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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

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



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.


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



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


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



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


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


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


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.



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