♦ Plan and deliver revenue-generating sponsored content: research, reports, and webinars.♦ Manage incorporation of content strategy into the fabric of how the organization operates: lead cross-departmental teams, manage interactions with volunteer committees, and build bridges between content-producing and promotion departments.♦ Develop and manage content creation framework to take advantage of the subject matter expertise of volunteers.

Execute strategic communications initiatives for CDC’s Immunization Information Services Support Branch in the National Center for Infectious and Respiratory Diseases.♦ Reimagining Website. Focus efforts to reimagine a long-neglected website to emphasize and build support for immunization information systems among a broad spectrum of related stakeholders. Ongoing work includes defining audience personas, identifying content needs through gap analysis, and developing internal processes to accomplish the tasks necessary to redesign the website around a new, expanded mission.♦ Strategic Communications Planning. Develop a communications plan to publish and promote a new strategic plan for immunization information services. Advance branch communications activities to reflect a new, broader goal of championing immunization information systems to the broader immunization and public health communities.♦ Creating Efficient and Useful Communications. Recast weekly email communication as a strategic differentiator for the branch using the branch’s strategic priorities to generate value for readers, streamlining content creation and production processes, and developing feedback mechanisms to improve communication and performance.

♦ Conference Marketing | Lead Generation. Spearheaded lead generation conference marketing campaign to special education teachers using A/B testing on Facebook advertisements and audience segments. Resulted in 1,500 leads at only $1.33/lead, and generation of direct email marketing campaign. ♦ Grassroots Campaign. Created digital grassroots campaign to mobilize efforts after nomination of Education Secretary. Facebook advertising reached more than 400,000. Resulted in 25,000 click-throughs to Legislative Action Center and 20,000 messages to Congress from more than 6,000 people. Generated 5,500 non-member leads which were captured for future member campaigns.♦ Market Segmentation. Developed segmented conference marketing campaign targeting three demographics: teachers, administrators, and higher education professionals. Personalized messaging yielded increased click-through rate of 20% per segment, with overall registration revenue on pace to be the highest in three years.Clients: Council for Exceptional Children, American Institute of Architects

Developed and executed organization’s brand and communications strategy to give ASTHO a strong, voice with policy makers and public health sector. Developed and managed budget and led team of five.♦ Building Awareness. Used social media and traditional methods to increase exposure of the organization in mainstream media and trade press. Coached senior staff spokespersons, developed important media messaging, and built relationships with reporters. Increased Twitter following by 1,000% and quadrupled the number of unsolicited media inquiries received each month. ♦ Staff Leadership. Constructed team of four editorial and communications professionals from the ground up (eventually becoming five due to organizational growth). Put staff in position to discover and maximize their strengths while exceeding organizational expectations. Reputation of the communications department flipped from organizational bottleneck to problem-solver.♦ Communications Planning. Developed organization-wide communications plan to increase association’s visibility in public health sector. Repurposed health reports into targeted messaging for digital and mainstream media channels. Resulted in 40% increase in website traffic and regular communication with trade journalists. ♦ Crisis Communications. Oversaw crisis media efforts during Ebola and Zika outbreaks. Anticipated, tracked and responded to major news stories; triaged member communications; developed resource microsites; and partnered with consultants and volunteers to provide talking points for members during press interviews. ♦ Building Awareness. Used social media and traditional methods to increase exposure of the organization in mainstream media and trade press. Coached senior staff spokespersons, developed important media messaging, and built relationships with reporters. Increased Twitter following by 1,000% and quadrupled the number of unsolicited media inquiries received each month.

Developed content strategies that created common experience of excellence for members. Oversaw social media, monthly magazine, daily show paper, and production of 14 email newsletters. Developed and managed $3 million budget and led team of eight.♦ Social Media Pioneer. Recognized as ASAE’s social media brand ambassador at the inception of this new communications channel. In addition to leading Facebook, Twitter, and YouTube efforts, regularly presented at national and state conferences, consulted and provided assistance directly to national associations. ♦ Blogging. Pioneered ASAE’s first blogging efforts by conducting interviews with attendees and providing commentary during 2004 Annual Meeting. Conference blog was continued for three years, eventually spun off into year-round communications channel.♦ Editorial Planning. Planned content for monthly magazine, 14 newsletters, web content, and other content outlets. Conducted formal and informal research on member content needs. Developed system where content regularly cross-promoted related products and services. Magazine earned more than 35 awards for content and design.♦ Team Building. Managed merging of GWSAE and ASAE publications which had been fierce competitors. Merged two editorial processes, calendars, budgets, and staffs through cooperative team building and forging shared vision. Resulted in creation of award-winning publication. ♦ Publication Production. Launched award-winning conference daily at ASAE’s Annual Meeting to rival competitor publication. Generated first-year profit; enriched attendee experience; and marketed ASAEvproducts and services to attendees.♦ Content Marketing. Developed a content marketing plan for new book, 7 Measures of Success. Used content and ideas from book, interviews with thought leaders, and other methods to produce content for the organization’s magazine, blogs, newsletters, and website. Contributed to record sales for an individual title at ASAE.

Brought the association's flagship magazine in-house, overseeing both editorial and advertising sales functions, performed other communications and content development functions.