My work and overall success at HubSpot has been marked by my ability to be resourceful, curious, and adaptable to change while delivering real results for our members, our team, and the business.My marquee program grew out of HubSpot’s desire to thoughtfully reach and endear ourselves to decision-makers in the sales space. By conducting market research via dozens of interviews and surveys, building consensus among key internal stakeholders, and executing 10+ targeted experiments, I was able to ideate, build, launch, and nurture HubSpot’s first-ever women in sales leadership community. That includes:— Growing to 350+ members in six months— Delivering exceptional in-person events with an average satisfaction rating of 4.85/5— Executing a weekly content calendar of prompts, discussions, and surprise & delight (one experiment resulted in a 64% increase in engagement)— Crafting all member messaging and collateral, including a monthly newsletter— Hosting monthly virtual events (20+ all time) and 1:1 connection opportunities (a recent campaign drove 44 matches and 86 people to the community)— Recruiting, onboarding, and nurturing for a global advocates program within the group to help scale through chapter-led growth— Creating playbooks to help us move quickly on future projects and replicate our success— Identifying strategic partnerships to help grow the program— Connecting with industry thought leaders and elevating their work through our programming— Promoting our initiatives internally and collaborating with cross-functional partners to secure additional buy-inI also serve in a consultative capacity for internal teams (Academy, podcasts) looking to maximize their impact through community-building efforts.

— Finalist for CMX's 2022 Industry Awards in the B2B Community Professional of the Year category— Proud to be named CMX's 2019 Community of the Year, and Feverbee's 2020 Best Overall and Best B2B Community.— Developed repeatable and scalable systems to recruit, vet, onboard, and retain quality Community Leaders (a global group of ~400 Atlassian ambassadors who answer questions online and host events); consistently nurtured about 125 Leaders.— Owned the programmatic tracking of the Leader lifecycle in Salesforce, identifying patterns and optimizing nurture campaigns to minimize churn.— Enforced and promoted consistent standards and best practices for Leader activities, while working to streamline and automate program processes.— Served as a liaison between the Leaders and internal teams: educating Atlassians about the value of the program, advocating for new benefits, and ensuring proper escalation of platform and product feedback.— Moderated posts in the online community and in the Leader Slack instance; established voice and tone guidelines and crafted copy for the Community team's messaging to Leaders, such as event and product announcements, lifecycle emails, surveys and website copy (example: www.community.atlassian.com/leaders).— Led a migration of 1,400 people and 200+ channels from Stride (chat tool) to Slack.

— Secured buy-in for and successfully launched Trello’s first-ever Slack community, growing the number of members to more than 2,600 people.— Led conversations and daily moderation of the Slack community, pulling in experts and escalating issues when necessary; highlights included “Ask Me Anything” sessions with Trello team members.— Secured regular feedback from members of the Slack community to identify tactics that were working and also areas for improvement.— Drove advocacy and facilitated conversations on Trello’s social media platforms, which included a network of more than 245,000 people.— Boosted new and evergreen content from the Trello blog to drive new visitors to the site; promoted product announcements and new features.— Developed and documented best practices for the Trello team’s participation in public-facing community building efforts, such as the Slack community and company Instagram takeovers.— Elevated Trello’s key community efforts to the team internally through frequent Town Hall presentations and question-and-answer sessions.— Sourced and empowered Trello Community Champions within the Atlassian ecosystem (https://community.atlassian.com), serving as their advocate and securing the resources they needed to be successful.— Collaborated with various business teams, including Product, Design, Growth, PR and People.— Aligned closely with the Support team on projects impacting the community, such as sourcing experts for Directly, an app that empowers and incentivizes experts to answer support questions from other users.— Served as content liaison for the Enterprise team, writing and reviewing in-product copy and beyond to ensure it aligned with the Trello brand voice.— Led execution of promoted Facebook posts for the Trello brand page to boost visitors to blog content.— Defined and drove engagement and growth KPIs.

