SUMMARY

Senior social media and digital strategy leader with over ten years of experience designing and executing strategies that maximize the opportunities of evolving channels to most effectively target, influence and motivate key audiences. Special expertise in key verticals includes association, academia, health care, and hospitality.

Complete awareness of digital implementations including technical capabilities, wireframing, usability analysis, information architecture, GUI Design, e-commerce, content management systems (CMS), and mobile.

Extensive knowledge of search engine optimization, email marketing, content strategy, social media as well as traditional marketing methods. Proven success developing teams and mentoring and retaining staff.

I am currently the Director of Digital Strategy for a medical association responsible for web operations, video/audio production, user experience, social, mobile and digital content management.

Competencies, Tools & More

CAPABILITIES
Strategy Development
Project and Program Management
Web Site Development and Design
Video and Audio Production (Creation and Editing)
Public Speaking
Communications (Internal, External and Executive)
Writing/Storytelling (Blogging, Articles, Business and Technical)

AREAS OF EXPERTISE
Marketing and Communications
Web, Social Media, Mobile and Digital Strategy
User Experience
Content Strategy
Content Marketing
eMail Marketing

SOCIAL TOOLS (includes but not limited too)
Radian6
SproutSocial
Cision
HootSuite
TweetDeck
Hashtracking
Social Mention
Slideshare
Tumblr
YouTube
Vimeo
Bit.ly

WEB TOOLS
WordPress
BuddyPress
Drupal
Adobe Photoshop & Dreamweaver
Google Analytics
Browserstack
WuFoo
CrazyEgg
UserZoom
Axure
Foresee

ENVIRONMENTS
Agency
Association
Academia
Healthcare
Military

Work History

Work History
Aug 2012 - present

Director, Digital Strategy

College of American Pathologists

Responsible to lead, drive, and execute a enterprise-wide digital strategy, enabling CAP to elevate its brand position through increased online engagement; partner on demand generation initiatives; create and sustain highly relevant online relationships with customers, members, and employees. Manage and coach a team of six.

Developed a comprehensive multi-year digital engagement and investment strategy.  Lead the team that manages CAP's corporate website (http://cap.org), micro-sites, social, mobile, video and audio production, content strategy, and user experience (UX).  

  • As Director of Digital Strategy key functions include:
    • Responsibility for digital department budget.
    • Management of CAP's brand-level social media presence on Twitter, Facebook, LinkedIn, YouTube, and similar sites. Head CAP's hosted online community, CAPconnect at http://community.cap.org; 10K+ customers, members, employees and industry influencers engage with CAP through these channels.
    • Leading all aspects of social media including measurement and goal setting, listening, content strategy and planning, paid media, influencer outreach, campaign development, policy, and technology platform evaluation and selection.
    • Oversight of agency partnerships including agency selection, contract negotiation and scope of work.
    • Partnership with marketing on integrated multichannel marketing programs that leverage social media, web, email and video.
    • Development of formal frameworks, methodologies, and guidelines for employing digital, web and social media.
    • Operational responsibility including recruitment and retention; coaching, mentoring and training of staff on topics focused on digital marketing and communications.

Key Milestone Projects and Initiatives include:

  • Currently leading the strategic website migration in a cross-functional matrixed organization. Expected result of the new cap.org is a robust search functionality, organic search and traffic improvement. Includes the definition of URL and tagging strategies, new analytics dashboard, Content Management approval workflows and process and member focused UAT strategy & execution. Launch date November 2014
  • Launched CAPconnect, the organization’s first member-only online community. Active membership reached 5% of the general membership in its first year.
  • Established CAP’s user experience (UX) practice, increasing external user feedback and decreasing customer and member complaints.
Aug 2011 - Apr 2013

Director, Executive Operations

College of American Pathologists

Oversee the daily operation of the Office of the CEO (OCEO), including managing employment-related matters and budget oversight.  Provide ongoing guidance and counsel to the CEO on matters of strategic importance to the organization.  Within the first year, the office launched several enterprise-wide initiatives.

