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Work Background
ScholarshipOwlProduct Marketing Manager, Consumer Products
Nov. 2022Create, execute, and optimize the go to market strategy for consumers for ScholarshipOwl. Work with product manager to determine consumer voice, and to define our consumer persona. Develop product messaging, website messaging, and micro-messaging. Market and promote ScholarshipOwl to students, parents, counselors and the general public via multiple channels (blog content, online community, ambassador program, webinars, presentations, appearances on news programs, etc.) Write eBooks based on my blogs and presentation content, focusing on topics related to scholarships / paying for college. Design ad creatives for Facebook and Instagram, and design graphics for social posts to promote scholarships. Concept, design and write content for key pages of ScholarshipOwl website, including the home page, About Us page, Press page, Parent page, Counselor page, and Winners page. Concept and develop video ads for YouTube. Develop and execute strategies for multiple initiatives and special projects. Develop and manage all communications with counselors in the ScholarshipOwl School Counselor Program. Coordinate efforts with CMO, product manager and marketing team. Work closely with our campus ambassadors to ensure they carry our brand voice and messaging out to the students on their campus and on social media. Create monthly surveys targeting Gen Z and then write blog posts to share the results and analysis. Coordinate PR efforts with PR firm. Represent ScholarshipOwl in interviews with media outlets, including USA Today, CNBC, Yahoo! Wealth, and U.S. News & World Report as well as ABC, NBC, CBS and FOX affiliates.
GHOSTLIGHT THEATRE ENSEMBLEMarketing & Media Director / Board Member
Mar. 2018 - May. 2022Brentwood, CAMarketing & Media Director / Board Member for this community theatre group serving Delta communities in East Contra Costa County. Responsible for developing and executing online marketing and social media campaigns, writing and distributing press releases, creating print materials and more. Create programs for all productions as well. As a member of the reading committee, I also read plays and recommend shows for each season. Wrote two successfully-funded Economic Development Grants from the City of Brentwood to support the purchase of a portable stage, pipe & drape, audio gear and marketing funds to support promotion of our annual play festival.
ScholarshipOwlDirector of Student Advocacy
Jan. 2018 - Nov. 2022Content development, communications, marketing strategy development and more for ScholarshipOwl, Future Minds Fund and ScholarshipApp. Admissions counseling, coaching and academic advisement to high school and college students. Create and facilitate weekly new user onboarding "jumpstart" webinars as well as monthly educational webinars on topics related to admissions, financial aid and scholarships. Create PDF checklist handouts that are distributed to students who watch the webinars. Proactively manage, post and moderate our online community on Discord, initiate and contribute to student discussions, etc. Recruit, supervise and mentor ScholarshipOwl Summer Scholars and Campus Ambassadors, and co-manage the program. Create, manage and facilitate virtual student events. Write and edit blog posts, press releases, content for homepage and landing pages, tool tip content for pages in website, and more. Collaborate with Social Media Manager and PR team to ensure a consistent brand message and value proposition is conveyed across all communications. Create and manage new scholarships in ScholarshipApp, and present at virtual conferences on behalf of ScholarshipApp. Represent ScholarshipOwl in interviews with media outlets.
Diablo Valley CollegeMarketing & Communications Consultant / Content Developer - Higher Education
Jan. 2018Write and edit all content for Diablo Valley College's twice-annual DVC Magazine (14 editions so far). Interview faculty, students, employers and partners. Write and edit articles, select photos for each article, and coordinate with publisher to ensure each edition is published on time. Utilize EditionBuilder publishing software to create and manage content. Work on other marketing needs throughout the year, including content migration and writing for DVC's soon-to-launch new website, video projects, social media consulting, writing and editing content for brochures, copywriting for Facebook ads and display ads, copywriting and production management for radio spots, media releases, and more. Provide marketing consulting and support for online education grant project. - Recognition: In April 2023, DVC received the 1st Place Award - College Magazine from California's Community College Public Relations Organization (CCPro California).
The College FairCollege Coach
Aug. 2016 - Dec. 2017San Francisco Bay AreaCollege & career coaching / counseling via mobile chat within The College Fair App (formerly Schoold), responding to inquiries from tens of thousands of students around the world. Proactively engage students, providing thoughtful, authentic guidance regarding college search, college planning, academic advisement, financial aid, scholarships and more. Adhere to coaching framework and desired response times. Provide students with information and support that not only enables them to proactively plan for college, but also helps them to overcome personal and academic challenges that might otherwise impede their college and career goals. Company was later acquired by Strada Education Network.
Delta Valley College CounselingCollege & Career Counselor
Jul. 2014 - Jan. 2017Provide academic advisement, career counseling, college search, application & essay support and school-to-career transition assistance to high school students and recent grads. Consulting and career & job search coaching to adult job seekers. In particular, focused on students who were struggling with emotional problems and/or challenging family dynamics, providing a source of external support and academic advising, enabling them to successfully move from high school to college. Some of the students I worked with struggled with numerous issues including social anxiety, alcohol and drug abuse, divorce, family violence, poverty, foster care etc.
