Experience

University of Washington - Michael G. Foster School of Business

• United States
• Higher Education
• 300 - 400 Employee

• • Jan 2023 - Present

  Oversee marketing analytics across digital distribution channels and work collaboratively with the marketing team and stakeholders to measure the results of strategic plans and marketing goals. Collaborate with CMO and school and program leadership to inform long-term strategic plans and tie marketing performance to school’s plans. Develop market intelligence and competitor positioning strategies that inform marketing initiatives with analysis of market share, growth trends, customer preferences, and changes in demand. Partner with leaders to identify organization’s strategic competitive advantages, gain insights into customer needs, and identify new business opportunities. Team with data managers and agencies to integrate dashboards across martech platforms – Salesforce, Pardot and Google Analytics, as well as advertising and social media channels. Analyze data to help inform annual goals, objectives, and strategies for Foster’s digital distribution channels including website, blog, magazine, email marketing and social media.Manage staff and vendors. Lead cross-functional teams to solve business problems. Analyze budgets and measure ROI of marketing spend. Co-lead Reporting Community of Practice, a 25-member group that integrates data reporting and dashboards across the organization. Show less

• • May 2020 - Jan 2023

  Direct marketing strategy for portfolio of master’s degrees at the University of Washington’s Foster School of Business. Partner with directors to identify organization’s strategic competitive advantages, gain insights into customer needs, and better position against competitors. Lead cross-functional teams to solve business problems such as identifying and prioritizing customer acquisition channels, developing segmentation strategies, managing marketing analytics, measuring campaign results. Guide marketing team's Salesforce and Pardot CRM implementation, including testing, reporting, and data strategy. Inform school’s marketing initiatives with analysis of market share, growth trends, customer preferences, and changes in demand. Develop go-to-market strategies for new master’s programs and lead multi-channel marketing teams. Create, implement, and measure content strategy via blog, social media, articles, and sponsored content. Manage staff and vendors. Analyze budgets. Co-lead school’s Reporting Community of Practice, a 25-member group that integrates data reporting and dashboards across the organization. Show less

• • Sep 2017 - May 2020

  Manage market intelligence and customer insight initiatives at the University of Washington’s Foster School of Business. Assess market position and program demand to advise leaders about market opportunities, customer acquisition, and new program development, including the school's first online Hybrid MBA Program and the Women Board Directors Development Program. Translate industry and competitor trends into recommendations to support leaders’ business decisions. Inform marketing strategies with analysis of market share, growth trends, and changes in degree demand. Engage customers to better understand their needs and motivations and translate insights into improvements. Manage in-depth market research surveys, and extensive analysis of customer relationship management data. Show less

• • Jul 2010 - Sep 2017

  Formed new market intelligence unit at University of Washington’s Foster School of Business. Developed research and data management tools to analyze market share, segmentation, growth trends and changes in program demand. Surveyed customers to improve the brand experience, fine-tune segmentation and campaign messaging. Researched business school rankings to identify performance factors that were most important to potential students and used those insights to create the MBA Rankings Calculator. The calculator empowers MBA applicants to find their best-fit schools based on their highest priority performance factors and is one of the top drivers of new traffic to the school website. Serve as a subject matter expert and blogger on school rankings. Show less

• • Dec 2007 - Jul 2010

  Built the Foster School's first SharePoint intranet site based on extensive employee engagement. Created a platform for staff and faculty to access news and announcements, human resources content, branding collateral and strategic rankings information. Directed planning, content development and usability sessions. Managed project team of developers and designers. Advocated for site adoption through fun launch campaign, ongoing training and evangelism.

• • 2004 - Dec 2007

  Conceived strategic messaging and developed marketing collateral for multiple MBA and Executive Education programs with local, national and international audiences. Used evaluation and competitive research to improve marketing messages and refine Foster School brand.



Bluefire Productions

• United States
• Software Development
• 1 - 100 Employee

• Strategic Advisor

  • 2013 - 2015

  Consulted on market opportunities, target industries and new product development for start-up international mobile software company that creates e-reading applications and serves more than 100 enterprise and library customers in 37 countries. Consulted on market opportunities, target industries and new product development for start-up international mobile software company that creates e-reading applications and serves more than 100 enterprise and library customers in 37 countries.



Bellevue College

• United States
• Higher Education
• 700 & Above Employee

• Communications Consultant

  • 2003 - 2004

  Developed marketing strategies and content for a diverse portfolio of professional training and academic programs for 33,000 students at one of the state’s largest public colleges. Performed competitive research for new brand that resulted in a more prestigious perception among diverse target audiences. Completely rebuilt outmoded website into a simple, cohesive tool that streamlined student engagement and improved marketing conversions. Developed marketing strategies and content for a diverse portfolio of professional training and academic programs for 33,000 students at one of the state’s largest public colleges. Performed competitive research for new brand that resulted in a more prestigious perception among diverse target audiences. Completely rebuilt outmoded website into a simple, cohesive tool that streamlined student engagement and improved marketing conversions.



City of Seattle

• United States
• Government Administration
• 700 & Above Employee

• Communications Liaison

  • 2002 - 2003

  Diplomatically managed community relations and communications for utility's construction projects, including high-profile infrastructure that significantly impacted residents and businesses. Organized media events with mayor, City Council, agency leaders, reporters and key stakeholders. Wrote press releases and speaking points. Served as liaison between residents, businesses, partner agencies, designers, engineers and construction companies. Managed community engagement events, responding to residents' priorities and concerns. Promoted utility's conservation efforts to diverse groups. Show less



Camp Fire

• United States
• Non-profit Organizations
• 100 - 200 Employee

• Marketing Manager

  • 2000 - 2001

  Directed marketing and media relations for 18,000 member youth leadership nonprofit, including strategic planning and budgeting, marketing operations and analytics, reputation management, member communications, new member recruitment, advertising and special events. Directed media outreach for Absolutely Incredible Kid Day, Camp Fire events and annual candy sale. Worked closely with organization's Marketing Advisory Board to implement extensive rebranding initiative, improve marketing strategy and tactics. Show less



City of Seattle

• United States
• Government Administration
• 700 & Above Employee

• Director of Communications, Seattle Jobs Initiative

  • 1998 - 2000

  Created new marketing, communications and media relations department for a city workforce development agency. Directed the launch of a new brand, website and collateral portfolio for an agency that helped low-income residents get training needed to secure living wage jobs. Partnered with community organizations, colleges and city and county departments to connect residents to high-demand training. Managed crisis communications, special events, strategic planning, budget and vendors. Created new marketing, communications and media relations department for a city workforce development agency. Directed the launch of a new brand, website and collateral portfolio for an agency that helped low-income residents get training needed to secure living wage jobs. Partnered with community organizations, colleges and city and county departments to connect residents to high-demand training. Managed crisis communications, special events, strategic planning, budget and vendors.



Lake Washington Institute of Technology

• United States
• Higher Education
• 300 - 400 Employee

• Acting Director, Website Manager

  • 1994 - 1998

  Created communications strategies and fulfilled college goals through marketing, media relations, community relations and advertising. Managed 230,000 circulation catalog and website as well as college newsletter and video production.Trained staff in customer service and marketing techniques. Guided organizational decision-making through College Cabinet leadership team. Created communications strategies and fulfilled college goals through marketing, media relations, community relations and advertising. Managed 230,000 circulation catalog and website as well as college newsletter and video production.Trained staff in customer service and marketing techniques. Guided organizational decision-making through College Cabinet leadership team.