Oversee communications and content creation for Training Services division. NOTABLE ACHIEVEMENTSDeveloped content creation program: Collaborated with product and marketing teams to take advantage of content marketing and owned media opportunities. Specialize in eNewsletter content for current and new vehicles. Partner with Red Cross departments including Development, BioMed, Advocacy, Office of the Chief Nurse and Youth Services to provide regular content promoting Training Services… Show more Oversee communications and content creation for Training Services division. NOTABLE ACHIEVEMENTSDeveloped content creation program: Collaborated with product and marketing teams to take advantage of content marketing and owned media opportunities. Specialize in eNewsletter content for current and new vehicles. Partner with Red Cross departments including Development, BioMed, Advocacy, Office of the Chief Nurse and Youth Services to provide regular content promoting Training Services programs to existing audiences. Stood up and currently publish new eNewsletters for Training Services customers (monthly); small business prospects (quarterly); and Field Sales staff (biweekly).Oversaw marketing launch of First Aid for Severe Trauma (FAST): In concert with Training Services Product, handled pre-promotion and launch activities for FAST, a STOP THE BLEED course from the Red Cross funded by the Department of Homeland Security. Included developing sales and marketing collateral, landing page, media relations, social media, and cross-department collaboration with Youth Services, Advocacy, BioMed and chapters. Show less

Develop and execute marketing communications strategies and tactics to launch the organization's full resuscitation product line for the hospital and pre-hospital market. Collaborate with Sales, Marketing and Product Development teams to provide sales support, collateral materials, market entry toolkits and internal education.

Develop marketing communications plan to support thought leadership and development in the veterans and military families space. Collaborate with president and development director on content and social marketing that is designed to generate donations, highlight major donors, and raise the profile of key principals. Activities include guiding strategic marketing direction while executing tactics including drafting blogs, annual report, brochures, press releases, eNewsletter content, and social… Show more Develop marketing communications plan to support thought leadership and development in the veterans and military families space. Collaborate with president and development director on content and social marketing that is designed to generate donations, highlight major donors, and raise the profile of key principals. Activities include guiding strategic marketing direction while executing tactics including drafting blogs, annual report, brochures, press releases, eNewsletter content, and social media posts. Show less

Oversaw employee engagement and external communications (B2B, B2C, social media) for division handling resuscitation and first aid training. Focused on SMART goals and performance accountability. External Communications: Collaborated with product teams on audience/market research, content marketing (social and traditional) and strategic planning.Oversaw B2C and B2B media outreach, working directly with business leads to manage press launches of new first aid/CPR/AED training… Show more Oversaw employee engagement and external communications (B2B, B2C, social media) for division handling resuscitation and first aid training. Focused on SMART goals and performance accountability. External Communications: Collaborated with product teams on audience/market research, content marketing (social and traditional) and strategic planning.Oversaw B2C and B2B media outreach, working directly with business leads to manage press launches of new first aid/CPR/AED training products and scientific research. Launch of Workplace Safety Training program garnered 95% message penetration; 68% week-over-week increase in website traffic; and 600+ sales leads. Served as writer and editor for content creation and dissemination to AHA training network of hospitals and instructors, professional medical volunteers, and customers, including bylined articles, podcasts, social media (primarily Twitter/Facebook), CPR & First Aid blog and eNewsletters.Deployed first-ever tracking survey of 400,000 member Training Network. Results specific to communications showed 74% feel informed and 49% regularly read the weekly eNewsletter.Internal Communications: Improved employee engagement with new tactics including streamlined communications, in-person focus groups, and annual staff surveys.2018 tracking survey shows double and triple jumps in scores for overall communications, timeliness of receiving information, and knowing where to find information. Two-year comparative scores show relative stability in number of engaged or bought-in staff. Rolled out new job competencies in conjunction with Human Resources. Post-rollout surveys show nearly all staff understand the connection to AHA's vision, and most felt prepared to discuss the competencies with both direct reports and supervisors. Developed and rolled out governance and playbooks to staff for crisis communications/response planning; social media; survey research; and intranet contributors. Show less

