I’m a communications strategist with 15 years of academic and professional experience. I help brands uncover the true core of their purpose, digging in to say what they mean, to who they’re trying to reach, to take the action they want to inspire. It’s simple, but not easy. My sweet spot is acting as a bridge between the for-profit and non-profit world to benefit the business goals of both.
Beyond Type 1
January 2020 – Present
Senior Manager, Digital
New York, New York
Beyond Type 1 is a young, fast-growing non-profit focused on education, advocacy and the path to a cure for type 1 diabetes. A new model of philanthropy, Beyond Type 1 looks and feels like a lifestyle brand, operates like a tech startup and as a non-profit, is focused on people impacted by diabetes.
I act as a bridge – following the announced Alliance of Beyond Type 1 and my former employer JDRF, it was clear that both organizations would benefit from a skilled strategist who could work within the intricacies of both organizations. Thus, my role is half Beyond Type 1 + JDRF Alliance work, managing projects and collaborative programs unique to the Alliance, owning activities that fall within communications and education. I navigate a broad range of stakeholders, project and program managers, and must take into account the goals, brand voice, and strategy of both organizations, individually and collectively.
The other half of my work is within the Beyond Type 1 digital unit, one of three core divisions of the company that manages publication and promotion of all content across all languages + platforms. I work on writing, storytelling, social media, brand communications, and strategic partner management across the Digital Unit with a portfolio of projects, corporate partners, and day-to-day support.
March 2016 – January 2020
National Manager, Corporate Partnerships
Manager, Marketing and Communications
New York, New York
A non-profit, JDRF is the leading global organization funding type 1 diabetes research. All digital strategy and engagement for JDRF is centered around an organizational standard of engaging storytelling, speaking to and with the type 1 diabetes community in ways that matter to them.
My role began by serving as an account manager to 17 consumer partners, supporting ~$7.2m in annual revenue, evolving to become a strategic marketing partner to 50+ consumer and industry partners, digging into best in class cause marketing and corporate social responsibility strategies, developing corporate partner marketing campaigns to drive ~$16m in annual revenue (with continued steady growth).
In addition to building out the overarching cause marketing campaigns then working to execute upon them, creating in-store point of sale signage, paid and organic social media campaigns, targeted email, influencer and celebrity ambassador engagement, extensive storytelling campaigns via social media, blogs, video, PR, and media placements, I also created brand sales resources, identifying brand USPs and developing storytelling materials to support acquisition of key philanthropic partnerships.
One of my major projects was creating the foundational marketing strategy toward adults living with type 1 diabetes, particularly around the mental health burden of living with the disease. I produced toolkits, informational video content, and community resources to engage this historically underserved audience.
I am most proud of the work I championed to kick off JDRF’s diversity & inclusion initiative. It was a several year effort to get the work off the ground, finding other passionate colleagues and executive champions to bring attention to the need. By the time I left my position, we were able to start an employee-led D&I working group and lay the framework for next steps in unconscious bias training, employee inclusion efforts, etc.
I also co-led the development, project management, and execution of JDRF’s National Diabetes Awareness Month 2019 campaign, an international campaign in which JDRF has majority share of market voice. I oversaw a team of 12 marketing and development colleagues, leading to more than 1 billion impressions across print and online media and 1.3 million impressions across social media, while exceeding our previous year’s already record-breaking fundraising by +9%.
December 2014 – February 2016
Bibliotheca is a library technology company, aiming to modernize library systems and support library sustainability in their communities. At Bibliotheca, I directed, coordinated, and created marketing campaigns, communications methods, social media, public relations, trade shows, and events for the US, Canada, Brazil, and Australia markets.
June 2013 – April 2014
Wellness Communications Specialist
I was the first wellness communications specialist at HD Supply, an industrial distributor with more than 15,000 associates across the U.S. I created aggressive communications campaign around the company’s new self-pay insurance plan using videos, case studies, recorded presentations, and a variety of written communications to help employees navigate and understand the complex healthcare system. I also directed a company-wide campaign to support HD Supply’s mission of becoming the Healthiest Company on the Planet (including recruiting and coordinating field wellness leaders, creating wellness-focused collateral, maintaining the company-wide wellness blog with wellness-focused interviews from associates and wellness tips & tricks).
