Resume

“People first. Things second.” – Dr. Hank Flick

I don’t just “do marketing;” I build the strategy, systems, and decision support that make marketing, revenue performance, and cross-department execution work. With 19 years across communications and marketing (and a side life as a freelance sports statistician), I’m the person organizations call when priorities are unclear, data lives in silos, and leaders need answers they can act on.

My work sits at the intersection of strategy, integration, and performance: translating organizational goals into clear plans and KPIs, connecting data across teams and platforms, and creating executive-ready reporting that improves accountability and follow-through. I also take on the “between departments” work that rarely has an owner but determines whether the organization can scale: system selection and adoption, data privacy and governance groundwork, CRM pathway planning, and pricing coordination.

At Zoo New England, I lead advertising strategy and vendor accountability, spearhead technology and operating model changes that improve efficiency and measurement, and serve as liaison to our dynamic pricing partner to support attendance and revenue decisions. I introduced a new email platform and operating model that transformed how we execute and optimize campaigns and led an RFP process that strengthened advertising performance transparency and reporting. Across the organization, I function as an internal strategic consultant, helping teams turn good ideas into integrated execution with clearer metrics, cleaner data, and fewer manual workarounds.

I’m always interested in connecting with people who are building practical, people-centered systems that help organizations make better decisions and execute well, especially in mission-driven work.

CAREER SUMMARY

Strategy and integration leader with a track record of building scalable systems, processes, and cross-functional operating models that strengthen decision-making, improve execution, and drive performance across mission-driven organizations.
Marketing strategist leveraging the PESO model to deliver cohesive, accessible, audience-centered storytelling, aligning stakeholders across departments to advance brand reputation, engagement, and revenue priorities.
Data-driven operator and analyst who translates complex, cross-department data into executive-ready insights, performance frameworks, and reporting that enable accountability, optimization, and operational efficiency.
Experienced leader of teams, agencies, and vendors, with executive leadership training through Harvard Business School and the Greater Boston Chamber of Commerce’s Boston’s Future Leaders program.

PROFESSIONAL EXPERIENCE

Associate Director of Marketing
Zoo New England
Boston, Massachusetts | 2022-present

Oversee integrated marketing, advertising, and pricing strategy for Franklin Park Zoo and Stone Zoo, leading cross-department strategy, vendor partnerships, and data-driven reporting that supports attendance, membership, and earned revenue decisions.
Lead Zoo New England’s advertising strategy and performance accountability across digital, broadcast, and emerging channels, supporting one million annual visitors for three consecutive fiscal years.
- Transformed the annual media mix using internal performance data; expanded into programmatic audio, streaming video, and OTT/CTV; and strengthened vendor accountability by leading a comprehensive agency RFP and measurement framework in November 2023.
Modernized marketing technology stack by implementing interoperable, data-driven platforms to improve workflow efficiency, audience insight, and performance measurement.
- One change drove a 703% year-over-year increase in email marketing revenue.
Serve as an internal strategic consultant across departments, partnering on data integration, analytics, and pricing coordination, and leading system evaluation and selection initiatives to strengthen executive decision-making and revenue accountability.
- Established the foundation for organizational data governance and reporting by initiating the organization’s first data strategy and comprehensive data privacy policy, and creating cross-department repositories for key events, fiscal-year attendance, and attendance revenue projections.

Sports Statistician
Self-Employed
Boston, Massachusetts | 2019-present

Provide gameday statistical assistance to the National Football League (NFL) and colleges and universities throughout New England, including Harvard University and the Massachusetts Institute of Technology (MIT).
Served on media and event coordination committees for 2021 USA Gymnastics Olympic Trials & Championship, 2013 SEC Women’s Basketball Tournament, and two NCAA Divison I Final Fours.

Marketing & Social Media Manager
Federal Reserve Bank of Atlanta
Atlanta, Georgia | 2017-2019

Guided Public Affairs marketing function, developing strategies and key performance indicators (KPIs) to inform brand expression, digital communications, traditional marketing, public relations, and improve public sentiment.
Engineered award-winning Digital Analytics & Strategy Hub (DASH) to assess external communication efforts and advise strategic direction and decisions via actionable insights of on-demand metrics.
- Used data to assist content creators in reimaging content delivery mechanisms, including adding or increasing usage of video, infographics, podcasts, webinars, and editorial pieces.
- Changes resulted in year-over-year rise in open rates of newsletters and video views.
Generated 150% increase in social media engagement through strategy and process improvements.
Steered marketing efforts for executive office and traveled with Atlanta Fed president to document outreach efforts, external partner events, and policy speeches for internal and external channels.