  • Restructured the leadership team’s quarterly offsite program to focus on capability development resulting in increased participation, engagement and responsiveness.
  • Led efforts to drive consistent strategy dialogue with board members leveraging the organization’s strategic framework resulting in more focused discussion, increased strategy understanding and prioritization of initiatives’.
  • Refocused CEO internal blog Plane Talk to increase and drive employee engagement, resulting in increased comments and responses from employees, greater understanding of the organization’s strategy, and stronger connection between employees and the OCEO.
  • Coordinated development and launch of Promising Practice Pathways™, a data-driven research report focused on new pathologist-driven services and programs that add clinical value outside of the laboratory.
  • Facilitated CAP20/20, an enterprise-wide organizational change initiative to identify future capabilities necessary to accomplish the organization’s mission.
  • Identified that digital strategy would be essential capability to the organization for across-the-board success and recommended a dual role.
Apr 2008 - Dec 2011

Chief Executive Officer/Founder

Sparkle Internet Image Solutions

Convinced that social and digital media was the way of the future, founded specialized firm to help businesses embrace the use of new media channels to reach customers and grow their revenue.  Business model was to create and implement scalable, social media programs to accomplish business outcomes. The company was among the first to focus on social media in the Oklahoma market.  Services offered included strategy development, online reputation/risk management, web and graphic design, marketing and communications; digital media (i.e. audio/video) and eLearning program development.  

As the CEO and Founder, I orchestrated the start-up, development and growth, of this international social and digital media agency focused on the health care, hospitality, and professional services industries. Lead business development securing more than 30+ clients.

Example client work and programs include:

  • Created and managed the social media strategy for a first-time candidate running for state-wide office of Oklahoma State Schools Superintendent. This included a candidate website and blog, video vignettes, online polls and behind the scenes news and information delivered via twitter and Facebook.
  • Produced a monthly internet radio show, New Media Radio, focused on social media and emerging media technologies. The show ran for three years at http://www.blogtalkradio.com/newmediaradio.
  • Launched a “crowd-source” experiment using only the twitter hash tag #fridaylunch to engage groups of people from around the city to have lunch at random local restaurants. Each lunch would yield a minimum of 10 people every Friday. Results included client acquisition, increased influence and brand recognition for the agency.
Jun 2010 - Aug 2011

Senior Manager Social Media

College of American Pathologists

Recruited to develop and implement a social media strategy for the organization. Expanded the scope into a comprehensive digital communications strategy to build and enhance the CAP brand through a wide range of digital and social communications. To include use of social media channels, email, web sites, micro-sites, audio and video production for increased stakeholder engagement.

Projects and programs included:

  • Designed the iPad Reporter engagement program to mobilize member attendees to live tweet at the annual meeting, which immediately became one of the most popular member activities. Now in its third year, the number of volunteer reporters has doubled, the quality of content has been upgraded and video content has been incorporated to extend the life of the meeting.
  • Partnered with the knowledge management team to develop a digital blueprint for the organization with the goal of mapping digital assets, governance structure, skill capabilities and decision prerogatives. This has resulted in a long-term technology strategy.
  • Initiated live streaming for high-demand scientific plenary sessions to increase enrollment capacity without decreasing onsite participation. Program resulted in more than 100 additional participants engaged with the annual meeting.
  • Promoted to management based upon demonstrated expertise in understanding how to drive change and initiatives within the organization.

Professional Memberships

  • American Marketing Association (AMA) 
  • AMA-Chicago (American Marketing Association) 
  • ASAE The Center of Association Leadership 
  • Association Forum of Chicagoland 
  • American Association of Medical Society Executives (AAMSE)

Education

Education
2009

Certificate of Completion

Oklahoma State University

Entrepreneurs Boot Camp; Riata Center for Entrepreneursh - a pragmatic program for Oklahomans seriously interested in launching their own ventures and those in the early stages of start-up.