Round Square helps brands that make our world a better place transform their communications for greater relevance, resonance and results. From integrated communications plans and brand revitalizations to content marketing support, we harness the intersection between brand and business strategy to inspire action, move missions and change lives. Our clients span health care, wellness, education, environment and nonprofit sectors.

Responsible for creating the overall communications strategic direction and implementing national marketing communications support for all fundraising and mission initiatives for MDA, a national, community-based organization with nearly 100 offices and 1.5 million constituents dedicated to eradicating muscular dystrophy. Developed strategies to create a more relevant, contemporary brand that attracts, engages and retains families, donors, corporate partners and the medical/scientific community. Led MDA's rebranding after 50 years as the iconic charity associated with the Jerry Lewis telethon to increase relevance and engagement in a new era of giving. This included extensive market research, brand strategy development, the creation of a new logo, messaging, signature system for sub-brands, packaging internal roll-out and external launch. Results: 1) Prospects reported being 16 percent more likely to give and rated MDA higher in areas where it previously struggled. 2) External launch at Carnegie Hall received 92 percent positive sentiment on social media, more video views than in past three years and drove 17 percent higher website traffic. 3) 90 percent of field staff said they could tell MDA's story better while 3 out of 4 said it helped them increase fundraising.Led the development and implementation of a new consumer engagement summer campaign (Live Unlimited) that leveraged integrated content marketing and strategic digital partnerships to attract and activate "protector moms." Results: 1) First organization to use Facebook Live for all-day celebrity concert, driving 20 million impressions on launch day. 2) Secured 100+ million impressions, 35,000 new email addresses and 7.2 million video views. 3) Activated 40+ celebrities, 350+ online influencers and 7,500 consumers/families.Implemented agency-style account management structure for department, directly managing 10 staff across all time zones, agencies and associated budgets.

Managed strategic communications planning for all programs and initiatives in support of this nearly $1 billion community-based health organization dedicated to ending cancer with 900 local offices, 6,800 staff and millions of constituents. Delivered measurable, fully integrated, customer-focused communications plans and tactics designed to increase revenue, improve health outcomes and save lives. Led master brand communications campaigns to increase organizational knowledge, relevance and engagement among women 35 to 64. Spearheaded efforts to reinvent the organization’s 100-year-old image, re-branding ACS as “The Official Sponsor of Birthdays.” Campaign highlights: 1) drove highest level of unaided brand awareness to date, 2) contributed to 10% increase in specific knowledge about ACS, 3) created social media community of +1.2 million followers, 4) developed/managed Blogger Advisory Council that generated 50 million annual media impressions.Led the creation, development and launch of a new charity endurance program brand (DetermiNation) in 2008 to transform people's passion for running marathons and half marathons into a lifesaving effort to raise money and awareness to end cancer. This included market research, naming, branding/packaging, message development, promotional support, training, etc.Oversaw global communications strategy, including efforts to support Relay For Life – the world’s largest movement to end cancer held in 5,200 communities in 20 countries, attracting 4 million participants and raising $400 million annually. Managed a team of nine communications directors and managers using an agency-style account management approach. Responsible for managing all PR agencies, including their budgets, contracts and invoices. Senior Director, Strategic Communications Planning (January 2011 to September 2013)Director, Strategic Communications Planning (May 2007 to January 2011)Manager, Communications Strategy and Planning (March 2006 to May 2007)

Managed all public relations and integrated communications services for health care and nonprofit clients, including the American Cancer Society, Florida Division, Florida Dialogue on Cancer, Florida Cancer Trials, Floridians for Youth Tobacco Education, Florida Academy of Family Physicians (FAFP), FAFP Foundation, Florida Psychiatric Society and Florida Patient Safety CorporationDeveloped and implemented award-winning communications campaigns, conducted editorial campaigns and editorial board meetings, coordinated and facilitated news conferences and other media events, developed media materials, conducted statewide and national media relations, developed collateral materials, including brochures, newsletters, direct mail pieces, flyers and PowerPoint presentations, created and maintained client Web site content, developed proposals for business development and grant applications, conducted public affairs activities, implemented grassroots advocacy efforts and provided strategic public relations counsel and oversight to all clientsDirected the internship program for the firm, including the hiring and management of all student interns