Co-led integrated PR and marketing teams for LSB’s three largest public relations accounts, with an approach centered on solving business problems through measurable plans designed to change consumer behavior and opinion. I oversee all account priorities, from budgeting and strategy to editorial content creation and issue management.Content – Led strategy and content creation for a Quest Dehumidifier’s most successful, award-winning PR campaign, increasing earned media share of voice from 6% to 96% to help it become the leader in the legal cannabis industry.Crisis Comms – Oversaw strategy and provided executive counsel to multiple organizations facing national and local crises, involving racial issues, data breaches and high-profile employee issues.Integrated campaigns -- Directed, managed and executed the most successful integrated (paid, owned, earned) campaign in Briggs & Stratton history, reaching more than 195 million people through national media such as Today Show, Good Morning America and USA Today. Brand advocacy – Concepted Eatstreet’s Haulin’ Ass for Hunger tour, and provided all media relations strategy and support, which increased brand awareness and helped the company hit sales goals. Media Relations – Led the media relations strategy for EatStreet’s Curd Nerd Campaign. The campaign, EatStreet’s most successful, secured more than 75 media placements in priority markets and national awareness through outlets such as Thrillist and Mental Floss. Experienced Public Relations Account Director with a demonstrated history of working in the marketing and advertising industry. Strong media and communication professional skilled in Crisis Management, Crisis Communications, Press Kits, Journalism, and Corporate Communications.Influencer relations – Help multiple brands creatively and effectively work with social influencers through plans designed to organically generate conversation and conversions.

Content -- Led the creation and strategy of Marshfield Clinic’s award-winning blog, Shine365, which had more than 85,000 email subscribers in its first six months throughout the service area, creating unprecedented weekly engagement with current and potential patients.Corporate Communications -- Effectively managed numerous operational decisions in the public spotlight, including the announcement to build a new hospital, garnering positive media attention and social engagment.Comms strategies -- Led the development of Marshfield Clinic’s first digital content and social media strategies, built around connecting community and content to increase brand advocacy and engagement.Community management -- Helped create and implement Marshfield Clinic’s first social customer service response plan, leading to a decrease in negative comments.Media relations strategy -- Implemented system-wide media relations strategy based on Clinic’s mission and business needs, garnering weekly local coverage and quarterly national placements in media such as CNN, Prevention and the NY Times.Thought leadership -- Author regular columns on social media and digital content to build employee advocacy on social media and to provide adequate resources for information.Social media strategy -- Led the Clinic’s first team committed to social media, with the focus on tying results and goals to the Clinic’s mission. Successes include making the Clinic’s Facebook page one of the top three health care sites in Wisconsin.

Media relations -- Increased Marshfield Clinic digital news media mentions by 200 percent from Jan. 2012 to 2013. Led local competitive media markets in news stories, outpacing competitors nearly 10-1.National media relations -- Earned coverage from national outlets such as The Associated Press, USA Today and Parents Magazine, showcasing key Clinic initiatives to improve physician recruitment, health literacy and research funding.Relationship building -- Successfully developed local and national relationships with key media, key to creating a cadence of positive news coverage.Crisis management -- Effectively managed numerous crisis situations, including unexpected mass layoffs, closures and additional high-profile business decisions, to minimize negative press coverage and community reactionNews writing -- Wrote, edited and distributed press releases and editorial content as part of an overarching strategy to support 50-plus clinics that garnered local, state and national media coverage by making complex topics resonate with the public emotionally.Spokesperson -- Served as spokesperson, as needed, including for high-profile statewide articles in the Milwaukee Journal SentinelExecutive training -- Worked directly with C-suite, providing media training, consulting, talking points and strategy.

News writing -- Generated story ideas and produced both daily pieces and long-term projects about the local economy and industries, including health care, which led to a number of page-one stories and national syndication in USA Today, Associated Press, Chicago Tribune and other top daily newspapers.Social media -- Successfully incorporated social media on a daily basis to connect with readers, break news and to build relationships.Online news -- Contributed daily to Gannett Wisconsin newspaper websites, including Wausaudailyherald.com, helping it become the most well-read digital news site in central and northern Wisconsin.Blogging -- Launched and posted daily to the “Health Beat” blog, providing breaking news and trends for the region’s largest industry.Editing -- Regularly assisted in article editing for a regional team of reporters.

Reported on prep and NCAA Division I sports in northern Illinois, working on tight deadlines to produce game stories and features.