Armed with a background in marketing strategy, design thinking, marketing technology and user data; success-driven change agent and leader with proven ability to drive initiatives, while setting strategic direction toward attainment of organizational goals; adept at formulating cutting-edge and innovative strategies.

Experience

Embry-Riddle Aeronautical University   Daytona Beach, FL
Executive Director, Marketing Strategy and Planning
2011–2018

 Strategic Marketing Leadership

  • Develop and oversee digital communications plans and efforts, including e-mail, social, content and search engine marketing
  • Oversee operating and digital advertising budget of $2.5 million
  • Act as executive producer for all digital and multimedia publications
  • Manage teams of creative staff (designers, developers, writers, editors, event planners, photographers, videographers, and advertising staff) as they work to bring projects from concept to reality – total staff managed: 20 fulltime, 7 interns/student workers
  • Present plans and data to executive leadership for review and project buy-in

Customer Insights

  • Head research efforts focused on understanding current audience and identifying new target markets
  • Mine CRM, user data and Google Analytics for consumer, applicant and prospect information
  • Perform focus groups, keyword research, surveys, user testing etc. to better understand consumers and their needs
  • Lead delivery of targeted, personalized messages based on consumer behavior

Accomplishments

  • Significantly increased leads generated – 45K leads captured in 2017, an increase of 17K from 2016 (using a mix of social, retargeting, and search advertising)
  • Led successful redevelopment of all university websites on the ERAU.edu domain, including the internal portal – two or three major projects launched each year from 2011 to 2018
  • Directed efforts to iterate and optimize all university digital communication platforms and campaigns – enhancing usability and improving targeted message delivery that resulted in increased conversions
  • Spearheaded procurement of marketing technology infrastructure including the install and migration to Salesforce CRM and the Sitecore CMS platform

Previous titles at Embry-Riddle

  • Executive Director of Digital Strategy
  • Director Web Services
  • Manager Web Services

Awards

  • (2) Essential Piece Awards from Vice President of Enrollment and Marketing
  • Latitude Award given to Digital Strategy for supporting web design and marketing at Embry-Riddle’s Worldwide Campus

REDE Critique   Kennedy Space Center, FL
Program and Project Coordinator, Strategic Communications (NASA KISS Contract)
2009–2011 

Strategic and Executive Communications

  • Wrote and developed speeches, communication plans, and presentations to assist NASA executive staff in disseminating government memorandums, budgets, and research
  • Utilized new and available media and technology for employee information website development, message dissemination, process improvement, and team collaboration by conceptualizing innovative solutions
  • Rendered hands-on support to Kennedy Space Center events planning through advisement on communications strategy and development of technology tools

Continuous Process and Performance Improvement

  • Designed Kennedy Communicator as dynamic workforce communication intranet portal, which resulted in coordination of information technology, human resources, external relations, and public affairs for online and integrated workforce communication strategy
  • Drove efforts in identifying areas for technical and process improvements for Space Center’s Speaker Bureau Program, which resulted in growth and proper tracking

Awards

  • Performance Award, KISS Contract, for excellent support and leadership of KSC’s strategic communication activities
  • KSC Group Achievement Award for providing contributions to KSC Public Affairs in support of Mission STS-135, final launch of space shuttle program
  • KSC Group Achievement Award for assisting with President Obama’s visit to Kennedy Space Center
  • Center Director Gold Dollar Award for strategic communication efforts

Daytona Beach News, Journal   Daytona Beach, Florida
Magazine and Online Managing Editor
2006–2009

Organizational Leadership

  • Directly supervised graphic designers, technical staff, writers, and photographers in creating and managing an entertainment website and event database, resulting in more than 350,000 visitors each month

Program Development

  • Developed training programs for journalists in blogging, social networking, and search engine optimization
  • Created and implemented internship program focusing on development of techniques for website traffic increase

Awards

  • 3rd place for niche website in Florida Society of News Editors
  • 3rd place for website design in Society of Professional Journalists

Flagler County Chamber of Commerce   Palm Coast, FL
Communications Director
2004–2006

United States Navy
Hospital Corpsman
1997–2002

Education

Master of Arts in Digital Media Design – Expected 2019
Harvard Extension School   Cambridge, MA

Master of Science in Internet Marketing – 2011
Full Sail University   Winter Park, FL

Bachelor of Science in Communications – 2004
University of North Florida   Jacksonville, FL