The reward for hard work is more hard work.

I am responsible for a 20-person team at Texas State University and serve as its lead marketer. Organized within Enrollment Management and Marketing, we are deeply connected to TXST’s enrollment outcomes and academic units. As AVP, I help the university understand its market position, create awareness and affinity across the state of Texas, and galvanize the campus community around our brand.Selected Contributions: • Launched TXST NEXT, Texas State’s first new brand marketing campaign in more than 17 years. We developed TXST NEXT to help the university stand out in Texas’ highly competitive market. The brand platform results from four years of research, planning, socialization, and creative development. According to a recent market survey, 74% of those who recall NEXT messaging are more likely to recommend, including 64% of those who view the university unfavorably.• Oversaw a $1.59M rollout of TXST’s new brand campaign. Our plan has led to record freshman applications, record housing deposits, and record attendance at new student orientation. TXST NEXT helped admissions welcome the largest freshman class in the institution’s history.• Collaborated with University Advancement to launch NEXT IS NOW, the public phase of the university’s fundraising campaign. NEXT IS NOW has helped deliver four consecutive quarters of more than $8M in fundraising. Before the campaign launch, only 5 of the previous 30 quarters had met the $8M threshold.• Named the American Marketing Association "Higher Education Marketing Team of the Year" in 2022. Recognized by the Webby's inaugural "Anthem Awards" for a digital campaign created in collaboration with Texas Monthly.

The Dr. Phillips Center for the Performing Arts is the crown jewel and cultural centerpiece of downtown Orlando. As the VP for Brand Management, I work to express the arts center band across channels and touchpoints.

At Colorado State University, I championed the University brand in collaboration with the Vice President for External Relations. I led an award-winning 32-person marketing team of brand strategists, project managers, designers, copywriters, photographers, and videographers. In this role, I established and evangelized an overarching vision for the brand, set organizational expectations, and promoted collaboration and cooperation amongst stakeholders across a large, decentralized campus.Selected contributions:• Created an admissions marketing campaign that delivered four consecutive years of record freshman enrollment, growing it by 25%. After the launch of this campus-wide effort, each subsequent class was the most diverse and academically prepared in the history of the institution.• Developed the campaign construct and launch that powered CSU’s billion-dollar fundraising campaign. The effort reached its goal one year ahead of schedule and was awarded “Grand Gold” by CASE District VI in the Comprehensive Campaigns category.• Architected a new digital brand strategy with the web communications team that included University-wide responsive brand standards and mobile-first implementation of the CSU main page and key subpages. This was the site’s first major redesign since 2007.• Performed a complete overhaul of the University brand, which included new visual identity standards, college sub-brands, a website for brand guidelines, and a refreshed wordmark.• Led the development of demographically and behaviorally distinct audience segments by introducing PRIZM data into the University’s marketing strategy.

Zeus Jones is a strategy, design, and business innovation consultancy that specializes in helping organizations become modern, purpose-driven brands. I led creative strategy on our General Mills engagements for brands such as Cheerios, Betty Crocker, Wheaties, Reese’s Puffs, and KiX Cereal. I also acted as the creative strategy lead on single-assignment projects for Nike, Google, Purina, and Nordstrom.Selected contributions:• Worked as part of a brand innovation incubator with General Mills’ digital marketing leadership to transition the organization to a purpose-driven marketing framework. The incubator’s objective was to test new digital marketing strategies, build case studies, and share our learnings with brand teams throughout the company. • Drove a complete overhaul of the KiX Cereal brand – from digital to packaging. This included: launching a new website, blogger network, and social media channels. According to WOMMA, KiX content was 21 times more viral than the average Facebook brand page.• Helped develop Cheerios’ Super Bowl XLVIII digital strategy, which included a refreshed website, new content partnerships, and social media activations on game day. These efforts increased time on site and generated media coverage from Fast Company, NPR, The Wall Street Journal, and others.• Recalibrated Betty Crocker’s brand purpose to more closely align with the values of modern, diverse American families. Media coverage included: The Huffington Post, Ad Age, PR Week, and the Human Rights Campaign.

Clients: Churchill Downs, Gerber Childrenswear, Feline Pine, Community Health Systems, Kentuckiana Air Education, ACLU of Kentucky, Mercy Health System of Cincinnati, The Kentucky Center for Performing Arts, The New Mexico State Fair, Centex Homes, The University of New Mexico, and Presbyterian Healthcare Services of New Mexico