Experience

U.S. Highbush Blueberry Council

• United States
• Advertising Services
• 1 - 100 Employee

• V.P., Marketing & Communications

  • Sep 2020 - Present



North American Blueberry Council

• United States
• Farming
• 1 - 100 Employee

• V.P., Marketing & Communications

  • Sep 2020 - Present



Communications, Public Relations, Marketing

• Marketing & Communications Strategist

  • 2019 - Present

  Help small businesses and individuals build relationships, visibility, and positive perceptions through strategic insight, solid positioning, and collaboration. Projects include: talking points and media interview preparation; writing, messaging, and narrative development; website, email, and social media content development; logo development counsel; crisis/reputation management strategy. CORE COMPETENCIES:Leadership and Management: Active counsel on senior leadership teams to harness positive perception, visibility, and thought leadership. Manage, train, and mentor staff and marketing partners with collaborative, team-building approach. Handle challenges and sensitive issues with professionalism, diplomacy, and integrity.Strategy: Develop and execute innovative consumer program strategies, content, and tactics, grounded in research, with smart timing and scope.Project Management: Ability to take programs from concept to full roll out with keen strategic insight and attention to detail, managing timeliness and budget efficiency. Demonstrate adaptability and flexibility in the face of constant change.Relationship Building: Engage, cultivate, and manage relationships with diverse audiences: consumers, media, executives, business owners, volunteers, donors, domestic and international organizations, and influencers. Top-rate service mentality to ensure stakeholders feel supported.Media Relations: Seasoned spokesperson for external audiences and media trainer for executives and experts. Lead communications counsel for both proactive initiatives and crisis response. Creativity and Innovation: Utilize video storytelling, blogging, digital/social content strategies, and experiential marketing initiatives to build community. Partner with experts and influencers to engage external audiences.Speaking and Presentation: Engaging presenter to boards, councils, and live audiences of 400+, as well as through digital engagement (webinars, Facebook Live, web videos).



Society of American Florists

• United States
• Non-profit Organizations
• 1 - 100 Employee

• Vice President, Marketing

  • 2002 - 2019

  As communications lead on the executive management team, led the development and execution of marketing initiatives, consumer programs, and media relations campaigns for this multifaceted organization representing all segments of the floral business industry. Developed annual plans and budgets based on strategy and timing. Delivered maximum results with finite resources.• Strategic counsel on all media, communications, and reputation management issues; managed staff, project priorities and budgets; led cross-functional team to ensure alignment of mission, messaging, and overall narrative. • Created proposals/reports and regularly presented to the Board of Directors, international industry groups, and conference attendees to spotlight marketing programs (audiences of 15 - 400+); staff liaison to consumer council and marketing committee. • Managed the development and execution of media outreach activities, video production and storytelling, promotional campaigns, and digital content to drive national news coverage and consumer engagement. • Served as external spokesperson and media trained executives, researchers, and experts for interviews; conducted national media workshops to establish the organization as a key resource.• Managed multi-level consumer research initiatives: university behavioral research funding and partnerships; qualitative/quantitative market studies to inform strategy and message; tracking studies, opinion polls, omnibus surveys to strengthen communication angles. • Developed print collateral, marketing kits, and online resource centers to help members capitalize locally on the nationwide programs.• Negotiated contracts and directed the work of external agencies, consultants, and vendors, collaborating on creative planning, development, and implementation of consumer campaigns, materials, events, and partnerships. • Directed contracts and partnership guidelines for third-party expert spokespeople and influencers to enhance the message.

• Director, Consumer Marketing

  • 1998 - 2002

  - Directed PR and advertising agencies on a variety of marketing programs, including the development of PR campaigns, TV and radio commercials, print ads, and collateral materials. - Led industry response efforts/logistics immediately following the 9/11 crisis to get flowers to rescue workers, crisis centers, victims’ loved ones, and memorial services in New York and at the Pentagon. - Directed ongoing media relations efforts, as well as those surrounding the floral industry’s involvement in decor for the official Presidential Inaugural Balls.- Managed the development of a nationwide voluntary funding program; established and maintained relationships in the recruitment, recognition, and retention of business member supporters and contributors.



American Floral Marketing Council

• Director, Marketing

  • 1996 - 1998

  Directed full production process of marketing kits (four per year) and a 32-page how-to marketing guide for members. Managed the development and launch of the floral industry’s first educational consumer website: aboutflowers.com.

• Consumer Program Specialist

  • 1991 - 1996

  Wrote copy, managed photo shoots, and attended press checks for the production of collateral materials and ads. Managed industry response to negative publicity during key holiday times. Assisted in response to media requests.



Stop & Shop Companies, Inc.

• Media Specialist

  • 1990 - 1991

  Drafted and edited correspondence for Stop & Shop public affairs department. Wrote press releases and coordinated media relations activities for Bradlees discount stores. Drafted and edited correspondence for Stop & Shop public affairs department. Wrote press releases and coordinated media relations activities for Bradlees discount stores.



Ingalls, Quinn & Johnson Public Relations

• Account Specialist

  • 1989 - 1990

  Served as spokesperson and fashion consultant for T.J. Maxx client. Developed press materials, pitched media, scheduled interviews, and conducted nationwide media tours (print, radio, and TV interviews) to promote the T.J. Maxx brand and store grand openings nationwide. Served as spokesperson and fashion consultant for T.J. Maxx client. Developed press materials, pitched media, scheduled interviews, and conducted nationwide media tours (print, radio, and TV interviews) to promote the T.J. Maxx brand and store grand openings nationwide.