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RESUME

GATHERING THE INFORMATION YOU NEED TO MAKE A DIFFERENCE

Experience in introducing and implementing market research, and crunching the number to find the way through sticky business problems. Persuasive communicator to external and internal audiences to ensure we're communicating impact, growth, and the way forward in a compelling manner. 

STRATEGY TO HIT REVENUE AND AUDIENCE GROWTH & RETENTION GOALS

Proven success in designing and executing go-to-market strategies, partnership communications, and fundraising strategy. Special expertise in storytelling and content marketing. Creative strategist and team leader to get the work done well and on time.

SKILLS IN PROGRAMS MAKE EXECUTION EASIER

SEO TOOLS:

  • SEMRush

  • AHREFS

  • Google Search Console

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DESIGN:

Adobe Creative Suite

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DATA:

  • PowerBI

  • Sisense

  • SQL

  • Google Analytics

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PROJECT MANAGEMENT:

  • Atlassian

  • Asana

  • Salesforce

  • Hubspot

EDUCATIONAL EXPERIENCE

MASTER OF ARTS, INTERNATIONAL DEVELOPMENT

Josef Korbel School of International Studies, University of Denver

Denver, CO

June 2018

  • Concentrations: Gender, Latin American, and International Project Cycle

  • Relevant Coursework: International Project Analysis, International Project Management, International Project Evaluation, Statistics 1-3, Microfinance & Sustainable Development, Social Entrepreneurship & Global Poverty, Gender & Development, Social Work in Latino Cultures, Water Sanitation and Hygiene in the Global South, Political Economic Development of Latin America, Economic Development, Gender Environment & Development, Gender Security & Human Rights

BACHELOR OF ARTS: INTERNATIONAL STUDIES

University of North Carolina - Asheville

Asheville, NC

June 2011

  • Concentration in International Development

  • Study Abroad: Universidad Veritas, San Jose, Costa Rica. University of Westminster, London, England.

WORK EXPERIENCE

SENIOR MANAGER, LIFECYCLE MARKETING
CONTEXT TRAVEL

  • Oversaw the customer journey, including journey mapping, ensuring personalized engagement at each touchpoint from website interactions to email marketing and transactional communications, focusing on retention and brand

    • ​Improved website conversion rates by 22% through brand messaging testing with CRO tools for each lifecycle stage, driving more meaningful fan interactions and enhancing the user experience. Used A/B testing and multivariate testing plans and worked across product, tech, sales, and marketing to build annual testing plan.

    • ​​Pivoted the email strategy to focus on content-driven engagement rather than purely commercial messaging, resulting in significant email list growth and increased revenue from the channel.

    • Designed new communications and personalized journeys along the funnel for family tour products to increase conversion rate by 86%. Conducted user interviews with the UX team to understand customer motivations and problems to be solved

  • Lead data analyst for the marketing team. Set organic and return customer KPIs, actively forecasting and tracking repeat purchase rates and customer lifetime value, using these insights to optimize marketing performance and channel revenue

  • Owned annual organic channel and content marketing strategy, including email, SMS, direct mail, organic search, referrals, affiliate partners, and organic social, with a focus on customer-centric, highly custom communication tactics.

    • Responsible for all organic marketing channels doubling organic traffic in 2023 and 2024 and increasing revenue from organic search by 55%.

  • Managed and mentored a team of two content marketers ensuring strategies align with broader business objectives and support customer engagement for this luxury travel and online learning company

  • Led Go-To-Market activations. Analyzed business goals and actuals weekly to suggest new campaigns and cross-functional initiatives to improve progress-to-goals and project managed new tests and campaigns across product, sales, and tech

    • Led the company’s two annual sales, achieving a 15% increase for two consecutive years during Black Friday and over $1 million in sales during the February Flash Sale—the largest sale in company history.

    • Handled marketing aspects of launching Context Learning’s first On Demand pre-travel learning product, including go to market strategy, branding, and product positioning on site. Led the launch of Context Learning audio guides and led SEO strategy to grow traffic by 50%

June 2022 - Present​

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MANAGER, CONTINUUM STRATEGY
TEACH FOR AMERICA COLORADO

May 2021 - June 2022

MANAGER OF GRANTS AND STRATEGIC EVALUATION, TEACH FOR AMERICA COLORADO

July 2018 - May 2021

  •  Create and implement data collection plans in partnership with cross-functional team to ensure all programs can track outputs and outcomes, while meeting all external reporting requirements.

