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RESUME

After more than a decade in marketing focused on content and social, I’ve led teams through IPOs, company spinouts, numerous acquisitions, in-person and virtual events, product launches and even unfortunate PR nightmares. I've serviced both in-house and agency roles spanning tech, lifestyle, non-profit and B2B industries. I deliver strategies that drive, integrate with and complement business objectives. I’m customer-focused and data-driven, with strong business and operational senses.

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Experience
Content Marketing Lead | Cisco AppDynamics
Aug. 2021 - present

  • Guided the creation and owned execution of a data-backed, comprehensive content strategy and editorial calendars for user audiences across multiple channels, including web, blog, social, events, launches, and brand activations tied directly to demand generation

  • Worked cross-functionally to identify narratives based on product roadmap, audience, and market trends to deliver content themes/topics to support business objectives

  • Leveraged data and reporting to set goals, test, measure, and continually refine the content strategy for different business objectives (such as search, site traffic, content engagement, product engagement, leads generated, and revenue)

  • Cultivated an inclusive team of content professionals who collaborated throughout the content creation process, from brainstorming to editing

  • Identified key short-term wins while always keeping an eye on our long-term growth goals

  • Managed a team of external agencies and contractors producing user-facing content

  • Translated strategy and content pillars into quarterly content briefs across channels to support business objectives and key product launches

  • Implemented standard methodologies, workflows, tools, and templates to improve the efficiency and effectiveness of the publishing process

  • Owned resource management to maintain editorial calendars, content journey maps, style guides, taxonomies, and messaging frameworks

  • Ensured all content was on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels

Skills

Content Strategy + Creation

Digital Marketing

Social Media Marketing

Campaign Management

Brand Strategy

Project Management

Strategic Planning

Copywriting

Data Analysis

Social Care + Response

Public Relations

Influencer Marketing

Paid Media

Team Management

Budget Planning

Blog Management

TOOLS

Sprinklr

Khoros (Spredfast)

Sprout Social

WordPress

Salesforce

Microsoft Office

Google Analytics

Adobe Analytics

Tableau

Canva

Brandfolder

Coupa

Smartsheet

Asana

PostBeyond

Senior Manager, Marketing Communications | SolarWinds
Oct. 2018 - July 2021

  • Led social media, influencer, and content strategy for integrated upper and mid-funnel marketing campaigns across digital platforms resulting in increased program reach, thought leadership, and brand awareness 

  • Collaborated with cross-functional business partners to ensure global marketing programs met short-term and long-term business objectives and delivered KPI-oriented outcomes

  • Developed and reviewed content for distribution that consistently reflected the brand “voice” and aligned with brand guidelines

  • Created compelling copy, narratives, and user experiences across digital channels

  • Established content roadmaps, project timelines, defined milestones, and managed external resources as needed to ensure on-time delivery of projects

  • Planned and managed campaign budgets, including strategy and forecasting on paid channels 

  • Initiated and developed the influencer program for brand-right activations and partnerships

  • Provided reports giving visibility into campaign effectiveness, making recommendations to address coverage gaps, and strategy for future campaign tactics based on KPIs and best practices

  • Managed and developed a social, content, and campaigns team of three direct reports and five indirect reports

Founder + Director | Spohk Social 
March 2018 - April 2019

  • Built a full-time social media and brand consultancy focused on serving non-profit, female-led businesses and contributors to culture and community

  • Full-service social media management: tailored campaign planning, editorial calendar management, social response and engagement management, brand styling, content creation, and curation

  • Brand identity development

  • Competitor evaluation

  • Platform audits and social media team training

  • Paid campaign creation + management

  • Influencer strategy + outreach

Global Brand + Social Media Manager | Lifesize
Feb. 2015 - March 2018

Global Brand Manager (Dec. 2016 - March 2018)

  • Oversaw an annual budget of $1.6m distributed across digital programs designed to support increase of pipe and build share of voice

  • Managed interdisciplinary teams to develop strategic multi-channel plans, deliverables, and budgets for global brand + business needs

  • Analyzed data for implications and recommendations

  • Coordinated and organized industry events and promotional experiences

  • Monitored and interpreted marketing trends relevant to brand

  • Served as a thought leader and brand advocate for the organization

  • Oversaw one direct report

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Social Media Manager (Feb. 2015 - Dec. 2016)

  • Leveraged social channels to foster two-way engagement and communication with a diverse audience of IT professionals, business leaders, and influencer communities

  • Generated awareness and drove high-quality traffic to website and blog

  • Managed and tracked social media engagement to aggregate data into actionable insights

  • Managed day-to-day publishing, curation, and monitoring of social media channels

Digital Marketing Manager | ShakeWell Creative
April 2013 – Feb. 2015

  • Developed social media and online marketing strategies across multiple channels for large client portfolio

  • Sourced, created, and curated channel content

  • Conducted social media audits, market research, and gap analyses

  • Established innovative content management systems and information architecture

  • Led client, project, and internal communications

  • Collaborated with stakeholders, marketing teams, and designers to create optimized

Social Media Assistant | Travelzoo
Jan. 2013 – March 2013 (Contract)

  • Supported and built upon the social media vision with regard to social design and social media campaigns

  • Translated complex social data into consumer insight and campaign recommendations cultivating those opportunities into new business 

  • Provided strong conceptual and strategic direction and clearly presented those ideas to the respective product development and marketing teams

Social Media Specialist | ScreenTek, Inc.
Feb. 2011 – Feb 2012

  • Piloted social media initiative resulting in a reach of over 24,000 in 15 countries

  • Increased revenue and brand awareness by 32%

  • Implemented and managed creative and strategic social media efforts for both domestic and international e-commerce sites

  • Leveraged social data to make more intelligent, data-driven decisions

  • Authored and distributed branded content

  • Created/delivered email marketing campaigns to over 3,000 subscribers 

  • Managed website copy and all marketing collateral

Education
Texas State University​

BA in Public Relations with a Minor in Fashion Merchandising

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