• Branding and communications strategist to multinational, mid-sized and non-profit clients looking to engage with stakeholders — customers, donors, investors, employees, NGOs, civil society, regulators, legislators and the media

  • More than 20 years experience helping organizations clarify their marketplace position, brand personality, reputation, policy or strategy to better create awareness, reinforce positive attributes, change negative perceptions or motivate a desired, actionable behavior

  • Proven track record of reaching targeted audiences through multiple communication channels — social media platforms and technologies, traditional media, PR, online and print advertising, direct-response marketing and live events

Work History

Work History
Apr 2013 - Present

Vice President, Communications

VSI, Inc.

VSI, Inc. is the trade association representing U.S. and Canadian manufacturers of exterior PVC building products.

  • Oversee a multi-million dollar branding campaign to elevate awareness, improve perceptions, and generate preference for the products our members supply
  • Provide member companies with industry-branded turn-key solutions to buttress their own marketing efforts
  • Represent industry’s interests in the media, at public events, and in collaboration with other industry groups
  • Created and launched the first-ever nationwide marketing campaign to reach consumers, generate interest, and pull through demand as part of a larger competitive strategy
  • Overhauled and led the redesign of the industry website to better accommodate the user experience of distinct audiences (which now includes the homeowner)
  • Worked with the leading media network to launch consumer online advertising 
  • Vetted and engaged a home improvement and design celebrity to advocate on behalf of the industry 
Mar 2010 - Apr 2013

Managing Director & Senior Vice President

CounterPoint Strategies, Inc.

CounterPoint Strategies, Inc. is a specialized agency operating out of Washington and New York, serving clients under attack in the media and/or by other adversarial interests. Because of our unique position in the nation’s capital, I counseled clients on how to combat political agendas that threatened business interests. As you’ll see below, like-minded companies often coalesced around these issues.

  • National Fisheries Institute is the trade association representing the seafood industry. I worked very closely with senior-level executives from the top three tuna brands to protect their interests against anti-fishing and environmental activists.
  • Offshore Marine Service Association represents 225 member companies that transport people, equipment and other supplies to oil rigs in the Gulf of Mexico. In the aftermath of the BP oil spill, I organized a campaign to provoke regulatory easements on drilling permits. We made it politically untenable for the Administration or its political allies to maintain their moratorium on energy exploration.
  • Vinyl Siding Institute, Inc. was a client of mine prior to joining them full-time (see current position). The media held industry accountable for a spate of incidents in which the vinyl siding distorted on the house. I worked with VSI to reframe the debate and direct media attention back on the true culprit. Over time, we’ve demonstrated that the phenomenon damages a range of personal property, which has been leveraged (with success) to prevent regulatory action than would have banned vinyl siding in building codes.

As managing director, I oversaw business development, general operations, hiring/firing, employee performance, and staff development.

Sep 2001 - May 2009

Vice President

APCO Worldwide

APCO Worldwide provides a range of strategic services and public affairs expertise to clients. During my tenure, I led its multi-million dollar marketing communications practice; created and repositioned brands; managed global communication campaigns that integrated advertising, marketing collateral, and packaging; managed staff in multiple U.S., European, and Asian offices.


  • Created an entirely new brand to differentiate a specialty chemicals business from its commoditized product offering — included typography, imagery, tag lines, messaging, and subsequent identity standards for adoption globally
  • Rebranded a banking product that recaptured 11% market share in three years
  • Rebranded an iconic 20-year-old, multi-million dollar learn-to-read product
  • Launched more than 50 marketing initiatives that involved collateral development (for print and web), direct mail and online direct-response tactics, advertising (online and print), media outreach, and event management
  • Won industry accolades like the Sabre Award and the Thoth Award Certificate of Excellence for Best Corporate Marketing Campaign (2008)
  • Managed account teams with upwards of 15 professionals across multiple offices and countries
May 2000 - Jun 2001

Director, Direct Marketing

Capitol Direct

Oversaw direct marketing programs for seven DuPont business units including lead generation, qualification, conversion and repeat sales; daily management of in-bound customer service and technical assistance hotlines; outbound telemarketing (competitive research and sales); database management; direct mail; reader response services; fulfillment. Accountable for $2.6 million aftermarket sales budget.

Sep 1997 - May 2000

Account Group Supervisor

Planned and executed direct response strategies for seven nonprofit organizations seeking membership recruitment, membership renewal, publication sales and program promotions.

Mar 1995 - Sep 1997

Director, Marketing and Member Services

Greater Washington Society of Association Executives

Reversed five year decline in new member acquisitions; generated 10 percent growth in new member recruitment two years in a row; increased retention by eight percent; built a member-to-member networking program; instituted a conversion program for first year members; managed contact database of 25,000 records; generated nearly three-quarters of a million dollars in revenue.

Jan 1989 - Sep 1994

Administrator, Foreign Markets Promotion; Director of Membership; Education Manager; Account Rep

Smith, Bucklin & Associates

Clients included the National Dry Bean Council (writing and execution of a $1 million USDA/FAS grant); National Association of Corporate Treasurers (increased new member acquisition by 64 percent); Lamaze Child Birth Educators (ran their certification program); and American Women in Radio and Television (membership development and service)


Sep 1984 - May 1988

Bachelor of Arts

Goucher College