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About
Nice to meet you!
I’m a marketing and communications leader who enjoys turning complex ideas into clear positioning, practical strategy, and work that drives real results.
Over the past eleven years, I’ve worked across both nonprofit and commercial organizations, helping teams define their voice, connect with the right audiences, and build marketing programs that support long term growth. I’ve partnered closely with founders, executives, and cross functional teams to shape messaging, build scalable marketing systems, and translate big ideas into campaigns that perform.
My work sits where brand, content, and performance meet. Whether the goal is driving revenue, expanding reach, or strengthening a mission driven community, I focus on building marketing that is thoughtful, measurable, and sustainable.
How the work gets done matters just as much as the outcome. I value transparency, creative autonomy, and trust within teams, and I believe the strongest marketing comes from collaborative environments where people feel empowered to contribute and where communication reflects the communities being served.
My Expertise:
Nonprofit Marketing and Communications
• Mission driven storytelling and brand development
• Donor engagement and fundraising campaign strategy
• Community, stakeholder, and advocacy communications
• Executive and board level messaging
• Multimedia storytelling including video, graphics, and digital campaigns
• Inclusive messaging and community focused brand growth
• Website strategy, content management, and nonprofit SEO
• Digital engagement and audience development
Commercial Marketing and Growth Strategy
• Strategic messaging and market positioning
• Executive communications and thought leadership
• Content strategy and high impact content creation across channels
• Multimedia campaign development including video, graphics, and digital storytelling
• Website strategy, UX collaboration, and conversion focused content
• SEO strategy and performance driven content systems
• Revenue operations alignment with sales and marketing systems
• CRM and lifecycle marketing automation
• Customer experience and customer success marketing strategy
• Cross channel campaign execution across web, email, social, and paid media
• AI enabled marketing workflows and operational efficiency
• Cross functional team leadership and marketing program ownership
I believe every brand and mission has a story, and it’s not just what you say, but how you make people feel and the results you drive. I’m always interested in working with organizations that care about clarity, momentum, and building something meaningful. If that sounds like you, I’d love to connect.
Case Studies
Below is a selection of projects that highlight my approach to strategy, execution, and measurable business impact across both consulting and in house leadership roles in nonprofit and commercial environments.
Due to the nature of several high profile client engagements and projects, not every project includes full deliverables and names as they are currently published, but each case reflects the scope of work, decision making, and outcomes I led.
If you’d like to explore additional examples or discuss anything in more detail, I’m always happy to walk through them.
Revenue Operations and CRM Enablement
Helped marketing evolve into a revenue partner by aligning lifecycle strategy, CRM workflows, and sales collaboration around shared growth goals.
SEO-Led Organic Growth Strategy
Built sustainable inbound growth engine achieving 35% organic traffic increase through strategic content optimization.
Paid Media and Performance Optimization
Shifted paid advertising from experimentation to predictable revenue driver through structured testing and attribution.
Client Reporting and Retention Strategy
Built stronger client trust and retention through clear insights, proactive communication, and collaborative strategy reviews.
AI-Powered Marketing Workflow Optimization
Enhanced team efficiency and insight generation while maintaining quality through responsible AI adoption and clear guardrails.
Regional and Local Campaign Strategy
Drove 40% engagement increase through localized messaging and integrated digital offline campaign execution.
Brand Refresh and Digital Experience Redesign
Created clarity and confidence through comprehensive brand refresh, visual identity redesign, and conversion focused digital experience.
Cross-Functional Team Leadership and Campaign Execution
Led cross-functional teams to deliver cohesive campaigns, streamline processes, and create clearer collaboration across marketing, creative, and leadership.
Multimedia Content Creation and Digital Innovation
Balanced innovation with responsibility by building efficient content systems with AI support and mandatory human oversight.
AI Product Pivot and Go-To-Market Strategy
Structured a 30–60–90 day launch plan to reposition a legacy consulting firm into tailored AI and SaaS offerings, aligning leadership, sales, and messaging around a unified enterprise narrative.
SEO-Led Organic Growth
Industry
B2B Consulting and Healthcare
Business Context
An organization needed sustainable inbound growth without increasing paid spend, while maintaining compliance around communications and content.
Challenge
Low organic visibility and unclear content positioning limited inbound lead generation.
Role
Head of Marketing with ownership of SEO, content strategy, and analytics.
Strategy and Execution
Research
Built SEO strategy mapped to buyer intent and search behavior
Optimization
Reorganized site structure to improve clarity and conversion
Measurement
Implemented content performance tracking and iteration cycles
Integration
Integrated SEO with CRM workflows to nurture inbound leads
Custom Deliverables
Strategic Planning
  • SEO roadmap and keyword strategy mapped to buyer journey
  • Content architecture and page-level optimization plan
Execution and Measurement
  • Editorial calendar and content performance framework
  • Organic growth reporting dashboard
Results
35%
Organic Growth
Sustained traffic increase over campaign period
Better
Lead Quality
Improved inbound lead qualification rates
Lower
Paid Reliance
Reduced dependency on paid acquisition channels
Tools Used
  • SEO platforms
  • CRM
  • GA4
  • CRM integration
  • CMS

