Selected impact
Snapshots below. Each opens the full story in a new tab.
The Throughline
Every project below starts from the same idea: brand and communications only work when they're consistent, and consistency only holds up when it's built on real insight into the audience. That's the model I bring to creative, advertising, and every project in between. Decisions that trace back to one coherent picture of the brand, not a dozen disconnected ones.
PLUS · Member Communications & Engagement
Hired into a marketing function that had sat vacant for 8 months, I dug into email metrics, event data, and attendee records before touching a single campaign. What I found: most communications told members what PLUS wanted them to do, not why it mattered to them. Rebuilding around a clear value proposition, segmenting content by chapter and by professional line, changed that.
PLUS · Marketing Ownership & Systems
Marketing requests arrived through email, Teams, or conversations, with no visibility into workload. Event branding lived almost entirely with the Events team. The website had no single owner. I introduced Asana as the intake system, earned a seat in event planning, and led an RFP process to bring the site fully under marketing.