CURRENT EXPERIENCE:
 

Senior Creative Strategist

Rocket Central

10.2022

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RESPONSIBILITIES:

• Develop and nurture business relationships; act as a unifier of the business, marketing, and creative team to ensure the creative is connected and directed.

• Lead large scale integrated campaigns by leveraging new ideas while delivering objective, insight-based feedback.

• Research audience insights, consumer behavior and competitive landscapes and build out strategy decks and present findings to help inform the creative.

• Analyze performance metrics to ensure creative is data driven.

• Collaborate with marketing and business teams to produce actionable and insight-driven briefs.

• Support the development and execution of insights-driven creative, inclusive of all marketing channels.

• Lead brainstorms with creative teams, creating space for experimentation and out-of-the-box thinking.

• Partner with external agencies, provide strategic and creative direction, brand voice and creative style guides are adhered to. 

• Review all creative concepts and deliverables for correct strategic direction, brand standards and ensure regulatory, legal and compliance guidelines are followed.

• Receive and challenge both creative team and marketing team feedback to ensure creative goals are met.

• Co-develop campaign style guides and asset packs with creative team.

• Present creative assets to leadership (ECD, CMO).

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PAST  EXPERIENCE:
 

Director of Communications                                                                                                                        
College for Creative Studies (CCS)

09.2020

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RESPONSIBILITIES:

• Manage, guide and motivate team of content producers including videographers, photographers, writers, designers, social media specialists and student ambassadors.

• Create and execute annual content calendar that encompasses web, print and social media outlets. Ensure timely production, publication and posting of content. Generating over 200 pieces of original content annually.

• Serve as the College's creative brand manager. Develop and manage creative solutions to institutional goals leading to a 50-percent increase in social media engagement, 60-percent increase in applications and increased recognition of institutions value and success in a global marketplace.

• Align communication strategies with institutional goals to increase enrollment in all academic programs. Efforts led to 30-percent increase overall campus enrollment and 150-percent increase in continuing education enrollment.

• Act as a conduit of creativity with the campus community, working with a variety of internal and external stakeholders, including all C-suite leadership, to develop creative solutions to a variety of initiatives, including brand engagement, customer interaction, fundraising and event planning.

• Develop and maintain a cohesive and ever-evolving communications strategy that aligns with the buyer's journey and produces differentiated, engaging and targeted content, across all channels to build, accelerate and close pipeline.

• Conceptualized, wrote and produced the College's award winning advertising campaign - Talk to Your Kids About Art School. The print, video and social media campaign garnered national and international attention, including "Best of Show," "Best of Self Promotion," and "Best of TV, Video, Motion Pictures," nominations and awards from the D Awards and American Advertising Federation.

• Drive design strategy – ensuring the simplification and humanization of all content deliverables.

• Implement brand voice and ensure all-around consistency with communications.

• Manage the >$1 million communications budget.

• Write and distribute all public relation materials including, but not limited to, the College's website, printed materials, e-newsletters and social networks.

• Cultivate relationships with national and local media outlets. Manage the preparation and dissemination of traditional press releases and video content for media and web distribution. Successful outreach efforts include media placement in the New York Times, Los Angeles Times, USA Today, Forbes, Wired Magazine, Detroit Free Press and News and a variety of local newspapers and magazines.

• Maintain measurable tracking methods of all media coverage.

• Crisis management, readiness and preemptive planning.
   

Associate Director, Communications                                                                        
College for Creative Studies

03.2018

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• Conceptualize for all marketing collateral including magazines, video, web, social and print.

• Identify marketing opportunities for the College’s 17 academic programs and beyond.

• Energize the College’s brand through various practices and applications.

• Oversee the college’s social strategy.

• Manage the advertising and content budgets.

• Produce monthly, digital, analytic reports to demonstrate conversions and campaign effectiveness.

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Assistant Director of Marketing and Communications            
College for Creative Studies

07.2011

•    Created and executed digital marketing strategies to increase awareness and enrollment for the College. 
•    Managed the design, development, maintenance and content creation for the College's website. 
•    Built and carried out effective social strategy for all of the college's social platforms. 
•    Planned and initiated all SEM: Paid search, PPC, and CPC. 
•    Producer of all college videos: www.vimeo.com/insideccs. 
•    Developed marketing email campaign strategy, email content and executed email build-out.
•    Created content for video, website, email campaigns, social media, print and sponsored content.
•    Produced monthly analytic reports to demonstrate conversions and campaign effectiveness.                                
 

Assistant Director of Admissions                            
College for Creative Studies

05.2004

Provided leadership and support in the development and implementation of the undergraduate recruitment plan, oversaw key recruitment strategies, and assisted the Director of Admissions in the administration of the Office of Admissions. 
Developed and managed the college’s first social channels.

EDUCATION:

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Yale School of Management
Digital Marketing Leadership Certificate, 2020

3.5 GPA

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College for Creative Studies
Bachelor of Fine Arts, 2004                                                                                                       
3.5 overall GPA
Internship: BBDO Detroit

 

*References available upon request.