Bio


Summary

Proven ability to bring vision and ingenuity to branding initiatives, positioning companies and products for success. Experience leading the development and implementation of integrated marketing and communications campaigns — collaborating with external and internal teams to achieve extraordinary results. Specialties include nonprofits, health, technology, hospitality, music, arts, legal and finance.

Experience

Senior Communications Specialist, Office of the Attorney General, Wisconsin Department of Justice (DOJ), Madison, WI • Nov. 2019 – present

Collaborate with others in the executive office to manage public and internal communications including crisis strategies. Plan, create and execute earned and owned media (websites, social, video, press releases, press conferences and announcements) and prepare media briefings and reports. Draft the Attorney General’s speeches, talking points and presentations. Created and implemented a comprehensive DOJ communications policy and procedure initiative including writing and website style guides, process flow, templates and forms. Chaired DOJ’s 2020 and 2021 fundraising campaigns for”Partners in Giving.”

Account Director, Montara Creative, Sonoma, CA & Madison, WI • 2008 – 2019

— Initiated and delivered marketing and communication strategies for multiple brands including a Cattlemens Restaurants 50th anniversary celebration and rebranding campaign (family-owned eight-restaurant chain). Elements included a new menu system, signage, presentations, press releases, website and social media. Sales increased over 7% within six months of launch — awarded “Business Partner of the Year” by client.

— Managed brand initiatives for Cox & Kings USA (luxury travel) and sustained this client relationship for nearly ten years with a sales growth of over 400%. Responsible for strategic marketing and communication plan and budget, including public relations. Created and monitored all project timelines; negotiated advertising contracts. Introduced and implemented targeted digital marketing tactics (social media, email, content creation, SEO). Traveled internationally to key destinations to develop client, partner, and location stories for dissemination across all channels, including their biannual 180-page tour catalog.

— Participated in the successful U.S. launch of Jollibee (Philippine fast-food mega-brand), garnering national and local media coverage, with high impact in areas of restaurant locations. Production of both radio and TV ads were part of these advertising and marketing campaigns.

— Collaborated with Next Dentistry to create a comprehensive marketing strategy focusing on general dentistry, TMJ, and destination dentistry practice areas. Initiatives included identity, messaging, print and digital (website, patient stories, social media, PPT presentations, video, direct mail).

— Member of the core team brought together to create and launch SONOMA Magazine, a new regional lifestyle publication. Developed positioning, sales, and partner guidelines, as well as specialized advertising media kits. Managed design, production and printing of premiere issue.

Account Supervisor, Montara Creative, San Francisco, CA • 1996 – 2008

— Led marketing initiatives for Cattlemens Restaurants, building on their current themes/concept, and focusing on telling the Cattlemens story. Supervised photo shoots (founders, servers, food, decor) and design/engineering of menus and related marketing materials. Assisted in development of successful customer loyalty and banquet programs.

— Directed rebranding efforts for Hanson Bridgett LLP (law firm) — from focus groups and photo shoots to new identity, advertising and marketing materials.

— Produced music industry event in Los Angeles (sponsors: Apple, major music publications) for 3,000 attendees. Secured a well known music headliner to perform on the main stage with ten additional bands. Designed and hosted a private VIP press event for top industry influencers.

General for the Agency:

— Participated in new business outreach and development: delineated objectives, created proposals and presentation materials and presented concepts. Guided research, data, and insight gathering and wrote and refined creative briefs and positioning documents. Managed databases, budgets and timelines.

— Managed and mentored agency staff of 12, hired and managed outside contractors, vendor sourcing, contract negotiation and relationship-building. Developed policies and procedures, all job descriptions and standard operating procedures.

EDUCATION
San Francisco State University, B.A., Theater; Pacific Lutheran University, Tacoma, WA, Communication Arts

VOLUNTEER
Madison Symphony Orchestra League, Madison, WI • July 2018 – present
Board member; chair: VP Membership Recruitment & Retention

Madison Symphony Orchestra League, Madison, WI • August 2017 – 2019
Parties of Note — Committee Member