I believe in the power of thoughtfully crafted communications and great writing to propel a business forward and create a deep and meaningful connection to the people you serve.

Outside of work (but also inextricably linked to it), I’m a mom of two, a lover of beautiful spaces, a seeker of new experiences, and an enjoyer of the outdoors.

My principles for impactful work:

• To unleash creativity, first fill your reservoir with inspiration.

• Learning is best accomplished through doing.

• Failure is the first step towards mastery.

• Feedback is a gift.

• Mindset is everything.

Experience

Freelance Communications Strategist & Writer

Sept 2019 — Present

I partner with organizations large and small to help them meet their business goals by producing strategic, human-centered, and on-brand communications. I enjoy writing about design, creativity, technology, hospitality, and local business.

Content Marketing Manager, IDEO U

IDEO

Oct 2018 — June 2023

Led content strategy and production for IDEO U’s Creative Confidence Series, a live digital event and podcast program that fuels the company’s broader marketing efforts.

• Made strategic choices to position the program at the right place in the marketing funnel and focus on high-ROI activities.

• Aligned the program with the customer purchase journey, boosted awareness and engagement through a multi-channel strategy, and fueled the company’s broader marketing efforts with on-brand content.

• Secured 20+ guests per year (including CEOs, authors, and design leaders) aligning with the brand’s key messages.

• Partnered with guests, hosts, and stakeholders across the organization to curate interview topics.

• Crafted run of show outlines, produced live events, edited podcast episodes and wrote blog articles, social media posts, and email content.

• Managed workflows across multiple teams and concurrent projects up to six months out.

• Tracked the impact of content and events, including conversion to purchase, email sign ups, and social engagement.

Previously managed content strategy across the brand.

• Created a vision for how content pieces would work together to meet the business’ needs.

• Produced content including website PDP copy, monthly newsletters, and drip campaigns.

• Assisted with marketing video scripting, shooting, and editing.

Owner & Designer

Moonwalker Things

Feb 2017 — Feb 2019

Started a small business making jewelry and ceramics.

• Designed my own website using Wix and Etsy integration.

• Built a marketing and sales plan combining in-person, online and consignment sales.

• Secured placements at well-known events and with national brands, including Renegade Craft Fair and Madewell stores.

Senior Public Relations Manager & Blog Editor

Yelp

Aug 2012 — Dec 2017

Raised brand awareness in consumer and business audiences, increased product adoption, elevated brand perception, and supported sales team effectiveness through strategic marketing and public relations programs.

• Led communications strategy for brand partnerships, product launches, executive presence, legal affairs, philanthropy, and cybersecurity during my tenure. Worked across multiple teams to craft positioning, get leaders on board, and execute complex campaigns involving multiple spokespeople. Often challenged with translating complex legal or engineering work into ideas and language that would resonate with a broad consumer audience.

• Wrote blog posts, website content, strategic plans, email campaigns, and ghostwritten thought leadership across many topics, from consumer technology to diversity and public policy.

• Led a cross-functional team of 15 editors for the Yelp Official Blog (180,000 average monthly page views). Created editorial calendar, brand guidelines, and content approval process to source and manage submissions from hundreds of employees.

• Developed national marketing and PR campaigns including Yelp’s Top 100 Places to Eat and Yelp Trends (a best-of list and interactive map created in partnership with the data science team), and Yelp Foundation Gives Local (a grant contest for local nonprofits decided by community votes). Campaigns and media outreach resulted in hundreds of media placements, favorable brand perception, and measurable bumps in site traffic.

• Led public relations strategy for several regions of Yelp’s global community marketing team. Responsible for supporting 20+ community managers with local media outreach, speaker training, and small business event planning.

• Managed media relations as part of a small team with no ongoing agency support, handling upwards of 40 press inquiries per month, as well as proactive pitching and crisis response.

• Supported annual and quarterly strategic planning and budgeting.

• Hired and managed an agency for blog redesign, created documentation to prepare teams for the transition to a new CMS, and led internal communication through the process (sessions +49%, bounce rate -1.6% YOY).

• Managed brand voice and style guide, and worked with the creative team on visual asset and video production.

• Led social media strategy, content creation, and crisis response for Facebook, Twitter, Instagram.

Communications Coordinator

Charlotte Regional Visitors Authority

Mar 2010 — July 2012

Drove commercial tourism and helped attract large-scale meetings and events to Charlotte, North Carolina (ex. 2012 Democratic National Convention), by writing travel content and securing press coverage.

• Edited print and digital publications including the Official Visitor’s Guide and economic impact studies.

• Kept my finger on the pulse of the local economy and business landscape to write marketing content and press releases promoting the region as a travel and tourism destination.

• Managed relationships with state-level tourism organizations and 600+ local business owners and partners.

• Pitched national and local travel media and hosted press tours to secure 200+ pieces of media coverage in outlets including The New York Times and Travel & Leisure.

• Designed and wrote monthly internal newsletter for 500+ employees.

Marketing & Social Media Assistant

Levine Museum of the New South

June 2009 — Feb 2010

Worked with the VP of Marketing & Guest Experience to build the museum’s brand and promote exhibits and events. As at many nonprofits, I learned how to do a lot with a little.

• Managed social media accounts, updated the website, and wrote marketing copy.

Education

UNC Charlotte Belk College of Business

2009

Masters of Business Administration (MBA), Marketing