Brookline Recreation  -  Brookline MA
April 2019 - Current
Engagement Coordinator/Consultant

The objective is to work with the staff to improve engagement with the community, and grow brand awareness and reputation. Fundamentally, I laid out a vision of smart, compelling content and a sound social media strategy. Improving site design and functionality to foster defined business results is critical. Additionally, leveraging my skills, I provided insight and vision to present a cohesive brand experience, bringing all entities and events under a unified umbrella. 

• Created and implemented a new brand system for BREC’s signature community event, Brookline Day.

• Led the marketing development for Brookline Day 2019 from environmental to digital.

• Headed the social media campaign, including directing and hands-on content creation.

• Crafted a strategic brand program and implementation guide for individual Brookline facilities within an overarching BREC brand.

• Consulted with individual division directors to address specific challenges.

• Worked to craft the long-term department vision, and marketing plan, and aided in the presentation and communication of the objectives. 

Sabbatical, Thru-Hike-
Appalachian Trail 
April 2018 - March 2019

I elected to pause my career in an effort to fulfill a childhood dream to thru-hike the Appalachian Trail. A window of opportunity opened up and with seriously mixed emotions, I chose to step away from directing the Digital Communications division of Johnson & Wales University. Leaving my position and my team is one of the hardest professional decisions of my life. I genuinely loved Providence, the people and the university. But, if you’re lucky and you have chance to fulfill a long held aspiration such as this, passing it up could mean missing your shot. With support from my family, I took that shot.

Johnson & Wales University,  Providence RI • April 2013 - March 2018
Director of Digital Communications

Beginning as a consultant, then leading the new digital division in short order, I navigated the complex political environment and successfully demonstrated the need for investing in a complete modernization of the university web properties for all four campuses. I chaired the committee responsible for the research and selection of a new CMS along with outside development partners. Lead the design, UX, content, and implementation. Congruently, I worked with University Marketing and an external agency to create and launch a first-ever brand campaign for the school. Underpinning both efforts, I mapped and assembled an asset acquisition initiative, lobbied for additional creative support, and constructed a university-wide content production engine. All proved to achieve or exceed the goals and deadlines set forth.

• Directed creative content development in multiple mediums for all digital channels.

• Responsibilities included social media strategy, implementation, and crisis response.

• Managed digital analytics as it related to the web and earned, owned, and paid media.

• Lead the redesign, development, and implementation of a new university web experience.

• Chaired one and worked within both advisory and implementation committees.

• Lobbied for and implemented a DAM (Digital Asset Management) system.

• Lead the WEB team in maintaining and consistently improving the site

• Worked with a brand/recruitment team, supervising an outside agency partner.

• Worked directly with Deans to promote schools and programs.

• Partnered with the Athletic Department to generate content and better leverage the student experience, school spirit, and social activities.

• Fulfilled the role of a specialist when University Leadership required assistance.

Wild Pitch Studio • Roswell GA
June 2011 - January 2014
Principal - Creative Director

The name was an ode to the game while pointing to the new business "pitch" creative I developed for select clients. Originally founded as an entity to serve my long-standing base while engaged with a tech startup focused on the higher education space.

• Creative and new business pitch “hired gun” for Ogilvy PR, Atlanta.

• Strategic advertising consultant focused on emerging digital channels.

• WEB design, UX, and strategic consultation.

• Provided advertising strategy/creative for B2B & B2C businesses and higher education clients, both traditional and digital mediums, supported by omnichannel content creation.

Fluid Media, Inc • Atlanta GA
January 2000 - June 2011
Founder, Principal - Creative Director

Fluid was a full-service advertising and PR agency. We were multi-disciplined, pushing the rapidly evolving digital environment. Ahead of our time in many areas, we developed a user-generated content strategy before anyone knew what it was. We served higher- education, partnering with Barnes & Noble College Bookstore Division in the development of a web-based textbook management tool. Also, we guest lectured at several universities on the impact of social media and accurately preached about the effect digital advertising would play. The firm's portfolio included substantial engagement in the travel/tourism, food service, entertainment, and hospitality industries.

Clients (partial)- Barnes and Noble College Bookstore Division, Georgia Institute of Technology, Georgia State University, Art Institute of Atlanta, Berry University, Georgia State Parks & Historic Sites, Georgia Department of Natural Resources, Georgia Department of Economic Development, Sentry Hospitality Group, North Georgia Mountain Authority, American Speed Association, Softensity, Inc, Multiple towns, chambers and visitor bureaus across the State of Georgia, Wayne Farms, Buckhead Development Authority environmental, and PR support. And, of course, the business of running an ad agency.