My Experience
Welcome to my portfolio page, where you’ll see the diversity and depth of my over 12 years of marketing and public relations experience.
Michigan Hospital Careers Campaign
Comprehensive Marketing
Helping Michigan hospitals bridge a 27,000-employee gap. In one year after the campaign launched, that number dropped by 8,000.
View Case Study (Bellwether PR)
Hemlock Semiconductor
Social Media Management
Telling the story of how employees in Hemlock, Michigan are developing the polysilicon in nearly every device today.
Houston First Corporation
Crisis Communications
When Hurricane Harvey hit Houston in 2017, I was in the room with Houston’s top officials, communicating to residents struggling after the storm.
Michigan Progressive Health
Google Search – Lead Generation
Took over MPH search advertising and improved conversion rate by 2.41%, CTR by 1.28% and lowered cost-per-conversion by nearly half.
Hair Biology
Social Media Management
Managed content strategy for Hair Biology,
serving women 50+ with high-quality, biotin-infused hair products.
Michigan Association of Nurse Anesthetists
Legislative Marketing
During COVID-19, this campaign supported legislation that expanded the opportunity for CRNAs to work during the pandemic.
Flow Telecomm
Comprehensive Marketing
Across seven Caribbean Countries, I helped tailor custom marketing strategies to improve customer sentiment and service awareness.
Stash Tea
Social Media Strategy
Through a comprehensive social media audit, Stash Tea was given the information and strategy it needs to plan for its social media future.
Visit Houston
Social Media Management
Writing, capturing, strategy, and page growth. Showcasing the stories and opportunities of the Bayou City.
Get MI Degree
Storytelling
Across the state of Michigan, to 15 public universities to capture 105 stories that showcase the college experience and how achievable a four-year degree can be.
Avenida Houston
Brand Launch
With the $1.5B in redeveloped space in Downtown Houston, the launch of a new brand included a new website, social media presence, and community-building events.
Big Changes Ahead
Marketing Strategy
When Michiganders’ insurance policies were set to change, it took a comprehensive branding and advertising strategy to ensure each had the information they needed.
Kidde Fire Safety
Social Media Management
Across the United States and Canada, Kidde Fire Safety has been protecting homes and families with an array of safety products.
WorldStrides
Marketing Strategy
Developed a comprehensive marketing and public relations plan to direct the short- and long-term strategies to support organizational goals.
MI Hospital Careers
Campaign Management
Management of the strategy, client communications and execution of the multi-million dollar Hospital Careers campaign, helping Michiganders find careers in a hospital near them.
Strategy Experience
Social Media Strategy and Management – 11 Years
In 2014, I began managing social media profiles for the Houston First Corporation and several Downtown Houston theaters and venues. One year later, I added Visit Houston and was managing over one million total followers. Since then, I have built and mastered the platform and content strategies for Facebook, Instagram, TikTok, Snapchat, LinkedIn and Reddit – organic and paid.
I developed comprehensive social media marketing strategies that give brands like Kidde Fire Safety, Hemlock Semiconductor, and Stash Tea, the next steps in a strong social media future.
Paid Advertising – 9 Years
I pride myself on not only the diversity of my paid advertising experience, but its depth. My 360-degree campaigns prioritize goals and audiences, leveraging the platforms that will help me reach them. In my role as Director of Digital Strategy at Bellwether Public Relations (formerly Martin Waymire), I manage over $1 million in annual advertising campaigns for my clients.
This also includes A/B testing and optimization, and experience doing so across awareness, advocacy, lead-generation, website conversion, B2C, and B2B campaigns.
My platforms of expertise include: Meta, LinkedIn, TikTok, Snapchat, Reddit, CTV, display, search, preroll, streaming video, OOH and others.
Crisis Communications – 6 Years
From managing social media crisis communications during Hurricane Harvey (for Visit Houston and the George R. Brown Convention Center), to day-to-day crisis response for Hemlock Semiconductor, I have the social media and public relations experience to address, manage, and support crisis responses.
Public Relations – 6 Years
While in my roles at Martin Waymire/Bellwether Public Relations, my experience in managing digital strategy has included developing public relations skills to support clients with media relations, copywriting, pitching stories, and more. I build strong relationships with reporters and outlets to provide short and long-term value to their work.
