Experience

Manager, Brand Experience

CarMax | June 2022 - present

Strategy and Marketing Manager

VCU Health | December 2019 - June 2022

Manage enterprise social media strategy, content creation, execution, analytics, and a team of social specialists.
Manage paid media campaigns, associated marketing budgets, and agency partners.
Oversee system-wide social media governance to ensure compliance with enterprise procedures, policies, and guidelines.
Lead digital reputation management efforts and processes.
Introduced blog and lifestyle content strategy to brand web properties.
Develop and implement omnichannel employer brand and HR recruitment initiative integrating social, digital, and traditional media while spearheading a 1.2-million-dollar enterprise agreement with LinkedIn and other partners.
Lead story development, art direction, and strategy for ongoing video series.

Digital Marketing Specialist

VCU Health | July 2016 - December 2019

Lead strategy, story, and art direction of campaigns for brand social media channels and editorial calendars.
Created and implemented enterprise-wide social media policies and guidelines.
Increased social media following and engagement rates including follower growth over 120%.
Collaborated with cross-functional teams to increase consumer engagement, awareness, and leads for priority service lines.
Managed paid social media campaigns to drive awareness and conversions.
Established live streaming strategy leading to increased engagement, recognitions, and awards.
Designed motion graphics, still graphics, ancillary digital design, and video.
Lead story and art direction for video infographic series.

Co-Owner / Director of Marketing

Capital Creepers LLC | October 2008 - 2019

Co-creator of a tourism attraction company specializing in historic tours of Richmond, VA.
Managed all aspects of partnerships, marketing, and public relations including social media, media pitching, and paid media.
Efforts resulted in the attraction being ranked the No.2 ghost tour in the South by international travel guide, Eventseekr.
Lead research and production of attraction content and collateral design.
Developed joint secondary tours and attractions with other businesses and organizations resulting in increased attendance.
Managed a dynamic team with a seasonal hiring and recruitment schedule.

Design Associate

CHIL Creative | June 2015 - June 2016

Provided agency with design, strategy, and creative services on various e-mail, social, print, branding, and web projects.
Presented creative work to internal stakeholders and senior management.
Worked on a diverse client portfolio including fashion, retail, technology, and nonprofit industries.
Spearheaded the brand identity concept and design for a new client resulting in a successful brand launch and retained client.

Freelance Design / Strategy Consultant

Multiple Clients | June 2014 - September 2015

Provided small business and nonprofit clients with design, branding, social media and marketing consultation.
Launched brand identities for startup clients.
Created marketing communications plans to meet business objectives.
Empowered business owners to develop strategies and define goals for their company.
Work lead to increased conversions and improved brand awareness for clients.

Visitor Services and Marketing Coordinator

Poe Museum | August 2007 - June 2014

Managed social media accounts by creating content, engaging with followers, monitoring, and research resulting in increased engagement earned media, and social follower growth.
Contributed to PR writing and pitching efforts for the museum and its events series.
Responded to requests for information from media.
Lead the development and design of a featured exhibition from concept to launch.
Designed museum print and digital materials.
Managed museum retail, volunteer and membership programs leading to increased revenue and in-kind support.
Shepherded updates to standard operating procedures leading to increased efficiency.

Education

Virginia Commonwealth University

Robertson School of Media + Culture

B.S. Communications | Creative Advertising

Mid-Atlantic Society for Healthcare Strategy and Market Development

Speaker: MASHMD spring conference, Digital marketing for retention

May 2022

Society for Healthcare and Market Development

Speaker: SHSMD CONNECTIONS, Social Media Content

October 2018

SXSW (South by southwest)

Speaker: Live Streaming, Beyond Point & Shoot

March 2018

Public Relations Society of America | Richmond

Award of excellence

MAY 2017

Microsoft (Ragan communicators conference)

Speaker: Facebook Live

October 2017