From strategy to story, marketing and technology work best when they build trust, spark curiosity, and create community.
One interaction at a time.
This is where I come in.
At heart, I’m a connector.
My work lives in the space where creativity meets structure, where design serves strategy, and where connection is the ultimate outcome.
With expertise spanning the full communications journey, from concept and design through development, launch, and stewardship, I create touch points that are relevant, reliable, and helpful.
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Campaigns are most effective when every touchpoint works together. I led integrated efforts across web, email, print, paid media, and in-person engagement, uniting admissions, communications, and digital teams within higher ed. The outcome: aligned messaging, clearer journeys, and measurable gains in conversion and engagement.
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Strong brands are built through consistency, not slogans.
Across industries, I align visual identity, narrative voice, and digital structure so institutions clearly communicate who they are. And build brands that folks experience, not just recognize.
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Effective storytelling begins with empathy and evidence. In complex environments, I translate institutional messaging into language that acknowledges concerns directly and reflects lived experience. The outcome: messaging that feels honest, grounded, and earned.
Read: Designing for Belonging at Virgnia Military Institute
Read: Holding Trust During a Time of Uncertanity at Washington and Lee University
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Discoverability today is driven by intent, structure, and data, not just keywords. Across enterprise and higher education platforms, I’ve implemented schema strategy, A/B testing, structured content models, and performance dashboards that strengthen visibility, reduce friction, and improve conversion quality.
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Digital impact depends on how well systems talk to each other. I integrate CMS, CRM, analytics, paid media, and content operations into structured ecosystems that support acquisition, engagement, and retention. The result is infrastructure that scales, reduces fragmentation, and supports informed decision-making across departments and audiences.
Read: Modernizing a Historic Brand at Virginia Military Institute
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Sustainable growth requires structure. I’ve built intake and pipeline systems supporting 50+ concurrent campaigns, designed shared component libraries, and implemented governance frameworks that align decentralized contributors across departments. From workflow design to approval processes to reusable content modules, I create operational clarity that improves speed, consistency, and long-term scalability.
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For me, leadership is about creating environments where people feel trusted, heard, and capable of doing their best work.
I’ve led cross-functional teams through institutional change, brand evolution, and digital transformation by aligning around shared goals while giving individuals room to develop their voice and strengths. The result is not just stronger outcomes, it’s stronger teams.
Read: Building. Uniting. Inspiring: Three Lessons in Leadership
Recent Experience
Northrop Grumman
1
2022-current
Senior strategist and consulting partner to marketing, brand, and TA leaders to align digital platforms with campaign and business objectives across the global ecosystem northropgrumm.com, serving 17,000+ daily visitors.
2019-2022
Led integrated enrollment marketing strategy in a dual-reporting role as Director of Marketing for Admissions and Financial Aid at wlu.edu, aligning institutional priorities with audience-focused campaign execution.
Washington and Lee University
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Virginia Military Institute
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2006-2019
Senior brand and digital strategist for one of the nation’s oldest military colleges, vmi.edu, uniting tradition with modern storytelling to drive record enrollment and engagement.
Freelance Consultant
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With a passion for and gratitude to the roles nonprofits play to support our community, I selectively take on projects with teams who need support in their strategy and execution.