Experience

Noodle

• United States
• Education Administration Programs
• 300 - 400 Employee

• Director, Engagement Strategy

  • May 2023 - Present

  Baltimore, Maryland, United States • Regularly connect with key stakeholders, including service leads across the marketing team and our partner institutions, to understand their needs as well as their ability to implement new strategies and tactics • Collaborate with stakeholders in product management, create rollout plans to incorporate new technologies and evolve student journeys • Articulate requirements to build strong relationships with prospective students, overseeing content, ux and recruitment marketing… Show more • Regularly connect with key stakeholders, including service leads across the marketing team and our partner institutions, to understand their needs as well as their ability to implement new strategies and tactics • Collaborate with stakeholders in product management, create rollout plans to incorporate new technologies and evolve student journeys • Articulate requirements to build strong relationships with prospective students, overseeing content, ux and recruitment marketing strategies • Lead the design and mapping of cross-channel lifecycle communications, including but not limited to automated emails and texts, recruitment team communication cadences that include email, text and phone conversations, chat scripts, and recruitment toolkits • Create strong connections between marketing efforts and retention efforts, to ensure that program differentiators are clearly communicated and that successful students become advocates for the program • Use data and analytical reasoning capabilities to work closely with the marketing service leads to develop plans, address identified gaps, monitor the recruitment ecosystem and optimize tactics over time • Develop and deliver presentations to aid in the selling of strategies, tactics and services • Manage a team of strategists, coaching them and supporting their learning and growth • Facilitate brainstorming sessions with admissions, financial aid, and student support staff at partner institutions to identify potential tools and resources • Proactively conduct market trends research in collaboration with analysts and market researchers to gather customer insights that can inform future journey evolution

• Director, Optimization

  • Sep 2022 - May 2023

  Baltimore • Lead the creation of an integrated optimization strategy for a set of partners/programs in collaboration with cross-functional teams, utilizing data and performance trends as well as learnings from across the portfolio • Define the requirements for and manage the creation of omnichannel and digital marketing campaigns (paid media, earned & owned marketing, content marketing, SEO, social media, email and lifecycle marketing, etc.) • Ensure cross-functional partners are informed and… Show more • Lead the creation of an integrated optimization strategy for a set of partners/programs in collaboration with cross-functional teams, utilizing data and performance trends as well as learnings from across the portfolio • Define the requirements for and manage the creation of omnichannel and digital marketing campaigns (paid media, earned & owned marketing, content marketing, SEO, social media, email and lifecycle marketing, etc.) • Ensure cross-functional partners are informed and aligned on marketing strategy, tactical plans and performance as well as priorities, deadlines and status changes • Work collaboratively with subject matter experts to recommend overall campaign strategy and ongoing optimization plans • Analyze performance reports to identify opportunities to improve marketing and enrollment effectiveness • Contribute to CRO testing plans and ensure key learnings are communicated across stakeholders • Partner with cross-functional teams to plan and prioritize optimization initiatives



University of Maryland Baltimore County

• United States
• Higher Education
• 700 & Above Employee

• Director of Undergraduate Marketing and Communications

  • Sep 2018 - Sep 2022

  Baltimore, Maryland Area • Lead a paradigm shift to campaign-oriented, digital-first marketing and oversaw pilot digital marketing campaigns in FY19 and FY20 that performed well, with an average Cost Per Acquisition of $20 and average Conversion Rates ranging from 3.87%-9.55% across channels and campaign types • Establish key infrastructure elements to support digital marketing by improving our use of tools like Google Analytics, Google Ads, and Google Tag Manager, while onboarding tools like Unbounce and Asana •… Show more • Lead a paradigm shift to campaign-oriented, digital-first marketing and oversaw pilot digital marketing campaigns in FY19 and FY20 that performed well, with an average Cost Per Acquisition of $20 and average Conversion Rates ranging from 3.87%-9.55% across channels and campaign types • Establish key infrastructure elements to support digital marketing by improving our use of tools like Google Analytics, Google Ads, and Google Tag Manager, while onboarding tools like Unbounce and Asana • Formalize and lead an annual cross-campus College Signing Day organic social campaign that, in its second year, reached 300K users (a 246% increase over the year before) and engaged 10K users (a 170% increase) • Play a key role in our Constituent Relationship Management and Digital Marketing Initiative implementation processes by identifying key system requirements, drafting a long-term integrated enrollment marketing vision, and helping to define budget and staffing needs • Supervise and mentor a team of three direct reports (two project managers and one content specialist) Show less



VisionPoint Marketing

• United States
• Advertising Services
• 1 - 100 Employee

• Marketing Strategist

  • Jan 2018 - Aug 2018

  • Develop and lead large-scale integrated marketing projects • Direct cross-functional teams through every stage of strategy creation, media planning, and execution • Ensure work is goal-driven and on strategy • Leverage tools and tactics such as SEO, campaign analytics and digital and traditional marketing channels to achieve client goals.