Why It Mattered
Shifted acquisition from paid dependence toward sustainable inbound growth tied to pipeline contribution.
Paid Media and Performance Optimization
Industry
Professional Services and Digital Products
Business Context
Paid advertising was being used, but performance and ROI were inconsistent.
Challenge
Lack of structured testing, audience segmentation, and attribution.
Role
Marketing lead responsible for paid strategy and optimization.
Strategy and Execution
Campaign Structure
Built structured Google Ads and Facebook Ads campaigns with clear audience segmentation and budget allocation frameworks.
Testing Framework
Tested creative, audience segments, and bidding strategies using structured experimentation methodology.
Conversion Optimization
Aligned paid traffic with conversion-focused landing pages designed for specific audience segments.
Performance Tracking
Monitored performance against cost-per-lead and ROAS metrics with weekly optimization cycles.
Custom Deliverables
Paid Media Strategy
Comprehensive strategy and budget allocation plan
Campaign Framework
Campaign structure and audience segmentation guidelines
Testing Roadmap
Creative testing and optimization schedule
Performance Dashboard
ROAS and performance reporting system
Tools Used
  • Google Ads
  • Facebook Ads Manager
  • Google Analytics
Results
Improved conversion rates
Through targeted audience segmentation and landing page optimization
More predictable lead flow
Established reliable volume and quality benchmarks by channel
Better alignment between spend and outcomes
Clear understanding of which channels and campaigns drove revenue

Why It Mattered
Paid media shifted from experimentation to a measurable revenue driver. Leadership gained confidence in marketing spend decisions, and the organization could scale paid programs predictably based on ROI rather than guesswork.
Revenue Operations and CRM Enablement
Business Context
A growing consulting organization relied on marketing activity but lacked clear visibility into lead quality, attribution, and pipeline contribution.
Industry
Professional Services and Consulting
Role
Senior Marketing Manager and CRM owner, partnering directly with sales leadership.
Challenge
Marketing and sales operated in parallel systems with inconsistent follow-up, manual reporting, and limited insight into what was driving revenue.
Strategy and Execution
System Design
Designed lifecycle stages, lead scoring, and attribution frameworks that unified marketing and sales around shared revenue goals.
Alignment and Integration
Aligned campaign tracking with sales processes and established feedback loops for continuous improvement.
Custom Deliverables
CRM Lifecycle Framework
Lead qualification and stage progression documentation
Automated Workflows
Lead scoring, routing and follow up automation systems
Executive Dashboard
Pipeline, attribution, and executive reporting dashboard
Alignment Documentation
Marketing and sales process integration guides
Tools Used
  • HubSpot
  • Google Analytics
  • HubSpot reporting dashboard
  • Automation systems
Results
Faster Speed-to-Lead
Through automated routing and follow-up
Improved Lead Quality
Better clarity and qualification for sales team
First Attribution Framework
Tied marketing activity to pipeline impact
Sales Visibility
Improved sales visibility across 3 stages and backed it with data reporting that demonstrated content's direct impact on the customer journey.

Why It Mattered
Marketing became an operational enabler and revenue partner rather than a cost center. Sales leadership gained visibility into marketing's contribution, and the organization could make data-driven decisions about resource allocation.
Client Reporting and Retention Strategy
Industry
Consulting and Enterprise Services
Business Context
Clients needed clearer visibility into marketing performance and value.
Challenge
Performance data existed but was not communicated in a way clients could easily understand or trust.
Role
Marketing lead responsible for performance reporting and client communication.
Strategy and Execution
Dashboard Design
Built clear dashboards focused on outcomes rather than vanity metrics, emphasizing clarity and actionability.
Reporting Narratives
Created reporting narratives explaining wins, losses, and next steps to contextualize performance data.
Cadence and Feedback
Established regular reporting cadences and feedback loops to maintain consistent client communication.
Proactive Management
Proactively addressed concerns before they escalated, building trust through transparency.
Custom Deliverables
Client Dashboard Templates
Custom performance dashboard templates tailored to client objectives and KPIs, emphasizing clarity and actionability over data volume.
Reporting Framework
Monthly and quarterly reporting narrative framework connecting data to business outcomes and strategic recommendations.
KPI Definitions
Clear KPI definitions and success benchmarks aligned to client business objectives and industry standards.
Communication Plan
Client communication cadence and escalation plan ensuring consistent touchpoints and proactive issue resolution.
Tools Used
  • Google Analytics
  • CRM dashboards
  • Reporting tools
Results
Increased client confidence in marketing performance and value delivery
Reduced confusion around performance metrics and strategic direction
Stronger long-term client relationships built on transparency and trust

