Experience

West Michigan Symphony

• United States
• Music
• 1 - 100 Employee

• Vice President of Development and Marketing

  • Oct 2021 - Present



Lost Province Center for the Cultural Arts

• Lansing, North Carolina, United States

• Marketing and Fundraising Strategist/Consultant

  • May 2020 - Oct 2021

  Develop strategy and implement best-in-class tactics for startup: branding and key message structure, website development, content creation, earned media, social media, product and program design, marketing automation, funding appeals and prospect cultivation, CRM identification and data migration. Develop strategy and implement best-in-class tactics for startup: branding and key message structure, website development, content creation, earned media, social media, product and program design, marketing automation, funding appeals and prospect cultivation, CRM identification and data migration.



Charlotte Symphony

• Performing Arts
• 1 - 100 Employee

• Vice President of Marketing and Patron Experience

  • Mar 2017 - Mar 2020

  Recruited as member of executive leadership team to lead change, strategize and execute organizational turnaround plan. Led all aspects of the marketing, sales and communication functions with a focus on driving consumer participation and aggressive revenue growth through a data-driven approach, new product introduction, pricing and demand management innovation, retention strategies and positioning organization as an indispensable community asset. • Accountable for 37% of annual… Show more Recruited as member of executive leadership team to lead change, strategize and execute organizational turnaround plan. Led all aspects of the marketing, sales and communication functions with a focus on driving consumer participation and aggressive revenue growth through a data-driven approach, new product introduction, pricing and demand management innovation, retention strategies and positioning organization as an indispensable community asset. • Accountable for 37% of annual operating revenue through sale of nine product lines, 80 events • Grew revenue by 49% YOY; a result of consistent sales performance, resource alignment, 4 sold-out events • Developed predictive models used to forecast and monitor revenue plans; delivered accuracy to +/- 2% Show less Recruited as member of executive leadership team to lead change, strategize and execute organizational turnaround plan. Led all aspects of the marketing, sales and communication functions with a focus on driving consumer participation and aggressive revenue growth through a data-driven approach, new product introduction, pricing and demand management innovation, retention strategies and positioning organization as an indispensable community asset. • Accountable for 37% of annual… Show more Recruited as member of executive leadership team to lead change, strategize and execute organizational turnaround plan. Led all aspects of the marketing, sales and communication functions with a focus on driving consumer participation and aggressive revenue growth through a data-driven approach, new product introduction, pricing and demand management innovation, retention strategies and positioning organization as an indispensable community asset. • Accountable for 37% of annual operating revenue through sale of nine product lines, 80 events • Grew revenue by 49% YOY; a result of consistent sales performance, resource alignment, 4 sold-out events • Developed predictive models used to forecast and monitor revenue plans; delivered accuracy to +/- 2% Show less



Conductive Learning Center, Aquinas College

• Greater Grand Rapids, Michigan Area

• Executive Director

  • Sep 2014 - Jan 2017

  Responsible for advancement of organizational vision and mission. Led overall strategy and operational management, directed planning and program expansion, guided fundraising, marketing and public relations efforts, and developed community-wide relationships. • Built organizational capacity through the implementation of best-practice fund development programs, including annual campaign, major gifts, gala events, grants and sponsorships leading to 8% annual growth • Garnered… Show more Responsible for advancement of organizational vision and mission. Led overall strategy and operational management, directed planning and program expansion, guided fundraising, marketing and public relations efforts, and developed community-wide relationships. • Built organizational capacity through the implementation of best-practice fund development programs, including annual campaign, major gifts, gala events, grants and sponsorships leading to 8% annual growth • Garnered legislative support to restart $350K state funding for industry-leading research Show less Responsible for advancement of organizational vision and mission. Led overall strategy and operational management, directed planning and program expansion, guided fundraising, marketing and public relations efforts, and developed community-wide relationships. • Built organizational capacity through the implementation of best-practice fund development programs, including annual campaign, major gifts, gala events, grants and sponsorships leading to 8% annual growth • Garnered… Show more Responsible for advancement of organizational vision and mission. Led overall strategy and operational management, directed planning and program expansion, guided fundraising, marketing and public relations efforts, and developed community-wide relationships. • Built organizational capacity through the implementation of best-practice fund development programs, including annual campaign, major gifts, gala events, grants and sponsorships leading to 8% annual growth • Garnered legislative support to restart $350K state funding for industry-leading research Show less



