strategic goals. Provide workshops and other training opportunities for campuswide audiences to learn communications best practices. Manage a team of writers, designers, editors and videographers and a budget of $350,000.
• Create multichannel marketing plans with strategies for Web, social media and multimedia. Assist departments in refining their marketing goals, and identify tactics and strategies to meet those goals.
• Provide oversight, content strategy and manage official social media accounts. Monitor social media and respond to constituents during issues management and crisis communication scenarios. Organize a social media users group to facilitate better collaboration across campus and to provide guidance on best practices.
• Craft, propose and enforce mass email, Web, social media and accessibility policies and guidelines to ensure consistent messaging across channels. Establish and manage design, content, and identity standards and style guides for public web applications. Review all web applications and digital tools for compliance with style and branding guidelines.
• Participate in the rollout of the university’s brand platform, including overseeing a complete redesign of the university’s website and other digital channels. Promote consistent brand messaging and design across channels.
• Partner with enrollment management on the development of communications tools to promote Radford University to prospective students. Implement and manage a virtual walking tour, counselor maps and other digital channels to facilitate quality interactions with prospective students.
  
  

News Director and Associate Director of Integrated Marketing and Communications
UW Oshkosh
2007-2010
Creativity and the ability to stay calm under pressure are required when the morning involves communicating that 85% of the university’s buildings have been damaged in a flood and the afternoon involves providing creative direction on the institutional magazine.

• Serve as news director for the state’s third-largest university. Develop relationships with the media to garner interest in covering the UW Oshkosh story. Follow national news trends and proactively pitch faculty experts to reporters. Work with senior leadership to develop strategies for issues management and crisis communication with an eye toward authentic messaging that best reflects the university’s brand. Draft messages from the chancellor and other senior leaders to provide transparent communications to the campus community. Coordinate press conferences featuring both university leadership as well as political leaders. Participate in disaster drills and active shooter scenario training. Respond to media inquiries in a timely and efficient manner. Serve as spokesperson as appropriate. Supervise writers, photographers and other content providers. Assume the responsibilities of the Executive Director in her absence.
• Develop multichannel marketing communications campaigns for major events and milestones. Provide creative and editorial direction for marketing materials and publications, including significant marketing pieces such as the annual viewbook and admissions campaigns.
• Serve as the news and features editor of the university’s alumni publication. Participate in a complete overhaul and rebranding of the publication. Work with writers and photographers to provide content to design team. Provide creative direction on artwork and design.
  
  

Public Relations Coordinator
Northwestern Health Sciences University
2004-2007
The university’s first dedicated public relations coordinator tasked with creating a public relations strategy from the ground up.

• Develop media relations campaigns to highlight university research, events and milestones. Develop relationships with the media to garner interest in telling the NWHSU story. Proactively pitch faculty experts to local and national media. Develop and manage a daily news site. Create and promote a weekly podcast and news service about natural health care.
• Manage the university’s alumni magazine, including overseeing an award-winning overhaul and rebranding, leading editorial board meetings, writing articles and editing submitted content, working with vendors and developing an annual budget. Manage a team of writers.
• Manage a natural-health-focused website. Develop a content strategy; write and edit content; and work with designers to create promotional materials and campaigns.
   

Editor and Marketing/Book Service Coordinator
CBE International
2003-2004

• Manage all public relations and marketing. Develop an annual marketing plan and budget. Craft press releases and press kit materials. Pitch senior leadership to local and national media. Respond to media inquiries. Serve as the editor of a quarterly magazine and monthly e-newsletter. Manage the organization’s website. Serve as gatekeeper for the organization’s brand and messaging. Supervise public relations assistant.
• Oversee all aspects of the organization’s online bookstore, including ordering product, supervising packaging and shipment team, and developing promotions and sales. Overhaul the bookstore’s website to improve the shopping experience and facilitate retargeting opportunities. Work with both authors and publishers to review potential offerings.
   

Assistant Editor
Lakeshore Weekly News
2001-2003

• Reporter and editor for a weekly community newspaper. Write news and feature articles and cover K-12 education. Edit staff-written articles for content, clarity and AP Style. Supervise student interns.
  
  

Publications Manager
Hiebel & Associates
1999-2001

• Manage the communications needs for the company’s largest client (the Minnesota Precision Manufacturing Association). Manage three publications, including an eight-times-yearly magazine and two newsletters. Oversee budgets in excess of $400,000 per year. Write and edit content and design portions of the publication, work with freelance writers, photographers and designers. Manage relationship with print vendor.
• Create marketing materials and RFP responses for the company.
   

Assistant News Editor
​Lillie Suburban Newspapers
1997-1999

• Reporter and section editor. Cover city government and K-12 education. Write news and feature articles. Edit staff articles. Design the front page and education sections.

AWARDS AND HONORS

Visit my honors page to see a full list of recognitions and awards.

PROFESSIONAL ACTIVITIES

Visit my professional activities page to see a full list of professional activities.