Resumé

With more than ten years of experience in marketing and communications, I offer a uniquely creative approach to planning and executing integrated content marketing campaigns that increase brand awareness, foster audience engagement, and achieve business goals.

WORK EXPERIENCE

Accenture Federal Services | August 2022 – Present

Team Lead. Managed recruitment marketing project with team of nine colleagues across workstreams (analytics, creative, business process, media)

Market Research. Conducted internal employee focus groups and surveys for employee sentiment analysis, as well as external market research to build an authentic Employee Value Prop

Video Production. Improved employer brand perception by leveraging employee value prop key pillars in production shoot that garnered national recognition for federal recruitment video

Paid Media. Identified programmatic ad tactics to target by behavior, which increased CTR to 25%, drove down CPC, and increased eligible applicants by 15% over 6 month period

User Journey. Launched career site and CRM for tailored applicant experience with copy and formatting decisions informed by market research data

Marketing customization. Provided remarketing recruitment strategy, creative collateral, and analytical insights tailored by discipline area and location for over 400 offices across the U.S.

Automated Email. Optimized automated email journeys in email management system

UTM Build & Tracking. Implemented UTM tracking practices teamwide to enable assessment by source, medium, campaign, etc.

Marketing Analytics. Developed monthly metrics reports to evaluation KPIs (CTR, CPC, applications, etc.), presented to client, and optimized paid tactics as necessary based in performance

HIMSS | September 2018 – August 2021

Marketing Manager, Arlington, VA

Marketing Automation. Implemented customized trigger campaigns based on behavioral insights, at each stage of customer journey, including audience acquisition, retention, and conversion goals

Website Management & UX. Designed site structure, navigation, page layouts, and all copy to amplify key marketing moments and elevate SEO and UX

Social Media. Oversaw all social organic and paid ad performance, adjust as necessary

Content Creation. Wrote all marketing copy and build complementary thought leadership content extensions that resonate with audience interests

Event Engagement. Built digital event experience and engagement incentives as an extension of core programming

Data Reporting. Created Google Analytics performance dashboard, monitor KPIs throughout lifecycle, and present data report to executive leadership stakeholders

THE JEWISH FEDERATION OF GREATER WASHINGTON | March 2016 – August 2018

Marketing Account Executive, Rockville, MD

Brand Development. Conceptualized, executed, and tracked integrated communication strategies across demand generation & lifecycle channels for 14 clients
Social Media. Cohesively managed social presence (including paid) across 6 platforms

Media & PR. Executed timely PR placements that emphasized value-driven initiatives and increased site traffic by 30% (ex. local, morning news features)
Design Collateral. Seamlessly generated creative solutions that built brand continuity and name recognition (ex. limited edition baseball hat worn by Major League Manager)

JONES LANG LASALLE | March 2015 – February 2016

Marketing Administrator, Chantilly, VA

Email Management. Maintained monthly e-news and developed automated email journeys to streamline annual system information updates
Client Management System. Executed digital tenant solutions system that improved productivity for property management team and increased tenant satisfaction rating by 20%

BLOOMERS BOUTIQUE | January 2013 - March 2015

Social Media Marketing Manager, Alexandria, VA

Content Marketing. Created lead nurture strategies that doubled interest list growth YTD
Social Media & Blog. Planned, tracked, and analyzed paid campaigns
Promotional Events. Conceptualized programs and cross collaborated with local businesses to drive foot traffic (ex. bi-annual donation collection day)
Visual Merchandising. Coordinated cohesive visual merchandising strategy through planning and detailed mapping

NORTHERN VIRGINIA MAGAZINE | January 2012- December 2012

Health & Beauty Editorial Assistant, Chantilly, VA

Copywriting. Wrote editorial content for monthly lifestyle magazine and online blog
Media Coverage. Conducted interviews and curated photos from notable industry events
Design Coordination. Effectively collaborated with design to develop editorial layout
Product Features. Regularly communicated with locally-owned businesses and recognized retail brands to arrange product placement ahead of print schedule

EDUCATION

VIRGINIA COMMONWEALTH UNIVERSITY SCHOOL OF THE ARTS, Richmond, VA May 2011

BA Marketing & Merchandising

Study Abroad | Lorenzo De Medici: Italian Institute, School of the Arts, Florence, Italy | Spring 2010
VCU Women’s Club Lacrosse Team | 2009 - 2011 * Vice President & Team Captain | 2010 - 2011

COMPUTER PROFICIENCIES