Ingenious Med, Inc.
May 2012 – May 2013
Marketing Communications Specialist
Ingenious Med is a med-tech company focused on improving hospitalist charge capture software, making the inpatient experience safer for patients and better documented to save in costs. I oversaw all marketing activities; responsibly managing a $350,000 annual marketing budget while leading a team of two interns and two employees. I created content marketing campaigns to establish Ingenious Med as an industry leader on the “Right Side of Healthcare” and increased regional sales teams leads by 146%. I also created corporate identity guidelines, redesigned and re-wrote all marketing and trade show materials, and oversaw updates on training and implementations materials.
German American Chamber of Commerce of the Southern US, Inc.
November 2009 – May 2012
I was hired at the GACC South, a business-focused non-profit, to help them connect with the American market, as their purpose is to advocate and connect German companies seeking to establish and sustain business in the U.S. I created and maintained the organization’s communications strategy, corporate identity, training materials, advertising, and sustainability policies. I also created strategic yearly plans to manage all communications content including CEO speeches, annual report, blog, website, email marketing, direct mail pieces, social media, press releases, media placements, etc. I managed three interns and one employee.
Activities & Leadership
- 826NYC – Volunteer Student Work Proof Reader (2018 – Present)
- Students with Diabetes Annual Conference – Keynote Speaker (2018)
- Beyond Powerful: Your Chronic Illness is Not Your Kryptonite – Published Book Author (2017 – Present)
- World Affairs Council of Atlanta, Young Leaders – Leadership Team Member (2012-2013)
- The Greater Atlanta Girls’ Choir – Member of the Board, Marketing Committee Chair (2012-2013)
- Atlanta International Soccer Fest – Committee Member, Media & Event Planning Teams (2010)
- Clinton Global Initiative University – Attendee, for project on Health Education in West Africa (2009)
- American Advertising Federation, National Student Advertising Competition – Copywriter (2009)
- Council of International Students and Organizations – Vice President (2007-2008), President (2008-2009)
- Patti & Allan Herbert Wellness Center – Advisory Board Member (2008-2009)
- American Advertising Federation, National Student Advertising Competition – Art Director (2008)
- Hispanic Heritage Month – Chair (2008)
- Organization for Jamaican Unity – Vice President (2006-2007)
- Hui Aloha (Polynesian Students Association) – President (2006-2007)
- Confluence Undergraduate Humanities Journal – Assistant PR (2004), PR Coordinator (2005), Editor in Chief (2006)
- American Diabetes Association, Call to Congress in D.C. – Youth Advocate (2004)
- American Diabetes Association – Advocate (2002 – Present)
- JDRF International – Advocate (1998 – Present)
Georgia State University
Coursework toward MPH, focus on federal healthcare policy
University of Miami
2004 – 2009
Bachelor of Science in Communications
Coral Gables, Florida
Major: Advertising, Minor: Art
- Cause Marketing
- Corporate Social Responsibility
- Content Marketing
- Comfortable with PC & Mac platforms
- Video editing (Final Cut Pro)
- Videography (Canon XA10)
- Photography (Canon/Nikon)
- Photo editing (CS Photoshop, CS Lightroom)
- Layout & design (CS InDesign, CS Illustrator)
- MS Office incl. Word, PowerPoint, Excel, etc.
- Basic coding (HTML)
- Google Analytics
- Content Management Systems (WordPress)
- Email Marketing Campaigns (DirectMail, MailChimp, Pardot, iContact)
- Customer Relationship Management software (SalesForce, MindBody, Microsoft Dynamics)
- Project Management Systems (Wrike)
- Paid Social Media Campaigns
- Social Media Platforms (Hootsuite, Buffer, Facebook, YouTube, Twitter, Instagram, Snapchat, Tumblr)
- Golden Sneaker Award – raised $2,500+ for the JDRF’s Walk to Cure Diabetes
- Iron Arrow Honor Society – highest honor awarded by the University of Miami
- VP Emeritus William R. Butler Special Recognition Award – excellence in international education
- ‘Olelo Makuahine Award – excellence in the Hawaiian language