  • Design automated dashboards and systems for ongoing reporting 

  • Implement improvements to monitor and evaluate outcomes and collect data. The implementation of these improvements has led to:

    • A 10% increase in survey response rates from program participants

    •  An increase in reporting on educator effectiveness ratings for one of the organization's largest grants from 76% in 2017-18 to 84% in 2018-19

  • Conduct in-depth qualitative and quantitative analysis for presentation to program leadership on a variety of survey results and focus groups

  • Annually conduct robust analysis of the presence of TFA teachers in Denver Public Schools correlating to free-and-reduced-lunch rates, school performance frameworks, tiered supports, and student proficiency data. Present findings and recommendations leading to increase the percentage of educators in the schools with the greatest need from 82% to 93%

  • Write grant proposals and manage grant reporting for a portfolio of $4 million in foundation and government funders, resulting in the region reaching its fundraising goal for two consecutive years

  • ​Crafted targeted pitch decks and delivered persuasive, engaging sales presentations to foundation and corporate partners to support the portfolio’s fundraising goal

IMPACT ASSOCIATE, STARFISH

Denver, CO
September 2017-June 2018

  • Consult with the organization to shape year end giving strategy and content. Reviewed and edited annual communications, development, and audience growth strategies leading to the creation of innovative ways to engage donors and community partners

  • Researched foundation and grant opportunities to best fit the organization's mission and growth 

  • Enter weekly donations into fundraising database. Document and implement improved processes for efficient and accurate donation entry. Train new interns on processes and procedures.

  • Create visual and written content for donors, social media audiences, and fundraising messaging

  • Provide written Spanish translation for use in impact reporting to grantors and partner organizations

PROGRAM MANAGER, DU IMMIGRANT AND REFUGEE RIGHTS COLECTIVO

January 2018 - June 2018

  • Coordinate logistics for monthly meetings and worked with community partners to arrange monthly speaker events for approximately 20 attendees

  • Design project plans and manage projects carried out by a team of three staff members

  • Manage the organization’s budget and track spending over the year to control cost

  • Develop strategic plan for 2018-2019 year to define human resources recruitment processes, targets for growth, program outcomes, and refine processes for efficient future operations

COMMUNICATIONS DIRECTOR, DU IMMIGRANT AND REFUGEE RIGHTS COLECTIVO

Denver, CO
January 2016-June 2018

  • Wrote, edited, and disseminated digital fundraising content for the DU Just Wages Project’s annual crowdfunding campaign exceeding the fundraising goal by 53%

  • Designed, launched, and managed content for the DU Just Wages Project’s first blog to promote student and faculty research

  • Analyzed national wage theft ordinances and qualitative research for use in proposals for improving current Denver laws

  • Develop strategic plans to increase communications audiences through social media and email for two project pages, leading to a 80% average increase in the projects’ social media audiences

  • Manage a design and integration project for the group's website 

  • Coordinate logistics for monthly meetings and worked with community partners to arrange monthly speaker events for approximately 20 attendees

  • Develop strategic plan for 2018-2019 year to define human resources recruitment processes, targets for growth, program outcomes, and refine processes for efficient future operations

  • Manage the organization’s budget and track spending over the year to control cost

SOCIAL PROGRAMMING INTERN, COJOLYA ASSOCIATION OF MAYA WOMEN WEAVERS

Santiago Atitlan, Guatemala

June 2017 – August 2017

  • Introduced new structures and best practices of program design, monitoring, and evaluation in a cross-cultural environment to allow a small organization to better track and reach their organizational and programmatic goals. Gained organizational buy-in for new processes.

