◤ Summary
Strategic marketing leader & creative director; fueled by curiosity, collaboration & obsession with strategic communication.
I fuse creativity with a results-driven approach to create compelling, customer-centric narratives.
✪ Learn more about me (beyond the resume) here. ✪
◤ Skills
Content Strategy & Leadership: Developed and executed content marketing strategies from the ground up, aligning with broader marketing goals to drive business growth, customer engagement, and brand consistency across all touchpoints.
Creative Strategy & Brand Leadership: Led the creation of visionary strategies that aligned brand identity with business goals, crafting cohesive, client-focused narratives across multiple channels.
Brand Development & Metrics-Driven Strategy: Designed scalable brand systems with consistency at every touchpoint. Utilized performance metrics to refine strategies in real time, ensuring continuous creative improvements and alignment with business objectives.
Customer-Centric Storytelling: Crafted compelling narratives that resonate with customers at every stage of their journey, fostering authentic brand interactions.
Cross-Functional Leadership & Stakeholder Management: Directed cross-functional teams to produce cohesive strategies and impactful content deliverables, maintaining alignment with key stakeholders and business goals.
Multi-Format Content: Created engaging, multi-format content (including video, blogs, and social media) tailored for diverse channels and touchpoints.
Content Optimization & Performance: Leveraged data-driven insights and performance analysis tools to continuously refine and optimize content strategies.
Portfolio & Product Content Development: Quick grasp of complex technology and abstract concepts; able to clearly articulate their value to customers through creative, customer-centric content.
Executive level communication & influence: Synthesized complex ideas into clear, digestible content for executives and stakeholders, driving consensus and strategic decisions.
Scalable & Reusable Content Strategy: Created efficient, scalable strategies that repurposed long-form content across multiple platforms, tailoring approaches for various industries and personas.
◤ Experiences
NV5 Geospatial
(Apr 2013 - Aug 2024)
Strategic Marketing Lead / Creative Director
Part of an in-house marketing and creative team in the B2B geospatial software and solutions industry: my role mixed Creative Strategy with Marketing Communications, using a combination of influential storytelling, hands-on multimedia design, effective project management, and cross-functional team leadership to develop strategic marketing content and drive authentic customer interactions.
- Led collaborative cross-functional teams, collaborating closely with marketing, product management, and creative teams to craft and execute multi-channel content strategies that elevated product narratives for diverse audiences. Fostered deep partnerships with product teams to shape the in-product brand vision and effectively bring the product story to market.
- Created and led a comprehensive content strategy for the ENVI Ecosystem, a new solutions-based product portfolio built around our flagship technology. This strategy supported broader business growth objectives and enhanced product value for diverse customer segments.
- Developed customer-centric narratives rooted in real-world challenges, clarifying ENVI Ecosystem’s value proposition to both existing and new customers. Established central themes adaptable to various industries and personas, ensuring messaging resonated across diverse segments.
- Introduced new content formats, transitioning from dense technical materials to more relatable, easily consumable video and interactive content. Implemented a measurable video content strategy, doubling total viewers and increasing viewing length.
- Spearheaded the shift from in-person to digital-first events, reducing overhead while expanding audience reach. Delivered comprehensive creative leadership across concept development, branding, and production for large-scale Sessions events. Managed project budgets and resources to deliver impactful experiences within tight constraints.
- Created smaller-scale thought leadership events, such as Geospatial Distancing, to highlight industry expertise and position NV5 as a forward-thinking leader.
Shoplook
(Sep 2021 - Jul 2023)
Community Engagement & Rebranding Consultant
- Developed/launched community engagement projects that grew our paid subscriber base and increased user retention
- Re-established editorial web presence by reviving outdated/underutilized blog features
- Launched “Featured User” blog series and managed editorial process end-to-end: compiled user data to select subjects; standardized and conducted interviews; and produced/published article content
- Provided creative resources and templates to content creators on staff, increasing efficiency and consistent representation of the Shoplook brand
- Reported directly to CEO, providing direction and feedback to leadership throughout the rebrand process; simultaneously functioned as POC to external rebranding and creative agencies
Abby Mae Photography & Design
(2010- 2018)
Contract/Project Director
- Managed contract/freelance customer projects, managing third-part resources to enhance my own services providing creative direction, brand development, and supporting assets like photography /graphic design
FUSS Magazine
(2010)
Art Director/Editorial Manager
Independently published digital magazine with style-focused content, underpinned by powerful female narratives
Education
B.S. - University of Colorado (Boulder)
Fun Facts
- Relocated to Bay Area from Denver, CO
- Former roller derby skater, fashion designer, and photographer
- Summertime “pool rat” & wintertime NBA basketball fan
- Can read Tarot cards; designed my own deck as personal art project