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Introduction

Strategic Marketing Specialist

I’m a strategic marketer with experience developing integrated, insight-driven go-to-market strategies across community, content, paid media, and digital platforms. My work sits at the intersection of consumer insight, creative strategy, and business impact.

I specialize in identifying growth opportunities in ambiguous environments — whether that means launching zero-budget community initiatives, refining audience segmentation to unlock demand, or optimizing paid and organic channels for measurable results. I’ve partnered with startups, agencies, nonprofits, and small businesses to drive awareness, engagement, and acquisition through thoughtful, values-aligned marketing strategies.

Across every project, my focus remains the same:
understand the audience, clarify the opportunity, and build strategies that move the business forward.

View My Resume

Case Studies

Millie — Social Impact SaaS & Changemaker Collective

Community-Led Growth Strategy

Objective
Increase brand awareness, trust, and adoption without paid media by leveraging advocacy, education, and community-driven marketing.

Insight
Millie’s most credible growth lever wasn’t advertising — it was its users. By championing real voices and creating educational touchpoints, the brand could build trust and drive word-of-mouth organically.

Strategy
Designed and led a community-led go-to-market strategy centered on advocacy and education, positioning Millie as both a platform and a resource.

Execution

Created and launched a Changemaker Collective (12 members)
Designed program website, application flow, and visual assets
Built and managed a Slack community
Led 6 virtual events, including roundtables, guest speakers, and nonprofit initiatives
Developed LinkedIn content strategy spotlighting cohort members and program outcomes

Results (Estimated)

LinkedIn cohort posts generated ~3,000+ impressions per post, compared to ~50 for standard posts
Increased brand visibility and engagement among mission-aligned companies
Contributed to 5–10 additional mid-size company sign-ons within 6 months, with no observed churn
Established a repeatable framework for community-driven growth

Key Takeaway
Strategic community advocacy can outperform paid media when aligned with audience values and trust.

INSPYR Agency — Full Service Advertising Agency

Community Commerce Campaign (COVID Response)

Objective
Support local small businesses during COVID-era holiday shopping while strengthening INSPYR’s reputation as a community-first strategic partner.

Insight
Observed high engagement and purchase intent within a local curbside Facebook community rallying around small business support. Recognized an opportunity to embed INSPYR within existing consumer behavior rather than compete for attention on owned channels.

Strategy
Developed a community-embedded go-to-market strategy focused on advocacy over promotion.

Execution

Led a holiday commerce campaign spotlighting local businesses
Published editorial content framing the initiative as community support
Leveraged high-engagement third-party community channels
Presented campaign strategy internally as a reputation-building initiative

Results (Estimated)

Campaign posts achieved approximately 10× higher reach than INSPYR’s owned social content
Generated 2–3 qualified inbound leads, all of which later converted
Strengthened brand perception without paid spend

Key Takeaway
Meeting audiences where trust already exists can drive both goodwill and pipeline.

INSPYR Agency — Full Service Advertising Agency

Paid Media & Creative Optimization (MASS VR)

Objective
Increase awareness and bookings for an early-stage entertainment business with limited budget and low baseline performance.

Challenge

Organic impressions under 100 per post
No paid strategy
Oversaturated creative and unclear messaging

Strategy
Rebuilt the go-to-market approach by aligning targeting, creative direction, and emotional messaging to clearly communicate each experience.

Execution

Developed custom paid audiences based on demographics and interests
Directed photography and creative emphasizing clarity and emotional appeal
Launched paid social with ~$300/month budget
Reported performance monthly and refreshed creative quarterly

Results (Estimated)

300%+ increase in impressions within ~1.5 months
~50% increase in bookings
Established a scalable paid framework with minimal spend

Key Takeaway
Strategic clarity and targeting efficiency can outperform budget increases.

Willow Counseling

Segmentation Strategy & Referral Expansion

Objective
Increase client inquiries and appointment bookings for a local counseling practice experiencing low and inconsistent lead volume.

Challenge
Digital ads were narrowly targeting potential patients directly, resulting in limited monthly inquiries (approximately 1–2 per month). Growth was stagnant despite ongoing spend.

Insight
Recognized that key referral sources — particularly nurse practitioners and medical providers — were not included in the targeting strategy. These professionals frequently refer patients for counseling services but were not being reached through existing campaigns.

Strategy
Refined the audience segmentation strategy to expand beyond direct-to-consumer targeting and include healthcare referral sources within the paid media mix.

Execution

Adjusted Facebook ad targeting to include nurse practitioners and relevant healthcare professionals
Repositioned messaging to resonate with referral-based relationships
Monitored performance and inquiry trends following the segmentation shift

Results (Estimated)

Monthly inquiries increased from 1–2 per month to 10+ within the first month
Significantly improved lead consistency and appointment pipeline
Demonstrated the impact of strategic segmentation refinement on acquisition outcomes

Key Takeaway
Strategic audience expansion — particularly identifying indirect decision-makers and referral sources — can dramatically increase acquisition without increasing complexity.

Benjamin Elementary Carnival Committee

Digital Pivot & Revenue Optimization

Objective
Sustain and grow fundraising revenue for a school carnival during COVID disruptions that eliminated traditional ticket sales, food sales, and in-person events.

Challenge
In the first year of website leadership, the pandemic eliminated core revenue streams tied to physical attendance. The event model required a full strategic pivot to preserve fundraising momentum.

Insight
Recognized that while the event experience was paused, community support and school loyalty remained strong. Revenue potential could be preserved by simplifying offerings and digitizing participation.

Strategy
Redesigned the website experience and restructured the fundraising model to focus on a streamlined raffle strategy during COVID, followed by a scalable digital ordering system in the recovery year.

Execution

Led website redesign to support simplified fundraising model
Pivoted event structure to focus on raffle-only participation during COVID
Maintained digital communication and clarity to sustain community engagement
Implemented digital ordering system the following year to modernize operations

Results (Estimated)

Raised $5,000+ during COVID year despite loss of traditional revenue streams
Following year, raised $25,000+, setting a new record for the organization
Established a scalable digital infrastructure supporting future fundraising growth

Key Takeaway
Strategic simplification during disruption can preserve momentum, while digital enablement creates long-term growth scalability.