As head of content, led editorial strategy for owned media (blog, social, PR, publications), increasing blog CTA clicks and social reach by triple-digit percentages through high-performing, persona-driven content; authored four of the top six viewed blogs.

Led strategic media outreach, securing 164 media placements at an earned media value of nearly six figures in 2024.

As editor-in-chief, led all aspects of content strategy, production, and distribution for three flagship publications; managed cross-functional creative and editorial teams, assigning stories, mentoring contributors, and ensuring alignment with brand, tone, and strategic messaging goals.

Managed and mentored a cross-functional team of writers and content contributors, fostering collaboration and driving alignment on editorial strategy and brand messaging.

Drove audience-first content planning by tailoring messaging across multiple personas and platforms, ensuring alignment with brand themes and business objectives.

Produced persuasive, narrative-driven content that led to the organization being recognized with 14 awards – including seven international awards – resulting in additional earned media.

Developed strategic storytelling campaigns and generated content that supported fundraising goals, more than doubling the value of annual fund donations received by the Goodwill Foundation.

Directed paid advertising for student recruitment, resulting in thousands of conversions at a cost well below education sector benchmarks, achieving Count Day goal.

Developed and implemented an internal strategic communications plan that transformed communication from one of the lowest-rated drivers on the employee survey to tied for most improved.

Collaborated with stakeholders and cross-functional teams to develop strategic communication plans for multiple business units, including education, mission programs, benefits and wellness, payroll, learning and development, and more, ensuring communications were aligned with Goodwill’s strategic plan.

Marketing and communications lead for 19 Goodwill-operated high schools, directing strategy across 12 distinct markets and supporting brand messaging for an additional 29 affiliate schools nationwide.

Adept at leveraging generative AI (artificial intelligence) to responsibly assist with content generation, including creating custom GPT personas to support repetitive writing tasks.