I love building marketing campaigns for people and brands, the kind focused on more awareness, more audience, and real results. Strategy is where I thrive. I really enjoy digging into research and analytics, finding the concept that resonates with the right audience, and moving people to take action. I've gotten to do this across youth sports, energy and public-sector programs, and culture-driven brands, and my approach stays pretty consistent: integrated campaigns built on strategy, creativity, and innovation.

I move easily between the big picture and the details, shaping the overall strategy while staying hands-on with social and creative design when a project needs it. Outside of work, I love sports, especially women's sports, along with music and film. I recently made the move to Atlanta, and I'm genuinely excited about what's ahead. If you're building something, I'd love to be part of it.

SKILLS & TOOLS

Integrated campaign development

Brand positioning & messaging

Audience research & segmentation

Competitive & category analysis

Media buying & planning

Paid media & budget management

CRM, email & lifecycle marketing

Content & social strategy

Influencer & creator partnerships*

Web & digital pressence

Performance measurement & reporting

Partnership & sponsorship marketing

Cross-functional program management

Agency & vendor management

Email, CRM & Automation

SendGrid • HubSpot • Campaign Monitor • Brevo • Zapier

Paid Media & Analytics

Meta Ads • Google Ads • YouTube Ads • Google Analytics

Creative & Design

Adobe Creative Suite • Figma • Canva

CMS & Web

Wix • WordPress • Drupal • Orchard

Social & Scheduling

Hootsuite • Instagram • Facebook • TikTok • YouTube • X

Project & Workflow

Asana • Airtable • JIRA

EDUCATION

Bachelor of Arts

Strategic Communications

2016

Masters of Science

Integrated Marketing Communications

2022

MY WORK

View Work

WhereWePlay Campaign - Bannockburn 1_edi

"Your School Plays Here"

PPA Insider Playbook

"Don't Get Caught in the Dark"

Brand Awareness Campaign

Email & Lifecycle Marketing

Paid Media Campaign

Your School Plays Here

Brand Awareness Campaign | Paid Social

Player Progression Academy

PPA runs youth soccer and basketball across DC and Montgomery County, a lot of it based right at kids' elementary schools. For a while I'd been making the case internally that we were only marketing to families when it was time to pay. We'd show up during registration and ask people to move through the entire customer journey in a two-month window, which is a lot to ask. I wanted us to meet families earlier, well before a deadline was on the line.

So I pitched and built #WhereWePlay to do exactly that. The idea came out of our own inboxes. Parents kept writing in to ask whether their school had a team, or whether they could check for one in their neighborhood. So I made the schools the story. Each post featured a specific school, plus a blog feature and the lead spot in our newsletter, same layout every time with the photo and school name swapped in, so families saw their own kids instead of an ad. It was built to work two ways: if your grade already had a team, sign up as a free agent, and if it didn't, start one for your school.

The results reminded me this is the work I want to be doing. One thing I was testing was whether we could build a real audience on Facebook, and that part didn't pan out. It reinforced that Instagram is our strongest medium, though mostly for Premier teams, and left the development audience as a question for later. That was fine here since development was already healthy, but it told me exactly where to keep digging: how to reach more parents and earn their investment on social. What I'm proudest of is how cohesive the whole thing was, and that it actually landed.

Results

At the end of the 6 week campaign:

41 newsletter sign ups
100+ Instagram followers
46% email open rate
4.5% CTR

The PPA Insider Playbook

Email & Lifecycle Marketing | CRM • Segmentation

Player Progression Academy

This started with a small frustration. When families reached out after a registration deadline, the only thing we could tell them was to check back later. I was tired of saying it, and it pointed to a bigger problem: PPA only really talked to families about the things they'd already signed up for, and never before.

So I did two things. First I rebuilt the foundation. I cleaned up and reorganized our lists in SendGrid so we were segmenting by sport, program, age group, and role instead of building the same lists over and over. That meant we could actually talk to specific audiences on purpose. Then I launched the Insider Playbook, a monthly newsletter built as an entry point for people curious about PPA who hadn't committed yet. It highlighted our biggest wins, like the Maryland state championship, program launches like Tots and open registration, and the stories behind the organization, including our coaches.

It grew into an audience we could actually use. The Premier Soccer edition was built to drive tryout signups during peak registration, and it did.

Results

500 organic grown suscribers
16-22% open rate
~30% drop in inbound emails
4 segments built

Don't Get Caught in the Dark

Integrated Campaign | OOH • Print • Digital • Radio

Player Progression Academy

As Marketing Program Manager at the DCSEU, my role was to help program managers drive awareness and increase participation in the energy incentives available to DC residents. This campaign focused on LED lightbulbs. The DCSEU had been offering rebates to encourage residents to switch to LEDs, but with changes to federal energy efficiency standards on the horizon, those rebates wouldn't be available indefinitely. The campaign had a clear purpose: make residents aware that the incentives were coming to an end, and encourage them to “make the switch” while savings were still available.

I developed the creative brief and led the media buy and budget strategy. The concept intentionally skipped the environmental lecture and led with a small, everyday worry instead: don't get caught in the dark. From there, we met residents where they already were. Through Outfront Media, we ran geotargeted digital and display across DC, along with placements in Metro stations and at bus stops. We layered in Spotify audio to reach residents during their morning commutes and at their desks, YouTube for video, and print in the Washington Informer. The concept also grew into a full platform, with seasonal extensions like "Don't sweat it" for summer thermostats and "Don't get cold feet" for winter heating.

This remains one of my favorite campaigns. It was clever, it was fun, and it was fully integrated across a wide mix of channels, which is exactly the kind of work I love to do.

Results

264,000 LEDs purchased by DC residents
10,000+ more bulbs than the prior year
275,000+ efficient products sold through retail
45,000 participants in DCSEU residential rebates