Experience

The Dartmouth Institute for Health Policy & Clinical Practice

• United States
• Hospitals and Health Care
• 1 - 100 Employee

• Associate Director, Admissions Marketing

  • May 2022 - Present

  • Direct admissions marketing, and multi-channel communications to enhance enrollment for the Master of Public Health (MPH) and Master of Science (MS) programs at the Dartmouth Geisel School of Medicine. • Devise strategic digital marketing campaigns designed to raise the profile of Dartmouth MPH and MS graduate programs, making creative improvements and budget shifts based on data-driven measurements. ✔ Spearheaded a creative overhaul of existing marketing campaigns, messaging, and tactics within the first six months, resulting in increased prospective student lead generation. • Align strategic marketing campaigns to the academic admissions cycle with a $340,000+ budget for PPC, display and discovery retargeting efforts, and multi-channel campaigns across email and social media platforms. • Lead weekly meetings to review, revise, and reset marketing efforts based on enrollment statistics, competitive analysis, and year-over-year trends. ✔ Oversee comprehensive, proactive marketing strategies for achieving the admissions priorities of increased application submission, strengthening qualified applicant pools, and increased enrollment. • Execute strategies for marketing initiatives supporting Dartmouth in-person and remote learning programs while identifying opportunities for growth with new and/or enhanced academic offerings. • Manage the front and back ends of several Dartmouth-owned websites ✔ Led a complex, multi-phase PHP update of The Dartmouth Institute website. ✔ Authored a comprehensive, graphic user manual for executing website edits intended for audiences of all skill levels and abilities. ✔ Write and edit original SEO-rich web content designed to tell the stories of Dartmouth students, alumni, and faculty. • Oversee the production of print and digital marketing pieces, including tabletop retractable banners, one-pagers, brochures, event programs, and large-scale display units. Show less



Columbia University Mailman School of Public Health

• United States
• Higher Education
• 500 - 600 Employee

• Digital Strategist

  • Jul 2017 - May 2022

  • Identified digital needs and new opportunities to increase brand awareness demonstrating the breadth and depth of the Mailman School faculty, research, student experiences, achievements, initiatives, and milestones • Managed the School’s central social media channels and associated managers; devised campaigns that generated increased interest in the School through paid and organic efforts ✔ Conceived, oversaw, and executed several COVID-19 and pandemic-related digital media campaigns and toolkits ✔ Devised a year-long social media campaign celebrating the Mailman School’s Centennial, public health achievements, and renown champions in the fields of prevention and global health • Developed and deployed digital strategies to achieve social media presence, increased web traffic, and applications, resulting in: o 112% follower increase on Instagram; 21% increase on Twitter; 16% increase on LinkedIn in 6 months o Over 4.5 million pageviews to the Columbia Public Health website in 12 months o 9% increase in applications from 2021 to 2022 • Managed a team of internal stakeholders and external vendors on SEO, SEM, paid search, PPC, target keyword campaigns leading to: o 20% increase in the top five page positions in Google search results o Broad adoption of paid search strategies within each department at the Mailman School o Key investments in digital advertising for a vast portfolio of summer and continuing education offerings • Hosted digital strategy, content development and social media classes for Columbia Medical Center students, faculty, and staff • Managed the back and front ends of the Mailman School website, and associated microsites for affiliated centers and programs ✔ Lead monthly Drupal web training sessions with website editors and administrators • Pitched, wrote, and edited original content for distribution, including Mailman Student Voices, featuring the public health student experience Show less



Raptive

• United States
• Technology, Information and Internet
• 200 - 300 Employee

• Marketing Manager

  • Sep 2015 - Mar 2017

  • Led editorial teams in creating target market-resonant brand content to grow audiences and drive web traffic • Provided direction and assistance with video and article content, and segmented e-newsletter campaigns • Continually pushed the creative envelope, challenging editorial teams to tackle new angles and trending topics • Performed & interpreted market demographic analysis using Google Analytics: ✔Conducted editorial and marketing department meetings to provide updates on audience interests and online habits, adjusting approaches where necessary • Led evidence-based marketing strategies resulting in: ✔ A 27% increase in organic video views in 6 months to the CafeMedia flagship online property; ✔ 24.4 million organic video views in one month • Constructed a robust content partner portfolio responsible for increasing organic web traffic to CafeMom properties by 500% from 2015 to 2016 • Systematically & conscientiously partnered with teams to identify & remove biases inconsistent with voice of audience • Spearheaded the focus on organic web traffic generation through forming mutually beneficial relationships with notable media brands such as Yahoo, AOL, the Huffington Post, Teen Vogue, Well + Good, Pure Wow, She Finds and The Mighty. • Leveraged social media channel to grow follower base across Facebook, Twitter, Pinterest and Instagram • Grew CafeMom web traffic from 16 million monthly organic users to 22 million monthly users in 8 months Show less



Girls Inc.