Founded independent consultancy offering marketing communications services emphasizing digital/social content development; content creation and dissemination; and media relations. Clients include:American Red Cross (8/13 – present): Primary communications point-of-contact and strategist for the Preparedness, Health and Safety Services division. Conduct B2C and B2B media outreach, working directly with business leads to manage press launches of new training products… Show more Founded independent consultancy offering marketing communications services emphasizing digital/social content development; content creation and dissemination; and media relations. Clients include:American Red Cross (8/13 – present): Primary communications point-of-contact and strategist for the Preparedness, Health and Safety Services division. Conduct B2C and B2B media outreach, working directly with business leads to manage press launches of new training products (babysitting; workplace; lifeguarding; first aid/CPR/AED). Initiated first-time push for trade press that included securing and writing 10 bylined articles in 12 months. Collaborated with government relations and marketing teams on advertising buy recommendations, trade show presence, regulatory notifications and strategic planning.Easter Seals Dixon Center (5/13 – present): Part-time communications consultant for the non-profit’s national engagement efforts with veterans and military families. Focus on content creation (blogs, website, op-eds, fundraising letters, grants/proposals, Congressional testimony, marketing materials, newsletters). Secured contributor status for the Center’s co-founder on Huffington Post and op-eds on Forbes, CNN.com and Hearst Newspapers (New York Times Syndicate). Generated $25K+ with holiday fundraising letter.American Board for Certification in Orthotics, Prosthetics & Pedorthics (5/13 – present): Develop and execute marketing strategies to support acquisition of new facility accreditations. Drove a three-fold increase in web traffic through keyword advertising and re-marketing; achieved a $230 cost per lead against potential revenue per acquisition of $2,700. Show less

Provided marketing communications services (formative/evaluative research, media relations, social media, online strategy, communications strategy/planning, writing, account management). Managed projects up to $1.5 million and teams of up to seven members. NOTABLE ACHIEVEMENTS: Government of Puerto Rico: Developed strategy for $1.5 million tourism account of partnering with new and upcoming on-island hotels and restaurants to generate news.Placed six front page and/or cover… Show more Provided marketing communications services (formative/evaluative research, media relations, social media, online strategy, communications strategy/planning, writing, account management). Managed projects up to $1.5 million and teams of up to seven members. NOTABLE ACHIEVEMENTS: Government of Puerto Rico: Developed strategy for $1.5 million tourism account of partnering with new and upcoming on-island hotels and restaurants to generate news.Placed six front page and/or cover stories in one year. Achieved 4:1 return on investment, calculated with using a formula that considered media placement, value and messaging. American College of Emergency Physicians: Supported public affairs team on media and policy outreach.Developed and executed a conference for health care journalists featuring a member survey on health care reform. Supported policy efforts through media outreach, including meetings with and articles in The Washington Post, the Los Angeles Times, the Wall Street Journal and Politico. Jones New York: Directed annual cause marketing events to increase support of America’s teachers. Partnered with Macy’s on community fashion shows featuring teacher models and NYC teacher makeover photoshoot.Generated press in all key makeover markets and raised more than $500,000 annually through product sales. Graduate Management Admission Council, College of American Pathologists, Luxottica: Managed the planning, execution and presentation of formative and evaluative research programs. Secured inputs of varied audiences: professional specialists, Congressional and Washington, DC influencers, consumers (specialty audiences, international) and business leaders. Designed strategic communications approaches, including development of constituency-targeted messages and campaigns. Developed measurement tools and metrics to evaluate campaign progress and success. Show less

Provided public relations services (media relations, media strategy, crisis communications, writing and account management) and event management to Consumer Marketing and Food groups. NOTABLE ACHIEVEMENTDeveloped and executed home improvement, real estate and safety public relations programs for the Propane Education & Research Council, including management of account teams, budgets and third-party lifestyle experts. Prepared for and maximized potential seasonal flashpoints… Show more Provided public relations services (media relations, media strategy, crisis communications, writing and account management) and event management to Consumer Marketing and Food groups. NOTABLE ACHIEVEMENTDeveloped and executed home improvement, real estate and safety public relations programs for the Propane Education & Research Council, including management of account teams, budgets and third-party lifestyle experts. Prepared for and maximized potential seasonal flashpoints such as winter energy costs and hurricane disaster response. Managed PR Help Desk function, a service providing public relations counsel and materials to 37 state propane associations. Media placements included Associated Press, USA Today, The Money Pit, On the House with the Carey Brothers and CBS MarketWatch. Show less

