As the Chief Marketing Officer at UMass Amherst, I lead the team of experts who create transformative marketing strategies that elevate our university's brand and drive impactful engagement across multiple channels. My role centers on shaping and executing innovative marketing initiatives that align with our strategic vision and enhance our institutional prominence. • Partner with the Vice Chancellor for University Relations to craft and implement high-impact marketing and branding strategies. Align initiatives with UMass Amherst’s strategic goals and emerging priorities. - • Inspire and manage a talented team of 40+ marketing professionals. Foster a culture of collaboration and innovation to optimize performance and drive results. • Work closely with departments like Admissions, University Without Walls, and key stakeholders to synchronize marketing efforts and advance institutional objectives.• Build and refine our brand strategy to strengthen UMass Amherst’s market position and create a compelling, cohesive brand identity.• Leverage cutting-edge marketing tools and methodologies to stay ahead of trends and ensure our strategies are impactful and effective.• Drive revenue growth and brand equity through data-driven insights. Develop and utilize a comprehensive marketing dashboard to track ROI, optimize spend, and measure performance.• Successfully lead the implementation of a university-wide CRM platform and integrated web platforms, enhancing marketing capabilities and audience engagement.• Spearhead strategic marketing plans for major initiatives, including capital campaigns and personalized marketing efforts, contributing to increased visibility and engagement.• Establish a centralized content management system to ensure consistent and effective brand messaging across all touch points.• Commit to positioning UMass Amherst as a leading national institution that attracts and supports a vibrant community of lifelong learners.

Long standing member on the Board of Directors of the Diablo Regional Arts Association. Executive Committee Lead on strategic planning and website development on behalf of the DRAA and the Lesher Center of the Arts.

Led the planning and execution of all marketing activities to meet revenue and business goals of UC Berkeley Executive Education. Drive sales for the open enrollment portfolio and generate qualified leads for custom sales. Partner with VP Curriculum, VP Business Development and Director of Program Management to execute OE programs and the strategic plan, ensuring cross-functional collaboration across the enterprise. • Led marketing team in planning and execution of all initiatives to achieve revenue and enrollment goals of 8-10 growth YOY• Managed P&L, product development and test/full scale marketing strategies for new and existing general market program portfolio including over 50 new and current courses• Optimized marketing structure including website (development & design), social media, CRM and GA4 analytics to achieve KPIs for business and campaigns• Launched digital transformation with complete overhaul of site properties and reengineering of systems architecture• Established agency relationships, fiscal reporting, research and insights, data and analytics, and policy processes and protocols• Introduced DEI charter and protocols in workforce, classroom and community with commitment to inclusive practices• Measurably elevated brand and reputation through consistent and relevant rendering of UC Berkeley, leveraging its equity to achieve global exposure

Developed and drove comprehensive brand strategy and major marketing objectives to attain business results. Led enterprise advertising, creative services and social media teams. Supported product management and key business lines to optimize brand and marketing efforts across all points of customer engagement. • Led effort to reposition the brand with internal and external audiences. Developed and executed a strategic brand platform using insights, customer segmentation and differentiated value propositions. Introduced new approach to identity and positioning standards through development of enhanced guidelines, newly defined brand health metrics, rigorous training and compliance standards.• Developed and led creation of strategic marketing plans across all mediums including television, digital, print, radio, out of home, sales support materials, promotions, social media and shareholder communications. Successfully originated precision marketing that introduced diversity and segment targeted capabilities. • Created robust product marketing process to bring consumer insights into the product value proposition. Partnered with product management organization to translate consumer needs into an innovative new product launch that resulted in new features and benefits and a differentiated service experience.

Owner and driver of strategy and delivery for marketing programs across all lines of business (Individual and Family, Medicare, Enterprise Sales). Developed comprehensive, insights driven strategic marketing plans to achieve business goals. Aligned with product and sales executive leadership to develop and implement sales and marketing strategies, objectives and CRM practices.• Orchestrated activity across multiple business lines to develop and deliver comprehensive strategic marketing plans that achieved profitable business outcomes. Successfully partnered with IFP and Medicare general managers and product strategists to utilize advanced targeting capabilities that resulted in a 30% increase in business. • Significantly improved brand and plan metrics and monitoring by launching new tools for reporting, ROI calculation and campaign optimization.• Introduced customer experience journey mapping to marketing discipline to maximize engagement points and ensure the overall value of marketing investments for acquisition and retention practices.

Led the national, award winning $200M plus Kaiser Permanente Thrive campaign. Developed and deployed complex enterprise and regional marketing campaigns for enterprise. Drove strategic marketing consultation, designing integrated plans for diverse audience segments throughout footprint. Managed brand campaign strategy including positioning, messaging and testing.• Developed and implemented KP positioning and the “Thrive” campaign for broadcast, print, digital, social media and mobile channels, elevating organization by over 50% in key brand health metrics. • Introduced a cross functional team approach to architect branding programs in all regions. Developed integrated marketing communications plans to activate high potential markets resulting in 15% plus market share increases.• Led the first ever demand generation team integrating all channel efforts to grow consideration and acquisition including campaign, search optimization, site development, content creation and social media.

Created and optimized the sales enablement program to support significant commercial growth. Developed and implemented marketing communications for 16 commercial groups refining engagement strategies to strengthen digital programs, print and social media advertising, direct mail, sales enablement and event planning. • Introduced fully integrated planning discipline cited as best practice and implemented as the standard for deployment to all regions within company footprint.• Spearheaded a strategic sales support program enhancing CRM practices for customer engagement, lead nurturing and lead generation that improved commercial lines of business revenue. Optimized customer engagement generating a 20% increase in closing rates for corporate lending division.

Managed business development and grew customer market share by reengineering sales approach and brand identity. -Generated five new major accounts doubling business growth. -Developed comprehensive integrated communications model for a top mortgage lending company focused on targeted delivery to multiple audiences and B2C channels driving new business growth by 15%.-Introduced new acquisition strategy and creative approach for credit card subsidiary of Wells Fargo gaining measurable increases in closing rates that exceeded control group standards with a record number of new mortgages.-Built brand identity program for XDM Corporation, including logotype, website and sales collateral system. Piloted new business development protocol including proposals, presentations, and outreach communications that elevated sales by 20%.

Led sales and marketing teams for largest payments issuers in the company. Led strategic planning and implementation of consumer and business based card programs including research, product and target development, promotions, financial forecasting and analysis, and channel delivery strategy for top financial service providers. -Created and executed strategic programs for high profile financial institution payments programs which included comprehensive strategic marketing plans, channel analysis, target and product development, financial modeling/forecasting, full implementation and final ROI evaluation. Top three brands exceeded revenue and market share goals by over 15-20% during four consecutive years.-Dramatically increased market share with largest Visa card issuer from 10-40%. Resulted in dramatic revenue increase and brand usage for the company.-Successfully managed two of MasterCard’s top ten global accounts, contributing over 16% compounded annual growth in volume. Consistently received annual awards for business development achievements.