Why It Mattered
Clear communication reduced churn and strengthened trust. Clients became true partners in the marketing process rather than skeptical observers. The shift from data reporting to strategic storytelling fundamentally changed client perception of marketing value.
AI-Powered Marketing Workflow Optimization
Industry
SaaS and Consulting
Business Context
Marketing teams needed to increase speed and efficiency without sacrificing quality or trust.
Challenge
Manual processes slowed execution and reporting.
Role
Marketing leader advocating responsible AI adoption.
Strategy and Execution
Content Ideation
Used AI to support content ideation and keyword analysis
Insight Generation
Applied AI for performance reporting synthesis and insight generation
Quality Control
Established guardrails to protect brand voice and accuracy
Tool Evaluation
Evaluated tools based on ROI rather than novelty
Custom Deliverables
AI Guidelines
Built structured AI adoption framework balancing efficiency gains with brand governance and quality control.
Content Production Templates
AI-assisted content and SEO workflow templates for team adoption and asset creation.
Governance Documentation
Created guardrails to ensure AI outputs aligned with brand voice and compliance standards.
Efficiency Metrics Tracking
Measured time savings and output improvements to validate workflow changes.
Tools Used
  • AI-assisted content tools
  • Analytics platforms
  • SEO platforms
Results
Faster Execution
Reduced time-to-publish without compromising quality standards
Improved Insights
Enhanced ability to identify patterns and opportunities in performance data
Maintained Quality
Preserved brand consistency and accuracy through clear guardrails

Why It Mattered
AI enhanced workflows without introducing risk or noise. This enabled leadership to scale output while protecting brand integrity. The organization gained competitive advantage through speed while maintaining the trust and quality standards essential in consulting environments. This approach demonstrated that AI adoption could be both aggressive and responsible.
Regional and Local Campaign Strategy
Industry
Nonprofit Community Based Organization
Business Context
A regional organization needed stronger engagement and localized visibility.
Challenge
Messaging lacked cohesion across digital and offline efforts.
Role
Digital Marketing and Communications Manager
Strategy and Execution
Regional Messaging
Built region-specific messaging and campaign themes
Channel Integration
Integrated digital campaigns with events and outreach
Sales Enablement
Supported sales and community engagement efforts
Brand Consistency
Ensured consistency across channels
Custom Deliverables
Messaging Framework
Regional campaign messaging framework tailored to local audience needs and cultural context
Campaign Calendar
Multi-channel campaign calendar coordinating digital, event, and outreach activities
Support Assets
Sales and community engagement support assets enabling local activation
Performance Reporting
Local performance and engagement reporting tracking regional impact
Example of Video Intro for digital ads and videos I created
Results
40%
Engagement Increase
Growth in regional audience engagement and participation
Stronger
Brand Recognition
Improved regional brand awareness and community presence

Why It Mattered
Localized strategy improved relevance and conversion. By respecting regional differences while maintaining brand consistency, the organization strengthened its community connections and drove measurable business outcomes. This approach proved that national brands could succeed at the local level through thoughtful adaptation.
Brand Refresh and Digital Experience Redesign
Industry
Technology and Professional Services
Business Context
The brand identity (AIR Fusion) felt outdated and didn't reflect the organization's evolution or market positioning.
Challenge
Inconsistent visual identity, unclear messaging, and a website that didn't convert visitors effectively.
Role
Marketing leader responsible for brand strategy, creative direction, and digital experience.
Strategy and Execution
Brand Audit
Conducted stakeholder interviews and competitive analysis to define brand positioning
Visual Identity
Developed refreshed brand guidelines including logo, color palette, and design system
Digital Experience
Redesigned website with improved UX, conversion paths, and content hierarchy
Implementation
Rolled out brand across all touchpoints with team training and asset library
Custom Deliverables
Strategic Planning
  • Brand positioning framework and messaging architecture
  • Visual identity system and brand guidelines
Execution and Assets
  • Website redesign and content migration
  • Marketing collateral and template library
Results
50%
50%
Increase in Site Engagement
Improved time on site and page views per session
23%
Conversion Rates
Better lead capture and form completion rates
Stronger
Brand Recognition
More consistent brand perception across channels with increased follower count and recognition at in person events.
Tools Used
  • Figma
  • WordPress
  • HubSpot
  • Adobe Creative Suite

