Professional Portfolio

COLUMBIA BUSINESS SCHOOL

When I joined, I identified that the school’s marketing data was fragmented, lacking the infrastructure to track the effectiveness of our spend. I initiated a complete overhaul to clean up missing information and establish a single source of truth for our performance metrics. By treating this as one cohesive project—integrating data, systems, and reporting—I transformed our ability to make real-time, data-driven decisions that directly impacted recruitment goals.

Key Outcomes:

Replaced Outdated Dashboards: Sunsetted static reports and launched live digital dashboards that now provide real-time transparency on paid ad ROI, messaging effectiveness, and audience insights.
Automated Email Workflows: Built the School's first program-specific email drip campaigns in Slate, moving us away from manual blasts to a scalable, automated nurturing process.
Segmented Communications: Partnered with the Executive Education division to build segmented communication flows in Salesforce, ensuring data connections were robust enough to support targeted messaging.
Improved Vendor Relationships: From my career, I know the detail of what happens behind the scenes at vendors. Replaced agencies the school used with ones that could support our aggressive goals, and had the resources we needed at the right price.

Rebuilt the Marketing Infrastructure

Captured Niche Audiences in a Competitive Market

METROPOLITAN COLLEGE OF NEW YORK

In a crowded hyperlocal New York City market, MCNY needed to find and convert niche audiences with limited resources. I stepped in to professionalize the marketing operation by redeveloping vendor relationships and instituting a robust digital advertising strategy that did not exist before. I also overhauled our creative materials to ensure they spoke directly to the audiences in a variety of digital and print formats.

Key Outcomes:

Instituted Full Digital Strategy: Introduced a robust digital marketing mix, using paid marketing and targeted ads to cultivate leads for the first time in the college's history.
Redeveloped Creative Materials: Launched revised digital, print, and out-of-home campaigns, ensuring the branding and messaging effectively resonated with our target demographic.
Optimized Lead Generation: Analyzed digital marketing data to continuously optimize our tactics, resulting in a tangible increase in qualified leads.
Managed Partnerships: Collaborated weekly with vendor partners and stakeholders to ensure our strategy remained focused on customer acquisition and building awareness.

Creating Authentic Connections

Building authentic relationships with your audience requires more than just outreach; it requires knowing how to extend an invitation. I create strategies that connect institutions with the public through interesting and relevant communication delivered on the platforms they use. My work focuses on crafting campaigns that do not just "target" audiences but actively invite them to participate.

Experience:

Connecting highly-segmented audiences to high-value educational and cultural experiences
Enhancing awareness with local employers and partner organizations to attract new populations
Launching email campaigns targeting 100K+ prospective students
Managing recruitment fairs and events along the West Coast and Tri-State area
Leveraging personal perspectives and training to champion accessibility and inclusion

Operational & Financial Oversight

Sustainable growth requires a marketing function that is operationally sound and fiscally responsible. I bring a "builder" mindset to my work, implementing systems that ensure every dollar of the budget directly contributes to revenue attainment and strategic goals. I specialize in diagnosing process gaps and creating the infrastructure needed to scale.

Experience: