Director of Marketing and Communications

• Sep 2021 - Present

Lead a team providing branding, marketing and communications services for the hub of performing and visual arts at the University of Massachusetts Amherst. Lead a team providing branding, marketing and communications services for the hub of performing and visual arts at the University of Massachusetts Amherst.

Author/Journalist

• May 1997 - Present

Author of five books: "The New England Patriots Playbook" (Triumph Books, 2015), "Tom Brady vs. the NFL: The Case for Football's Greatest Quarterback" (Triumph Books, 2012); "Game Changers: The Greatest Plays in New England Patriots History" (Triumph Books, 2010); The Good, the Bad & the Ugly: New England Patriots" (Triumph Books, 2008); and "This Pats Year," a work of literary journalism that focuses on New England Patriots fans (Taylor, 2004).Also write about music, arts and culture.Outlets have included The Boston Globe, the Boston Phoenix, the Hartford Courant, the Journal News (White Plains, N.Y.), the Valley Advocate (Northampton, Mass.), Salon and Details Magazine.

Senior Director, Marketing Analytics and Strategy

• Nov 2018 - Aug 2021

Lead/perform data capture, analysis, and reporting within UMass Amherst’s central marketing team (University Relations Marcom Group). Developed, implemented, and provide ongoing governance and optimization of comprehensive marketing and communications data architecture and data collection processes that enable the application of consistent analytics standards and reporting formats across dozens of multi-channel campaigns.Provide descriptive and predictive analytics. Develop data visualizations and dashboards. Deliver data-driven insights and strategy recommendations to senior leadership within University Relations, University Without Walls (online education), and UMass Amherst’s ten schools and colleges.Certifications and or technical proficiency in Google Analytics, Google Tag Manger, Google Ads, Data Studio, Salesforce, Slate, HubSpot, Tableau, social media marketing platforms, and bulk email platforms.Ensure effective, multi-directional dataflow among numerous internal entities (university senior leadership, schools and colleges, departments, programs, and administrative areas) as well as with external vendors.Collaborate in the formulation of marketing strategy. Lead optimization of strategies and creative assets. Provide reporting and insights on campaign performance.Collaborate with university colleagues involved in lead management staff, social media, website development and management, IT, and elsewhere.

Senior Director, Marketing Strategy and Creative Development

• Mar 2017 - Oct 2018

Interim Executive Director, Marketing and New Business Development

• Sep 2017 - Jul 2018

Lead and empower a team of talented professional and support staff that provides integrated, multi-platform outreach to advance institutional priorities including brand awareness, undergraduate recruitment, research communications, sustainability communications, and online education enrollment and revenue growth. The marketing team also manages communications in support of emergent and short-term institutional priorities, as well as social media engagement of students, alumni, faculty, staff, and other stakeholders.Modernized marketing practices in support of online education, enabling the continued growth of programs in an increasingly competitive environment. Supported annual revenue growth from $34 million in fiscal 2011 to $52 million in fiscal 2017.Led a coalition effort that persuaded senior university leadership to adopt a campus-based model for restructuring online education rather than outsourcing program development, lead generation, and lead management services. The model adopted will promote steady growth in the online learning space and deliver increased revenues for UMass while ensuring educational integrity.Direct and support professional staff tasked with bringing a dynamic, engaging voice to the university's social media channels, including development and cultivation of an authentic student presence for those channels.Direct and support professional staff responsible for communications and marketing in areas of strategic priority, including research and sustainability.Work in collaboration with communicators from across the university - including the schools and colleges, departments, Student Affairs, Enrollment Management, Academic Affairs, and other administrative areas - to ensure brand integrity, support revenue growth, and advance institutional priorities.Collaborate with senior leadership in Enrollment Management to develop and implement admissions communications strategies focusing on both recruitment and yield.

Director, Major Program Marketing

• Apr 2013 - Mar 2017

Led development and execution of marketing strategies in support of online degree programs and online classes. Collaborate in, and provide project management for, development digital and print materials used for undergraduate recruitment. Participate in execution of institutional branding strategies. Expertise in digital marketing, branding, marketing strategy development, and advertising via traditional channels, including electronic, print, collateral and outdoor.

Associate Director of Marketing & New Business Development

• Aug 2011 - Apr 2013

Responsible for all marketing activities related to UMass Amherst Continuing & Professional Education. Plan campaigns, spearhead and oversee creatives, devise media mix, direct media buys. Outreach to professionals, career changers, individual class takers, and matriculated students. Campaigns include SEM/remarketing/behavioral targeting, online display advertising, print and electronic media, direct mail, sponsorship relationships, and guerilla/grassroots promotions.

Creative Director

• Dec 2000 - Jul 2011

DJ

• 2001 - 2003

Publicist/In-House Promoter

• Jun 1997 - Mar 2000

Arts Editor

• Jul 1995 - May 1997

Reporter

• Apr 1995 - Jul 1995

Editor

• 1993 - 1994

Reporter

• 1989 - 1993