Grand Rapids Symphony

• United States
• Musicians
• 1 - 100 Employee

• Vice President for Marketing and Public Relations

  • Sep 2000 - Mar 2014

  Planned, implemented and evaluated ongoing marketing, sales and communications programs focused on building brand awareness, patron engagement and revenue growth. • Brought to market, managed product and customer lifecycles of top two product lines • Achieved record-setting 36% growth in subscriptions through refreshed messaging and new tactics • Drove 4% revenue increase during recession (versus 10% average industry decline), while cutting expenses and managing through 20%… Show more Planned, implemented and evaluated ongoing marketing, sales and communications programs focused on building brand awareness, patron engagement and revenue growth. • Brought to market, managed product and customer lifecycles of top two product lines • Achieved record-setting 36% growth in subscriptions through refreshed messaging and new tactics • Drove 4% revenue increase during recession (versus 10% average industry decline), while cutting expenses and managing through 20% reduction in staffing • Partnered with technology leader to develop industry specific CRM application, increasing ROI by 10% • Led end-to-end execution of major market study and branding research resulting in refreshed strategic direction, messaging, product differentiation and visual brand standards • Developed vendor relationships resulting in a 200% increase in traded services • Restructured direct sales operations, decreasing cost of sale by 13%

• Marketing Director

  • Mar 1995 - Aug 2000

• Marketing Manager

  • Oct 1992 - Feb 1995



Suffolk University

• United States
• Higher Education
• 700 & Above Employee

• Director, Enrollment Management Research

  • 1989 - 1992

  Served as the Marketing information specialist for the university, analyzing the educational marketplace to develop cost-effective recruitment strategies. Projects included: student profiling and target market identification; geographic yield analysis; enrollment/income projections; positioning studies. Developed and maintained research databases. Analyzed survey and institutional data using SPSS and SAS. Made formal presentations to administrators regarding recruitment, retention, marketing… Show more Served as the Marketing information specialist for the university, analyzing the educational marketplace to develop cost-effective recruitment strategies. Projects included: student profiling and target market identification; geographic yield analysis; enrollment/income projections; positioning studies. Developed and maintained research databases. Analyzed survey and institutional data using SPSS and SAS. Made formal presentations to administrators regarding recruitment, retention, marketing strategy and budgetary issues. Supervised staff of two. • Planned, designed, executed 30+ marketing research projects annually. • Marketing team initiatives increased enrollments 5% during tenure despite a 15% decline in the college bound market. Show less Served as the Marketing information specialist for the university, analyzing the educational marketplace to develop cost-effective recruitment strategies. Projects included: student profiling and target market identification; geographic yield analysis; enrollment/income projections; positioning studies. Developed and maintained research databases. Analyzed survey and institutional data using SPSS and SAS. Made formal presentations to administrators regarding recruitment, retention, marketing… Show more Served as the Marketing information specialist for the university, analyzing the educational marketplace to develop cost-effective recruitment strategies. Projects included: student profiling and target market identification; geographic yield analysis; enrollment/income projections; positioning studies. Developed and maintained research databases. Analyzed survey and institutional data using SPSS and SAS. Made formal presentations to administrators regarding recruitment, retention, marketing strategy and budgetary issues. Supervised staff of two. • Planned, designed, executed 30+ marketing research projects annually. • Marketing team initiatives increased enrollments 5% during tenure despite a 15% decline in the college bound market. Show less



Research Communications, Ltd.

• Chestnut Hill, MA

• Project Director

  • 1986 - 1989

  Directed all aspects of primary research projects for media consulting firm specializing in formative/production research for TV and radio programming, educational testing, market positioning studies, audience profiling, concept testing and image studies. Designed research instruments. Led focus group sessions. Statistically analyzed survey data using SPSS. Wrote summary reports of findings and developed marketing recommendations. • Managed flow of multiple projects simultaneously while… Show more Directed all aspects of primary research projects for media consulting firm specializing in formative/production research for TV and radio programming, educational testing, market positioning studies, audience profiling, concept testing and image studies. Designed research instruments. Led focus group sessions. Statistically analyzed survey data using SPSS. Wrote summary reports of findings and developed marketing recommendations. • Managed flow of multiple projects simultaneously while adhering to strict deadlines and budgetary constraints • Supervised in-house staff of seven; coordinated field efforts of 15 site managers across the US Show less Directed all aspects of primary research projects for media consulting firm specializing in formative/production research for TV and radio programming, educational testing, market positioning studies, audience profiling, concept testing and image studies. Designed research instruments. Led focus group sessions. Statistically analyzed survey data using SPSS. Wrote summary reports of findings and developed marketing recommendations. • Managed flow of multiple projects simultaneously while… Show more Directed all aspects of primary research projects for media consulting firm specializing in formative/production research for TV and radio programming, educational testing, market positioning studies, audience profiling, concept testing and image studies. Designed research instruments. Led focus group sessions. Statistically analyzed survey data using SPSS. Wrote summary reports of findings and developed marketing recommendations. • Managed flow of multiple projects simultaneously while adhering to strict deadlines and budgetary constraints • Supervised in-house staff of seven; coordinated field efforts of 15 site managers across the US Show less