Experience

Centralina Regional Council

• United States
• Government Administration
• 1 - 100 Employee

• Marketing and Communications Manager

  • Jul 2018 - Present

  Created an award-winning brand family, updating Centralina’s house of brands into a branded house approach with a dozen sub-brands, each with coordinating websites, social media platforms and collateral. Increased website users by 3,000%, newsletter distribution by 300% and social media followers by 100% since 2021. Developed the communications strategy for CONNECT Beyond, an award-winning 12-county regional transit plan that is being adopted in the greater Charlotte region. Ongoing work: • Establish marketing strategies for Centralina and related affiliate organizations, including Centralina Area Agency on Aging, Centralina Workforce Development Board, Centralina Economic Development District, Centralina Health Solutions, Centralina Clean Fuels Coalition and Centralina Foundation. • Create and enforce brand and communication policies and procedures. • Lead a cross-departmental communications team and brand orientation classes for new staff. • Develop a social media framework to support and expand the organization’s online presence; create timeline and tactics for postings and public engagement. • Create content for collateral, websites, social media, e-newsletters, insights blog and reports. • Liaise with the media and pitch stories related to our workplan priorities, including cross-jurisdictional collaboration, mobility / transportation, healthy / sustainable communities, economic growth and resilience, workforce development, local government innovation and older adult advocacy. • Promote and oversee regional events, webinar series and conferences. • Develop engagement strategies for our Board of Delegates, Executive Board and member communities. • Establish and maintain cooperative relationships with local elected officials and government staff, congressional representatives, community partners, influencers and other stakeholders. Show less



Whole Foods Market

• United States
• Retail
• 700 & Above Employee

• Metro Marketing Manager

  • Nov 2017 - Jun 2018

  • Created the marketing strategy for the Charlotte market, including store-specific tactics for each of the four locations. • Developed and implemented quarterly plans, budgets and ROI tracking metrics. • Managed media relations and digital marketing. • Worked with leadership to develop regional marketing initiatives. • Supported and maintained brand standards across all marketing platforms. • Created a strategic marketing plan for the uptown new store opening, including: - Opening week events tailored specifically to various target groups and stakeholders. - Signage, direct mail, digital advertising, social media, billboards, radio and media coverage. - Partnerships with local influencers, non-profit organizations, businesses and community groups. • Managed the Whole Foods Market presence at health fairs and local culinary/wellness expos. • Executed metro-wide store events and managed in-store third party marketing promotions with product vendors. • Oversaw the community giving program and cultivated sponsorship partners including Sustain Charlotte, Symphony Guild, YMCA, United Way, Catawba Riverkeeper Foundation and Second Harvest. • Conducted customer forums to gather market research and feedback on store experience. Show less



Self Employed

• Freelance Marketing Consultant

  • Sep 2011 - Nov 2017

  • Worked with small and large companies to conduct market analysis, develop comprehensive and customized marketing plans and advise on best practices. • Hired marketing talent, built infrastructure and streamlined business processes. • Advised on branding, positioning, communications and other marketing issues. • Formulated solutions and developed platforms to help clients reach business development goals. • Created tactics to effectively roll out new products and services. • Managed online presence and developed new content for websites, blogs, social media and digital advertising. • Organized presence at national and state-wide trade shows, including the creation of show messaging, event materials, promotions, booth design, pre-show marketing, lead capture systems and event follow up. Show less



Carolinas HealthCare System

• United States
• Hospitals and Health Care
• 700 & Above Employee

• Marketing Manager

  • Aug 2007 - Aug 2011

  • Formulated strategic marketing plans and measurement criteria for CMC-Mercy and key service lines. • Implemented marketing campaigns that included TV, radio, print collateral, video, direct mail, ad campaigns, outdoor signage, bi-lingual pieces, social media, grass roots marketing and special events. • Managed the creative development of and wrote content for direct mail campaigns, brochures, websites, flyers, newsletters, hospital magazine (circulation of 11,000) and other projects. • Produced large-scale events such as health fairs, ribbon cuttings and formal executive functions. • Presented marketing plans, key performance indicators and gained insights to C-level executives. • Worked closely with other departments (including public relations, IT, HR, creative services, physician liaisons and administration) to communicate marketing plans and seek opportunities for collaboration. • Negotiated and managed sponsorship contracts with The Mint Museum, Blumenthal Performing Arts Center, North Carolina Dance Theatre, Bechtler Museum of Modern Art and SouthPark Mall. • Managed relationships with vendors including media buyers, printers, designers and photographers. • Conducted research on demographics, search trends and competition to identify points of differentiation for best positioning, discover market awareness opportunities and customize marketing content. • Followed design and copy standards to enforce brand identity and ensure consistent messaging. • Supervised online branding including websites, Facebook, paid advertising and other online outlets. Show less



ClickCom

• Marketing Director

  • Mar 2004 - Aug 2007

  • Established the marketing and search engine departments. • Managed and marketed the national reseller program. • Developed marketing plans, strategies and initiatives to drive revenue growth and create awareness. • Created marketing content and sales tools, including presentations, collateral, trade show displays, print ads, company website, specialty items and educational videos. • Produced webinars, seminars, tele-seminars and search engine marketing classes. • Oversaw public and client relations including press releases and monthly e-newsletter. • Identified community outreach opportunities and fostered promotional partnerships. • Drove lead generation through promotional contests, campaign-specific landing pages and direct mail. • Continuously worked to ensure online content was relevant, engaging and up-to-date. Show less



Access Point, Inc.

• United States
• Telecommunications
• 1 - 100 Employee

• Account Manager

  • Jan 2003 - Feb 2004



Technocom

• Charlotte, North Carolina Area

• Account Executive

  • Dec 2001 - Dec 2002



Ceridian

• United States
• Software Development
• 700 & Above Employee

• Inside Sales

  • Dec 2000 - Dec 2001



Crescent Communities

• United States
• Real Estate
• 200 - 300 Employee

• Executive Assistant

  • Jul 1999 - Dec 2000