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Work Background
SHRMDirector, Marketing, HR Professional Solutions
Feb. 2024 - Oct. 2024Alexandria, Virginia, United States♦ Exceeded B2C revenue, membership, and event registration goals through integrated marketing and digital campaign strategies ♦ Influenced audiences through digital, social media, and traditional marketing campaigns; harnessed influencer partnerships while emphasizing data-driven, trackable digital marketing strategies to drive engagement and growth across product lines ♦ Strengthened marketing campaign cohesion, customer experience, and visibility through collaborative stakeholder partnerships ♦ Led and nurtured a diverse, performance-driven team, fostering a culture of creativity and professional growth that resulted in one-third of team members earning promotions during my tenure. ♦ Drove a 25,000+-strong turnout for largest-ever SHRM Annual Conference & Expo, 25% higher than prior year ♦ Leveraged CRM to enhance engagement, using data to create targeted strategies that improved client retention rates by 20% ♦ Bolstered SHRMDay marketing strategies, exceeding revenue targets by 33% and bringing in $2.4M+ in revenue
SHRMManager - Marketing Audience Segment
May. 2022 - Feb. 2024Alexandria, Virginia, United States♦ Planned, implemented, and executed omnichannel marketing and automation initiatives to drive membership growth, engagement, and retention ♦ Reduced cost-per-acquisition for digital marketing initiatives 64% by refining targeting strategies and creative processes ♦ Saved $1M in 6 months via a student verification system (SheerID), eliminating fraudulent memberships; worked cross-functionally to convert SheerID interest into actual sign-ups via email ♦ Utilized strategic, client-centric, and collaborative approach to operationalize the first SHRMDay, bringing in $1.8M in revenues ♦ Improved performance of the Student and HR Professional audience segments by introducing new processes and refining existing ones to streamline engagement
Transportation FCUMarketing Manager
Jun. 2021 - May. 2022Alexandria, Virginia, United States♦ Led cross-functional teams in successful marketing strategies and campaigns, driving brand awareness through digital advertising and social media; conceptualized and launched strategies for growth ♦ Led website redesign of 100+ pages, optimizing SEO to boost traffic ♦ Analyzed market and consumer trends; identified and leveraged insights to drive strategy improvement efforts
NDGSenior Marketing Manager
Oct. 2018 - Jun. 2021La Plata, MD♦ Developed and ran end-to-end, strategic marketing plans and campaigns for six full-service agency clients across diverse sectors ♦ Operationalized marketing campaigns and programs; harnessed surveys, metrics, benchmarks, and campaign insights to strengthen marketing initiatives to reach target audiences effectively ♦ Created compelling collateral, including copy, visuals, videos, and communications; advised the University of Maryland Charles Regional Medical Center on communications efforts to navigate pandemic challenges ♦ Adopted and ran an integrated marketing program, enabling Berkshire Homes to exceed revenue target by 30% and Sagepoint to successfully raise $50K in end-of-year fundraising
New Horizons Supported Services, Inc.Director of Marketing and Development
Nov. 2017 - Oct. 2018Upper Marlboro, MD♦ Helped drive New Horizon’s direction; operationalized strategic marketing plans and produced marketing reports; coordinated PR, advertising, social media, and events strategies; controlled event logistics and grant awarding-related activities ♦ Ran grant processes, attaining 83% application success rate as a writer-researcher ♦ Implemented a new CRM system to better target donors and enhance donor engagement and relationships
Council of Major Superiors of Women Religious (CMSWR)Director of Communications
Apr. 2016 - Nov. 2017Washington D.C. Metro AreaThe leading association of the major superiors of 112 U.S.-based communities of women religious, promoting religious life in the U.S. ♦ Led PR and media relations; organized events for up to 300 guests
♦ Oversaw corporate branding; designed corporate identity, videos, ads, and marketing collateral using Adobe Creative; developed a style guide to ensure cohesive brand image; leveraged multiple social and promotional media platforms ♦ Led website redesign in WordPress and mobile app relaunch to feature video and audio content and improve user experience
Community Bank of the ChesapeakeSenior Vice President, Director of Marketing
Apr. 2004 - Apr. 2016Waldorf, Maryland♦ Assembled and propelled marketing department to design and implement SEO and social media-driven marketing strategies ♦ Utilized a variety of content and mediums as part of broader marketing efforts while managing shareholder relations, community outreach, and routine collaterals (e.g., digital content, emails, and print marketing materials) ♦ Collaborated with CEO to brainstorm new bank names to reflect expansion beyond Southern Maryland and into Virginia; launched a successful, well-received name change campaign, rebranding to Community Bank of the Chesapeake, that helped expand reach 200%
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