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Work Background
TrueSense MarketingIntegrated Strategy Manager
Jan. 2025
TrueSense MarketingSenior Digital Strategist
Mar. 2024 - Mar. 2025• Develops and optimizes data-driven multichannel strategies and campaigns to acquire, retain and upgrade donors across direct mail, email, social, digital ads, journeys, SEM, and more
• Continuously analyzes performance data and optimize campaigns, offers, creative, targeting and channels to maximize ROI for clients
• Applies user experience (UX) best practices to build effective customer journeys and drive actions through measurable KPIs.
• Collaborates with analytics and creative teams to model campaign impact, develop compelling messaging, and ensure flawless execution.
• Partners with account teams to align strategies with clients' business objectives, contributing to annual, quarterly, and campaign plans.
• Conducts data analysis to establish client strategic objectives and understand fundraising platform capabilities.
• Manages the review, evaluation, and optimization of campaign results, making persuasive recommendations and adjustments.
• Analyzes and presents donor data, market trends, and research insights to inform future strategies.
• Stays current with innovations in fundraising channels and technologies, advancing digital capabilities and best practices.
TrueSense MarketingDigital Strategist
Aug. 2022 - Mar. 2024
Animal Welfare League of ArlingtonDevelopment Associate
Jul. 2019 - Aug. 2022Arlington, Virginia● Managed and executed all direct mail and online fundraising initiatives, contributing to more than $3M in gross income during the last two years, while monitoring KPIs, analyzing and reporting results to direct strategy for future outreach based on past performance
● Led the redevelopment of the AWLA website, including internal user research, RFP development, vendor evaluation, and served as the point of contact with the vendor (Yoko Co.) through design, development, deployment, and long-term maintenance. Project completion contributed to a 36% increase in online donations during year-end fundraising, the adoption of more than 2,500 animals in the fiscal year, and a decrease in user support emails and calls.
● Developed and implemented organizational communications calendar and email strategy based on KPIs and analysis of past performance, and coordinated cross-functionally with Communications Specialist to ensure multi-channel messaging and strategy is aligned and consistent
● Produced all email communications sent to a network of more than 40,000 subscribers, including copywriting, designing, building, and customization
● Analyzed past performance data and insights to develop testing, optimization, and audience segmentation leading to a 10% increase in email open rates and a 3% increase in click rates over a two year period
● Created and implemented AWLA’s Brand Guide for internal and external use, resulting in streamlined and consistent branding and messaging for all communications and marketing materials produced by staff and freelance creators
Helping Children WorldwideAdministrative, Communications, & Development Specialist
Jul. 2016 - Jun. 2019Chantilly, VA● Managed CRM donor database (Giveffect) of nearly 9,000 donors, tracked and reported on KPIs, and collaborated with HCW Accountant by providing regular reconciliation reports for an average $1M annual gross revenue.
● Created and implemented a robust data collection tool to report statistics for more than 10,000 patients annually at Mercy Hospital and its community outreach program to the Sierra Leone Annual Conference of the United Methodist Church (SLAC).
● Developed and distributed all direct mail and email campaigns, supported creating and disseminating other digital and print publications, and produced and published all social media and main website content.
● Collaborated with the Events Manager and Executive Director to manage all major events and ensure the organization achieved strategic goals under ethical fundraising practices
● Provided the Executive Director with industry research and fundraising status reports and analysis to make recommendations on planning, process, and management of development activity.
MXM (Meredith Xcelerated Marketing)Business Operations Intern
Mar. 2015 - Feb. 2016Rosslyn, Virginia● Served as primary reception point of contact, organized and managed all team and training events across three office locations, and supported the Executive Director with calendar management, budget tracking, travel package management, and expense reports.
PetSmartLead Pet Care Associate
May. 2012 - Mar. 2015Reston, VA
Home DepotCustomer Service Associate
Mar. 2011 - May. 2012Reston, Virginia
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