Resume

Northrop Grumman
2022 - Present

• Direct enterprise-level web strategy for a Fortune 100 global B2B site with 17,000+ daily users, shaping digital experiences for military, policymakers, and the public.

• Re-architected the “What We Do” ecosystem into a market-based structure, aligning content with business priorities and clarifying offerings across a highly matrixed organization.

• Championed data-informed design, introducing tools like Crazy Egg to analyze user behaviors (e.g., rage clicks) and iteratively refine UX for measurable engagement improvements.

• Partnered with brand, legal, government relations, and IT stakeholders to rapidly stand up digital assets in support of labor negotiations, high-profile product launches, and CEO media engagements.

• Balanced technical, creative, and policy inputs to guide decision-making and build consensus among diverse stakeholders, ensuring timely delivery within complex approval processes.

• Strengthened enterprise SEO strategy to adapt to evolving AI-driven crawlers while improving discoverability and accessibility for human users.

Washington and Lee University
2019-2022

• Directed all marketing and digital strategy for admissions and financial aid, driving a 32.5% increase in applications and strengthening yield through targeted campaigns.

• Operated within a dual-reporting structure (Admissions and University Communications), building alignment between enrollment priorities and institutional brand strategy.

• Supervised a multi-tiered team including an Assistant Director, interns, and student workers, while managing the workflow of vendors and creative partners.

• Partnered directly with executive leadership and enrollment teams to shape strategies, while collaborating closely with in-house creative staff (designers, writers, videographers, digital specialists) to translate goals into campaigns that delivered measurable results.

• Managed budgets and vendor contracts, ensuring resources were thoughtfully allocated.

• Oversaw execution of 50+ concurrent campaigns annually, spanning web, email, print, video, and social media, ensuring consistent messaging and brand integrity.

• Championed data-driven decision-making through A/B testing, analytics reviews, and iterative adjustments to improve engagement and conversion across platforms.

Virginia Military Institute
2012-2019

• Directed the “Don’t Do Ordinary” campaign, the most successful admissions initiative in VMI history, which became a cornerstone of the Institute’s identity and helped drive record enrollment and fundraising outcomes.

• Elevated VMI’s brand by codifying editorial, visual, and digital standards, balancing tradition with a modern, mission-aligned presentation that strengthened recognition and trust.

• Built and led a high-performing marketing team, cultivating talent and capacity while partnering closely with admissions, advancement, and internal creative teams to align campaigns with institutional priorities.

• Collaborated directly with executive leadership to translate Institute-wide marketing and communications goals into actionable strategies and measurable outcomes.

• Exercised diplomatic leadership across a siloed higher education environment, uniting departments and stakeholders to balance competing priorities and deliver cohesive messaging.

• Oversaw the Institute’s first enterprise-wide CMS migration, improving governance, accessibility, and scalability across multiple websites.

• Established VMI’s first official social media presence, creating governance, measurement practices, and storytelling strategies that expanded reach and deepened authenticity.

• Integrated data and analytics tools (Hootsuite, Sprout Social, SiteImprove) to measure performance and iteratively refine content for diverse and often divided audiences.

• Established, managed, and negotiated vendor relationships and contracts and budgets.

• Partnered with admissions, advancement, and external affairs to ensure messaging that resonated across cadets, alumni, legislators, and the broader public.

Virginia Military Institute
2006-2012

• Built the Institute’s first centralized web communications function, consolidating 100+ fragmented pages into a unified, accessible, and brand-aligned presence.

• Established governance protocols for digital content, ensuring consistency in tone, design, and compliance across academic and administrative departments.

• Created the Institute’s first editorial style guide and visual asset library, streamlining workflows and reducing duplication across teams.

• Partnered with IT, admissions, and advancement to align digital messaging with institutional goals, setting the stage for VMI’s enterprise CMS migration.

• Introduced the Institute’s first use of analytics tools to measure performance, enabling data-informed content updates and audience engagement strategies.

• Produced and edited high-impact digital content that highlighted cadet experiences, academic programs, and alumni success stories, strengthening recruitment and alumni relations.

• Steered a diverse coalition of staff, volunteers, and board members through the unprecedented challenges of the pandemic, ensuring operational continuity and expanding services to meet rising community needs.

• Strengthened financial sustainability by serving as the organization’s primary spokesperson, securing the largest grant in its history and building donor confidence during a period of instability.

• Launched new, inclusive meal programs—Midweek Hot Lunches and Frozen Meal Fridays—that expanded reach to rural and underserved families with limited access to traditional services.

• Forged partnerships with local institutions and nonprofits to expand access and advocacy, coordinating joint messaging, grant communications, and community outreach.

• Advanced long-term impact by collaborating with Washington & Lee University’s Community-Based Learning and Campus Kitchen, adding student representation to the board and building sustainable bridges between campus and community.