EXPERIENCE
Avid Core, Woodbridge, VA
Creative Director | October 2021 — Present
PROFESSIONAL ACCOMPLISHMENTS
DAILY WORK
CURRENT & RECENT PROJECTS
RICHMOND BEHAVIORAL HEALTH AUTHORITY RECRUITMENT ADVERTISING
Leading the creation and implementation of a recruitment marketing plan and media buying strategy.
ONLY RAIN MARKETING
Developing social media marketing plan and implementing it along with a related newsletter and printed outreach materials.
FDA COMPOUNDING QUALITY CENTER FOR EXCELLENCE COMMUNICATIONS
Responsible for creating and implementing communications strategy and related messaging and materials for center’s four main educational content offerings, including trainings, reports, and a conference.
VIRGINIA DEPARTMENT OF SOCIAL SERVICES (VDSS) RECRUITMENT MARKETING
Managed the development and branding of a recruitment marketing plan and supporting materials for local agencies within the VDSS.
National Association for College Admission Counseling (NACAC), Arlington, VA
Associate Director of Communications for Editorial and Creative Services | April 2003 – October 2021
PROFESSIONAL ACCOMPLISHMENTS
DAILY WORK
CURRENT FREELANCE WORK
SKILLS & ABILITIES
VOLUNTEERISM
EDUCATION
James Madison University, Harrisonburg, VA ⎸ May 2002
Bachelor of Arts, Media Arts and Design | Minor in Creative Writing
Avid Core, Woodbridge, VA
Creative Director | October 2021 — Present
PROFESSIONAL ACCOMPLISHMENTS
- Graphic Designer, Hermes Creative Awards 2023 Gold Winner for “We are Still Here.” A Report on Past, Present, and Ongoing Harms Against Local Tribes
- Graphic Designer, Hermes Creative Awards 2024 Gold Winner for Land Acknowledgement Activity Book
- Project Team Member, MarCom Awards, 2024 Platinum Award Winner for Land Acknowledgement Toolkit
- Team Member, Avid Core, Prince William County Best Contractor Awards, 2021, 2022, 2023, 2024, and 2025
DAILY WORK
- Lead the development and implementation of client communications and public relations strategies, including audience research; creating messaging; media research, monitoring, and outreach; determining delivery platforms; scheduling; outlining tactics; and establishing and evaluating KPIs.
- Lead the development and implementation of creative and communications content for clients, such as visual and editorial branding, messaging, and visual and editorial content.
- Lead client production process for all digital and print communications collateral, such as websites, digital and print ads, e-newsletters, social media, videos, podcasts, blogs, reports, booklets, brochures, postcards, flyers, signage, swag, etc.
- Supervise and direct work of creative staff; and research and hire freelance authors, designers, photographers, videographers, and other specialists.
- Serve as project manager for assigned client projects, which includes leading client meetings, monitoring scope and budget, managing staff team, developing project materials, managing revisions and approvals, and ensuring quality control.
- Manage the company brand and lead the development, including writing and design, of company informational materials such as blog posts, brochures, handouts, reports, social media graphics, and presentations.
- Manage company creative budget, systems, and tools. Recommend professional development and trainings for staff.
- Provide support identifying and securing new business, manage creative proposal response process.
CURRENT & RECENT PROJECTS
RICHMOND BEHAVIORAL HEALTH AUTHORITY RECRUITMENT ADVERTISING
Leading the creation and implementation of a recruitment marketing plan and media buying strategy.
ONLY RAIN MARKETING
Developing social media marketing plan and implementing it along with a related newsletter and printed outreach materials.
FDA COMPOUNDING QUALITY CENTER FOR EXCELLENCE COMMUNICATIONS
Responsible for creating and implementing communications strategy and related messaging and materials for center’s four main educational content offerings, including trainings, reports, and a conference.
VIRGINIA DEPARTMENT OF SOCIAL SERVICES (VDSS) RECRUITMENT MARKETING
Managed the development and branding of a recruitment marketing plan and supporting materials for local agencies within the VDSS.
National Association for College Admission Counseling (NACAC), Arlington, VA
Associate Director of Communications for Editorial and Creative Services | April 2003 – October 2021
PROFESSIONAL ACCOMPLISHMENTS
- Transformed The Journal of College Admission from a 24-page peer-reviewed print journal into a 70-page digital magazine that included news, models, tips, interviews, research content, human interest stories, infographics, and more. Increased engagement by 2,700 unique readers.
