Part of PAWS’ six-member leadership team guiding operations and strategy.Direct agency-wide messaging, social media, paws.org website, branding, design, plus digital and printed publications.Develop PR objectives and work with external agency parters to amplify scope and reach of PAWS messaging in regional and national media, plus on the web. Build PAWS’ national reputation by regular inclusion in nature documentaries, such as Mutual of Omaha’s Wild Kingdom series. Work closely on media initiatives with government agencies such as the Washington Department of Fish and Wildlife and U.S. Fish and Wildlife Service.Guide PAWS advocacy by leading or supporting animal welfare initiatives across Washington state to shape public attitudes and legislation. Oversee PAWS education program impacting underserved elementary students, plus year-round youth and teen workshops and BSA and Girl Scout programs.Experience with capital campaigns and large-scale fundraising efforts. Cultivate relationships with key parters, such as Amazon, Chewy, DTCare, and Mutual of Omaha, to secure continued financial support of PAWS.

Oversee Communications Department and serve as member of the PAWS leadership team. Manage PAWS social media, website, design, agency-wide messaging, digital/printed publications, and media relations initiatives.

Launched online global retail site with 4,200 unique products from small and mid-sized pet industry manufacturers, as well as exclusive items developed in-house and commissioned externally. From 2014, the business focus pivoted to publishing, licensing, and developing social media strategy with partners that include Nestlé Purina, Greenpeace, Zappos, Zyrtec, MTV, Hallmark Channel, Hill’s Pet Nutrition, Lonely Whale Foundation, Petco, Walmart, Healthy Pet, and others. 
Grew social media presence with focus on YouTube (20 million channel views), Instagram (1.3 million weekly impressions, 600,000 followers), and Facebook (450,000 followers). Developed engaging social media advertising strategy for Facebook and Instagram, as well as retargeting ads to drive revenue. 
Developed and leveraged media relationships to drive growth, including Huffington Post, CNN, TIME, Rolling Stone, Humane Society, Cat Fancy, Today Show, GMA, plus various international media companies from Finland to Japan. 
Created children’s book series via crowdfunding which was awarded by the National Federation of the Blind (NFB) and National Organization of Parents of Blind Children (NOPBC). Partnered with NASA’s Story Time From Space to launch an Oskar & Klaus book to the International Space Station along with a series of experiments that form a classroom curriculum. Additionally, created complimentary braille book series via NFB grants and ongoing partnership. 
Serve as NASA’s Space Station Explorers author-ambassador at key national conferences.

Launched and shaped organization’s social media strategy and initiated rebranding efforts. Developed and marketed numerous programs and annual exhibits to drive membership and revenue, with 
growth of 15% during tenure at a premiere nature center serving a metro of one million. Introduced a series of nature-themed education programs to target underserved urban youth. Managed staff of 200 active volunteers, and developed volunteer program with area schools and the military. Managed teacher-naturalist program in conjunction with Nebraska Master Naturalist to offer a weekly curriculum of classes covering topics such as astronomy, birding, entomology, geography, interpretive hikes, kayaking and canoeing, orienteering, regional history, snowshoeing, and wilderness survival. Created videos and range of media content for fundraising and key organizational events.Served as publicist to promote the mission of the organization via trade show and media appearances.

Oversaw 10 million in annual off-premise product sales across metro of one million.Optimized channel strategy and consistently secured prominent retail product placement.Managed relationship with national retailers (Walmart, Kroger, etc.) and independent chains.

Managed and operated marketing team consisting of 40 permanent employees and at peak times 65 employees simultaneously, including bilingual sub-teams (a first in company history). Hired, trained, scheduled, and motivated an exceptional staff that exemplified team efficiency and commitment to brand expertise. Analyzed market trends using Nielsen data and other trend indicators, and responded to market changes by ongoing implementation of new procedures. Created and optimized marketing strategies to directly impact five million consumers per year within a vast geographical territory managing a fleet of 8-12 marketing vehicles. 
Responsible for all operating budgets, local company assets, consumer sampling goals, sales goals, and execution of administrative tasks (annual operating budget of $2 million). Coordinated sales efforts with brand distributors to successfully launch multiple new products and to expand the user base through targeted programs. Conceptualized and executed monthly grass-roots marketing campaigns, and worked on large-scale international events, including two ABC-televised Red Bull X-Fighters in Fort Worth, Texas (40,000 spectators each) and Red Bull Soapbox Race in Denver, Colorado (40,000 total spectators). Cultivated key relationships with sports, media, and cultural opinion-leaders, and collaborated on brand- building programs and events on multiple college campuses across the DFW metro. Recognized as an all-star team manager for exceeding goals by 20% while reducing expenses, and promoted twice to ultimately operate one of the top-five key markets in the United States. Chosen to represent the Mountain-South business unit and share best practices with counterparts across the US.