My role at Generation USA manages the awareness and student recruitment marketing and nurturing strategy and oversees its implementation with the MarComms team. The strategy includes tactics such as paid digital, radio advertising, influencer activations, partner marketing, social media, email, website, word-of-mouth, and storytelling. In 2021, 80% of all applications were directly attributed to the strategy developed and led by our team. Tracking and optimization of the strategy allowed for boosts in reach, website traffic, and applications.

Life before and after March 2020 looked very different for many in the United States. But more so for marginalized Americans who were already competing in an unfair education to employment system. To help aid recruitment into Generation USA’s free programs with those who needed it the most, we developed the #BackToJobs campaign during the traditional Back to School season. My role involved strategy development, communications framework, and overseeing the creative asset development and implementation on digital channels such as social media, email, and paid advertising. The campaign boosted quarter-over-quarter recruitment by over 25% specifically within our target demographic.

In order to boost awareness and recruitment of Generation USA’s free career training programs, we developed a virtual open house event to allow prospective students to experience what it was like to be a student in one of our programs. The event was filled with sessions that included a sample instructional lessons and examples of how coaching sessions worked. We used social media, email marketing, and website communications to promote the event and nurture those who attended towards applying. The event has the largest number of registrations of any virtual event in Generation’s history and resulted in a high peak in application numbers the week following the event.

In my role at RFI Studios (Ruder Finn), I was tasked with account and project supervision for many of our healthcare clients, including Bayer. The agency pitched an idea to create the Science Studio Alexa skill as part of their Making Science Make Sense initiative. I led the management of the project with Bayer and our in-house technical and creative teams to develop the strategy around the skill’s content, UX testing, and the creation of a branding and marketing strategy to promote the skill. This project was the first of its kind for the agency and opened the doors to more opportunities in the space with more clients.

NJ TRANSIT is the largest statewide public transportation system. Part of my role as Sr. Communication Coordinator was to develop and implement digital crisis communications plans to cover a number of different potential crises and keep leadership and partner agencies informed. This involved close monitoring of keywords and mentions, escalation protocol, and strategic messaging. Prior to my time there, the was not a clear digital plan in place to quickly and effectively communicate with our customers in the event of a crises. The plan was able to be implemented and optimized during a potential railway stoppage due to worker strikes, a train derailments, and during big events such as Pope Francis’ visit to Philadelphia and Super Bowl XLVIII.