Experience

San Diego County Taxpayers Association

• United States
• Non-profit Organizations
• 1 - 100 Employee

• Chair - Issues

  • Nov 2021 - Present

  SDCTA involvement since 2008. Vice Chair - Issues since 2021 SDCTA involvement since 2008. Vice Chair - Issues since 2021



Bazaar Del Mundo

• United States
• Retail
• 1 - 100 Employee

• Marketing Director

  • 2007 - Present

  Augmented prior role with the addition of leading all marketing, communications, advertising, public relations, and community engagement strategies to continue building brand equity for the Bazaar del Mundo group of shops and restaurants. Allocate marketing budget to maximize ROI.➤ Develop integrated marketing and communications strategy to advance the mission and vision of the organization, steering the entire creative process from ideation through hindsight analysis, and working diligently to drive consumer engagement, optimize the customer experience, and differentiate messaging in an increasingly crowded space.➤ Constructed integrated campaigns leveraging traditional and new media to engage and prompt action, deepening knowledge of omnichannel options throughout tenure, and structuring campaigns using traditional media, social, shareable user-generated content, organic and paid search, podcasts, web, influencer marketing, SEO, and more.➤ Identified and have since deployed a new engagement platform focused on turning the Bazaar del Mundo online menu into a customer conversion engine, creating an immersive and personalized experience—owning UX and UI—for website visitors who now stay longer, engage more, share personal content, and turn into brand evangelists.➤ Deepen community connections through strategic partnerships and alliances with such organizations as Helen Woodward Animal Center, devising ways to advance the mission and vision of both organizations through special events, PR and media opportunities—facilitated live on-air interviews speaking about this unique partnership—and co-promotions.➤ Engage with local media as an official spokesperson for the business, outlining talking points, facilitating speaking engagements and interviews, and ensuring all messages align with the brand’s voice and content strategies.

• Director of Special Projects & Government Affairs

  • 2000 - 2010

  Quickly became an integral member of the leadership team, acting as an extension of the owner and unofficial second in command as we worked tirelessly to protect the interests of the business: 12 retail shops, 5 restaurants, 600+ team members, and a community of committed consumers. Developed a comprehensive and immediate action plan to appeal the State’s decision to not renew property leases, launching strategic and targeted marketing, communications, outreach, and engagement campaign to mitigate risks to the business and to this San Diego institution’s employees, customers, and partners.➤ Swiftly launched an internal communications campaign to ensure our 600+ team members heard of the State’s decision from a trusted in-house source instead of the media, putting a previously planned PR and crisis communications plan into action, notifying PR firm of intended action plan, and working tirelessly to mitigate risks and alleviate employees’ concerns.➤ Directed the entire RFP appeal process, holding full authority to develop and execute appeal without owner approval, and collaborating with legal counsel to file appeal within an aggressive 10-day window; exhausted all legal options, over the course of the next 2 years, while concurrently handling internal messaging, vital to maintaining a dedicated workforce.➤ Relocated operation of boutique shops to a new site and relaunched restaurant 6 weeks later, seamlessly coordinating every facet of the move and teaming with diverse internal and external stakeholders; through an incredible volume of work and focus on our mission, set the business up for growth despite what seemed like often-insurmountable odds.



TMC (TurpinMcLaughlin Communications)

• United States
• Public Relations and Communications Services

• Partner

  • 2009 - Present

  Launched, grew, and continue to engage with select clients as their external marketing and communications agency, working extensively in traditional, digital, and social media marketing—producing millions of impressions annually—to evangelize clients’ messages, tell their stories, and spur desired actions and outcomes. Develop overarching marketing and communications strategies for every account served, deploying the right approach and channel(s)—traditional, web, digital, social, paid and organic search, e-blasts, SEO, broadcast media, and more—based on target market, budget, and engagement opportunities. ➤ Grew client base strictly through word of mouth and repeat business, working with notable organizations and individuals throughout tenure (most protected by an NDA) including the San Diego Chapter of the California Restaurant Association, the City of San Diego, the La Jolla Village Merchants Association, and the Peninsula Chamber of Commerce. ➤ Foster connections and collaboration in an effort to drive short- and long-range strategic plans, advancing marketing, communications, storytelling, advertising, and branding through coordinated synchrony of people and purposes. ➤ Partnered with diverse clients to accelerate goal achievement and overcome significant PR and marketing challenges (e.g., worked with an electrical contractor to fill a significant talent gap, launching a data-driven and geotargeted monthlong campaign yielding 350K impressions and a 4.1%+ CTR on mobile, generating an overwhelming talent pipeline). ➤ Advised and trained clients on media relations, defined talking points, and facilitated mock interviews, ensuring conversations were shaped in ways that mitigated organizational risks and controlled exposure and messaging.