Bio


Summary

Proven ability to bring vision and ingenuity to branding/rebranding initiatives, positioning companies and products for success. Well-versed in leading the development and implementation of integrated marketing campaigns — collaborating with clients and internal teams to achieve extraordinary results. Specialties include hospitality, music, arts, technology, healthcare, finance, legal, and nonprofits.

Experience

Account Director, Montara Creative, Sonoma, CA & Madison, WI • 2008 – present
—Initiated and delivered marketing strategies for multiple brands including a Cattlemens Restaurants 50th anniversary celebration and rebranding campaign (family-owned 8-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 (2018).

— Managed brand initiatives for Cox & Kings USA (luxury travel) and sustained this client relationship for nearly 10 years with a sales growth of over 400%. Responsible for strategic communication plan and budget, including public relations. Created and monitored all project timelines; negotiated advertising contracts. Introduced and implemented new 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 bi-annual 180-page tour catalog.

— 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 success stories, social media, PPT presentations). Currently, I’m promoting a book co-authored by a retired UW-Madison rheumatologist and a clinical population management specialist.

— Member of the core team brought together to create and launch SONOMA Magazine, a brand 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.

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

Account Supervisor, Montara Creative, San Francisco, CA • 1996 – 2008
— Directed rebranding efforts for Hanson Bridgett LLP (law firm) — from attorney/staff focus groups and a three-day photoshoot to new identity and marketing materials.

— Lead marketing initiatives for Cattlemens Restaurants, building on their current themes/concept and focusing on telling the Cattlemens story. Supervised photoshoots (founders, servers, food, decor) and design of menus and related marketing materials. Developed and produced new custom uniforms.

— Produced music industry event in Los Angeles (sponsors: Apple, major music publications). Large music headliner on the main stage with 10 additional bands and 3000 attendees. Designed and hosted a private VIP press event for top industry influencers.

— Spearheaded production and logistics for Opcode’s (music software) major presence at Music Messe (Frankfurt, Germany) — custom booth fabrication, live performances, presentations, and VIP/press events. Produced product launch press event at the Palace Theater, Los Angeles.

— Planned and executed national advertising campaigns for Macromedia (multimedia software).

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. Maintained and monitored calendars, databases, timelines, and budgets.

— Cultivated and managed agency staff of 12 (hiring/training/mentoring), hired and managed outside contractors. Developed policies and procedures, all job descriptions, and standard operating procedures.
Responsible for all vendor sourcing and management.

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