Led the public relations, industry relations and cause-related marketing efforts for six salon brands (value and upscale representing more than 1,000 salons nationally), Hair Cuttery franchising and the Cibu product line. Developed and executed plans and strategies in conjunction with marketing and business teams for promoting new and existing products and services. Oversaw execution and evaluation of tactics, including media outreach, collateral materials, crisis communication, web… Show more Led the public relations, industry relations and cause-related marketing efforts for six salon brands (value and upscale representing more than 1,000 salons nationally), Hair Cuttery franchising and the Cibu product line. Developed and executed plans and strategies in conjunction with marketing and business teams for promoting new and existing products and services. Oversaw execution and evaluation of tactics, including media outreach, collateral materials, crisis communication, web development and maintenance and charitable giving programs. Conducted media/message training with C-level officers. Supervised staff of two and $1 million budget. NOTABLE ACHIEVEMENTSLed Hair Cuttery’s public relations response to two class action discrimination lawsuits. Recommended and hired first-ever crisis agency. Developed messaging and standby documents to successfully defend company in media stories. Monitored news for flare-ups and served as spokesperson and primary media contact. Sat on cross-functional team responsible for refining and communicating company policy on fair and equal treatment. Managed Hair Cuttery’s Share A Haircut cause-related marketing program in 18 major media markets. Revitalized campaign among internal audiences with refreshed creative materials. Supervised eight public relations agencies and $250,000 budget. Acted as corporate spokesperson for radio, print and television interviews. Media results included coverage in daily newspapers, top radio and TV stations in all markets. Comp store sales remained stable for this time period during a soft third quarter.Spearheaded PR launch of Pho Finish, a new workable hairspray in the Cibu product line. Developed media strategy highlighting the unique Louis Vuitton-inspired packaging. Built momentum and buzz through reviews on influential beauty websites and blogs. One-month sales after PR launch up by 31%. Show less

Managed the planning, scheduling, execution and evaluation of integrated marketing communications campaigns with an emphasis on consumer media relations. Supervised national public relations campaigns for the American Forest & Paper Association (AF&PA), the Vision Council of America (VCA), Mortgage Insurance Companies of America (MICA) and the American College of Gastroenterology (ACG). Composed consumer and business-to-business marketing materials including brochures, newsletters… Show more Managed the planning, scheduling, execution and evaluation of integrated marketing communications campaigns with an emphasis on consumer media relations. Supervised national public relations campaigns for the American Forest & Paper Association (AF&PA), the Vision Council of America (VCA), Mortgage Insurance Companies of America (MICA) and the American College of Gastroenterology (ACG). Composed consumer and business-to-business marketing materials including brochures, newsletters, point-of-purchase, statement stuffers and advertorials. Drafted press materials and pitched national, regional and local media. Identified subject matter experts and prepared for interviews.NOTABLE ACHIEVEMENTS Supported public affairs teams on district and national legislative initiatives. Drafted copy and produced newsletters for Capitol Hill distribution. Recommended inside-the-Beltway and district advertising campaigns, managing buyers and interfacing with creative teams on materials development. Drafted speeches and presentations for use in Hill testimony and national/local speaking opportunities. Managed $2 million public relations arm (per year, 1996-1999) and $2-4 million national advertising end (per year, 1999-2001) of ACG’s integrated marketing communications campaign on heartburn and acid reflux disease. Launched publicity efforts in 1996 and broke through a cluttered market to score hits with top-tier news media such as AP Radio, Men’s Health, USA Today (“Heartburn Hotline”) and The Washington Post. Won 1998 PRSA Silver Anvil for “Best Integrated Communications Campaign.”Coordinated a public education campaign on the importance of eye exams for children as part of the overarching “Check Yearly. See Clearly.” campaign for VCA. Strategized on media angles and coordinated “research for ink” surveys, video news releases and syndicated radio program. Efforts resulted in placements in Parents, USA Today, National Enquirer and Discovery Health. Show less

Account executive for mid-size agency in Boston that has been bought out by Manning, Selvage and Lee. Account executive on business-to-business and consumer accounts including Polaroid Corporation, Parker Brothers (Monopoly) and the Massachusetts Institute of Technology. Conducted media relations (specialty in local market press), developed pitch strategies, compiled and maintained media lists. Wrote copy for press kits and news releases. Planned and coordinated special events.… Show more Account executive for mid-size agency in Boston that has been bought out by Manning, Selvage and Lee. Account executive on business-to-business and consumer accounts including Polaroid Corporation, Parker Brothers (Monopoly) and the Massachusetts Institute of Technology. Conducted media relations (specialty in local market press), developed pitch strategies, compiled and maintained media lists. Wrote copy for press kits and news releases. Planned and coordinated special events. NOTABLE ACHIEVEMENTCreated symposium to maximize awareness of Polaroid’s efforts in fighting domestic violence. Managed account team and budget of $25,000. Researched over 1,200 invitees, wrote invitation and program copy, supervised collateral production, coordinated conference logistics with the World Trade Center/Boston and acted as liaison for eight speakers. Developed and conducted local media outreach program, highlighted by business cover story in The Boston Globe. Show less