Responsible for all marketing and communications efforts developed by and promoting the Raymond A. Mason School of Business, its programs, centers of excellence, departments, faculty, staff, and students.Successfully restructured and refocused the Marketing and Communications department, better aligning the organization to support the ongoing strategic priorities of the business. Launched the school's first external public & media relations strategy.Operationalized the use of Salesforce and related CRM applications including Marketing Cloud and TargetX as well as a custom instance of Hubspot alongside the institutional CRM to better inform data centric campaigns. Implemented new project management systems, workflow automations & generative AI processes for creative reviews, market research and KPI analysis.Maintain key relationships with agency partners, OPM service partners, alumni and development offices, graduate and professional schools, and university marketing and communications offices. Cultivate strategic partnerships with external firms, key business partners, media outlets, journalists, and local & state officials.Strategic oversight of all top of funnel demand generation activities for all graduate programs at the Mason School of Business. Ensure the alignment of recruitment activities, marketing support tactics, content, public/media relations, and communications to support residential and online admissions efforts.Operate as the Chief Communications Officer for the School. Prepare and publish press releases, official statements, and leadership communications; principal media contact.Serve as an advisor to the Dean’s Office, communicating closely with other executives to ensure support for the School’s goals and vision.Speaker, presenter, panelist, and guest lecturer across a variety of engagements representing William & Mary, the Mason School of Business, partnerships, and my own independent expertise.

Lead the promotional strategies and campaigns for the Mason School of Business brand, its programs and departments. Developed advertising and media strategies, oversee campaign execution, manage day-to-day operations and maintenance ensuring alignment and support of admissions and recruitment activities.Developed and maintained processes related to marketing automations, promotional email communications, and data collection & reporting. Provide technical expertise, guidance, and training as necessary on the utilization of Salesforce and related CRM applications including Marketing Cloud and TargetX. Implemented the school's first new & exploratory media strategy leveraging targeted podcast/streaming audio, connected TV, Reddit, influencer media, and digitally supported OOH awareness media.Advanced the data capture and reporting capabilities of the marketing function within the Mason School of Business through the use of the Google Analytics Suite, Data Studio and Tag Manager. Lead the development of advanced reporting capabilities to include reporting on key performance indicators, market & demographic data and ROI/budget justifications.

Directed the development and execution of marketing, branding and demand generation strategies for all undergraduate, graduate and non-degree offerings at the Raymond A. Mason School of Business.Lead the internal refresh of the Raymond A. Mason brand identity utilizing a blended top-down/bottom-up research, exploration and implementation approach.Developed, implemented, and optimized in-house lead generation and acquisition strategies for each of the graduate business programs to increase prospective student pipelines.Created prospect segmentation and lead scoring mechanisms to deliver targeted and relevant messaging to audience subsets via email, digital media and direct mail, improve prospect engagement and increase the conversion rate of prospective students.Established and managed outbound email communication journeys, data capture and prospect marketing efforts utilizing Hubspot, Salesforce and Marketing Cloud.Active participant within school leadership presenting insights and perspective gained through marketing activities to build and inform the school's strategy, planning and curriculum.

Developed and implemented brand positioning and content marketing initiatives focused on pharmaceutical consumers across multiple disease states.Directed award-winning targeted multi-media marketing campaigns leveraging television, email, international media outlets, social media, physical media and digital channels.Headed the development of new internal processes and company SOPs for the management of international projects.Led global market launch for four new pharmaceutical products. Researched current market threats, future competitors and identified opportunities for early market differentiation.Day to day management of an international based team spread across three continents in five countries. Oversight responsibilities included creative services, project management, account management and strategic planning.

Oversaw the production, distribution and media buying for various digital media channels, social media, direct mail and broadcast media.Managed the development of demographic and market analysis reports to identify and recommend appropriate trends in order to maximize the effectiveness of marketing efforts.Operate as the day-to-day client contact responsible for maintaining client relationships, preparing invoices, drafting creative briefs and managing client expectations with internal departments.

Developed relationships with hospital and healthcare executives to encourage continued use and expansion of the company’s suite of healthcare technology services.Responsible for the development of executive advisory committees and publication of resulting reports, research and best practices.Maintain business data metrics and managed team’s revenue database.