"Driving transformational growth by connecting strategy, narrative, and people."
"Driving transformational growth by connecting strategy, narrative, and people."
"Driving transformational growth by connecting strategy, narrative, and people."
"Driving transformational growth by connecting strategy, narrative, and people."
"Driving transformational growth by connecting strategy, narrative, and people."
"Driving transformational growth by connecting strategy, narrative, and people."
I am a senior marketing and communications executive and a Prosci-certified change manager dedicated to helping organizations navigate transformation and achieve sustainable growth. My approach is built on a core belief: in today's dynamic environment, successful change cannot be achieved through isolated tactics. It requires the integrated application of strategic marketing, deliberate communications, and purposeful brand management.
With experience across nonprofit, B2C, B2B, and public sectors, I leverage data-driven insights to develop strategies that are not only creative but anchored in business objectives and human behavior. I specialize in aligning these disciplines to build resilient brands, engage critical stakeholders, and guide teams through complex transitions—turning strategic vision into operational reality and measurable value.
A Framework for Integrated Transformation
As a consultant & professional, my approach is structured around four interconnected pillars that form the foundation for effective change & results:
Strategic Change Management
Executive & Organizational Communications
Executive & Organizational Communications
Applying structured frameworks (like Prosci) to guide people through transition, minimize disruption, and secure adoption. | Increased project ROI, higher user adoption rates, reduced resistance, and sustained behavioral change.
Executive & Organizational Communications
Executive & Organizational Communications
Executive & Organizational Communications
Crafting compelling narratives for internal and external audiences to align stakeholders, foster culture, and manage reputation. | An engaged and informed workforce, strong employer brand, clear external messaging, and effective crisis navigation.
Data-Informed Marketing Strategy
Data-Informed Marketing Strategy
Data-Informed Marketing Strategy
Using customer insights and analytics to drive acquisition, retention, and experience across digital and traditional channels. | Optimized marketing spend, increased market share, personalized customer journeys, and proven revenue growth.
Strategic Brand Management
Data-Informed Marketing Strategy
Data-Informed Marketing Strategy
Defining and stewarding brand identity, positioning, and equity to build trust and differentiate in the marketplace. | A cohesive and resonant brand story, increased brand affinity, and a clear employee value proposition that attracts top talent.
My Signature Approach: Audience-First & Data-Led
I believe powerful strategies start with a deep understanding of people—whether they are customers, employees, or partners. My process involves:
1. Audience Segmentation & Insight: Utilizing first-party data and research to map stakeholder landscapes and understand motivations.
2. Integrated Strategy Development: Weaving together change plans, communication cadences, marketing campaigns, and brand messaging into one cohesive blueprint.
3. Execution with Operational Clarity: Implementing with disciplined project management and frameworks like RACI to ensure team accountability and agility.
4. Measurement & Adaptation: Defining success with clear KPIs and using data as actionable feedback to refine our approach continuously.
The Case for Change: Why This Integration Matters Now
Organizations face relentless pressure from digital transformation, evolving employee expectations, and disruptive competition. In this climate:
- Marketing cannot only be about lead generation; it must articulate a brand's evolving value proposition during change.
- Communications cannot be a one-way broadcast; it must facilitate two-way dialogue to build trust and engagement during uncertainty.
- Brand is not just a logo; it is an organization's promise to all stakeholders, making its strategic management critical during transformation.
- Change Management is the essential discipline that binds them all, ensuring new strategies are embraced and effectively implemented.
I help leaders bridge these gaps. For example, for one large-scale enterprise, I was brought in to create an employer brand and employee value proposition from the ground up—a role that inherently required fusing strategic communications, internal marketing, and change leadership to engage over 43,000 employees.
Professional Recognition & Thought Leadership
Industry peers recognize my work, and I contribute to the broader conversation on effective leadership. I serve on the Ragan Communications Advisory Board, helping to shape industry discourse on strategic communications and change management. My insights on using data to shape strategy and drive employee engagement have been featured in leading industry publications.
I have been honored with awards, including the Titan 100 recognition, the Communications Award of Excellence, and multiple Addy and Parthenon Awards for campaign excellence.
Selected Achievements
- Created the first-ever Crisis Communication Plan to mitigate employee-related crises.
- Created the first-ever Employer Brand and Employee Value Proposition (EVP).
- Led the establishment of a Change Management Division.
- Created and managed award-winning diverse, multi-generational, multi-channel campaigns consisting of media buys with digital and traditional advertising. Campaigns garnered 24 marketing industry awards.
- Developed and executed a strategic communication plan, messaging, content syndication schedule, and aggressive PR campaign that generated an average of $3.6 million yearly in earned media value.
- Used AI tags for audience insight, targeting, and measurements to understand customers' internet behavior and measure their entire conversion journey. Conversion rates increased by 152% for e-commerce site.
- Doubled market share from 32% to 64% by leveraging first-party, third-party, and mobile data to build custom analytic solutions, by trade areas, for insights into new customers, locations, and competition.
- Increased social engagement: LinkedIn: 108% impression increase, 309% engagement increase, 333% link click increase; Instagram: 44.3% engagement increase; Facebook: 1.3% net audience increase; and Twitter: 69% impression increase, 106% engagement increase, 25% link click increase.
- Increased membership revenue by 60% through an acquisition campaign (FY2021- FY2022). Achieved revenue accountability by 141%+.
- Led "best-in-class" marketing strategies and rebranding efforts using omnichannel campaigns that drove brand awareness and incremental profits. Increased sales by 258%.
- Effectively executed strategic internal communications to ~43,500 employees while enhancing employees' organizational knowledge and experience to increase engagement and drive more significant results.
Roles
CHIEF COMMUNICATIONS OFFICER | VICE PRESIDENT OF MARKETING | INTERIM AND FACTIONAL CHIEF MARKETING OFFICER | OPERATIONS | CONSULTANT |CORPORATE SOCIAL RESPONSIBILITY |CHANGE MANAGER
LEADERSHIP CORE & ADAPTIVE COMPETENCIES
Everything needed to inspire results and growth
PROFESSIONAL EXPERIENCE
RESULTS AND IMPACT DRIVEN
Experienced & Proven Leadership
Validated by Results
Steady Leadership
Leadership you can trust.