  • Developed the organization’s first needs assessment and evaluation questionnaire for the analysis of a new program aimed to support the children of Maya women weavers in continuing education through secondary school

  • Conducted needs assessment and evaluation interviews with over 15 individuals in Spanish to determine baseline and demographic data on program beneficiaries, learn about obstacles to education and desired interventions, along with evaluating the success of current educational programming of the organization

  • Performed statistical analysis on information obtained through needs assessment interviews in order to present data and recommendations for future programming and educational support

  • Trained office staff on program design, monitoring, and evaluation best practices

  • Wrote, edited, and worked with a designer to produce the organization’s first annual report in three years. Calculated and presented the organization’s financial reports to comply with United States 501c3 standards

  • Provided Spanish/English translation between office staff and visitors to the organization’s museum and store

COMMUNICATIONS COORDINATOR, FIRST BOOK

Washington, DC
March 2014 - August 2016

  • Developed communications plans for annual giving, wrote email appeal and direct mail content, designed email and mail graphics, and managed a house file of over 50,000 users leading to a 70% increase in revenue from online giving for two consecutive years

  • Created a plan for the sourcing and collecting interviews with educators. Managed a database of educator members and contacts, used qualitative research in impact storytelling for content marketing, blog stories, and fundraising materials.

  • Developed a new strategy for the organization’s blog, including a redesign and switch to content marketing of the organization’s social enterprise e-commerce site, leading to a 103% increase in viewership of blog content. Sourced and wrote all blog content and collected Google Analytics data for a period of six months.

  • Managed and executed deliverables and messaging to ensure CSR goals and initiatives were fulfilled for a diverse portfolio of corporate partners including Disney, WWE, KPMG, and JetBlue. 

SALES ASSOCIATE, VELVET LOUNGE

November 2011-August 2016

  • Worked with a team of three to storyboard, produce, and style two advertising videos to increase seasonal sales

  • Crafted and ran operations for three to five engaging and unique in-person shopping experience annually for over 150 customers in partnership with local small businesses, musicians, restaurants, and large brands like Free People, Toms, and Steve Madden

  • Designed exceptionally creative window displays and product merchandising to increase sales and develop an outstanding reputation for the company’s visual aesthetic and presence

FREELANCE MARKETING, DESIGN, AND SOCIAL MEDIA CONSULTANT

Washington, DC Metro Area
January 2013 – July 2016

  • Created custom, comprehensive marketing plans for non-profits and home remodeling businesses to address business goals including blog calendars and content development, social media strategy, graphic design and creation of marketing materials, press releases and press outreach

MARKETING ASSOCIATE, STANDARD SOLAR INC.

Rockville, MD
November 2012- August 2014

  • As a new marketing professional, I launched launched a re-brand for the company's retail product including partnering with outside agencies to redesign and rewrite all written collateral, web copy to align with SEO best practices, designed new marketing materials, email marketing templates, and presentations.

  • Created content marketing strategy to set the brand apart, working with technical experts and homeowners to tell stories of impact and highlight key value propositions

  • Worked with the outside and inside sales teams to develop customer and corporate proposals. Assisted in inside sales calls to support company revenue goals.

  • Lead marketing and sales trainings for 15 employees

RESIDENTIAL SOLAR ANALYST, STANDARD SOLAR INC.

Rockville, MD

​January 2012 – November 2012

  • Educated and scheduled homeowners for consultations for home solar systems and energy efficiency upgrades

  • Mapped and executed new strategy for member-facing communications channels based on user experience interviews. Managed communications calendar and produced all written and video content for weekly newsletters, website, and social media channels.

  • Developed project plans and led as project manager on in-person and virtual events for 20-125 teachers. Built strong relationships with cross-functional project teams to reach project milestones, attendance goals, and event learning outcomes while tracking best practices and budget

  • Led a human-centered design process to migrate operations team from Google Drive to Salesforce from design to implementation, leading to 80% of all member interactions being entered into Salesforce by the end of the 2020-21 school year.

  • Liaise with Development team, Leadership team, and National organization to analyze data, evaluate and track key program metrics, and report to internal and external stakeholders

VOLUNTEER EXPERIENCE

DIRECT ACTION TEAM VOLUNTEER, WAGE THEFT DIRECT ACTION TEAM AT EL CENTRO HUMANIARIO

Denver, CO
January 2017-May 2017

  • Researched grant opportunities and write grant proposals to fund volunteer operations and legal costs for workers

  • Implemented multi-level direct action approaches in wage recovery such as demand letters, delegations, and legal recourse

EVENT VOLUNTEER, FRIENDS OF MEALS ON WHEELS OF FREDERICK COUNTY

Frederick, MD
August 2014 – November 2015

  • Along with the organization’s board, planned and executed the organization’s annual fundraising event with an attendance of over 800 people

  • Designed marketing materials and managed relationship with printing vendors

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