BRAND STRATEGY
Focused on brand positioning, audience personas, and messaging development.
DIGITAL ENGAGEMENT
Driving social growth, content marketing, and multi-channel campaigns.
EXPERIENTIAL MARKETING
Creating high-impact activations, trade show experiences, and sponsorship strategies.
BRAND STRATEGY
BRAND REFRESH
Directed a comprehensive brand refresh, overseeing strategy and execution in collaboration with agency partners. Led the development of new brand assets, including updated visual identity, messaging framework, and marketing collateral. Overall goal was to strengthen brand recognition and engagement. The rollout is in progress.
AUDIENCE PERSONAS
Developed audience personas to better understand and connect with key customer segments. Conducted interviews with both internal stakeholders and external clients, along with data analysis, to define customer needs, pain points, and decision-making behaviors. These personas became a foundation for messaging strategy, content development, and sales enablement, ensuring that marketing efforts resonated with the right audiences.
DIGITAL ENGAGEMENT
SOCIAL STRATEGY & STORYTELLING
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Developed and executed a comprehensive social media strategy, managing the content calendar, creation, and execution across platforms. Focused on storytelling-driven content to strengthen audience engagement, highlight brand expertise, and showcase real-world impact. Ensured alignment with broader marketing initiatives while optimizing performance through ongoing analysis and adjustments.
MULTI-CHANNEL CAMPAIGNS
Example of a multi-channel campaign for Physical Medicine Month, designed to educate and engage key audiences while reinforcing the company’s leadership in the space. The campaign included:
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Continuing Education Promotions
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Dedicated Landing Page
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Case Study
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Thought Leadership Content
This campaign successfully integrated social, email, website, and educational initiatives to drive engagement, strengthen brand authority, and provide valuable resources to key stakeholders.
EXPERIENTIAL MARKETING
TRADESHOW ACTIVATIONS | EXPERIENCES | SPONSORSHIP STRATEGIES
Creative theme and executions across all activations: From Hurt to Healing, We're Here for Good
Led the strategy, planning, and execution of major industry trade shows, including National Comp and WCI, ensuring that every touchpoint reinforced the “We’re Here for Good” brand campaign. CLICK HERE to view the WCI landing page example that includes video and messaging. The landing page started as a pre-show and was flipped to post-show after the event with adjusted messaging.
"We're Here for Good" -- A multi-faceted brand message
This campaign was intentionally designed to be interpreted in multiple strategic ways, reinforcing the company’s values and long-term commitment to its clients, providers, and patients.
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Embodying goodness. Improving the lives of those HOMELINK serves.
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A commitment to the long-haul. Specifically positioned this messaging for HOMELINK's 30th anniversary.
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Partnering to do good. The strength of our partnerships with clients and providers as an alliance for good that goes beyond business.
Event planning: Key initiatives and campaign integration
Branded booth experience. Designed booths and managed relationships with tradeshow vendors and agencies.
High-value customer engagements. Planned and hosted exclusive events including dueling pianos, VIP wine tastings, VIP mixology experiences, happy hours, and more.
Sponsorship activations. Selected sponsorships that aligned with the brand’s values and event strategy. Pitched sponsorships for consideration if they weren't on the show's list of options.
Lead generation & thought leadership. Developed pre-show and on-site strategies to engage attendees with campaign-driven messaging, including targeted outreach, premium giveaways, and content to capture and nurture leads.
Logistics. Managed behind-the-scenes detail. Assisted with coordinating team travel, hotel bookings, and event schedules, ensuring everything ran smoothly.
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Contingency planning and adaptability
Expecting the unexpected. In marketing and events, Murphy’s Law always applies—anything that can go wrong, will go wrong. A successful strategy isn’t just about execution but about having contingency plans in place to pivot quickly when challenges arise. From last-minute vendor issues to unexpected changes in event logistics, I’ve navigated real-time problem-solving by staying proactive, flexible, and solution-oriented. Whether it’s adjusting trade show activations on the fly, or ensuring smooth collaboration across teams, having a Plan B (and C) is always part of the process.
MY FAVORITE CAMPAIGNS
HOMELINK'S 30TH ANNIVERSARY
I partnered with agency teams to plan a campaign that spanned multiple touchpoints, including an employee event and industry trade shows. I directed impactful video content that showcased our employees, brand position and featured patient success stories. A special moment of the anniversary event was orchestrating a surprise for a long-time employee, where we flew in a patient they had coordinated care for over 28 years for, celebrating their extraordinary commitment to both the company and its mission.
THANKFULNESS
This campaign featured employees sharing moments when their team stepped up for them. From helping with work challenges to offering personal support, each story highlighted the genuine care and collaboration within the team. It was uniquely timed during Thanksgiving. The video captured the heartfelt appreciation employees have for their colleagues and the impact it has on their day-to-day lives.
FINISH MORE IN '24
I led the creation of branding and creative assets that captured the company's internal year-long campaign. I planned and executed an employee event, along with monthly communications to drive engagement and motivation. A highlight was concepting and directing a multi-faceted video, featuring a surprise racing lesson for our president in a race car, aligning with the campaign’s focus on reaching new milestones and embracing challenges.