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Work Background
SynchronyVice President, Corporate Brand Marketing
Jan. 2021 - Feb. 2025Led design and integration of corporate brand strategy, voice and positioning. Led enterprise-wide content initiatives and multi-channel marketing campaigns to enhance brand visibility, awareness and engagement. Built consumer strategy in legacy B2B company. Connected initiatives with Corporate Affairs, developing co-created content, messaging strategies and enterprise narratives.
• Created and led team on key advertising campaigns, driving YoY increases in brand familiarity of +53%, +41% in consideration and +680% increase in landing page views (LPVs), with overall on-site conversion increase of 65%.
• Set channel and platform strategy for corporate marketing program, developing and executing multi-channel social media campaigns and integrating paid, organic and influencer tactics that increased share of voice and drove brand awareness.
• Strengthened brand presence by building messaging framework and content marketing practice across media and influencer partnerships, advertising, websites, SEO / SEM and social media.
• Established measurement framework of paid, earned and owned KPIs, analyzing performance and ensuring activities achieve targets.
• Developed and implemented comprehensive brand guidelines, improving brand consistency across channels.
• Designed brand safety framework for expanding, overseeing and measuring enterprise capabilities and processes to protect brand reputation.
SocialMedia.orgBoard Chair
Sep. 2018 - Feb. 2021
SynchronyVice President, Enterprise Content & Social Media
Jul. 2014 - Jan. 2021Phoenix, Arizona AreaFounded and scaled Center of Excellence (COE) for social media and content strategy, developing governance playbooks and best-practices framework for post-IPO Fortune 200 financial services company.
• Designed and implemented comprehensive governance processes for over 200 marketing employees, streamlining operations across complex, matrixed organization.
• Significantly enhanced brand visibility and user engagement, resulting in 150% increase in engagement rates and 500K+ new followers across platforms within first year.
• Developed and launched real-time crisis communications framework, mitigating reputational risks, ensuring regulatory compliance and reducing negative sentiment during industry disruptions.
• Optimized content and advertising strategies, driving brand consistency while delivering measurable impact, including 13% YoY rise in brand awareness and 10% increase in return on ad spend.
• Implemented data-driven social listening strategies, providing actionable insights that informed customer experience and increased satisfaction.
GE CapitalSenior Manager, Communications, PR & Digital Media
Apr. 2005 - Jul. 2014Phoenix, Arizona AreaLed corporate communications, PR, and digital media initiatives to drive brand differentiation and engagement. Won numerous awards for innovation and enterprise impact across integrating social media communications strategies, crisis communications, and media relations.
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