Hi, I’m Kate.

For over two decades, I’ve been at the crossroads of marketing and communications, spanning higher education, non-profits, and global corporations.

I’ve driven engagement and application growth through digital innovation, led communications that amplify mission-driven work, and enhanced brand visibility while streamlining digital experiences across global markets.

Whether guiding teams through digital transformations or crafting authentic narratives across multiple channels, I’m committed to making a lasting impact through connection.

Recent Experience

  • Northrop Grumman Logo

    Northrop Grumman Corporation

    Sr. Principal Web Content Administrator

    September 2022-Present

    As a key member of the Digital Readiness and Owned Channels Teams, I lead high-impact initiatives to optimize user experience (UX), improve SEO, and drive lead generation for NorthropGrumman.com (17k visitors daily) and its sister magazine, Now.NorthropGrumman.com.

  • Washington and Lee University Logo

    Washington and Lee University

    Director of Marketing for Admissions and Aid

    June 2019-August 2022

    As the university's admissions marketing strategist, I led the creation of marketing strategies that surpassed goals for visibility, engagement, conversions, and application yield while also advocating for the university's mission and providing creative direction throughout the process.

View Resume

    • Rebranded The Rockbridge Area Relief Association, leading to increased visibility and a higher rate of resource adoption by the community.

    • Directed Virginia Military Institute’s first comprehensive brand refresh, propelling the “Don’t do ordinary.” campaign to become the most successful in school history, increasing engagement and applicant interest.

    • Crafted and implemented admissions-specific branding at Washington and Lee University, driving higher recruitment engagement and alignment across internal and external channels.

    • Managed brand consistency for Northrop Grumman’s corporate website and online magazine, elevating the brand narrative for U.S. Defense Agencies and key stakeholders, resulting in stronger customer alignment and increased interest in high-priority defense programs.

    • Boosted traffic by 75% and doubled on-page engagement in just four months by optimizing SEO and streamlining user journeys during the CMS migration of ngc.com.

    • Increased social engagement and conversions at Washington and Lee by implementing precise audience segmentation, retargeting strategies, and crafting high-impact display ads.

    • Drove a 285% increase in Twitter engagement and expanded Facebook followers by 57% and Instagram engagement by 266% at Virginia Military Institute through compelling visual storytelling and strategic content planning.

    • Execute a web content strategy for Northrop Grumman that aligns website initiatives with multichannel marketing goals, collaborating closely with paid media and editorial teams to boost brand reach.

    • Spearheaded VMI’s most successful marketing campaign, aligning institutional messaging to engage key audiences and amplify the school’s core values.

    • Supported online crisis communication strategies at VMI, launching a standalone emergency site to deliver real-time updates to stakeholders and the broader community.

    • Led executive-level communications and served as the primary spokesperson for The Community Table of Rockbridge, navigating the organization through pandemic-related challenges with clear, decisive messaging.

    • Orchestrated digital transformation at Washington and Lee University, securing buy-in from internal and external audiences after a website overhaul, enhancing both public engagement and internal workflows.

    • Lead a geographically dispersed web team at Northrop Grumman, optimizing workflows to boost efficiency and deliver high-performance digital results.

    • Directed cross-functional teams at Washington and Lee and VMI, ensuring seamless alignment of marketing strategies with key goals in admissions, advancement, and executive leadership.

    • Forged strategic community partnerships at The Community Table of Rockbridge, expanding meal services and delivery by collaborating with local non-profits, churches, and organizations.

    • Grew, mentored, and inspired a high-performing marketing team at VMI, consistently driving above-target results through effective leadership and strategic oversight.

  • Website Management: HTML, CSS, Javascript, SEO, UX, UI, ADA methods 

    Content Design: Photoshop, Illustrator, Indesign, Canva, AP Style

    CMS: Wordpress, Sitecore, Ektron, TerminalFour, BigTree, LiveWhale, Ingeniux 

    Analytics and Reporting: Google Analytics, Sprout Social, SiteImprove, CrazyEgg

    Collaboration and Productivity: Asana, Slack, Teams, Smartsheet

What I Do

From designing award-winning print and digital materials to leading enterprise-level digital transformations, I know that each pixel and paragraph has the power to shape perceptions.

What I'm Known For

  • Relationship Driven

    I work to craft relational marketing strategies that earn trust and build advocacy, fostering long-term relationships. Focusing on sustainable growth and brand integrity, this approach delivers enduring value and loyalty among diverse audiences.

  • Data Informed

    I prioritize the human element in marketing strategy, using deep listening to understand the audience first. Then, I apply data insights to craft approaches that resonate, ensuring strategies are rooted in human connection and enhanced by data.

  • Relentless Customer Focus

    Delivering exceptional customer service transforms clients into passionate brand advocates. By prioritizing their needs and exceeding expectations, I cultivate loyalty and foster strong, lasting relationships.

  • Mission Oriented

    I believe in the power of collaboration and am passionate about supporting those within my sphere of influence. By cultivating environments that embrace diverse talents and perspectives, I foster teamwork that drives innovation and creativity.

  • Kate's always-on "What Can We Do Next" mindset constantly drove us to new approaches and better products.

    Gabrielle Tremo
    Senior Web and Digital Marketing Strategy Analyst, EAB

  • Kate has an innate ability at setting and understanding expectations of projects and issues that may arise along the way.

    Rob Schall
    Senior Developer at Diagram

  • Kate seamlessly wove the technical aspects of marketing efforts with visually compelling and wildly creative storytelling.

    Jamie Lipps
    Director of Publications and Design at Washington and Lee University

  • Her insights into brand and marketing in online channels revolutionized the online presence of Virginia Military Institute.

    Elizabeth Baker
    Associate Professor, VCU

  • Kate has the attention to detail and listening that makes her the perfect business partner.

    Stephanie Wilkinson
    Owner, The Red Hen

  • Her relentless drive ensures the most challenging missions are accomplished efficiently and effectively, resulting in outstanding outcomes.

    Erica Turman
    Director of Marketing and Sales at Kendal of Lexington

Recognition

  • Bravo to Our Stars

    Northrop Grumman, 2024

  • Humanitarian Award on Behalf of The Community Table

    Lexington, Virginia Chamber of Commerce, 2023

  • W&L Leadership Program

    Washington and Lee University, 2022

  • Award of Excellence, CASE III

    Web Design, 2011

  • Bronze, CASE III

    Fundraising Publications, Advertising Campaigns, 2010

  • VMI Achievement Award

    Virginia Military Institute, 2009

Let’s chat.

If you have a project you would like to work together on, please reach out, and let’s start a conversation. :-)