NIA CreativeManaging Director / Agency Marketing Director
Jan. 2008 - Jan. 2019Responsible for operations management of NIA Creative, a boutique SF Bay Area B2B marketing agency and video / digital media production studio. Responsibilities include business management, human resources, business development, proposal writing, scriptwriting and copy editing, budget development, project management, coordination with clients and vendors and more. Projects involve marketing, advertising, branding, video, animation, interactive media, digital media, web design, web development, tradeshow presentations, photography, app development, creation of web-based CME programs, social media and more. Manage internal marketing and social media efforts, including development of promotional e-blasts, blogging, posting updates to our social network sites etc. Representative clients include Workday, eHealth, Host Analytics, Restoration Robotics, Aplegen, Zeltiq Aesthetics, FundTech, CoreMedia, Carl Zeiss Meditec, City of San Jose, Transcend Medical, JasperSoft, BusinessOwnerSpace.com, work2future, Marin County Workforce Investment Board and more.
NIA CreativeSr. Marketing Project Manager
Jun. 2005 - Dec. 2007Responsible for overall project/production management for all projects at this B2B marketing agency and video / digital media production studio including advertising and branding, video production, animation, interactive media development, web development, tradeshow presentations and more. Primary focus on healthcare and public sector/non-profit accounts.
William Isaacs Health CommunicationsMarketing Services Manager
Jul. 2002 - Jun. 2005Managed marketing and health communications projects and helped pitch accounts for this healthcare education agency. Developing proposals and prepared budgets, sourced and managed all creative as there wasn’t an internal design team. Spearheaded and oversaw the development of online professional education programs as well as patient education materials. William Isaacs Health Communications closed doors in 2004 and the remaining accounts then transitioned to NIA Creative since NIA had developed and executed the majority of the creative for those accounts. Key clients included Genentech, BioForm Medical, RITA Medical (now AngioDynamics), DEY LP, Santen and more.
NOVA Workforce BoardEdTech Kiosk Project Manager - Education & Training
Mar. 1999 - Nov. 1999Sunnyvale, CACoordinated the deployment of 16 touchscreen kiosks for the Connect! One-Stop Career Center, led by the NOVA Workforce Board. Served as a liaison between Critical Mass Media and NOVA, coordinating the kiosk roll-out process. The kiosks offered information and resources for job seekers, employers and the community at large. Content included job opportunities, information about education and job training programs, links to non-profit and public sector organizations and more.
Critical Mass MediaSr. Marketing Project Manager
Jan. 1998 - Jul. 2002Multifaceted role for this production studio involving marketing, project management, account management, business development, bookkeeping/business management, hiring and management of freelancers, vendor and client interface/coordination and more. Relevant accounts included NOVA Workforce Investment Board, Metropolitan Adult Education Program, Central County Occupational Center, Northeast Valley Health Corporation, Redwood Community Action Agency and OnlineTrafficSafety.com. Critical Mass Media merged with NIA Creative in 01/05.
MetroEDCurriculum Developer & Event Coordinator
Jan. 1998 - Jun. 1999San Jose, CATransitioned from full-time employment to a consulting / contractor position, focusing on special assignments: - Researched and wrote the curriculum for 2 new courses - the Animation Program and the Law Enforcement Program. The process involved reviewing curriculum offered by other vocational programs, researching employer expectations, soliciting members for advisory committees and facilitating the meetings, etc. Both courses were approved and then added to the course offerings at Central County Occupational Center (CCOC), the vocational training division of Metropolitan Education District (MetroED). The courses were highly popular with local high school students, resulting in full enrollment in both programs the first year they were offered. Students completing the animation program were then ready for entry-level positions in the field, and many of them were successfully hired into training-related positions and/or chose to pursue college education in a related field. Students who completed the law enforcement program were then eligible for recruitment to the police academy, or were able to get entry-level positions in security or other similar fields. And some moved on to pursue college degrees in Administration of Justice. Both courses are still available today. - Awards Ceremony: Planned and executed CCOC's Annual Awards Ceremony, timed to coincide with the school's graduation ceremony. Coordinated with staff and students, as well as keynote speakers for the event.
MetroEDJob Placement Coordinator / Technology Project Manager
Jul. 1996 - Dec. 1998San Jose, CAResponsible for overall management of job placement services for campus serving both high school and adult students. Developed the school's first career center website, which included tools such as a resume and cover letter builder, searchable resume database and job posting system as well as information and resources for students and alumni. Planned and executed annual job fairs attracting 80+ employers to the campus. Facilitated workshops and seminars, and provided employment counseling and academic advisement to students. Helped students develop job search and employability skills. Pre-screened candidates for available job openings, and scheduled students for interviews. Tracked successfully placed students. Wrote grants for several successfully-funded projects, including programs that serviced identified populations such as low-income single parents, minority students, dislocated workers, etc. Coordinated efforts with staff and outside agencies who serviced CalWORKS participants and WIA / JTPA students. Coordinated video projects, developing scripts and working with creative team. Developed curriculum for new courses in Animation and Law Enforcement. Planned and organized Advisory Committees for the courses as well. Planned and facilitated annual awards ceremony. Represented CCOC in various intra-agency collaboratives as well as at external events.
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