- Lead the development of journal “Undocumented Students” special issue which was distributed to every Congressional office.
- Led organization through rebrands. This included updated color palettes, fonts, styles, standardization of templates and editorial style, and education for staff. Updated major communications vehicles and publications for consistency.
- Participated in leadership group for increasing membership. Responsible for the creative content for membership growth and retention. Membership grew from 7,000 to 25,000 over this time.
- Managed social media for the organization, including creating strategy for both public- and member-facing media and organizational content. Posts and engagement increased 33%.
DAILY WORK
- Oversaw development of values-aligned communications and marketing strategies, content planning, writing, and editing for all messaging, publications, and multimedia. Assisted leadership in related goal setting, strategic planning, and evaluation.
- Led digital and print content strategy and processes, including exploration of new technologies and services. Guided concepts from writing/editing copy, design, review, approval, and publication with emphasis on visual and brand quality, balancing multiple projects simultaneously.
- Directed work of in-house content creators/editors, including creating schedules, monitoring workflow, selecting/contacting subject experts; and researching and hiring freelancers to gather resources needed to complete projects. Supervised writing staff and the communications assistant.
- Budgeted all creative assets for the organization; assisted in other budget areas. Negotiated sponsorships and partnerships for cost-effective placement of ads. Worked with vendors and expanded vendor relationships for best pricing. Educated leadership on opportunities for cost savings, such as moving the journal to a digital platform, which saved $100K annually.
- Built relationships with contributors, the media, members, and other stakeholders to ensure understanding of all audiences. Created and maintained “Experts Bureau” list for specialized topics.
- Managed publication delivery systems—website, e-pubs, Amazon, PageRaft, flipbooks, blog, etc. Oversaw subscription management.
- Collaborated with government relations department and committees to plan multi-channel campaigns to support advocacy in support of underserved students and schools. Collaborated with marketing and development department to plan multi-channel campaigns to promote advocacy, events, and membership.
- Worked with thought leaders to improve content, run meetings, manage projects, conduct needs assessments, and create presentations and reports on communications efforts.
- Assisted in planning website, leading dialogue about UX SEO, accessibility, and visual interest. Strategized content reorganization; chose, edited, and position graphics site-wide; and proofed pages for consistent style and voice.
- Assisted communications director in creating media relations strategy, pitching, media relations training, assigning experts to stories, and tracking media mentions. Created adjoining social media strategy and content, working with key staff cross-departmentally to drive campaigns.
- Supported crisis communications with communications director and CEO, including collecting data and resources to create web and social media content to support crisis management during the COVID-pandemic, hurricanes and other natural disasters, and acts of violence.
CURRENT FREELANCE WORK
- Designer of Insights magazine for the Independent Educational Consultants Association, Fairfax, VA
SKILLS & ABILITIES
- Expertise in graphic design, photo editing, illustration, and typography with Adobe InDesign, Photoshop, Illustrator, Acrobat, PowerPoint, and Canva.
- Expertise in designing for accessibility, incorporating best practices for color contrast, legibility, alt-text, etc., and remediating PDFs for compliance.
- Expertise in writing, editing, and proofreading, and utilizing style guides.
- Proficiency in Microsoft Office suite, SharePoint, Salesforce, and other data/website CMSs; and analytics suites, such as Google Analytics.
- Proficiency in creating calendars and content, influencer collaboration, and assessing growth for major social media platforms.
- Proficiency in designing websites in WordPress, Wix, and Weebly.
- Experience with collaborative project tools, such as Figma, Asana, Plannable, and Monday.
- Experience segmenting, targeting, delivering, and evaluating product messaging via appropriate digital platforms, such a Constant Contact, Mailchimp, and Pardot, and print media.
- Experience using Meltwater and Cision to track media relations and send press releases.
- Experience training staff and clients in branding, design, writing, and communications fundamentals.
- Experience managing all aspects of project delivery while maintaining high group morale.
- Flexible, effective, and efficient under tight deadlines with a focus on fast problem-solving.
- Self-guided learner adept at problem-solving by learning new skills needed to execute projects.
VOLUNTEERISM
- Communications Consultant, Ms. Moxie’s period positivity and uterine wellness shop and community education center
- Leader, Girl Scout Troop 56055
EDUCATION
James Madison University, Harrisonburg, VA ⎸ May 2002
Bachelor of Arts, Media Arts and Design | Minor in Creative Writing