Paid Advertising Experience
Meta (Facebook & Instagram) – 9 Years
Placing Facebook ads with $4 million+ in total spend. I have placed advertisements for brands like Freetail Brewing, Hemlock Semiconductor, the Michigan Health & Hospital Association and more.
LinkedIn – 7 Years
Across lead generation, awareness, website traffic, and recruitment, I have seven years of paid LinkedIn strategy for brands like Agile Defense, the Michigan Association of State Universities, the Michigan Health & Hospital Association and more.
TikTok – 4 Years
Four years of experience in managing TikTok advertising campaigns across awareness, traffic and recruitment campaigns.
Reddit – 3 Years
Three years of experience in managing a diverse range of campaigns and placements within the Reddit platform, having built a strong relationship with the platform’s agency team to support research and planning for campaigns.
Snapchat – 4 Years
With four years of experience reaching Gen Z and millennial audiences, I have placed and managed Snapchat ad campaigns, including video and interactive AR campaigns.
Google Search – 3 Years
Three years of experience in managing keyword campaigns within Google Search.
Google Display – 3 Years
Managing the strategy and placement of lead-generation, awareness, and traffic campaigns with all (demographic, behavioral, contextual) targeting options, retargeting, and A/B testing through Display ads.
Billboards and Other OOH – 5 Years
Placing geotargeted OOH campaigns for both local and statewide campaigns, small businesses, F&B and Law industries.
What I’m Learning Now
I’m always improving my strategy and placement skills across new and emerging platforms. Right now, that includes advancing my skills in Huly/Disney+, continuing my Google Search/Display skill set and education within the Amazon DSP system.
A/B Testing and Optimization – 9 Years
I love testing, learning and growing campaigns. From creative elements like images/videos, messaging, and CTAs, to audience, platform, and geographies. I work to ensure that all campaigns have long-term value, can A/B test areas, and can review advertising and website-side data to make strong campaign optimization recommendations.
Tools & Software
Adobe
From photography and videography to designing billboards and online graphics, I have an intermediate knowledge of Adobe Lightroom, Photoshop, Premiere Pro, and Illustrator. I have a basic knowledge of After Effects and other tools.
Canva
Canva’s everywhere, and I’ve been there too. I have four years of experience designing static graphics, video elements, Display ads (GIFs), presentations, and documents within the platform. I also have extensive experience with other graphic design, video, and photo tools. At times, my work in Canva supports projects developed in other platforms like Premiere Pro, CapCut, or Lightroom.
Sprout Social
I have worked in Sprout Social for five years and have an advanced knowledge of and use of its scheduling, community management, social listening, tagging, and reporting tools.
Sprinklr
My knowledge of Sprinklr goes beyond just posting. I was part of a Sprinklr new-employee training program, where I spent six months learning the platform’s back end and building features to support scheduling, listening, community management, and more.
Hootsuite
While not my preferred platform for managing social media, I have three years of experience using Hootsuite’s posting, reporting, and community management features.
Other Skills I Bring
Team Management and Leadership
When leading an individual team member or a team, I like to foster an open, positive setting to encourage the best ideas. I trust my expertise, as well as the expertise of others, and focus on the overall goals of our campaign or client.
I find value in helping as much as I can, and will work with younger team members to understand what they are passionate about, where they want to take their career, and how I can help them.
Analytics and Reporting
When leading an individual team member or a team, I like to foster an open, positive setting that encourages the best ideas. I trust my expertise, as well as the expertise of others, and focus on the overall goals of our campaign or client.
Ideation
Oftentimes, I’m brought in to help brainstorm everything from a social media idea to strategies for multi-year campaigns. I love coming to work with new ideas, ones that have sparked humor, improved social media engagement, and even one that named a national joint venture.
Photography & Videography
Photography has been a passion of mine for decades, and through my work, I have developed professional and hobby photo and video content. I love to create and have photographed stars like Kendrick Lamar, Maroon 5, the Houston Astros, and more. I have developed interview content, product photography, real estate photography, and portraits.
In 2021, I purchased my first drone and have since been capturing landscape and real estate photography and videography.
Brands I’ve Worked With
