Digital Marketing Strategy and Execution: Lead social media (Instagram, TikTok, Facebook, LinkedIn, X, YouTube), digital advertising and content marketing (web, email, video) campaigns aligned with student recruitment goals and University initiatives.Data-Driven Marketing: Develop KPIs, track performance across channels, analyze results and recommend improvements for various marketing platforms. Conduct research (personas, focus groups) to inform communication strategies.Brand Management and Content Development: Oversee creative direction for a well-respected higher education brand, ensuring consistency across all digital and print materials. Manage a team of content creators (copywriters, social media specialists, designers) to produce high-quality content.Team Leadership and Collaboration: Coach and mentor a marketing team, manage production planning and foster collaboration with campus partners to align college marketing efforts with central initiatives.Analytics and ROI Measurement: Develop strategies to measure ROI of marketing communication platforms, use data to make informed decisions about vendor partnerships and optimize budget allocation.Emerging Technologies: Stay updated with industry trends and best practices in digital marketing and identify opportunities for leveraging new technologies to improve enrollment.

Omnichannel Campaign Management: Developed and oversaw multichannel enrollment marketing campaigns (email, SMS, web, social media) using Marketing Cloud and Salesforce CRM. Managed communication schedules, deployment and maintenance to optimize engagement while reducing volume.Data-Driven Communication Strategy: Analyzed previous year's data and feedback (e.g., focus groups) to refine communication approaches for improved results.Content Creation and Management: Crafted engaging and informative content (print and digital) explaining complex topics (e.g., the admission process) for diverse audiences (students, parents, educators). Led content creation teams and ensured brand consistency, style and clarity.Project Management and Editorial Leadership: Managed production schedules for Admissions materials, collaborating with stakeholders and maintaining editorial guidelines. Led the review process for drafts at different stages and provided final approval.

Content Creation and Editing: Served as a staff writer, editor and copy editor for various publications (local/national news, features sections) throughout a 10-year career with McClatchy Corp, The Bee’s parent company. Demonstrated strong writing, editing and copy-editing skills for diverse content formats. Editorial Leadership and Style Management: Oversaw production and ensured deadline adherence for news content. Served on the newsroom style committee, evaluating and adapting editorial style to reflect industry standards and trends.Project Management and Content Planning: Managed production for The Bee's Taste section, including planning, writing, editing content and coordinating visuals (photography, design) to meet editorial goals.

Content Creation and Editing: Served as a staff writer, editor and copy editor for various publications (local/national news, features sections) throughout a 10-year career with McClatchy Corp, The Bee’s parent company. Demonstrated strong writing, editing and copy-editing skills for diverse content formats. Editorial Leadership and Style Management: Oversaw production and ensured deadline adherence for news content. Served on the newsroom style committee, evaluating and adapting editorial style to reflect industry standards and trends.Project Management and Content Planning: Managed production for The Bee's Taste section, including planning, writing, editing content and coordinating visuals (photography, design) to meet editorial goals.

Content Creation and Homepage Curation: Wrote engaging headlines, article summaries and navigation copy for CNET.com's homepage. Maintained a dynamic and fresh homepage by continuously monitoring performance and swapping in stories and blog posts based on timeliness and user engagement.Data-Driven Decision Making: Utilized news judgment and homepage metrics (unique users, sessions per user, click-through rates) to optimize homepage content and user experience, resulting in a 4% increase in unique users, a 15% increase in sessions per user, and a 1% increase in click-through rate.Content Management and Performance Analysis: Demonstrated strong content management skills through ongoing monitoring, curation and optimization of homepage content based on performance data.

Editorial Leadership and Quality Assurance: Established editorial guidelines and provided final approval for various materials, ensuring quality standards were met. Conducted thorough reviews, proofreading, and copy-editing across different stages of production (galleys, proofs, etc.).Project Management and Content Oversight: Managed the editorial, design and production schedules for 70 titles annually, coordinating weekly meetings and maintaining detailed reports. Recruited and supervised a team of freelancers, demonstrating strong project management and team leadership skills.Style and Compliance Management: Ensured adherence to divisional style guides to manage consistency and brand compliance across diverse content sets.