Education

University of Central Florida | Orlando, FL
B.A. Advertising/Public Relations: August 1998-May 2002
Minors in Marketing and Psychology: Suma Cume Laude

I’m a senior-level marketing leader with a proven track record in strategic planning, change management, talent development, organizational savvy, resilience and resourcefulness. I was recognized as a global enterprise Pacesetter; I’ve been nominated twice for Orlando Business Journal’s “Women Who Mean Business”; I’ve been a thought leader / speaker at various industry conferences;  and I’ve received numerous accolades from UCF’s Nicholson School of Communication for outstanding achievements among alumni. I’m experienced in building and managing diverse teams and enjoy cultivating talent – while providing the motivation needed for collective success.

Experience

Wiley Education Services | Maitland, FL | https://edservices.wiley.com/
Senior Director of Marketing Program Management | July 2012 – Present

In my current role, I help to contribute new knowledge, better tools, and improved marketing processes to support Wiley’s higher education business unit. Responsibilities include:

  • project planning and delivery
  • marketing program measurement (KPI definition, benchmark setting, reporting)
  • sharing of analyses
  • marketing enablement and automation leadership
  • SOP process documentation and standardization
  • practice development
  • talent management
  • professional speaking
  • business development support

Prior to my promotion at Wiley, I was a Regional Director of Brand Management. In that role, I led the development and delivery of digital, direct response marketing and branding strategies. I managed a team of Brand Managers to ensure achievement of partner-specific business objectives as well as the training, development and retention of team members.

I worked in close collaboration with peers, senior management, operations and admissions leaders to support partner level business objectives. In doing so, I served as a liaison between internal/external clients, partner agencies, delivery teams and management to ensure effective communications and program execution.

This role requires a high degree of focus and expertise in the following disciplines: Market Strategy, Brand Positioning and Messaging, Channel Strategy and Optimization, and Team Management.

Market Strategy

  • Applies insights from research and analytics teams to  inform and evaluate marketing plans, tactics and creative initiatives for assigned partner universities.
  • Interpret lead and channel performance reports to inform marketing plans, shifts in initiatives and channels for achieving business goals.
  • Support new business opportunities and  special projects as requested by the Deltak Executive Leadership team.
  • Responsible for marketing plan development for new program launches for assigned partner universities.

Brand Positioning and Messaging

  • Supports department leadership in the development of standards, processes and best practices for the identification and application of market and audience insights.
  • Responsible for the development of partner and program-specific value propositions, offers and calls-to-action to convert prospective students to qualified leads.
  • Evaluate creative and messaging for assigned clients and teams to ensure alignment with marketing strategies.
  • Manages the delivery of marketing integrated initiatives (i.e. advertising campaigns) for assigned partners.

Channel Strategy and Optimization

  • Accountable for delivery of qualified leads for assigned partners.
  • Responsible for managing marketing budgets for assigned partners to maximize return on marketing investments.
  • Supports department leadership in developing standards and processes for analysis and interpretation of media, website, and sales data.
  • Demonstrates a clear command of all marketing channels and their roles in the media mix to lead cross-channel analysis and optimization.

Practice Development and Talent Management

  • Supports department leadership in defining processes and best practices for Brand Management.
  • Ensures consistent application of strategy and delivery of Brand Management services for assigned partners.
  • Supports employee recruitment activities as requested by department leadership.

Intellavia | Orlando, FL | http://www.intellavia.com
Director of Client Services | August 2009 – July 2012

