EXPERIENCE AND EDUCATION
-
Family Futures
April 2024 - Present
Communications ManagerLead all organizational communications, including marketing, PR, advocacy, and editorial strategy.
Supervise a team of three and manage cross-channel campaigns from concept through execution.
Maintain digital and print assets; oversee web, multimedia, and podcast content.
Strengthen engagement through contact management, audience retention, and internal communications.
Represent the organization publicly and support donor and community initiatives.
Grand Rapids Symphony June 2014 - April 2024
Digital Marketing ManagerStrategically manage and enhance the Grand Rapids Symphony's digital presence, encompassing responsibilities in social media oversight, website administration, email marketing, and both paid and organic digital marketing campaigns.
Collaborate cross-functionally with third-party media buying agencies and internally with fundraising, education, artistic, and administrative teams to effectively promote events and support the institution's marketing objectives.
Successfully assisted in the development and implementation of a comprehensive digital marketing strategy leading to a significant 24% year-over-year revenue growth in single tickets and generating over $600,000 in overall sales for the 2023-24 Holiday concert series.
Expertise in content creation and editing, producing compelling copy for radio spots, brochures, program books, web content, and other materials.
Spearheaded the initial redesign of the organization's website in 2015 and continued to oversee regular updates, ensuring alignment with various departmental needs and goals.
Led the recruitment, training, and supervision of 25 interns in the digital marketing department, fostering talent development and team efficiency.
Cultivate and maintain strong relationships with staff, musicians, volunteers, and external partners, enhancing collaborative efforts and organizational outreach.
Southwest Michigan Symphony Orchestra
March 2014 – May 2014
Development Intern
Opera Grand Rapids
May 2012 – November 2012
Development InternBroadway Grand Rapids
January 2012 – April 2012
Marketing & Public Relations Intern -
Ferris State University, Big Rapids, MI
December 2012
Bachelor of Science in Business
Major: Marketing, Concentration - Music Industry Management
Minor: Special Event/Meeting Planning
MY SERVICES
I'm a marketing and communications strategist with over a decade of experience helping mission-driven organizations find their voice, build their audiences, and tell stories that matter. I've led campaigns, built content systems, launched podcasts, and guided creative direction across nonprofit, arts, and community-focused institutions — always with a focus on strategy first and execution second.
-
I build content ecosystems — not just content. That means developing the editorial frameworks, brand voice guidelines, and channel strategies that give organizations a consistent, compelling presence across every touchpoint. I've led content operations for mission-driven organizations where the story had to work as hard as the budget.
-
I design integrated campaigns that connect creative ideas to measurable outcomes. My work at the Grand Rapids Symphony helped drive a 24% year-over-year increase in single-ticket revenue and over $600,000 in holiday concert sales — results that came from strategy first, execution second.
-
A website isn't a brochure — it's an argument for why someone should care about you. I approach digital presence from an editorial and audience perspective: what does this visitor need to feel, understand, and do? I've overseen web strategy for nonprofit organizations where clarity and navigation directly impacted community engagement.
-
I've taken podcasts from concept to distribution across multiple organizations — developing the format, booking guests, writing, recording, editing, and publishing. More importantly, I know how to make audio content feel like a brand asset rather than a side project.
Grand Rapids Symphony 2023 Holiday Season
Campaign Strategy & Audience Growth
The GRS holiday concert series was the organization's highest-stakes annual campaign — requiring broad audience appeal without sacrificing artistic credibility. I supported positioning and promotion across email, social, and paid digital channels, coordinating campaign pacing to guide audiences from awareness through purchase. Working cross-functionally with artistic, ticketing, and development teams, the campaign generated over $600,000 in sales and contributed to a 24% year-over-year increase in single-ticket revenue.
Samples from this campaign:
Holiday Pops Social Media
Elf in Concert Social Media
Promotional Email 1
Promotional Email 2
Grand rapids symphony gUEST SOLOIST CAMPAIGN
Campaign Strategy & Audience Growth
Promoted a subscription concert featuring guest soloist Sterling Elliott, with a focus on building personal connections between the artist and audiences before the performance. I provided creative direction for a short-form promotional video, drafted the accompanying concert marketing email, and curated supporting social content — creating a cohesive, multi-touchpoint narrative across channels.
Samples from this campaign:
Promo Video
Rehearsal Footage
Promotional Email
Family Futures 40th Anniversary Impact Video
For Family Futures' 40th anniversary, I conceptualized the storytelling approach and narrative structure for an organizational impact video — identifying and coordinating voices across staff, board members, community partners, and participating families. I guided tone and messaging to ensure authenticity without overproduction, and integrated the video into a broader anniversary communications strategy.
Content Strategy and Editorial Direction
Family Futures thrive by five podcast
Launched a podcast designed to extend Family Futures' voice and expertise beyond traditional marketing — positioning the organization as a trusted resource for families. I helped define the podcast's purpose, audience positioning, and tone; collaborated on content planning and episode framing; and guided launch promotion across web, email, and social. The focus throughout was long-term relationship building, not short-term downloads.
Podcast and Multimedia Storytelling
GRAND RAPIDS SYMPHONY MUSICIAN MONDAY SERIES
During the COVID-19 pandemic — when live concerts were paused — I conceived and launched Musician Monday, an ongoing video and livestream series offering audiences a deeper connection with the artists behind the performances. I developed the series format and interview structure, hosted and moderated conversations, coordinated production logistics, and guided post-production usage across web, email, and social channels.
Podcast and Multimedia Storytelling
EMOTIONAL DUCT TAPE PODCAST
Produced and hosted a podcast series exploring how everyday people process grief and complex emotions. The most downloaded episode in the series demonstrated that mission-driven audio content can build real community around difficult subjects.
Podcast and Multimedia Storytelling
Contact ME
Are you interested in working together? Do you have a question about something not listed here? Please send me a message!