As the first marketing hire in Henderson Brothers’ 130-year history, I held a consultative role as the sole marketing SME with many responsibilities that included advertising planning and media placement, developing communications best practices, and steering brand strategy through directing content development. I created a cohesive brand voice and grew brand awareness through multiple channels. We successfully promoted quarterly events, increased LinkedIn subscribers by 500%, and developed a newsletter with twice the industry average open rate. I am most proud of Henderson Brothers’ growth and my contribution to achieving yearly sales goals. I collaborated with over a dozen sales leaders to produce end-to-end sales collateral for winning accounts under tight deadlines in a highly competitive bidding environment.

We navigated the complex landscape of managing attorneys, architects, and tax consultants to convert an old machine shop into a distillery on a start-up budget. We developed proprietary recipes and branding with regional appeal, including Parking Chair Vodka and Ginzer Gin. Small business owners wear many hats, and mine included the public face of the brand, media relations, all wholesale restaurant sales, and the in-house craft cocktail program. I am proud of the products we conceived, our national media mentions and competition awards, and the market we found in Pittsburgh to thrive.

As the first marketing hire in Glade Run’s 169-year history, I worked fast to develop and execute annual business marketing plans for a diverse portfolio of services while providing monthly and quarterly ROI reports and progress milestones to the CEO and vice presidents.I led monthly business unit reviews to plan marketing with fellow directors and then directed all media buying, advertising, digital media, service offering marketing collateral, and presentations through both creative vendors and in-house production. I am most proud of the bottom-line growth our team accomplished to reach more families and children across Western Pennsylvania. In the period of 2010 to 2014, Glade Run’s services portfolio grew by 30.67% across the board; this rate was 9.89% for the previous four-year period without a marketing director.

Our challenge was to rebrand a large dealership with a disreputable past. I worked with Ben to shape the branding and new unconventional media message for a large dealership- Ben directly addressed tough questions on camera about the facility's notorious past and how he was uniquely qualified to affect change. Our campaign resonated with customers and ultimately brought early adopters to Freeland Chevrolet. My day-to-day responsibilities included producing advertising, digital marketing, and ROI analysis for strategy meetings.