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Work Background
Market&MessageExpert Collaborator
Aug. 2025Market&Message is a coalition of independent higher ed marketing and communications professionals united by a shared commitment to strategic brand storytelling. As an expert collaborator, I partner with institutions and EdTech organizations to translate complex priorities into clear, compelling narratives that connect with the right audiences and drive growth. Our work blends strategic messaging, content planning, and cross-channel activation to help higher ed brands stand out, align internally, and inspire action.
Ann Arbor, a Feature FilmStrategic Marketing Consultant
Jul. 2025Ann Arbor, Michigan, United StatesPartnering with the director to shape the marketing strategy, define target audience segments and build a compelling brand and positioning framework. Focused on maximizing market resonance, festival appeal, and long-term brand equity to support the film’s cultural and commercial success.
FreelanceFractional CMO & Strategic Advisor
Jun. 2025Ann Arbor, Michigan, United States• Advise mission-driven organizations and institutions at pivotal moments - growth, reinvention or recovery
• Lead strategy, brand repositioning, messaging, market differentiation to unlock new opportunities
• Serve as a thought partner to executive teams navigating complex decisions and competing priorities
• Drive innovation in marketing strategy, campaign design and audience engagement to accelerate impact
University of Michigan - Stephen M. Ross School of BusinessBrand Strategy Director
Feb. 2023 - Jun. 2025Ann Arbor, Michigan, United States• Led a dynamic brand management team to create strategic marketing plans for Michigan Ross, enhancing brand visibility. • Collaborated with programs, content and creative teams to achieve record-setting enrollment and elevate the school's reputation. • Drove brand strategy for Ross LA, ensuring alignment with overall institutional goals and maximizing ROI. • Managed agency relationships and brand positioning, contributing to multiple top rankings in national and global surveys. Rankings:
#1 U.S. PUBLIC UNIVERSITY QS WORLD UNIVERSITY RANKINGS (2019–2023)
#1 EMBA in LA
#1 MSCM, QS WORLD UNIVERSITY RANKINGS
#2 Part-Time MBA Program, Fortune, 2024
#2 Online MBA, P&Q 2025
#4 BBA, US NEWS, 2025
#6 Online MBA, US NEWS, 2025
#7 Full-Time MBA Program, Fortune 2025
St.Edward's UniversityDirector of Marketing
May. 2019 - Feb. 2023Austin, Texas• Directed a high-performing marketing team at St. Edward's University, focusing on branding, lead generation, and enrollment strategies. • Achieved significant enrollment and revenue growth for undergraduate, transfer, and graduate programs through innovative CRM and email automation initiatives. • Presented a comprehensive analytics workshop at the American Marketing Association, enhancing team capabilities in data-driven decision-making. Brand, Recruiting (Enrollment), Retention, Lead Generation, CRM, Email Automation, Social (paid/organic), SEO, Analytics, Web, Dashboards, etc.
Ampersand AgencyVP, Group Media Director
Jun. 2018 - May. 2019Austin, Texas Area• Developed and implemented media capabilities aligned with the CEO's vision, enhancing operational efficiency. • Spearheaded innovative media strategies for Ampersand clients, significantly boosting engagement and brand visibility. • Fostered strong client relationships, leading to successful prospecting initiatives that expanded market reach.
Agency Mania SolutionsDirector, Agency Relations Consultant
Mar. 2016 - Apr. 2018Austin, Texas Area• Drove strategic insights and consulting for CMOs, enhancing agency models and strategies. • Developed and implemented global 360-degree performance evaluations, delivering actionable insights. • Created comprehensive playbooks and tools for effective scope of work planning, improving operational efficiency.
DellSenior Marketer -Dell Champion Award - top 10% of global employees.
Jul. 2008 - Mar. 2016Austin, Texas AreaLed high-impact marketing initiatives across consumer, commercial and global strategy teams during a period of major transformation at Dell. Recognized as a top global performer for innovation, results and cross-functional leadership. Consumer Marketing
• Managed $500M+ multi-channel plans across national TV, print, OOH, SEM and more
• Delivered 20% Y/Y efficiencies by optimizing media spend with Mediacom and Procurement
• Supported retail, product launches, DellLounge, (RED), and channel campaigns using evolving KPI frameworks Commercial/B2B Marketing
• Drove lead generation for Microsoft software and server products with measurable ROI
• Created executive scorecard highlighting 10:1 ROI and built Salesforce sales enablement tool generating $50M+ in 90 days
• Helped drive an additional $65M in pipeline through sales outreach and marketing innovation Agency Strategy
• Developed Dell’s global agency strategy, including model design, partner selection and portfolio management
• Led initiatives that secured $20M+ in creative process savings; trained 500+ global marketers
• Implemented 360° performance evaluations across creative, production, and media teams worldwide Social Media Executive Coaching
• Mentored executive leaders on social media presence and personal brand strategy
• Tripled follower counts, doubled Klout scores and drove ~14,000 views on a LinkedIn Publisher post featured in LinkedIn’s #BestAdvice campaign
Austin360.comDigital Strategist
Nov. 2007 - Jul. 2008Austin, Texas Area• Developed and executed comprehensive digital strategies for Austin360, focusing on enhancing user engagement and driving sales. • Regularly surpassed sales goals by 200% or more, demonstrating a strong understanding of market trends and audience needs. • Collaborated with diverse teams, contributing to the overall success of the platform and its mission to connect the community with local arts and entertainment.
GSD&MAssociate Media Director - managed 10 direct reports
Apr. 2002 - Nov. 2007Austin, Texas Area• Oversaw strategic media planning and execution for high-profile clients, including the U.S. Air Force and AT&T. • Managed and mentored a team of 10 direct reports, fostering professional growth and collaboration. • Led the successful $50M media pitch for John Deere, enhancing client relationships and agency reputation.
• Conducted cross-department trainings, focusing on emerging trends and customer insights.
Leo BurnettMedia Supervisor - Leo Burnett (Starcom)
Jun. 1999 - Sep. 2001Chicago, Illinois, United States• Promoted to Media Supervisor within a year, overseeing $45M retail media plans for Toys R Us and Babies R Us. • Managed a team of 2 direct reports, fostering a collaborative environment to enhance media strategies. • Spearheaded the implementation of a media optimization tool, improving targeted buying strategies and daypart mixes. • Coordinated local radio and TV buys for 20+ grand openings, driving brand visibility and engagement.
• Intensive 8-week Media training at in-house university.
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