Experience

Air Line Pilots Association

• United States
• Airlines and Aviation
• 300 - 400 Employee

• Labor Communications Strategist

  • Apr 2022 - Present

  I provide executive-level strategic counsel and tactical communications support to union leadership at U.S. and Canadian carriers. In my role I engage pilots, policymakers, and the public with innovative communications, targeted campaigns, and social/digital strategies; communicate complex information through engaging, easily understood language and a variety of tools; establish credibility and brand consistency; utilize problem-solving and interpersonal skills to achieve results that meet the strategic goals and initiatives of the varying voices of the union; craft campaigns and manage projects that support the policy and legislative agendas of the union and ALPA; and drive the unique goals of each union through communication strategy and output Show less

• Sr. Communications Specialist - Delta MEC

  • Sep 2018 - Apr 2022

• Communications Specialist - Delta MEC

  • Aug 2016 - Sep 2018



When In Need Get Support, WINGS Foundation

• Greater Atlanta Area

• Operations Manager

  • Mar 2011 - Aug 2016

  I ran the 501(c)3 non-profit organization WINGS for almost four years. In my role I managed all the daily operations of the organization, which has over $400,000 in funds and helps dozens of families each year by providing one-time grants for basic necessities following a catastrophic, unexpected event. I managed all aspects from fundraising efforts to maintaining a database of donors and applicants, keeping all financial and tax records, running meetings, interviewing, selecting and training new Board members, organizing all data for the organization and updating our 501(c)3 by-laws as necessary. In my time serving on the WINGS Board I have led efforts to increase annual donations from $40,000 to $160,000 and created the WINGS Ambassadors to further awareness of the organization and fundraising efforts. Show less



Atlantic Southeast Airlines

• United States
• Airlines and Aviation
• 200 - 300 Employee

• Manager - Marketing & Communications

  • Feb 2011 - Aug 2016

  I managed marketing, advertising and outreach for ExpressJet Airlines. I was responsible for recruiting strategy across the company, focused heavily on pilot recruiting, as well as content, design, strategy and analytics for our social media channels, blog and external websites. I also oversaw branding and reputation development. I managed marketing, advertising and outreach for ExpressJet Airlines. I was responsible for recruiting strategy across the company, focused heavily on pilot recruiting, as well as content, design, strategy and analytics for our social media channels, blog and external websites. I also oversaw branding and reputation development.



MYM Marketing and PR

• Account Executive

  • Mar 2010 - Feb 2011

  At MYM, I served several small business clients in Athens, Ga. I developed and implemented in-depth, strategic marketing, digital and traditional PR plans for my clients based on research and evaluation of tactics. I also designed and wrote content for newsletters, initiated advertising campaigns and worked with the media to promote relevant stories about the companies. I have a proven track record of increasing awareness, and ultimately sales, of clients' products. At MYM, I served several small business clients in Athens, Ga. I developed and implemented in-depth, strategic marketing, digital and traditional PR plans for my clients based on research and evaluation of tactics. I also designed and wrote content for newsletters, initiated advertising campaigns and worked with the media to promote relevant stories about the companies. I have a proven track record of increasing awareness, and ultimately sales, of clients' products.



U.S. Census Bureau

• United States
• Government Administration
• 700 & Above Employee

• PRSSA Bateman Team

  • Sep 2009 - Jun 2010

  Our team won a PRSA Silver Anvil and the Bateman Competition for our bi-lingual, grassroots, word-of-mouth campaign to increase awareness of and participation in the 2010 U.S. Census in Athens, Ga. We researched, planned, implemented and evaluated the full-scale campaign and ultimately increased awareness by 12 percent, intended participation by 8 percent, and actual participation by 11 percent. Our team won a PRSA Silver Anvil and the Bateman Competition for our bi-lingual, grassroots, word-of-mouth campaign to increase awareness of and participation in the 2010 U.S. Census in Athens, Ga. We researched, planned, implemented and evaluated the full-scale campaign and ultimately increased awareness by 12 percent, intended participation by 8 percent, and actual participation by 11 percent.



Oconee Hill Cemetery

• Intern

  • Oct 2009 - Apr 2010

  I designed a less expensive, consistent set of brochures for the organization and a less expensive newsletter format. I implemented traditional public relations tactics and created a PR plan for them to utilize after my internship was completed. I designed a less expensive, consistent set of brochures for the organization and a less expensive newsletter format. I implemented traditional public relations tactics and created a PR plan for them to utilize after my internship was completed.



Flammer Relations

• Public Relations Intern

  • Jun 2009 - Aug 2009

  My responsibilities included writing news releases and pitch letters to statewide media which resulted in articles in the New York Times, Jezebel magazine, AJC Homefinder, Northside Neighbor, and Atlanta Business Chronicle. I also wrote and maintained five client blogs and developed materials to pitch new clients. My responsibilities included writing news releases and pitch letters to statewide media which resulted in articles in the New York Times, Jezebel magazine, AJC Homefinder, Northside Neighbor, and Atlanta Business Chronicle. I also wrote and maintained five client blogs and developed materials to pitch new clients.



Mental Health America of Northeast Georgia

• Athens, Ga.

• Junior Account Executive

  • Sep 2008 - May 2009

  With my team, we developed an awareness campaign for Mental Health America of Northeast Georgia that included an anonymous blog written by UGA students dealing with mental illness. A post-campaign survey showed an increase in understanding and positive perception of mental health on the UGA Campus. We also planned and executed a fundraiser auction which raised more than $15,000 for mental health services. With my team, we developed an awareness campaign for Mental Health America of Northeast Georgia that included an anonymous blog written by UGA students dealing with mental illness. A post-campaign survey showed an increase in understanding and positive perception of mental health on the UGA Campus. We also planned and executed a fundraiser auction which raised more than $15,000 for mental health services.



The University of Georgia

• Higher Education
• 700 & Above Employee

• PR Head of University Union

  • Jan 2008 - Jan 2009

  The University Union is the student programming board. I was in charge of the public relations/marketing efforts for all of the events on campus implemented by the University Union. These events ranged from $25,000 to more than $100,000. The University Union is the student programming board. I was in charge of the public relations/marketing efforts for all of the events on campus implemented by the University Union. These events ranged from $25,000 to more than $100,000.



Michelle Roche Media Relations

• Intern

  • Dec 2007 - May 2008

  I worked as an intern at this small, public relations agency that specializes in the music industry. I, however, was able to take on a project from Cartoon Network's Adult Swim. It was the DVD release of Aqua Teen Hunger Force Volume 5. I did this project mostly by myself, with input from Ms. Roche, and generated 68 media hits. Turner Broadcasting was so impressed with the ATHF work, that I was assigned more projects including the Tim and Eric Awesome Show Great Job! DVD release where I received enough press coverage to sell out every live performance and to bring enough people to the autograph session that it had to be broken into two days. Show less



Hillsdale Daily News

• Hillsdale, Mich.

• Journalism Intern/Freelance Reporter

  • Sep 2005 - Jul 2006

  I interned at the Hillsdale Daily News where I edited stories, worked with staff members to research stories, and wrote several pieces including two front-page articles. After my internship during the school year ended, I was hired as a freelance reporter and photographer. I interned at the Hillsdale Daily News where I edited stories, worked with staff members to research stories, and wrote several pieces including two front-page articles. After my internship during the school year ended, I was hired as a freelance reporter and photographer.