Launched a boutique marketing & management consulting firm with a focus on higher education. Works with clients from varied industries and advised others on topics including, rebranding, best practices, sales training, metrics development and experience development. Provides higher education thought leadership on relevant marketing & management topics.Holds professional development and customer service training. Speaks on topics including messaging, brand voice and tone.

Managed creative for the University’s award-winning “Smaller. Smarter.” advertising campaign, including TV advertising, out-of-home advertising, direct marketing, email marketing, digital marketing and digital video. Helped University reach 17 percent enrollment growth goal by creating sophisticated marketing communications and by forging strong strategic partnerships with the Office of Admissions, Student Life and Financial Aid.Led public launch of the reinstatement of football to campus after a 75-year hiatus. Extended athletics brand into new sport through public space branding and apparel branding. Contributed to a 40 percent increase in annual fund donors and donations through the redesign of the annual fund giving campaign, which included direct marketing, digital marketing, landing pages and videos.Oversaw the successful implementation of Hobson’s Radius, the University’s first enrollment management CRM. Worked across departments and vendors to ensure timelines were met and migrated automated marketing communications to the new system. Managed response to on-campus crises, including school closings, student behavior and facilities issues. Made improvements to the collection of data and execution of the University emergency alert system. Maximized publicity and fanfare surrounding the University’s 125th anniversary through constituent promotion, media coverage, event branding and video production. Managed the redesign of the University’s biannual alumni magazine, and managed the publication and production process. Renegotiated rates with vendors to maximize value for the University.

Created an office culture of excellence that increased successful results and improved employee morale. Managed and modified creative service policies that led to internal and external brand unity. Eliminated violations of brand standards and improper brand usage. Redesigned office space to better facilitate communication and improve workflow. Hired and retained key staff members who led art direction, public and media relations, marketing management and creative services. Empowered team members to be accountable for their own successes with a quick-acting, proactive style. Improved internal relations between Marketing & Communications and other departments through an approach that included standing meetings, lunch & learn education sessions and continuous internal communications. Oversaw the redesign of the University’s twice-weekly email newsletter. Successfully increased applicant pool from less than 900 students to more than 3,000 through the implementation of strategic marketing communications to prospective students. Created the first advanced admissions communication funnels in the University history. Created and executed “2020 Vision” sub-brand messaging and branding to support the University’s Strategic Plan. Branded public space, created annual reports and developed 2020 Town Hall Presidential Q&A session and award-winning “2020 Vision” video series. Developed extensive financial aid education, including a video series, print and digital communications. University saw a six percent increase in FAFSA completions while institutions in Texas saw a three percent decrease in FAFSA completions. Worked to eliminate inconsistencies and issues with the University’s admitted student policies in an effort to reduce student melt. Developed new strategies, processes and communications that streamlined the admitted student process. Created MBA out-of-home advertising campaign that targeted prospective students in the Dallas-Fort Worth area.

Responsible for creative direction of the university’s primary brand-building campaign, “Smaller. Smarter.” Engaged directly in messaging and design of campaign, including print advertising, billboard advertising and production and post-production of six television commercials.Designed curriculums for staff training that empowered the university community to communicate with University constituents including potential students, current students and parents, develops a Web-savvy culture and reinforces the university’s “Smaller. Smarter.” brand promise.Researched and created executive-level messaging for internal and external public speaking events, including major sales and acquisitions, such as the strategic partnership between Texas Wesleyan University and Texas A&M University.Created University message strategy, including messaging, voice and tone for the University’s “Smaller. Smarter.” brand identity. Led focus groups to determine relevance with target market. Documented the process through a University “brand” site that included basic messaging and resources for university constituents.Designed and implemented graduate Web pages that focused on user experience. Created graduate admissions funnels and communications. Developed content and architecture for admissions and financial aid section redesign. Worked to eliminate inconsistencies and process issues as an advocate for the student. Developed extensive email and print communications for admissions and financial aid utilizing Ellucian products. Contributed to the implementation of Terminal Four, the University’s first decentralized CMS system.

Managed the publication and production of two full-color monthly regional magazines centered on life in Parker, Palo Pinto, Hood & Somervell Counties. Implemented editorial and design standards. Managed full-time staffers as well as freelance writers, photographers and designers. Wrote feature stories about a variety of topics, including sports, crime, history, music and politics. Worked as a freelance writer for area publications and developed readable feature stories about music and people in the North Texas area.