— Developed Bitly’s community management framework and documentation, including all policies, procedures, reports, and best practices.— Drove advocacy and facilitated conversations within the Bitly community, which included more than 100,000 people across Facebook, Twitter & LinkedIn.— Crafted platform-specific copy in the Bitly voice with visuals like graphics and GIFs.— Elevated internal communication via email for key community & content programs; crafted email copy for Bitly events & product updates.— Fielded support requests and escalated them to the support team; worked with the senior content strategist & product marketing manager to effectively promote content initiatives, product launches and more.— Delivered prospect and customer swag boxes on a rolling basis to create brand affinity and encourage loyalty.— Collaborated with the content team to identify and highlight influencers & power users.— Curated content for and delivered webinars on social media marketing.— Defined and drove engagement and growth KPIs.— Outlined & executed event strategy for the company, including project managing key industry events such as Dreamforce and SXSW.

— Managed a team of people and held them accountable for quarterly goals.— Executed a comprehensive communications plan for the MBA and master’s in communications programs offered online from Syracuse University to drive audience awareness and engagement across online marketing channels (including social media, blogs, major media outlets, and industry publications); deliverables included quarterly content calendars and major outreach pieces like infographics.— Managed online relationships in each vertical and executed link-building campaigns to drive SEO results and organic leads.— Built a strong, brand-appropriate voice in social channels that ensured a consistent and engaging presence for each program offering.— Reported on key performance indicators such as organic leads, referral traffic (school and social media), and the growth of social media profiles on a weekly and monthly basis.

— Executed a comprehensive communications plan for the online master’s in nursing at Georgetown University that drove audience awareness and engagement across online marketing channels (including social media, blogs, major media outlets, and industry publications); deliverables included quarterly content calendars and major outreach pieces like info graphics.— Managed online relationships and executed link-building campaigns to drive SEO results and organic leads.— Reported on key performance indicators such as organic leads, referral traffic (school and social media), and the growth of social media profiles on a weekly and monthly basis.

— Content creator for 17 clients, focusing on four clients per day; wrote blog posts, crafted two original Facebook postings, and four to eight Twitter updates per client per day to ensure active, engaged communities. Industries included professional training, retail, and apartment marketing.— Responded to comments, when appropriate, in order to add value to users’ experiences.— Responsible for face-to-face client meetings to develop on-brand messaging, maintaining constant communication and acting upon clients’ feedback.— Located and engaged advocates within each community to contribute content and foster dialogue.— Summarized insights and conversations through monthly client reports to optimize effectiveness.

— Designed and edited pages containing features, local, national, world and business news stories using Associated Press style.

— Spearheaded new social media arm of BERLINE’s services, Red Banana, taking the lead as strategic planner for social media campaigns for five clients in quick service, utility, and financial industries (30 Facebook and Twitter pages).— Consistently managed client expectations through face-to-face meetings and phone calls, fielded customers’ issues and questions as community manager, received feedback on efforts and acted upon it in a timely manner. Collaborated directly with franchisees to develop on-brand messaging.— Major campaigns: Boneless wings product launch for Wendy’s-Great Lakes Region. Twitter-based scavenger hunt for Credit Union ONE, aimed at positioning the company as an engaged member of the campus community and creating direct online conversations with students.— Crafted written materials such as press releases and information sheets, and developed media lists on a weekly basis.— Pitched and secured print placements, radio, and TV coverage for five clients in various industries, including financial, nonprofit, utility, and quick service.— Planned and provided on-site support for events, including press conferences and experiential events.

— Edited copy and designed pages for Oakland Business Review (circulation 14,000) and Ann Arbor Business Review (circulation 9,000), both weekly publications ranging from 24-36 pages.

— Assistant-turned-team-leader for reader-submissions-based online initiative, which required filtering daily influx of photos and press releases from readers and local businesses; led community outreach presentations and meetings.