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Work Background
Sky River CasinoDirector of External Relations
Sep. 2024 - Mar. 2025Elk Grove, California, United States•Spearhead the expansion of PR and Internal Communications functions, establishing a comprehensive strategy to enhance brand visibility for a rapidly growing tribal casino in the Sacramento region. Managed media relations, develop and execute influencer strategies for gaming, food and beverage, HR, and marketing.
•Developed and managed internal communications, including creating written and digital content, while creating streamlined templates for emails, internal messaging, and leadership talking points to ensure clarity and consistency for communications to 1,600 employees.
•Oversaw a Community Impact Fund by designing and implementing a streamlined corporate giving strategy to 35+ charities annually centered on clearly defined impact pillars, ensuring meaningful contributions to the community.
•Fostered community partnerships and amplifying the property’s presence and reputation within the Elk Grove and Sacramento region.
TAG - The Aspen GroupSenior Director, External Communications
Aug. 2022 - Jun. 2024Chicago, Illinois, United StatesLed external communications/PR for The Aspen Group and the 5 consumer healthcare brands that fall under its umbrella: Aspen Dental, Motto Clear Aligners, Chapter Aesthetic Studio, ClearChoice Dental Implant Centers and WellNow Urgent Care. •Established a thought leadership program that successfully amplified 15 clinical leaders across 5 brands to change industry opinion and boost employer brand; >50 media placements; 12% YoY increase in share of voice among competitors in 1 year.
•Launched Invisalign competitor product to test markets; 1M social reach & 800K media impressions in 2 days.
• Grew Aspen Dental brand ambassador program 700% to boost patient trust in network of doctors. Increased press mentions of Aspen Dental 38% & WellNow Urgent Care 55% YoY in publications like Men’s Health, AARP, Newsweek, Well+Good & Cosmopolitan.
• Revitalized Aspen Dental’s social impact program by redesigning the program structure, refining brand messaging, creating a local grassroots marketing playbook, to better share the company’s $30M investment in dental care for veterans and underserved patients.
• Built and mentored a team of 4 communicators to achieve team objectives, fostering a collaborative and passionate environment.
•Managed 3 PR agencies and contractors; led crisis management and mitigated negative publicity surrounding legal, policy and risk management issues.
Rimini StreetSenior Public Relations Manager
Aug. 2019 - Aug. 2022Las Vegas, Nevada, United StatesRun the external global communications function for the leading third-party support provider for SAP and Oracle products. Manage all media relations, thought leadership and byline content. Secure IT, broadcast and industry vertical media placements to advance the brand narrative. Coordinate with internal communications, social media and HR for service and product announcements, client success advocacy stories, C-suite content amplification and promoting global philanthropic efforts. • Operated global survey of 1,500 CFOs to gather insights on digital transformation, resulting in 3 billion media impressions, 800+ Marketing Qualified Leads and $2 million in sales pipeline.
• Increased thought leadership placement YoY by 25% in business and IT outlets.
• Lead four to six global client amplification campaigns quarterly for Fortune 500 brands like T-Mobile, Hyundai-Kia and Korean Air • Secured Cheddar TV segment for CEO Seth Ravin to discuss business priorities for CEOs during COVID-19 pandemic.
GogoGlobal Public Relations Manager
Dec. 2016 - Jul. 2019Chicago, Illinois- Led external global corporate communications, crisis management, media relations, social media, advertising and sponsorships for the leading in-flight Wi-Fi and inflight entertainment technology (IFC and IFE) (annual revenue of $900 million). - Counselled executive leadership, product marketing, investor relations, legal, IT and sales/account management about strategic communication programs. Partner with internal communications team to promote external PR activities to employees. - Drove campaigns to shift the perception of Gogo inflight Wi-Fi products, including Gogo 2Ku, our high-speed satellite Wi-Fi. Pitch C-suite and senior leadership as experts, resulting in 250+ media hits in business, financial and aviation trade news outlets. - Supported PR and marketing efforts for 20 airline customers. Create marketing/PR plans to support media/influencer outreach events, product launches and 3rd-party sponsorship promotions. - Managed digital communication content strategy and editorial direction for the corporate blog and social media channels, reaching 600,000 followers and 30,000 monthly views. - Wrote and edited informational articles, infographics and news content for the website and quarterly B2B e-mail newsletter distributed to 20,000 customers, prospects and investors.
3rd Coast Public RelationsAccount Supervisor
Sep. 2014 - Dec. 2016Chicago, ILStrategy
- Lead communication strategy and program execution for seven agency clients in the consumer and B2B space, such as SABRE pepper spray, Nest, Lakeshore Learning and Sleep Innovations.
- Manage media relations, social media strategy and content development for agency clients. Grew brand presence and social media engagement for mattress brand Sleep Innovations, resulting in a 60 percent growth on their channels in 9 months and an increase in coverage by 50 percent in 2016. Activation
- Produce and manage brand building client video content, most notably a Sleep Innovations video campaign targeting millennials that was launched on their owned channels and Mashable.
- Identify and manage relevant tradeshow expo and speaking appearances at key fire industry events to educate influencers on Nest technology. - Curated social media integration for SABRE pepper spray with the goal of raising awareness for sexual assault prevention. Sixty percent increase in product sales on Amazon and a 50 percent growth of new followers to their handles in 24 hours. Internal
-- Develop new business opportunities and participating in new business presentations. -- Handle agency award submissions including securing a 2016 bronze Bulldog Reporter Award for client SABRE for our work reaching millennial woman and personal safety.
-- Take overall responsibility for all budget issues related to accounts including profitability.
EdelmanSenior Account Executive
Mar. 2008 - Sep. 2014Silicon Valley and ChicagoStarted my career in Silicon Valley and transferred to the Chicago office in 2013. Chicago
- Led the execution of integrated marketing campaigns for SC Johnson’s home cleaning products (Windex, Scrubbing Bubbles, Shout and Pledge). Highlights include activating a tradeshow engagement and influencer program to build awareness for Pledge FloorCare, and brokering a strategic partnership with Shout and The Color Run. - Directed and managed a team of five junior staff, working lockstep with external global media, advertising and experiential agencies as part of SC Johnson’s integrated marketing communications efforts. Silicon Valley
- Led communication initiatives for Adobe Design and Digital Publishing segments and Adobe Education vertical, including strategic program planning/execution, media relations, social media engagement programs, award submissions and event activations. - Booked 50 national media briefings and secured 1,100 articles for the launch of Adobe Creative Cloud, the company’s SaaS offering and largest business model shift to date. - Supported the corporate announcements of Adobe’s acquisitions of Behance, TypeKit and Business Catalyst; developed external media materials, provided issues support and conducted media relations. - Certified in AP Style and served as an Eagle Eye, Edelman’s internal document-editing team.
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