experience

the last 15 years or so

EY – Atlanta, GA – 2018 to Present

EY is a global professional services organization that exists to build a better working world, helping create long-term value for clients, people and society and build trust in the capital markets.

Americas Markets Communications and Engagement Leader – 2019 to Present

I collaborate with the Americas Markets Executive team to create a strong and growing community. Focusing on Sector, Solutions and Sustainability, we empower our people to grow as specialists through our unique go-to-market approach while differentiating EY as a trusted service provider.

Leveraging the right channels, relevant content and deliberate timing, our storytelling resonates with target audiences to help build engagement and generate market demand.

I lead a team of extraordinary Sector Communications Leaders, who have built and are enhancing strong communities of industry experts who deliver sector-specific and relevant outcomes to our clients, helping them be more competitive and successful.

Pursuit Strategy Leader – 2018 to 2019

Leading a high-performing team of pursuit strategists, we developed engaging content to tell EY’s compelling story of Building a Better Working World, helping grow the Southeast region and collaborating with the larger Business Development network and internal subject matter experts. We supported and won many high-value (multi-million dollar) and strategically important pursuits.

We used creative, innovative and immersive experiences to influence behavior and win business, creating positive and differentiating connections with our clients.

WINTER CONSTRUCTION – Atlanta, GA – 2015 to 2018

Founded in 1962, Winter Construction is a privately owned and operated corporation based in Atlanta, Georgia, that specializes in commercial construction.

Director of Marketing – 2015 to 2018

Leverage integrated marketing and communications to build and deepen relationships with Winter Construction and our clients in the hospitality, retail, government, higher education, K-12, student housing, aviation, religious, healthcare, industrial, multi-family, recreation, and historic restoration sectors throughout the Southeastern and Mid-Atlantic regions

• Elevate the Winter brands, helping to convert leads to sales, driving the sales process through project completion using compelling, consistent and clear communication and visuals online and in print communications
• Clearly communicate and evolve what it means to be “Good Experience Builders”​
• Differentiate Winter and our values using the right words to connect with and engage the right audiences at the right time
• Lead and deliver all RFI/RFQ/RFP and sales deliverables, positioning Winter as the best option to our potential clients based on our expertise and experience
• Generate leads and elevate the Winter brand online with dynamic and compelling content
• Create high-quality, authoritative and educational content for the commercial construction industry that effectively demonstrates the collective Winter Construction team’s expertise and experience
• Augment Winter’s brand presence at conferences and events through creative and distinct campaigns and word of mouth
• Provide consistency of and adherence to the Winter brand, standards and culture across all Winter business units and departments
• Inform and engage Winter employees and recruits to optimize morale, energize the collaborative spirit and empower productive talent to build powerful and lasting relationships and a sense of community

GEORGIA STATE UNIVERSITY – Atlanta, GA – 2015

Major urban research university with eight colleges serving more than 30,000 students, nationally recognized for graduating students from widely diverse backgrounds

Assistant Director of Brand Marketing & Communications,
Office of Undergraduate Admissions – 2015

Articulated and executed marketing strategy to recruit and confirm more than 7,000 undergraduate students each year with a budget of $2.1 million, collaborating with and supporting recruitment staff, counselors, Welcome Center, Honors College and other departments within Enrollment Services, including Financial Aid and Registrar

• Developed personas embodying target cohorts of prospective students including freshmen, transfer, out of state, first generation, international and dual enrollment to better connect messaging, improve user experience and influence behavior
• Determined and refined messaging to prospective students using integrated marketing approach with web, email, marketing automation, print publications, direct mail, social media, events, advertising, video and content marketing
• Defined and enhanced the comprehensive communications plan and targeted campaigns for 100,000 prospective undergraduate students using data from third-party vendors, the Admissions Constituent Relationship Management (CRM) system, the University Institutional Research division, and predictive analytics
• Led the creation and updates of publications, providing content and design direction, in partnership with the PR & Marketing department
• Supervise and guide the Admissions Brand Marketing and Communications Team, consisting of an Email Marketing Specialist, a Web and Content Strategist, a Social Media Specialist and a Graduate Student Assistant
• Drove the admissions marketing strategy recommendation and implementation for the Georgia State University and Georgia Perimeter College consolidation
• Built, managed and expanded relationships with collegiate search providers, print and fulfillment vendors, digital advertising platforms, marketing partners, CRM providers and other third-party services, including identifying business requirements, leading the RFP process, and continuously evaluating costs and ROI

LYRASIS – Atlanta, GA – 2010 to 2015

Member-based, non-profit digital content and software-as-a-service (SaaS) provider for libraries, archives and museums with annual revenue of $80 million, created in 2009 from merger of legacy library networks

Senior Director of Marketing & Communications – 2010 to 2015

Transformed underperforming department, unified outreach efforts, created brand awareness and updated image of newly merged organization by maximizing annual marketing budget of $450,000, improving internal processes and using analytics. Responsible for staff of writers, webmaster, designer, social media, content and event managers.

