Bio


Summary

Proven ability to bring vision and ingenuity to branding/rebranding 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 hospitality, food, music, arts, technology, health, finance, legal, and nonprofits.

Experience

Senior Communications Specialist, Office of the Attorney General, Madison, WI • Nov. 2019 – present

— Collaborate with the front office team to manage public and internal communications, including crisis strategies. Plan and execute earned and owned media, prepare media briefing reports, and draft speeches and talking points. Accompany the Attorney General to press conferences and other events.

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 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 biannual 180-page tour catalog.

— Created a comprehensive marketing strategy for Next Dentistry, focusing on general, TMJ, and destination dentistry practice areas. Initiatives included identity, messaging, print, and digital (website, patient success stories, social media, PPT presentations).

— 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.

— Participated in the successful US 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.

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

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

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

— Lead 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 of menus and related marketing materials. Developed and produced new custom staff uniforms.

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