Carson-Newman UniversityAssistant Vice President for Marketing and Communications
Dec. 2021 - Dec. 2023Jefferson City, Tennessee, United StatesResponsible for all internal and external media efforts including student recruitment, special projects and athletics.
Successfully implemented award-winning Instagram strategy for 80% growth year-over-year.
Drove $360k in revenue with a $900 ad spend through a targeted micro-campaign on Instagram.
Produced $8.2m in revenue with a $140k ad spend through a targeted social and OTT campaign.
Developed monthly newsletter to 380k constituents with a 41% open rate. Developed content for email drip campaigns and enrollment funnel.
Crafted new video strategy which improved engagement and value across all platforms.
Managed production, launch and activation of new marketing campaign and brand strategy, including new logo.
Led 6-person creative team in developing graphics, video, web, other digital products and print collateral.
Managed relationships with agencies and freelance creative support, ensuring budget compliance and delivery targets