Under the direction of the Chief Marketing and Membership Officer, I lead AAOS's overall digital and web strategy and online experience in support of the organization's business and communication objectives. I define, build, communicate, and drive implementation for digital and web strategy to direct delivery of expected and successful experiences for AAOS members, customers, and other audiences. I collaborate with technical personnel, subject matter experts, and outside vendors/partners to translate business, marketing, and communication objectives into specifications and requirements to drive actionable plans for implementation.I have primary responsibility for developing, communicating, directing, and upholding the overall digital strategy for the organization to meet strategic business and communication objectives. This includes but is not limited to the website, the membership mobile app, search engine optimization, analytics, paid digital advertising, content management, design, email marketing, marketing automation, etc.

Reporting to the Chief Marketing and Communications Officer, I develop and execute strategies that advance AVMA's digital communications efforts, enhance brand and member experiences, and produce meaningful insights that positively impact the organization. I also oversee intelligence initiatives that span analytics, market research, competitive analysis and surveys, and work to disseminate insights to relevant internal stakeholders through targeted communications.• Redesigned the association website, avma.org, which included implementing a new content management system and migrating more than 17,000 pages.• Launched the organization’s first intranet• Launched a new AVMA governance portal• Redesigned and relaunched partnersforhealthypets.org• Worked with the publications team to launch the new journals site, avmajournals.avma.org

Reporting directly to the chief marketing officer, I developed and implemented marketing strategies and campaigns promoting the Council’s education programs and events, as well as conducted membership recruitment, retention, and reinstatement campaigns. I managed the launch of new systems and strategies, including the selection and implementation of a new marketing automation system. I also assisted in the launch of a new association management system.• Increased eLearning revenue by more than 100% • Achieved 91% member retention • Increased webinar revenue by more than 50% • Increased annual conference attendance by 25% two years in a row

Led the digital marketing and communications team for the division, developing and managing all web content, email marketing/communications, and social media strategies. Supervised the redesign of ache.org, relaunched ACHE’s social media efforts, and developed a new mobile app for the organization’s annual conference. Established the style guide for the new website.• Increased Twitter following by 25% in one year• Increased engagement across all of ACHE’s social media platforms (Facebook, Twitter, Instagram, LinkedIn, and YouTube)• Served on the Voice of the Customer Committee in 2016, when ACHE was awarded the Gold Award for Achievement of Excellence by the ILPEx Recognition Program• Achieved an 85% adoption rate for the conference app (approximately 4,000 attendees)

Managed the digital and print content for 14 Section of Litigation committees and provided publishing guidance to the committees, Section leadership, and staff through training sessions and workgroups. Provided editorial services for other departments on projects such as calendars, brochures, CD packaging, directories, and conference materials.• Successfully managed the transition to an all-digital publishing format for the Section’s committees• Implemented a new design for the Section committees’ web pages• Acted as the Section’s primary rep in developing new CMS templates

Managed the editorial content of the websites and e-newsletters of American Coin-Op, American Drycleaner, and American Laundry News. Also wrote and laid out copy for select departments and features for print.• Managed the launch of all three publication websites• Developed a daily email news report for the publisher’s biggest trade show• Developed and launched the division’s first system for selling white papers online• Relaunched a sponsored e-newsletter with new content and focus to successfully ensure renewed sponsorship

Evening instructor of reading and writing academic skills courses.