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Resume

Work
Experience

2021 - present

Project Lead The Way

Senior Vice President of Marketing

Promoted to lead product, digital, social, and creative marketing efforts for a nonprofit providing STEM education curriculum to 12,000+ K-12 schools and 2.5M+ students across the U.S. Lead all product growth and brand awareness efforts, driving an annual revenue of $120M. Collaborate with executive leaders to establish marketing plans for all existing and new EdTech products.​

Highlights of achievements:

  • Executing a $1.75M+ multichannel, national advertising strategy to increase brand awareness 10 percentage points above the baseline by May 2024.

  • Led 9-month effort to transition entire MarTech stack, aligning HubSpot to Salesforce CRM for inbound marketing, email marketing automation, social media engagement, and digital asset management.

  • Fully redesigned and transitioned PLTW.org website to HubSpot, reducing bounce rate by 50%, increasing time on site 120%, and creating a smoother user experience.

  • Established market research practices for new product development, data-backed personas, and targeted brand and product campaigns, incorporating data-informed decision practices.

  • Led strategic partnership with GreatSchools! to cross promote PLTW schools with backlinks to our website.

  • Implementing a Voice of the Customer program, including regular customer outreach throughout the year, follow up CSAT surveys, and a process for securing ongoing customer feedback.

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Senior Director, Strategic Marketing

  • Established foundational marketing calendar to align product and brand campaign activity with enterprise projects and shared service needs.

  • Recruited additional team members, growing from team of two to team of five.

2017 - 2021

Institute for Study Abroad

2016 - 2017

Vice President, Engagement & Strategic Marketing

  • Promoted within first year to lead internal and external sales teams.

  • Established formal sales training, processes for sales, and metrics for evaluating success.

  • Led the product development and marketing of an innovative B2C EdTech web tool; awarded the GoAbroad Innovation Finalist Award in 2021, just nine months after product launch.

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Vice President, Marketing

  • Conducted B2B and B2C market research and based on this, transformed the brand to differentiate in a crowded marketplace, incorporating storytelling and establishing visual and verbal standards throughout the organization.

  • Implemented mobile-first website relaunch.

  • Shifted team from communications to marketing focus within first six months; established formal digital and social marketing for the organization.

  • Conceived the organization's You Belong Here DEI initiative, a long-term commitment to internal and external work intended to improve accessibility to study abroad and address unconscious biases limiting equity.

Herff Jones, Inc.

2013-2015

2009-2013

​General Manager, College Division

  • Led 54-member team including sales, marketing, finance, and customer service responsible for $109M in revenue, delivering 18% profitability; division focused on sales and distribution to the college and university market nationwide.

  • Implemented Salesforce to simplify B2C sales processes as well as marketing automation.

  • Successfully divested a $3M product line, identifying potential buyers, negotiating, and finalizing the deal.

  • Transitioned the division through the sale of the company's employee ownership structure to private equity ownership, working with Board and private equity leaders as well as employees through the process.

  • Secured $20M+ in annual revenue through contract negotiation with the company's largest single customer.

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Director of Marketing, Yearbook Division

  • Led development of $1M customer-facing EdTech product from ideation to implementation, managing launch and promotion.

  • Orchestrated first comprehensive lead-generation campaign, resulting in $625K in new revenue (15% of new sales).

  • Forecast and achieved a $3.5M marketing budget for the $150M yearbook division each year.

  • Led product development, maintenance, sales enablement, and demand generation activities for the division.

1995 - 2009

SuperNOVA Publications, Inc.

K-12 Education Sales Representative

  • Achieved Hall of Fame status, the highest honor within Herff Jones, generating $15M+ in revenue.

  • Served as Co-director of Gettysburg Yearbook Experience, a week-long, in-residence summer workshop for middle and high school students.

  • Worked directly with K-12 and higher education students and their adult advisers to creatively conceive, design, sell, and publish yearbooks annually.

  • Regularly presented at local, regional, and national workshops and conferences.

  • Received the Columbia Scholastic Press Association Gold Key and National Scholastic Press Association Friend of Journalism awards.

Education

Indiana University, Kelley School of Business
Master of Business Administration
Marketing focus

GPA: 4.0, Academic Excellence award winner

University of Virginia
Bachelor of Science
Applied Math, Aerospace Engineering focus

Skills & Expertise

Technical Proficiencies​

  • Salesforce CRM, Marketing Cloud, Pardot, Social Studio

  • Adobe Creative Suite

  • Google Analytics, Moz, HubSpot

  • Tableau, Qualtrics, Highspot

  • Microsoft Office

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Certifications

  • Salesforce Certified Pardot Specialist

  • Salesforce Certified Marketing Cloud Email Specialist

  • HubSpot Marketing Software Certified

  • HubSpot Inbound Marketing

  • HubSpot Content Marketing

  • Certified Journalism Educator (CJE)

  • Personal Selling Skills (PSS) and Integrity Selling trained

Learn More

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