Why It Mattered
The brand refresh created clarity and confidence internally and externally. The organization could finally tell its story effectively, and the digital experience became a revenue-generating asset rather than a liability. Repositioning the brand to better reflect service evolution improved buyer clarity in a competitive consulting market for technology.
Cross-Functional Team Leadership and Campaign Execution
Industry
B2B SaaS and Technology
Business Context
Marketing operated in silos with limited collaboration between creative, demand gen, and sales teams.
Challenge
Misaligned priorities, duplicated efforts, and campaigns that didn't reflect unified strategy.
Role
Marketing leader responsible for team structure, process design, and cross-functional alignment.
Strategy and Execution
Team Restructure
Reorganized marketing support around shared goals with clear roles and collaboration frameworks
Workflow Design
Built campaign planning and approval processes that connected creative, content, and performance teams
Stakeholder Alignment
Established regular sync points between marketing, sales, and product leadership
Shared Metrics
Created unified reporting that tracked campaign performance across all functions
Custom Deliverables
Team Operating Model
Roles, responsibilities, and collaboration structure
Campaign Playbook
End-to-end process for planning and executing integrated campaigns
Communication Framework
Meeting cadence and decision-making protocols
Performance Dashboard
Shared metrics and reporting system
Tools Used
  • Asana
  • HubSpot
  • Slack
  • Google Workspace
Results
Faster campaign execution
Reduced time from concept to launch through streamlined processes
Better campaign performance
Improved results through coordinated strategy and execution
Stronger team morale
Increased collaboration and reduced friction across functions

Why It Mattered
Marketing became a strategic partner rather than a service function. The organization could execute complex, multi-channel campaigns with confidence, and leadership gained visibility into how marketing efforts connected to business outcomes.
AI Product Pivot and Go-To-Market Enablement
Industry
Enterprise Technology Consulting
Challenge
The pivot required balancing innovation with credibility, avoiding generic AI messaging, and enabling consultative sales conversations without an established product marketing structure.
Role
I led the product narrative and developed a phased 30-60-90 day GTM strategy to support beta engagement and enterprise positioning. This included aligning leadership, sales, and delivery around a clear AI value proposition.
Strategy and Execution
Enterprise Product Narrative Development
Defined AI positioning rooted in business outcomes rather than trend messaging
Cross Functional Alignment
Aligned leadership, sales, and delivery around unified AI value proposition
Feedback Integration
Worked closely with leadership through multiple rounds of feedback, helping translate evolving ideas into clear, grounded messaging while keeping the overall strategy intact.
Go to Market Planning
Built 30-60-90 day phased rollout for beta engagement and early adopter validation.
Custom Deliverables
Strategic Planning
  • AI positioning framework and messaging architecture
  • GTM roadmap and beta engagement strategy
Execution and Assets
  • Website positioning updates and landing page messaging
  • Executive narrative decks and sales enablement materials

Gamma embed

GTM Strategy Example from Previous Work - Redacted

Click here to view the GTM Strategy I launched in 2025

Example Video Promo for IBC Presence
Results
Clearer AI Brand Positioning
Stronger internal alignment and confidence during SaaS pivot. This increased our beta tester pool interest by 35% in just 30 days.
Sales Enablement Readiness
Equipped team with structured AI narrative for enterprise conversations
Scalable Foundation
Established repeatable product marketing structure for continued expansion
Tools Used
  • HubSpot
  • Microsoft ecosystem tools
  • CRM and lifecycle automation platforms
  • LinkedIn Sales Navigator
  • Website CMS
  • AI-assisted content and workflow tools
  • Executive presentation tools

