STRATEGY DIRECTOR
CLEMSON UNIVERSITY - MARKETING & COMMUNICATIONS
Present
Strategy Director
PROJECTS
Responsible for defining the university's current student focused marketing strategies. Overseeing the execution of comprehensive marketing campaigns, and ensuring alignment with strategic priorities. Drive a data-informed marketing culture, ensuring all strategies are backed by strong market research practices, audience insights, and performance metrics. Oversee the development of integrated marketing campaigns, utilizing a mix of traditional, digital, web,, email, social media channels. Development of scalable systems and processes that align team planning needs with goal setting objectives that impacted university marketing initiatives. Lead and mentor a high-performing team of marketing professionals across multiple disciplines (social media, copywriting, video production, web management, project management, design, etc.)• Provide leadership and supervision over a broad range of communications, marketing, creative, video production and photographic service teams focused on student experience and retention projects. • Directs the development of key messaging and communication strategies focused on student experience and retention initiatives, establishing strategic directions and implementation plans through data driven outcomes. • Develop content strategies and production timelines for digital communication channels and cross-divisional projects that advance the universities missions and establish collaboration between business units for greater brand unity.
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DIGITAL BRAND POSITION GROWTH
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CORE CAMPAIGN EFFECTIVITY EXPANSION
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CLEMSON UNIVERSITY X ATHLETICS COLLABORATION DEVELOPMENT
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SOCIAL MEDIA AND YOUTUBE CONTENT DEVELOPMENT
CLEMSON UNIVERSITY - STUDENT AFFAIRS CREATIVE SERVICES
2019
Marketing Strategist
PROJECTS
Responsible for impacting student-focused marketing initiatives for the Division of Student Affairs that enhanced engagement, retention and overall student experience. Development of multi-channel campaigns across email, social, web, video and print that impacted students awareness of student affairs brand, support programs, and success initiatives. Oversee the development of clear, engaging content for social media and video channels while directing full time staff reports. Implementation of data insights and assessment practices to evaluate campaign effectiveness and refine communications for future impact goals. Developing reports, matrices and process for best practices. Implementation of media buying systems that included social media advertising campaigns.
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#1 STUDENT EXPERIENCE - PERCEPTION DEVELOPMENT
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CAREER FAIR CAMPAIGNS
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HEALTH SERVICES AWARENESS CAMPAIGN
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ORIENTATION CAMPAIGNS
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SOCIAL MEDIA & VIDEO CONTENT MANAGEMENT
ERWIN PENLAND (EP+Co)
Creative Technology Producer
PROJECTS
2018
Oversaw development projects for cross-functional Creative Technology teams servicing clients for Verizon, Denny’s, and Mens Wearhouse. Collaborated closely with account teams and clients to define product requirements that enhance campaign performance and user engagement goals. Scoping out work in alignment with strategies. Serving as liaison between creative tech, account, design, and strategy teams to ensure seamless execution from concept to deployment for website, app and experiential projects. Lead iterative development cycles, in coordination with client requests. Pulling analytics, collecting user feedback, and implementing strategic planning goals for development teams project scopes. Creation of product documentation, user guides, and functional specs while coordinating thorough quality assurance testing to ensure a consistent, bug-free user experiences.
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VERIZON SOLUTIONS LAB WEBSITE
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DENNY'S TO-GO APP
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JOHN DEERE - SMALL TRACTORS CONTENT
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MENS WAREHOUSE EXPO SHOW INTERFACES
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EP CARES - INTERNAL SITE
VOLUNTEERS AROUND THE WORLD
2017
Marketing Coordinator
PROJECTS
Oversaw marketing planning and execution strategies to help organization amplify messaging, engage donors, and drive growth across college campuses. Managed web content, email campaigns, social media, and print collateral to support messaging initiatives and increase connections with target audiences. Produced compelling written content, graphics, social media, emails, and videos for marketing needs. Development of digital ad buying program to support outreach goals using social media ad campaigns. Using analytics tools tracked content performance, SEO scores, and traffic rates to guide strategic improvements to website and social media strategies.
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12 MONTH CONTENT CALENDAR PRODUCTION CYCLE
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INCREASE MARKET ENGAGEMENT AND LEADS +34%
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ESTABLISHED MEDIA BUYING BUDGET AND METRICS
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PRODUCTION OF 3 VIRTUAL TRAINING VIDEO SERIES
YOUNGLIFE
2013
Area Director / Staff Associate / Intern
PROJECTS
• Work with field senior vice president and regional directors to cast vision for Young Life College (YLC) ministry in division, which includes helping to create ministry/fundraising plans for current YLC target schools and identifying new target schools. • Worked with the YLC Advisory Team and vice president of YLC to provide long-range planning and development for the mission, financial solvency, vision for the ministry, and financial resources through marketing and resource development. • Assisted in raising the necessary funds to carry out the ministry vision for the local area and take on some major donor relationships as directed by the area director.
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ESTABLISHED 3 COLLEGE MINISTRIES (ROCKBRIDGE COUNTY, VA)
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INCREASED ANNUAL FUNDRAISING NETWORK SUPPORT (+30%)
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5 YEAR ANNUAL GROWTH PLAN (+10 YEAR OVER YEAR)
SKILLS
TECHNICAL
• Adobe Creative Suite
• Google Analytics, Power BI
• Anthology, Brandwatch
• Media Buying: Google, Meta, etc.
• MyEmma, Mailchimp, Salesforce
• CMS: Wordpress, Cascade, Hubspot
• Quant/Qual Assessment Strategy
• Data Aggregation & Query
• Analytic Assessment & Reporting
• Metricool, Emplifi, Sprout
• Workfront, Wrike, Airtable, Slack
• Figma, InVision, Canva
OPPERATIONAL
• Creative Direction
• Strategic Planning
• Systems Thinking
• Leadership & Talent Management
• Project Management
• Interpersonal Communication
• Fostering collaboration
• Versatile
• Adaptable in Change
• Independent & Self-reliant
• Intuitive
• Curious & Continual Learner
I'm can only be a part-time serious person because..
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Reading Calvin & Hobbs as a kid had a surprisingly lasting effect on me.
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I'm daydreaming about my next ski trip or where I'm going mountain biking this weekend.
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My Spotify daylists are giving me whip-lash.
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There are so many chip and salsa options, and i've been burdened with the responsibility of trying them all.
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I became a CrossFit coach for the plot, and it turned out to actually be fun.
WHAT I'M
READING IN JULY
WHAT I'M
LISTENING TO LATELY
