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Strategic marketing professional with 15 years of experience driving go-to-market (GTM) strategy and growth for nationally recognized organizations in higher education, healthcare, and public health. A hands-on leader who drives multichannel strategies through data-driven content development, branding, and digital marketing.

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Strengths include: Brand management, leveraging data in creative and digital strategy, agency management, process improvement, leading teams and building consensus in a matrix organization.

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EXPERIENCE
 

Director, Strategic Account Management and Media 
Virginia Commonwealth University | November 2024 – Present

Senior leader in the enterprise marketing and communication division driving record undergraduate application growth and brand awareness.  Responsible for overseeing annualized go-to-market (GTM) strategy, budget oversight and managing a team of project managers and media analysts while driving cross-functional alignment.
 

  • Oversee the media strategy and multi-million-dollar budget for undergraduate and VCU online program digital advertising, growing applications by 7.4% and achieving record in-state brand awareness.

  • Develop the annualized departmental workplan; optimized project sequencing and built workflows to reduce time-to-market, resulting in 15% increase in asset production.

  • Write comprehensive strategy and creative briefs for all major projects, aligning diverse cross-functional teams around a unified plan.

  • Manage relationships of all internal and external stakeholders related to key initiatives.

  • Serve as single-threaded division liaison for all media and research agencies including the development and deployment brand health analysis, social listening and strategic messaging initiatives for various schools.

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Marketing Director, Executive Education & Lifelong Learning
University of Virginia Darden School of Business | February 2021 - Present
 

Achieved 200% lead growth and the highest program registration in five years by revamping the GTM strategy, leveraging consumer brand research and launching an innovative content strategy.
 

  • Navigated a complex, matrixed environment to build executive-level relationships and consensus among faculty and leadership for B2C and B2B strategies.

  • Launched highly successful multi-million-dollar digital advertising campaigns in partnership with paid media and creative agencies.

  • Increased LinkedIn followers 30% and newsletter subscribers by 24% after re-writing content strategy to include video testimonials, faculty features and thought leadership.

  • Utilized A/B testing and performance insights to improve email open and click-through rates.

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Director, Marketing Strategy
UVA Health | April 2019-February 2021 (Joined UVA Health in 2010)

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Part of the senior leadership team responsible for the multi-channel marketing strategy that resulted in double-digit market share growth in key markets and highest brand preference in the organization’s history.

 

  • Served as consultant to administrative and clinical leadership to drive growth and maximize the departmental resources.

  • Managed team of marketing/PR specialists and physician liaisons.

  • Developed regional integrated campaigns including public relations, digital marketing, print advertising, content marketing, sponsorships, and video production.

  • Part of the team that developed the concept for the brand campaign, “Tomorrow Can’t Wait,” that won multiple industry awards and resulted in higher patient volume.
     


Manager, Marketing Strategy and Planning
UVA Health | December 2014-March 2019
 

Wrote an annualized strategy that mapped organizational priorities against the budget and departmental resources; Used by Chief Marketing Officer to build consensus and advocate for additional funding and staff.

 

  • Built cross-functional inter-departmental teams around major initiatives to foster collaboration across web, creative, editorial and strategy.

  • Defined best practices and built tools for developing integrated marketing strategies for the team.


Senior Marketing and Public Relations Specialist
UVA Health | September 2010 - December 2014
 

Grew historically stagnant patient volumes for the Heart and Vascular Center by launching a high touch community strategy.

 

  • Built brand loyalty through the management of Club Red, a community wellness program for over 7,000 women; included cooking demonstrations, hula hooping classes and news segments.

  • Overhauled web content to feature testimonials, clinical trials, and innovations.

 

Other Positions Include:
 

Creative Manger | WorldStrides | May 2010-September 2010

Associate Director of Marketing | University of Illinois Chicago | July 2007-May 2010

Communications Manager |  American Lung Association, Chicago |  October 2005-July 2007

Communications Coordinator |  Field Museum of Natural History |  December 2002- October 2005

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EDUCATION

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Master of Arts degree in Public Relations and Advertising
DePaul University

Bachelor of Arts degree in English

University of Virginia

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RELEVANT COURSEWORK

AI for Marketing (in progress)
AI Academy

AI Essentials
Google Certificate

B2B Marketing
Northwestern, Kellogg School of Management, Executive Education

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Digital Marketing Strategies Certificate
Northwestern, Kellogg School of Management, Executive Education

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Digital Marketing Innovation
UVA Darden Executive Education & Lifelong Learning

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Managing Individual and Organizational Change
UVA Darden Executive Education & Lifelong Learning

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