Conceived and launched a craft brewery and taproom in a historic building in downtown Farmville.As part of the founding team, developed original branding and managed media outreach, business development, investor outreach, social media, and launch events.Led market and site research for brewery expansion into a new market (Lynchburg, Virginia).

Developed and implemented comprehensive communications and marketing strategy aligned with the College’s overall goals and objectives with an emphasis on annual enrollment targets and increasing nationwide brand awareness.Oversaw the creation of marketing materials. Managed vendor relationships for graphic design, digital marketing (SEO, SEM, display retargeting, and event geofencing), and admissions funnel content.Ensured consistent and positive messaging by organizing and overseeing an integrated communications committee with representatives from academics, athletics, student life, and external relations.Rolled out a nationwide word-of-mouth marketing campaign to elevate the public awareness of the College and to support enrollment goals.Conducted all media relations with local and regional outlets resulting in editorial placement in The Washington Post, among others.Managed and maintained digital properties, including the College’s website and primary social media channels within a distributed content management model.Developed, managed, and evaluated the communications and marketing budget, allocating resources to achieve overall goals in a fiscally responsible manner.Member of the President’s Cabinet and interdepartmental leadership team.

Developed and carried out comprehensive multi-year marketing and communications plans, including multiple media platforms (both targeted and mass distribution) promoting a variety of curricular and co-curricular programs, students, faculty, and alumni.Managed all primary social media channels, including content creation and monitoring.Launched a customer relationship management tool with integrated lead capture and email marketing systems, which resulted in a 20% increase in early applications and the seamless tracking of the interest pool through the application to acceptance.Created multiple digital marketing campaigns including conceiving and writing feature videos, audience targeting and retargeting across social media platforms and Google ad network, and post-campaign performance evaluations resulting in more than 300,000 unique website visitors annually.Completed a full-scale website redesign with content evaluation and development, including the rollout of a new content management system.Wrote and edited The Ridge, the magazine of Blue Ridge School.Advanced public relations initiatives leading to earned media in regional print and radio outlets.Collaborated with Admissions, Advancement, and Alumni Relations to develop strategic branding for unique audiences.Designed marketing, admissions, and fundraising print and electronic materials.

Created and implemented a comprehensive social media strategy to support institutional admissions and fundraising goals. Managed all primary social media outlets for the college and consulted secondary social media outlet managers to ensure consistent branding and audience focus.Created and managed digital advertising strategy for the college, including behavioral targeting and retargeting prospective students. Served as a member of Integrated Marketing Communications Working Group and as social media advisor for the Director of Marketing and Communications.Member of Human Resources Employee Relations Committee, advisor to Student Board of Publications, and member of Hampden-Sydney College Athletic Hall of Fame Committee.

Maintained the Hampden-Sydney College brand through a wide variety of print publications, including the alumni magazine, annual reports, and fundraising mailers. Wrote and edited copy for fundraising materials, including a successful $100-million campaign.Managed development of new digital publication of alumni magazine.Collaborated with the Webmaster, Web Content Editor, and Director of Communications on content management system selection and on the College’s website redesign.Solicited and edited writers and directed photographers and graphic designers.Increased alumni magazine production to quarterly without increasing budget.Created and maintained the publishing budget for alumni magazine.