In my most recent role, I conceptualized, executed, and evaluated multi-platform integrated marketing/communications strategies for departments essential to the law school’s successful attraction of applicants and attendees.CAMPAIGN | Differentiated California Western from competitors by promotion of student programs, faculty expertise, and alumni successes—demonstrating ability to prioritize strategic institutional objectives, address market characteristics, and implement correctly nuanced best practices.ANALYSIS | Established engagement metrics to evaluate multi-channel (web, social, email) campaign effectiveness and resultant goal conversion, ultimately informing operational decisions and initiatives.BRAND | Wrote, edited, and proofed content for B2C email campaigns, social media ads/posts, and authored website content to ensure consistency with brand guidelines and adherence to AP Style—while maintaining an institutional Editorial Standards Guide for constituents.WEB | Served as primary point of contact on web services team, provided timely approvals of website updates, and appropriate SEO optimization—maintaining systemwide administrative credentials and providing employee training for CMS users.MEDIA | Coordinated timely local and national media interviews with faculty experts and wrote and distributed press releases to targeted digital and traditional media outlets.

Upon promotion to this position, I liaised with C-suite leadership and departmental partners to create long- and short-term content marketing strategies in support of sponsored and organic digital/print initiatives.STRATEGY | Diagnosed business needs by identifying untapped opportunities, evaluating current client-side problems, and analyzing user requirements.CREATIVE | Inventoried resultant content needs and proposed underlying strategic thinking alongside innovative copy/design concepts.UX/UI | Based on evaluation of target audiences’ on-site behavior, developed functional design wireframes in concert with explanatory content strategy communications to demonstrate ideation of an optimized user-centered experience and goal-conversion tactics.MANAGEMENT | Supervised portfolio of vendors and creative freelance talent to develop and maintain fresh authored content for website, social media channels, and traditional earned media.

In this role, I conceptualized and executed strategic content creation and dissemination to target audiences across digital and print platforms, including the law school's website, social media outlets, alumni magazine, and collateral material.ENGAGEMENT | Increased presence on social media by developing and advocating for a systemwide tactical plan to describe best practices for all new media outlets, while ensuring brand consistency in tone, quality, and graphic standards.COLLABORATION | Worked with senior staff to identify internal and external social media promotional opportunities while defining and executing appropriate strategies to support them.REPUTATION | In concert with faculty, administration, and alumni/student organizations, worked to generate positive mentions in the news media and legal community by writing feature stories and press releases.VOICE | Oversaw all official social media channels, providing art/strategy direction to ensure consistent brand voice and appearance across outlets—while liaising with department managers to share relevant content and coordinate campaigns that meet institutional marketing goals.PRODUCTION | Coordinated timely deployment of print and online ads, direct-to-consumer collateral material, and other printed and digital pieces with creative partners and freelance vendors.GOVERNANCE | Supervised website content creation and maintenance on the Web Advisory Committee.

To satisfy my omnipresent creative itch, I consulted PR agencies and direct clients to conceptualize and draft effective media messaging, news releases, and press advisories for high-profile clients in San Diego’s hospitality industry.BRAND | Overhauled all press kit materials for renowned restaurateur group CH Projects (Born & Raised, Underbelly, Ironside Fish & Oyster), resulting in a Food and Wine magazine selection as one of the "50 Best Restaurants in America."PARTNERS | H2 Public Relations, The Newport Beach Film Festival, J Public Relations, Modern Luxury Magazine, DiscoverSD, and Quartararo & Associates. A portfolio of writing samples is available on request.

In a brief Northern California stint, I directed a complete renovation of all internal and external communications on this 300-member, 20,000-acre private residential and recreational community.COMMS | Conceptualized, designed, and managed weekly and quarterly web-based newsletters for internal and targeted external audiences, while diligently managing contribution deadlines for more than 15 department heads.EXPERT | Served as sole liaison to vendor public relations agency, strategically tailoring media outreach that garnered features in national publications including Travel + Leisure, Golf Digest, and Golf World magazines.

Here, I developed and implemented marketing projects and collateral material in accordance with Scripps Clinic's departmental and public strategies, which included content creation, production management, and editorial duties.MEDIA | Oversaw traditional and new media relations for Scripps Clinic and Green Hospital, resulting in increased national brand awareness—highlighted by placements on ESPN and The Discovery Channel; and in Men's Health and Shape magazines—that generated $20 million in advertising equivalency during FY 2009.EDITORIAL | Founding member of the Scripps Health Editorial Board, designed to uphold the consistent appearance, quality, and brand voice of all print and digital content—enforcing current standards and executing company-wide adaptations.

Successfully managed and expanded a biotechnology sales territory by 15% to more than $1 million throughout 17 states via the design and implementation of creative sales / marketing presentations and strategies.