• Account Director

  • Jun 2016 - Jan 2018

  Baltimore, Maryland Area Act as a senior strategist and advocate for each assigned client, leveraging my experience in consulting, marketing and relationship management to establish the strategic direction for client projects. • Lead internal resources in producing amazing, on-strategy work that achieves measurable results • Deliver outstanding service and build strong relationships at every level of the client’s organizational structure • Collaborate with clients ranging from small private institutions to… Show more Act as a senior strategist and advocate for each assigned client, leveraging my experience in consulting, marketing and relationship management to establish the strategic direction for client projects. • Lead internal resources in producing amazing, on-strategy work that achieves measurable results • Deliver outstanding service and build strong relationships at every level of the client’s organizational structure • Collaborate with clients ranging from small private institutions to large public universities



University of Maryland Baltimore County

• United States
• Higher Education
• 700 & Above Employee

• Assistant Director of Marketing

  • Jun 2013 - Jun 2016

  Catonsville • Implemented a comprehensive online engagement strategy and editorial calendar to focus and maximize our efforts • Provided strategic guidance and project management for alumni and development clients to increase engagement and raise about $450,000 annually • Drove email marketing efforts of 300+ sends per year with average open rate of 20% (increasing to 40% on segmented emails) • Strategically shaped and managed various initiatives for UMBC's 50th anniversary • Supervised two… Show more • Implemented a comprehensive online engagement strategy and editorial calendar to focus and maximize our efforts • Provided strategic guidance and project management for alumni and development clients to increase engagement and raise about $450,000 annually • Drove email marketing efforts of 300+ sends per year with average open rate of 20% (increasing to 40% on segmented emails) • Strategically shaped and managed various initiatives for UMBC's 50th anniversary • Supervised two full-time employees as well as student interns

• Alumni & Development Communications Coordinator

  • Feb 2010 - Jun 2013

  Catonsville, MD • Established engagement opportunities for alumni that created goodwill while simultaneously collecting new data • Expanded the social media program to increase engagement and more than triple existing audiences on Facebook and Twitter • Encouraged adoption and improved use of Encompass to drive more than $300,000 in revenue • Created compelling copy and layout for print and web materials aimed at donor and alumni audiences • Served as regular writer and class notes editor for UMBC… Show more • Established engagement opportunities for alumni that created goodwill while simultaneously collecting new data • Expanded the social media program to increase engagement and more than triple existing audiences on Facebook and Twitter • Encouraged adoption and improved use of Encompass to drive more than $300,000 in revenue • Created compelling copy and layout for print and web materials aimed at donor and alumni audiences • Served as regular writer and class notes editor for UMBC Magazine, with a circulation of 60,000+



University of Baltimore

• United States
• Higher Education
• 500 - 600 Employee

• Adjunct Instructor

  • Jan 2012 - Jun 2016

  Baltimore • Taught upwards of 3 courses/course sections per year, with a focus on book arts and literary publishing • Oversaw graduate assistants who co-led classes, prepared course materials, and staffed open studio hours • Redesigned the existing book arts course to reflect a more consistent and craft-based approach to teaching bookbinding and publishing arts • Worked with administration to create a new book arts studio, establish policies for its use, and write a successful technology grant… Show more • Taught upwards of 3 courses/course sections per year, with a focus on book arts and literary publishing • Oversaw graduate assistants who co-led classes, prepared course materials, and staffed open studio hours • Redesigned the existing book arts course to reflect a more consistent and craft-based approach to teaching bookbinding and publishing arts • Worked with administration to create a new book arts studio, establish policies for its use, and write a successful technology grant for the purchase of a board shear and book presses • Created and taught a regular schedule of book arts workshops to engage community members, raise the profile of the M.F.A. program, and recruit potential students • Coordinated selection and ordering of supplies for book arts classes and workshops • Ensured placement of students books in the University’s special collections Show less



Community College of Baltimore County

• United States
• Higher Education
• 700 & Above Employee

• Adjunct Faculty & Writing Center Consultant

  • Aug 2010 - Dec 2012

  Catonsville, MD • Designed compelling coursework to motivate and engage students in introductory writing courses • Fostered a collaborative and supportive environment in which students improved their writing • Worked one-one-one with students of varied learning styles, knowledge levels, ages, and backgrounds • Provided guidance in a variety of writing styles (MLA, APA, etc.)



Kennedy Krieger Institute

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

• Publications Writer/Editor

  • Jul 2007 - Feb 2010

  Baltimore, MD • Crafted compelling copy for a range of materials including websites, brochures, event promotions, and donor communications • Served as managing editor for the Institute’s magazine, with a circulation of 50,000+ • Played a leading role in the development of online publications, including an employee blog and weekly digest, e-edition of the Institute magazine, and several periodic e-newsletters • Worked closely with the design team to integrate copy and graphics, resulting in… Show more • Crafted compelling copy for a range of materials including websites, brochures, event promotions, and donor communications • Served as managing editor for the Institute’s magazine, with a circulation of 50,000+ • Played a leading role in the development of online publications, including an employee blog and weekly digest, e-edition of the Institute magazine, and several periodic e-newsletters • Worked closely with the design team to integrate copy and graphics, resulting in award-winning collateral that raised funds and awareness for the Institute • Effectively managed a stable of freelance writers to increase quality and minimize cost Show less



Silver City Daily Press

• Reporter

  • Jun 2006 - Jul 2007

  Silver City, NM • Covered police and health beats, providing regular and timely information for both scenes • Wrote timely and pertinent feature stories • Cross-trained to gain familiarity with multiple positions, including copy-editing, display advertising, and accounts receivable • Learned the company’s website in order to provide a new level of customer support through over-the-phone guidance and trouble shooting for online subscribers