Washington State University
Enrollment Management Marketing Director March 2019 – Present
Leading recruitment marketing efforts for WSU Pullman, while supporting brand and marketing efforts for state-wide campus system
• Create integrated marketing campaigns driving potential student engagement across all 6 WSU campuses
• Partner with internal Pullman stakeholders, creating integrated campaigns across student lifecycle – from prospect to enrolled
• Led strategic marketing refresh with creative partners, resulting in first recruitment brand update in 10+ years; resulted new visuals, branding, collateral and digital advertising
• Implementing digital-first marketing strategy for enrollment marketing efforts
o Coordinated agency RFP + hire and day to day management
o Running IP Targeting
o Digital Advertising and Retargeting
o National paid social recruitment advertising
o Testing YouTube + TikTok advertising
o Coordinate recruiting mailers with UGC engagement components
• Partner with internal social media experts to develop and run targeted multi-purpose paid campaigns:
o Target age and demographic-specific student messaging + parent messaging tactics including ads and groups
o Developed and implemented #FutureCoug social and print story telling campaigns highlighting new student UGC
• Establishing a structured and strategic campaign calendar to tell a cohesive WSU student-first story via video, creative and content
o Lead through influence with campus system partners to develop state-wide cohesive plans
o Drive audience touchpoints across multiple channels
o Coordinate campaigns featuring student voices and visuals as influencers for Gen Z
o Implement video and motion graphics for stronger CTR and conversions
• Analyze and develop relevant messaging for Gen Z
o Coordinated incoming student focus groups to inform Fall 2020 and Fall 2021 recruitment messaging
o Partner with web team to run homepage A/B messaging tests
o Update campaigns to lead with student voice across all channels; implement video execution
• Member of University branding update team, influencing updated brand visuals and messaging architecture
• Implementing project management structure + management of project coordinator
• Mentor student interns and manage marketing assistant
• Drive creative, sustainable and scaleable marketing efforts with minimal budget
Vulcan Arts + Entertainment
Marketing and Communications Manager November 2017 – March 2019
Led marketing efforts for entertainment-focused initiatives, building plans, developing structure and strategy execution:
• Paid + Organic social strategy and oversight; Digital agency management; SEO and Google Search campaigns
• Print + Digital Advertising plan development and execution; Media buying, trafficking and budget management
• B2B Sales material development | Sponsorship and partnership marketing material development
• B2C concessions + revenue driving strategy and onsite execution
• Research, survey and consumer analytics
• Email targeting, communications, and message strategy across platforms
Recreational Equipment, INC.
Sr. Program Manager, Local Marketing May 2015- November 2017
Campaign Integration Program Manager January 2014-May 2015
Drove marketing strategy, campaign integration and Go To Market planning over three year span for local and national initiatives:
• Partnered closely with leadership, creative and merchandising teams to create yearly marketing strategy and integration
• Drove plan execution, issues management and channel messaging to achieve product sales, event attendance and membership
• Handpicked to create and lead local marketing team charged with building the REI brand in key communities across the US
o Employee Management: Led team of six in creating geographically relevant campaigns laddering up to national initiatives
o Optimized and influenced product and event launches for national execution
o Tested customer acquisition and CRM strategies; driving sales with locally relevant and uniquely scaleable programs
o Created locally relevant experiential field marketing activations: local sponsorships, in store events, membership perks
o Led distortion marketing campaigns based on geographic activity-based sales opportunities resulting in sales and membership increases in key markets
o Served as main contact for 68 field marketing managers across US
Program Development & Promotional Management:
• Created and managed local Content Contributor program with 10+ social media influencers, driving outdoor social inspiration
• Spearheaded paid media plans for product, events and weather, in conjunction with Advertising, Email and Social teams
• Integrated and drove awareness of REI Outdoor School into national marketing campaigns, increasing enrollments by 65% YOY
Sur La Table
Brand & Events Manager June 2011-December 2013
Responsible for building the Sur La Table brand through national and local strategy development, cross-divisional planning/execution
• Strategized with Industry Influencers to create new and compelling scaleable experiences in 100+ Sur La Table kitchens:
₋ Led development of Chef’s Table events, partnering with local celebrity chefs for consumer facing dining experiences
₋ Managed sponsorship execution of Aspen Food & Wine Classic experiential onsite presence
₋ Managed 42 store openings in 2.5 years
₋ Partnered with Mall Management to partake in property events, executing brand initiatives, traffic/sales drivers
₋ Executed book signing and cooking demonstrations, partnering with publishing houses and celebrity chefs
₋ Managed relationship with Bravo’s Top Chef, including product placement, in store filming and overall series sponsorship
• Led seasonal + ongoing initiatives to develop campaigns across channels including: social media, email, PR, content and collateral
• Drove local brand building activities led by district teams including events, community engagement and sponsorships
• Managed national ad agency, creating and executing branding campaigns; budget allocation/management
• Employee Management: social media and marketing specialists
General Growth Properties
Marketing Manager November 2010-June 2011
Managed and developed targeted traffic driving marketing plans for two Pacific Northwest Shopping Centers (Seattle/Bellingham)
• Executed marketing, PR and sales driving initiatives for retail center + tenants
• Created community engagement events and initiatives
Starbucks Corporate & Regional (Seattle & Manhattan)
Public Relations Coordinator to Marketing Manager (Promoted in roles over 10+ year span) May 2000-June 2010
Contractor (return after layoff) July 2010-November 2010
Enjoyed a 10-year career spanning from Public Relations to Local & National Marketing, Testing and Implementation roles
• Coordinated both national and local product launches with PR, onsite events and integrated campaign development
• Chosen as Rotational Program participant, overseeing local marketing initiatives within Manhattan field marketing office
• Drove execution of seasonal campaigns, managing cross functional teams from Creative to Merchandising and Store Development
• Managed product testing to inform national launches
• Oversaw execution of local sponsorships as field marketing manager: Bumbershooot Music and Arts Festival, SIFF, SAM, and more
• Areas of Note:
₋ Launched first round of mobile ordering app with Apple offices in Cupertino, CA
₋ Coordinated introduction of Clover* Coffee brewing system via food pairing events with Seattle, San Francisco and Boston chefs
₋ Revamped brand presence at Bumbershoot Music & Arts Festivals growing YOY attendance, brand affinity and sales by 44%
₋ Led PR launch of first ever company concept store: The Hear Music Coffeehouse in Santa Monica, CA
₋ Managed event/sampling agency, delivering highest performing sampling program in U.S. (Seattle)
PERSONAL ACCOMPLISHMENTS:
Fashion Bar, LLC. September 2012-September 2014
Created and launched Mobile Retail Boutique; selling new clothing, jewelry and accessories on the go
• Developed and managed ongoing business plan, brand identity, logo creation and all marketing including PR and social media
• Initiated and develop relationships with Seattle area businesses and industry contacts
• Developed and executed event opportunities and private events
• Assist with overall day to day execution, event planning, product buying, pricing, and marketing integration
Swerve Marketing & Events August 2010-February 2011
Launched independent Contracting and Consulting business to develop consumer facing brand and market introductions
• Clients included: Starbucks, Mud Bay and local/small community business.