Client Services & Account Management

  • Oversee client service relationships and project management
  • Develop and maintain client budgets
  • Craft strategic marketing plans and implement their strategies and tactics
  • Facilitate brand development, craft brand stories and define visual brand language
  • Oversee every stage of digital and traditional campaign executions
Internal Operations
  • New business development: write proposals, answer RFPs, prepare pitch presentations, in-person pitches and communication follow up
  • Agency software administrator role
  • Agency billing: client estimates, invoices and agency forecasts
  • Mange internship program and all new hire training
  • Manage digital agency assets on server
Digital Marketing 
  • Facilitate requirements gathering, conduct meetings, draft documentation
  • Taxonomy programs
  • Help develop use case scenarios, workflows and site architecture
  • Portlet configuration, add/remove pages, categories, navigation scheme, etc.
  • Content management in a wide variety of CMS platforms such as Joomla, WordPress, Liferay and iVCMS
  • Develop and execute digital marketing plans
  • Extensive implementation of organic search strategies
  • Create web-based and mobile-based PPC campaigns
  • Well-versed in analytics tracking and reporting
Copywriting 
  • Long and short format copywriting
  • Write copy for print, web, editorials, advetorials
  • Keyword rich and contextual copywriting
  • Extensive blogging on behalf of a wide variety of clients and industries
  • B2B, B2C, internal corporate communications, online press releases
  • Testimonials: draft questions, conduct interviews and write personal stories for brand advocacy initiatives

Camdan Creative Solutions | Orlando, FL | http://www.camdancreative.com
Owner/ Writer/ Account Manager | January 2006 – Present

  • Manage all business operational functions; including, but not limited to: annual reports, IRS reporting, budget management, administration and new business development
  • Manage all production, account service and copywriting needs
  • For more information on experience related to Camdan Creative Solutions, please visit www.camdancreative.com

EVOK Advertising | Lake Mary, FL | http://www.evokad.com
Director of Client Services | February 2007 – August 2009

  • Responsible for strategic account planning and client growth
  • New business development: extensive RFP response preparation including writing, presenting and financial planning. (Efforts include account wins for Orange County Public Schools, WORKFORCE CENTRAL FLORIDA, Gale Pacific and many others.)
  • Work with management to develop and refine agency workflow processes
  • Client forecasting, fee negotiation and growth strategy development
  • ‘Agency time’ estimating for per-project clients
  • Develop marketing communication plans utilizing traditional mass media, non-traditional guerilla tactics, internet strategies and/or internal employee support tactics
  • Facilitate brand development, write brand stories and define visual brand language
  • Traditional account service functions (i.e, develop/ foster client relationships, execute campaigns, facilitate agency functions between client and agency, etc.)

PUSH | Orlando, FL | http://www.pushhere.com
Sr. Account Manager | January 2002 – February 2007

  • Oversee brand development and strategic planning
  • Responsible for day-to-day client communications on multiple accounts
  • Develop, present and implement Marketing Communications Plans
  • Develop and present new business pitches, when needed, as part of the new business team
  • Lead creative, media, production and research teams in the campaign development process
  • Supervise outside production of all creative; including, but not limited to: broadcast, collateral, print, web and outdoor
  • Create/ oversee internal work requests to start or continue production on advertising campaigns and materials
  • Generate project estimates and timelines, as well as generate work requests for media-related tactics
  • Develop and manage client budgets
  • Develop and implement large-scale client promotions
  • Implement SEM campaigns
  • Manage Jr. account team while fostering business and individual growth and development

Orlando Advertising Federation | Orlando, FL | http://www.oaf.com
Member / Former Education Chair | May 2002 – May 2004

  • Act as liaison between college students and the Orlando professional advertising community
  • Organize and facilitate portfolio reviews, internships and job shadow programs
  • Speak to classes and act on advisory panel
  • Mentor multiple students
  • Define annual objectives, create tactical plan and lead committee in implementation
  • Report yearly achievements (Two-time winner of Education club achievement by the American Advertising Federation.)

Skills / Strengths

  • 2014 Global Winner for Wiley’s Pacesetter Award Program
  • 2008 & 2009 “Women Who Mean Business” nominee – Orlando Business Journal
  • Experienced in media relations with coverage locally, nationally and internationally
  • Business savvy, bottom-line conscious
  • Strategic planning mindset
  • Strong oral and written communication skills
  • Strong team leadership and management skills
  • Proficient with a wide variety of marketing related software platforms: from Microsoft Office and Keynote to open source CMS such as Joomla, WordPress and Liferay
  • Proficient with agency operational software: Infowit, Creative Manager Pro and Clients & Profits
  • Knowledgeable on the RFP process including government protocol
  • Well-versed in all departmental agency functions