• Implemented strategic plan to build and sustain membership, improved thought leadership positioning and increased sales of technology products, garnering new members 125% above target
• Designed and managed websites for enhanced user experience, increased sales and detailed consumer data
• Defined go-to-market strategy for open source software hosting, digital and consulting services, and promoted eContent products, all using market data and insights to produce qualified sales leads
• Led a customer relationship management (CRM) system upgrade to improve data integrity, internal productivity and customer service, and to find trends and insights for marketing efforts
• Contributed to the Leadership Team focusing on organizational strategy, resource planning, internal communications, operational effectiveness and Board meeting and committee involvement
• Evaluated the financial impact of product development and sale of products, lines and services, while monitoring market trends and pursuing opportunities for expanded brand differentiation and market positioning in support of organizational goals, focusing on return-on-investment and profit-loss prevention
• Defined and managed budgets and expenditures, and conducted the hiring, training, performance evaluations, career development and daily activities of team members

CARTER’S – Atlanta, GA – 2009 to 2010

Manufacturer and retailer of quality children’s clothing brands including Carter’s, OshKosh B’Gosh, Just One You, Genuine Kids, Child of Mine and Precious Firsts with $750+ million in annual sales

eCommerce Marketing Manager – 2009 to 2010

Created and implemented integrated marketing strategy to introduce and position new online stores of global infant and children’s apparel brands to foster emotional connections, drive traffic and generate sales

• Launched marketing strategy for startup ecommerce business within larger company incorporating natural and paid search, customer relationship management, email marketing, online advertising, social marketing and public relations under budget
• Introduced and executed consumer engagement strategy via social media (established the first Carter’s Facebook page), online influencers, digital advertising and publicity, growing fan base 4000% in three months
• Differentiate online startup from existing brick and mortar retail business and competitors to generate 500% ROI
• Implemented a natural and paid search strategy to drive online sales exceeding goal of $15 million and surpassing web traffic targets by 40%, with a budget of $600,000
• Developed customer relationship management and email marketing strategy to create customer lifetime value and customer acquisition strategy employing online influencers, contests, email opt-ins and referral incentives
• Devise online advertising campaigns and partnership, sponsorship and cause marketing recommendations to generate general brand awareness and website traffic using demographic and behavioral targeting
• Built national, regional, local and trade media relationships and outreach options with public relations agency
• Collaborated with Retail partners to promote eCommerce site to existing customers using captivating in-store marketing collateral, environmental graphics and multi-channel efforts

MERGE AGENCY– Atlanta, GA – 2006 to 2009

Small marketing and web design agency, primarily focused on business-to-business clients, that partnered with North Highland Consulting to provide marketing strategy and implementation

Associate Director of Client Services, Marketing Consultant &
Senior Marketing Strategist – 2008 to 2009

Managed team to provide traditional and online marketing while building and maintaining client relationships through the delivery of marketing strategy, planning, branding, corporate communications, change management deliverables and business development efforts (for AmerisourceBergen, The Coca-Cola Company, Cox Communications, Duke Energy, Intercontinental Hotel Group, Johnson & Johnson, Lowe’s, Manheim, Marriott ExecuStay, North Highland, Stewart Title, TrueBridge Resources)

• Crafted and executed marketing plans to increase sales within three months and net profits up to $2 million
• Determined brand positioning for national brands via website design, marketing and sales collateral, trade shows, national and regional press, advertising and sales efforts, generating lead conversion rates of more than 30%
• Built compelling brand stories for range of small to large businesses in print, online and video
• Provided social media strategy, concepting and implementation with viral video for high-impact results
• Conducted market and competitive research, including industry analysis, analyst interviews, online surveys, focus groups and personal interviews
• Served as on-site interim Corporate Communications Director for real estate services provider client

Senior Marketing Specialist & Marketing Consultant – 2006 to 2008

Defined and managed integrated marketing strategy, web design and implementation serving a variety of clients, building relationships, achieving sales objectives and providing change management marketing

• Designed brand advertising strategy and campaigns (print and online) and return-on-investment (ROI) evaluation
• Managed integrated user experience website strategy, architecture, design and implementation
• Developed online advertising campaigns with search engine marketing and optimization (SEM and SEO), including banner ads, email blasts, affiliate and partner websites

UNBOUNDARY – Atlanta, GA – 2006 to 2009

Boutique design studio helping clients transform their culture through strategic communications

Senior Account Manager 2001 to 2006

Provided management of investor relations and corporate communications strategic projects for Fortune 500 companies to enhance positioning and market share, and to increase employee affiliation (for clients including Accenture, Bellsouth, Children’s Healthcare of Atlanta, The Coca-Cola Company, Dow Jones & Company, FedEx, Hallmark, Nasdaq, Polo Ralph Lauren, Regions Bank)

• Managed print and online annual report process, including research and strategic analysis, for international brands with responsive and open client-agency communication
• Organized branding, visual identity, image library and communications system for multiple companies
• Developed and implemented employee communication campaigns and collateral
• Supervised communications campaign for global, C-level business conference promotional packages
• Directed international magazine and corporate newsletter visual identity development and re-design

TURNER FERNANDEZ TURNER – Atlanta, GA – 2000 to 2001

Small, local online advertising agency serving Internet startups, mid-size companies and non-profits

Account Manager – 2000 to 2001

Delivered branding, market research, online marketing strategy and planning (for CheckFree Corporation, ChoicePoint, Clark & Company, Excite@Home, Simpata, SpatialAge Solutions of Byers Engineering Company)

• Directed brand development from market analysis to create and implement integrated marketing plans
• Developed B2B2C campaign to financial, utility, telecommunications and insurance industries
• Managed banner advertising and online promotions program

JWT – Atlanta, GA – 1998 to 2000

Fourth largest global advertising agency in the world, formerly known as J. Walter Thompson, part of the WPP Group

Business Development Coordinator 2000 to 2001

Supervised and contributed to all new business efforts, including planning, credentials and presentations (winning pitches include The Bermuda Department of Tourism, CIBA Vision, Georgia Department of Industry, Trade & Tourism, The High Museum of Art, and Suburban Lodge)

• Conducted research and prepared recommendations for prospective and existing clients
• Organized informational, networking and continuing education events internally and externally
• Managed online image library for The United States Marine Corps account

Additional experience as Sales Assistant at Paine Webber. Details upon request.

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