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Work Background
BFF.fm: Best Frequencies ForeverFounder | Executive Director | General Manager
Sep. 2013San Francisco Bay AreaI founded BFF.fm in 2013 because I believe in the power of community radio to play an integral role in our local music scene, and that a great Internet station can bring the Bay Area sound to the world. People look at me sideways when I explain that one day I just decided to start an online radio station. I knew I could figure it out, and today BFF.fm is a vibrant community of talented DJs, mainly from the Bay Area but also from Boston, New York City, and the UK, creating radio shows and building our listenership day by day. BFF.fm is now a 501(c)3 and we recently surpassed 1000 supporters during our end of year fundraising campaign. We've also won several local awards, including being voted Best Radio Station in SF Weekly's annual readership poll every year we've been online. I’m proud of the impact BFF.fm has had on the community and the opportunities it has afforded our listeners and our DJs. In 4 years we’ve hosted hundreds of bands in studio, presented dozens of local music showcases at Pop’s, The Rite Spot, Amnesia, and Elbo Room, and booked local support for touring acts playing larger venues.
LSC CommunicationsSocial Media | Content Strategy | Online Marketing
Feb. 2012 - Apr. 2018I brought Dover Publications, a 70-year-old company with a declining customer base, into the social media age as their first social media manager, cultivating a new brand voice, increasing revenue and attracting a new generation of customers to the brand. At Dover I: * Developed and implemented social media and content strategies across Instagram, YouTube, Facebook, Twitter, Pinterest, and Medium, acting as the voice for three distinct publishing imprints. * Acted as a key asset in the development of the Creative Haven adult coloring book brand, which sold 12 million copies in the United States in its first year. * Grew two Facebook communities to over 100k members each organically with a 6% engagement rate.
* Launched a community engagement program that increased SEO and web traffic, contributing to a 20% growth in sales through targeted outreach to individuals and key online influencers.
* Managed multiple online marketing projects, coordinating with cross-functional teams to optimize strategies and ensure alignment with organizational goals. In 2015, as the adult coloring trend exploded, I created National Coloring Book Day to promote Dover Publications’ coloring books for adults. Steadily gaining momentum as a social media phenomenon, in 2017 #NationalColoringBookDay was the #2 trending hashtag on Twitter in the United States and #6 worldwide. There were more than 25,000 tweets about the day, with everyone from home colorists to Chance the Rapper, ACLU, and Fortune 500 companies taking part.
University of Massachusetts LowellWeb Communications Specialist
Nov. 2010 - Feb. 2012* Led the content overhaul of a 40,000-page university website, rewriting and editing hundreds of pages of content, and working with key stakeholders including department chairs, deans, and campus leadership to craft copy that delivered new branding and a benefit-driven marketing message * Served as the primary liaison during the transition to a new CMS, ensuring effective communication between web development and content teams.
Haverhill FeverBlogger
Mar. 2010 - Feb. 2011Haverhill, MAFrustrated by the negative perception of the city I lived in, I created and wrote a blog to represent Haverhill MA in a more positive light. Haverhill Fever featured reviews of businesses, interviews with local “celebrities” and weird stuff I found on the street. It quickly became a popular destination for Haverhillians, led to my appointment to the mayor’s Downtown and Waterfront Master Planning Committee, and had more than 1000 fans on Facebook. After I moved away, others picked up the mantle and launched their own positive blogs for the city. Just goes to show that blogging really can make a positive impact!
ElsevierMarketing Manager
Jun. 2007 - Nov. 2010Burlington, MAI improved the global marketing strategy for five key product lines within the Focal Press imprint, driving 12% – 20% growth in sales each year. And I more than doubled email opt-ins. Led social media initiative within the portfolio, managing presence on Facebook and Twitter, launching industry blogs, and contests to generate leads. Developed user group program to increase presence at industry meetups and build a community of customer evangelists.
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