• Non-profit Organizations
• 500 - 600 Employee

• Creative Services Manager

  • Aug 2012 - Sep 2015

  • Directed all strategic communications across Girls Inc. social media channels to heighten brand visibility • Wrote compelling content for the organization’s digital presence; utilized Google Analytics to measure reach, engagement, click-thru rate and overall impact of social media campaigns, targeted e-newsletters and web solicitations • Designed & managed the production of branded content including e-communications, brochures, annual reports, solicitations, event programs, videos and comprehensive training guides used at 81 international Girls Inc. affiliates • Led the production of videos, print publications and coverage of special events with corporate partners such as Facebook, Condé Nast, Google, Nordstrom, American Express, The Clinton Foundation, Starbucks and Voya Financial • Created a 6-month social media strategy resulting in: ✔ 774%, 21%, and 11% increase in followers for Girls Inc. Instagram, Facebook, and Twitter channels, respectively • Produced a mission video for Girls Inc., leading to: ✔ A 63% rise in website traffic and international airings • Executed a communications strategy for the launch of a partnership between Girls Inc., Starbucks, and Oprah Winfrey, resulting in $5 million raised for literacy programs and a segment on NBC’s “The Voice” • Orchestrated a digital overhaul for Girlsinc.org including a Drupal site migration, content purge and adoption of SEO best practices, leading to: ✔ A 48% increase in website traffic in 2 months • Collaborated with organization partners on the creation of a PSA and launch of the “With You In Her Corner” campaign • Supervised the design & implementation of comprehensive brand standards and graphic guidelines bible • Executed front end web updates for GirlsInc.org & all affiliated sites to positively enhance user experience Show less



Independent Media Producer

• Media Production
• 1 - 100 Employee

• Project Manager & Producer

  • Feb 2009 - Aug 2012

  • Directed videographers and editors on multimedia projects for companies & organizations including but not limited to General Motors, Mercedes Benz, HBO, New York Fashion Week, The Clinton Global Foundation, Tommy Hilfiger, the Paris Auto Show, eBay, & BlogHer. • Collaborated with global brands & Fortune 500 companies to produce web content, trailers and event coverage from pre-production through post-production and final delivery • Led web developers & designers on content migrations, web re-designs and site launches in addition to establishing social media channels to maximize business development opportunities • Conducted interviews at press events & premieres while directing videography and editing teams • Oversaw the design of print, digital, video marketing collateral, and social media for a 3-hour PBS documentary film • Worked as writer & researcher to an award-winning filmmaker; wrote news copy, edited audio interviews, pitched segments for programs on WNYC Radio Show less



Synaptic Digital

• United States
• Advertising Services
• 1 - 100 Employee

• Narrative Marketing Producer

  • Nov 2006 - Feb 2009

  International media company providing media relations, video distribution expertise and public relations solutions to help brands, agencies and organizations get noticed and create change. • Wrote & produced branded content for the web, television, and radio for a variety of Fortune 500 companies and organizations • Developed comprehensive media budgets, marketing plans, partnership strategies, and social media campaigns • Analyzed & presented the results of targeted marketing campaigns at monthly status meetings and proposed future campaigns with agency clients based on research and news trends Show less



MSNBC

• Broadcast Media Production and Distribution
• 400 - 500 Employee

• News Graphics Producer & Writer

  • Jan 2007 - Mar 2008

  • Designed on-air graphics, charts, graphs and polls creatively illustrating news stories and political trends used throughout MSNBC & NBC News programs such as TODAY, NBC Nightly News, and Morning Joe • Effectively managed the MSNBC control room during periods of breaking news, unexpected events and White House briefings • Researched & wrote news copy for stories airing on MSNBC’s first live daily broadcast, online segments and social media posts • Organized & prepared line producers, show directors, field correspondents, and interviewees Show less



Hersam Acorn Newspapers

• United States
• Newspaper Publishing
• 1 - 100 Employee

• Print Journalist

  • 2003 - 2006

  • Pitched, researched and wrote weekly stories on conservation, zoning and land-use matters for an award-winning newspaper. • Conducted interviews and wrote profiles of artists, lecturers, local personalities and performers for multiple newspapers across Fairfield County, Connecticut. • Pitched, researched and wrote weekly stories on conservation, zoning and land-use matters for an award-winning newspaper. • Conducted interviews and wrote profiles of artists, lecturers, local personalities and performers for multiple newspapers across Fairfield County, Connecticut.