My Resume

November 2021 – Present
Swiss Re
Assistant Vice President – Marketing Communications Manager

Advanced construction of digital marketing infrastructure, including Microsoft Dynamics, paid media, paid social media, and SEO. Specifically, added ~2k Dynamics contacts in 6 new segments; built the first retargeting audience for social media distribution; actively consulted on web pages for SEO and user experience (U/X).
Owned global B2B marketing campaign activities for the Innovative Risk Solutions business. (Editorial board, global advertising, digital marketing and communication strategy).
Instituted an always-on, metrics-driven social media promotion effort, which set a baseline for web visits, impressions and cost per click.
Implemented corrective actions to align paid social media to key global objectives.
Managed a $260k North America media budget, and realigned tactics/spend with key objectives.

August 2018 – November 2021
James Hardie Building Products
Senior Associate Marketing Manager – Digital & Content

Created and executed new content, social media, and SEO strategies to align with business goals.
Managed the influencer program, including logistics, budget, agency relationship, and content deliverables, which resulted in: 7.7m impressions; 1.1m video views; 4.8% engagement rate.
Oversaw always-on paid social media marketing program, which in the fiscal 2Q resulted in: Facebook/Instagram: 600k engagements, 6.5m impressions, and 8.2k new Facebook followers (+10.3%); LinkedIn: 15.5k engagements, 2.2m impressions, 3.7k new followers (+5.5%); Twitter: 167k engagements, 12.7m impressions, 3.8k new followers (+20%).
Engaged in moment mapping planning with the company agency to proactively insert the brand into seasonally relevant and high-volume digital conversations.
Managed a paid social media budget of ~$100k/month.

Associate Marketing Manager – Digital & Content

Managed paid social media advertising campaigns totaling ~$1m in 2019, including a $500k demand generation campaign that drove ~6k marketing leads and ~1k sales leads.
Created and published more than 2.5k social media posts across paid and organic efforts in 2019 and 2020, which led to ~142m impressions; ~1.8m engagements; and ~1m website visits.
Grew total, cross-platform social media audience by 50% from Jan. 1, 2019 to Jan. 1, 2021.
Developed and executed an Instagram strategy that led to sharp growth in new followers and impressions, specifically: +110% audience growth from Jan. 1, 2019 to Dec. 31, 2020; +33% YoY growth in average impressions per feed post (2019 vs. 2020); +18% YoY growth in average impressions per Story (2019 vs. 2020).
Coordinated pilot influencer marketing program, resulting in 540k impressions, 4k engagements, and 200 marketing leads.
Oversaw production of 40 SEO-focused blog posts in 2020, which drove 800k page views.
Recruited and managed a team of freelance writers that led to increased production, shorter turnaround time, and lower costs relative to our agency model.
Developed cross-functional relationships with internal and external SMEs to inform content.

March 2015 – August 2018
Plymouth Rock Assurance
Copywriter (Content Strategist)

Developed content marketing strategies and executed various components, including advertising copy, web pages, blog posts, and email marketing campaigns for B2B and B2C audiences.
Directed the company’s blog program by overseeing the editorial calendar, creating and assigning content, leading distribution efforts, and implementing ongoing improvement initiatives.
Captured, measured and analyzed traffic data across Plymouth Rock’s digital properties, particularly the blog, and optimized content for engagement, lead gen and customer service.
Worked directly with C-suite and other senior executives on speeches, correspondence, key messaging, and media prep.
Advised all business units on strategic tone and voice, and brand compliance.
Served as company spokesman and first point of contact for media opportunities.

January 2012 – March 2015
A.M. Best Company
Senior Associate Editor

Developed, wrote and edited daily news articles on the U.S. property/casualty insurance market, including personal lines, commercial lines, reinsurance and capital markets.
Produced video content by reporting on-camera, writing scripts and consulting on edits.
Leveraged A.M. Best’s extensive databases to develop statistical-driven news pieces.
Conducted regular interviews with C-suite and other senior industry executives.
Oversaw approval of content through the regulatory compliance department.
Analyzed website traffic to identify the most engaged audiences and popular topics.
Conceptualized graphics, while directing the design team through creation.

April 2007 – January 2012
The Express-Times
Staff Writer/Reporter

Coordinated and covered morning breaking news across three counties, while managing long-term projects.
Employed mobile technology to report news (including videos and photos) in real time through social and web channels, a newsroom first.
Produced multimedia content, including video, audio and slideshows.