Why It Mattered
Support Partners was transitioning from a 20-year professional services legacy into tailored SaaS and AI offerings. This work created structure during that shift, translating complex technical capability into credible enterprise positioning and giving the organization a scalable foundation for growth.
Multimedia Content Creation and Digital Innovation
Industry
Nonprofit Community Based Organization
Business Context
Adoption Choice needed to increase visibility, donor engagement, and community trust while communicating complex and sensitive topics with clarity and care.
Challenge
Expand digital presence and modernize content formats without losing the emotional integrity, trauma-informed voice, and mission centered messaging that families and donors rely on.
Role
Marketing and Communications Lead responsible for content strategy, multimedia production, digital campaigns, and workflow optimization.
Strategy and Execution
Narrative-Driven Content System
Built structured workflows to support video, written, and cross-channel multimedia production.
AI Supported Innovation
Used AI tools to assist with ideation and drafting while maintaining strict human review and trauma-informed oversight.
Performance Alignment
Connected content distribution (and their associated campaigns) to engagement, donation, and event participation metrics.
Multimedia Expansion
Established review checkpoints to protect brand integrity and technical accuracy.
Custom Deliverables
Campaign Video Series
Produced mission-centered videos to support anniversary campaigns and donor engagement.
Digital Asset Library
Created organized repository of templates, graphics, and multimedia materials for internal consistency.
Editorial Content Calendar System
Built structured planning system for campaigns, blog posts, and milestone initiatives.
Performance Reporting Dashboard
Delivered ongoing insights into engagement trends and campaign effectiveness.
Landing page Creation + Brand Story for our 40th Anniversary Campaign

Adoption Choice Inc.

40 Years of Adoption Support in Wisconsin | Adoption Choice, Inc. - Adoption Choice Inc.

Celebrate 40 years of Adoption Choice, Inc. in Wisconsin. Explore our history and help fund counseling, birth parent support, and family guidance—donate today.

Tools Used
  • NeonCRM
  • ClickBid
  • WordPress
  • Canva and Adobe Creative Suite
  • Email marketing platform
  • Google Analytics
  • AI-assisted content tools
Results
Stronger Digital Engagement
Through targeted audience segmentation and landing page optimization we increased web traffic to our site by 56%.
Improved Campaign Clarity
Unified messaging across email, social, and web for milestone initiatives.
Operational Efficiency
Streamlined content production processes to support a small nonprofit team with a small budget.

Why It Mattered
In the nonprofit adoption space, trust and clarity are everything. By modernizing content production while preserving a trauma-informed and mission-centered voice, marketing became a stronger driver of community connection, donor engagement, and long-term organizational credibility.
Capabilities and Tools
Core competencies and technical expertise developed through consulting and in-house marketing leadership roles, focused on revenue enablement and operational efficiency.
SEO and PPC Strategy
I design data-informed search strategies that align keyword intent with revenue goals across organic and paid channels.
CRM and Revenue Operations
Lifecycle strategy, lead scoring, and attribution modeling that connect marketing and sales activity to measurable pipeline impact.
HubSpot and Marketing Automation
Implementation of segmentation, automation workflows, and nurture programs that improve lead quality and campaign performance at scale.
Google Ads and Analytics
Campaign architecture, performance tuning, audience segmentation, and budget optimization grounded in attribution data.
AI-Powered Workflow Optimization
Applied AI tools to accelerate content production, insight generation, and workflow efficiency while maintaining brand integrity and quality standards.
Client Communication and Performance Reporting
Executive dashboards, narrative reporting, and performance translation that connect marketing metrics to business impact.
Content Strategy and Storytelling
Editorial planning, messaging frameworks, and multi-channel content systems designed to educate, build trust, and drive measurable engagement.
Organic Social and Community Growth
Platform-specific social strategy and thought leadership distribution focused on reach, engagement, and brand credibility.
Conversion-Focused Landing Pages
Page architecture, UX-informed layout, and conversion testing designed to improve engagement and form completion rates.
Content Design and Creative Innovation
Content architecture that translates complex technical expertise into structured, revenue aligned storytelling across digital channels.
Technical Proficiency
  • Project management platforms including ClickUp, Jira, Asana, Monday, Notion, Trello, and Microsoft Project.
  • HubSpot CRM, Marketing Hub, and Sales Hub
  • CRM reporting, dashboards, and performance insights
  • Google Analytics and Tag Manager
  • Paid media setup and optimization across Google and Meta
  • SEO and keyword research platforms
  • Content management systems: WordPress, HubSpot CMS, Webflow
  • Email and automation tools: HubSpot, Mailchimp, Klaviyo
  • Social scheduling and analytics platforms
  • Responsible use of AI for research, ideation, and repurposing
Strategic Expertise
  • Full-funnel strategy aligned to pipeline and revenue growth
  • Content strategy and editorial planning
  • Organic social growth and engagement strategy
  • Creating alignment across marketing, sales, and leadership
  • Performance measurement, testing, and continuous optimization
  • Brand voice development and storytelling
  • Client relationship management and expectation setting
  • Leading and collaborating across creative, technical, and client teams