Vice President of Communications
Oklahoma Educational Television Authority (PBS)
Oklahoma City, Oklahoma | 2015-2017

Prevented elimination of state agency despite looming budget cuts by overhauling messaging and streamlining branding for America’s most-watched Public Broadcasting Service network. Used media production, audio, video, website, public relations, social media, publications, events, and community outreach as communications department lead to drive results.
Used multipurpose and cross-functional traditional and digital content creation and engagement strategies to reach target audiences and key influencers spanning multiple generations.
Boosted website traffic to OETA.tv by 16% over previous year and reduced viewer complaints with viewer-centric, accessibility-focused redevelopment.
Introduced consistent messaging through search engine optimization, blogs, and press releases.
Cultivated online and community outreach programs to drive awareness about programming across four over-the-air channels, PBS Digital Studios, and children’s media and education outreach events.
- Conducted 20-plus statewide events / workshops and led programs with constituents, influencers, donors, content creators, external partners, and local, statewide, and national nonprofit partners.

Digital Marketing Manager / Media Relations Liaison
Oklahoma City Energy FC / Oklahoma City Barons / Prodigal LLC
Oklahoma City, Oklahoma | 2013-2015

Ideator of content for start-up soccer franchise with no built-in audience. Achieved 10,000-plus organic Facebook and 7,000 Twitter followers by close of launch day; 101% stadium capacity for inaugural season.
Primary media relations contact for soccer team and lead digital strategist for an American Hockey League franchise, contracted events and festivals, and retail operations.
Introduced new revenue streams for organization through digital media sponsorship opportunities, resulting in $10,000-plus in revenue in the first season.

Public Relations (PR) Strategist
Oklahoma Tourism & Recreation Department
Oklahoma City, Oklahoma | 2012-2013

As a contractor, advised travel promotion division, Oklahoma Film & Music Office, Oklahoma State Parks, Discover Oklahoma television show, and Oklahoma Today magazine to improve brand awareness of the state of Oklahoma.
Catapulted tourism to state’s third-largest industry as co-producer for “Come See for Yourself” television advertising campaign, airing in surrounding states.
Advised executive director, legal counsel, governor-appointed advisory board, and programming creators on public relations, media relations, crisis communications, internal communications, and industry engagement.

Assistant Communications / Media Relations Director
University of Oklahoma Department of Athletics
Norman, Oklahoma | 2008-2012

Mississippi State University Department of Athletics
Starkville, Mississippi | 2006-2008

Primary media contact and event coordinator for women’s basketball, volleyball, softball, cross country, track and field, and special projects. I mentored graduate assistants, interns, student workers, staff, and volunteers for more than 50 events each year.
Won multiple national awards from College Sports Communicators (CSC), formerly College Sports Information Directors of America (CoSIDA), for annual media guides.
Promoted the nationally renowned Sooners softball team. Student-athletes across all sports were awarded 8 All-America honors, 25 all-conference awards, two conference players of the year, two all-freshman team members, one national assistant coach of the year, and one honor each as conference coach, defensive player, and freshman of the year.
Directly managed the media relations student assistant volunteer program at Mississippi State. All students under my supervision accepted full-time roles after graduation.

EDUCATION

Executive Leadership Certificate | Harvard Business School
Content Marketing Certificate | Public Relations Society of America
Bachelor of Arts, Communication | Mississippi State University | Starkville, Mississippi
Associate of Arts, Liberal Arts | East Mississippi Community College | Scooba, Mississippi

PROFESSIONAL ASSOCIATIONS

Advisory Board Member | Lasell University School of Communication & the Arts
Association of Zoos & Aquariums
American Marketing Association
Women in Sports & Events

AWARDS & HONORS

Bronze Telly Award for “Zoo What Makes You Happy” | 2024
Raphael Bostic Constellation Award for Innovation & Collaboration, Federal Reserve Bank of Atlanta | 2018
Federal Reserve System Social Media Workgroup Co-Chair | 2017-2019
Federal Reserve System WEDGE Conference (Dallas) Leadership Team | 2018
Digital Workplace Advisory Committee Chair, Public Broadcasting Service | 2016
Best in Nation – Softball Media Guide, College Sports Communicators | 2011 & 2010
Best in Nation – Volleyball Media Guide, College Sports Communicators | 2008

COMMUNITY INVOLVEMENT

Graduate, Boston’s Future Leaders | Greater Boston Chamber of Commerce | 2025
Member, Mississippi State University M-Club | 2019–present
Sustaining Member, The Junior League | 2013–present
Vice President, Mississippi State University Alumni Association Atlanta Chapter | 2017-2020
Marketing & Fundraising Chair, Oklahoma City Philharmonic Associate Board | 2013–2014
Graduate, Oklahoma Arts Council Leadership Arts | 2013

CURRENT SPORTS STATISTICIAN CLIENTS

National Football League (New England Patriots)
Harvard University (NCAA Division I)
Massachusetts Institute of Technology (NCAA Division III)
Wentworth Institute of Technology (NCAA Division III)
Boston College (NCAA Division I)