Director of Communications and Public Relations

• Jun 2020 - Present

Director of Marketing

• Jan 2019 - Apr 2020

My marketing experience in health care and education led me to driving the marketing direction for mental and behavioral health service companies and private licensed special education schools. DEVELOPING STRATEGIES & PROTECTING BRANDING ◾ Strategy Based on stakeholder consultations, I developed multi-channel strategies that achieved their goals, often focusing on awareness, engagement, lead generation and conversions. Tactics were measured and results were reported. ◾ Branding I strengthened branding consistency by educating internal and external audiences, driving the development of branding style guides and adding branding elements (e.g. logos, fonts, style guides and digital letterheads) to the company’s intranet site for stakeholders to access. ELEVATING WEBSITE & SOCIAL MEDIA MARKETING ◾ Websites To improve user experience and follow search engine optimization (SEO) best practices, I initiated website updates, involving building web pages, sections and navigation structures, and led two website redesign projects. I also implemented Google Tag Manager and Google Analytics. ◾ Social Media I developed growth plans, which included implementing editorial content planning, building cadence and following best practices for increased reach, engagement and Page Likes and Followers as well as elevated advertising, delivering targeted content to niche audiences achieving objectives at optimal cost. TRANSFORMING THROUGH LEADERSHIP ◾ Team Development I transformed a decentralize staff that operated independently to operating as a cohesive team by supervising and mentoring them on digital and traditional marketing practices and establishing standards and best practices, improving the department’s work quality. ◾ Project Management With needing to manage remote work, I furthered the use of project management, collaboration and file sharing tools. I instituted streamlined efficiencies, allowing the small team to produce a high volume of work. Show less

Digital and Social Media Instructor

• Mar 2016 - Aug 2019

As a result of spearheading digital marketing at Carroll, I was approached by the college's Continuing Education and Training department to teach classes for its Digital and Social Media Certificate program. I developed class content, including lecture and activities, that fostered learning, discussion and hands-on participation of students, resulting in high student satisfaction ratings, in the following classes: ◾ Intro to Social Media ◾ Social Media Analytics ◾ Inbound E-marketing ◾ Viral Marketing Technologies◾ Advertising for Social Media ◾ Digital and Social Media Capstone Show less

Digital Marketing Administrator/Copywriter

• Nov 2007 - May 2016

Wanting to grow my digital marketing skills, I became the Coordinator of Communications/Web Editor, which led to a promotion as a result of driving the college’s digital marketing strategies. PIONEERING INTO SOCIAL MEDIA MARKETINGWith the growth of social media marketing, I established the college’s social media presence; on Facebook, Twitter, Instagram and LinkedIn; which increased awareness and engagement among audiences. I developed social media management guidelines, implemented best practices and established editorial planning, resulting in engagement growth rates ranging from 114% - 135%, within a year, and conceiving and running an award-winning social media campaign. STRENGTHENING WEBSITE MARKETING ◾ Website Redesign In August 2015, the college launched a new award-winning website. As a lead workgroup team member, I was involved at all phases, including creating the project’s milestones and content standards guide, presenting status reports to stakeholders and building content items, web pages and navigation structures that followed user experience, responsive design and search engine optimization (SEO) best practices. ◾ Google Analytics I used Google Analytics to report on acquisition and behavior activity, including using campaign tracking (i.e. Urchin Tracking Module (UTM) parameters) to measure the performance and optimize marketing initiatives that drove website traffic. LAUNCHING PAY-PER-CLICK ADVERTISING Knowing that much of the college’s website traffic came from Google, I used Google Ads to increase brand awareness and website traffic visits. I created search engine marketing (SEM) and display campaigns, following best practices at the campaign, ad group and ad level. I monitored performance to optimize results. Show less

Senior Marketing and Communications Manager

• Jun 2016 - Jan 2019

I decided to take on a new challenge and use my talents to work in the health care at one of Johns Hopkins Medicine’s (JHM) community hospitals. CREATING STRATEGIES With the hospital’s new Population Health division in need of marketing, I created multi-channel strategies for each of its programs; focusing on awareness, lead generation and conversions; leading to results exceeding expectations for community education programming. GROWING SOCIAL MEDIA MARKETING Before developing the hospital's social media growth plan, I conducted an audit and bench marked its activity against other JHM and competitor hospitals. I launched a plan that included: ◾ Implementing new social media networks to further messaging, resulting in 45% of total impressions gained within a one-year period ◾ Establishing editorial planning to methodically extend messaging, build cadence and increase Likes/Followers and engagement, resulting in a 96% engagement and 43% follower increase within a one-year period ◾ Elevating social media advertising that delivered targeted content to niche audiences, achieving objectives at optimal cost DELIVERING WEBSITE MARKETING ◾ Website Administration Working with the hospital’s website provided an opportunity to learn another content management system (CMS), SiteExecutive, which I used to update and create web pages, sections and navigation structures, employing user experience and SEO best practices. ◾ Content Marketing I developed valuable resource information, that reinforced industry expertise, on the hospital's blog, using WordPress. I cross promoted blog posts via social media and email, increasing awareness, engagement and website traffic. ANALYZING RESULTS I used various tools to analyze, optimize and report on performance, including social media analytics, Google Analytics, email analytics and organizational reporting tools (e.g. registration reports for community health education classes). Show less