MY WORK
I'm a marketing and communications strategist with over a decade of experience helping mission-driven organizations build audiences and tell stories that actually land. I've led campaigns, built content systems, launched podcasts, and shaped creative direction across nonprofit, arts, and community organizations. Strategy comes before execution in how I work, and the projects below reflect that.
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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.
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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.
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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.
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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, one that needed broad audience appeal without losing the artistic credibility the Symphony had built. I led positioning and promotion across email, social, and paid digital channels, pacing the campaign to move audiences from awareness through purchase. Working cross-functionally with the artistic, ticketing, and development teams, I helped the campaign generate over $600,000 in sales and contribute 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, built around helping audiences feel a personal connection to the artist before they ever walked into the hall. I directed a short-form promotional video, wrote the accompanying concert marketing email, and curated supporting social content so each channel reinforced the same story.
Samples from this campaign:
Promo Video
Rehearsal Footage
Promotional Email
Grand Rapids Symphony Short-Form Videos
Campaign Strategy & Audience Growth
Classical music has to work harder than most content to earn attention on a platform built for speed. I developed a short-form video approach that met different audiences where they actually were: a guest-soloist spotlight for fans following a specific performer, a quick breakdown of a single piece for the curious but uncommitted, and a patron interview for anyone who assumed the genre wasn't for them. Each video opened with a text hook designed to stop the scroll, and this range of formats helped grow GRS's combined social audience from under 10,000 to more than 30,000 followers.
Ask A Musician
Percussion Rehearsal Footage
Guest Artist Rehearsal Footage
Family Futures 40th Anniversary Impact Video
For Family Futures' 40th anniversary, I shaped the storytelling approach and narrative structure for an organizational impact video, identifying and coordinating voices across staff, board members, and community partners. I kept the tone genuine rather than polished for its own sake, then cut a series of shorter clips from the same interviews to extend the story across email and social in the months following the launch.
From Questions to Confidence
Asking for Help
The Challenges Families Face
More Alike Than We Think
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 its purpose and tone, shaped content planning and episode framing, and guided launch promotion across web, email, and social. Downloads mattered less to me than whether a parent actually felt like the organization understood what they were going through.
Podcast and Multimedia Storytelling
GRAND RAPIDS SYMPHONY MUSICIAN MONDAY SERIES
When the COVID-19 pandemic paused live concerts, I conceived and launched Musician Monday, an ongoing video and livestream series that gave audiences a deeper connection with the artists behind the performances. I developed the series format and interview structure, hosted and moderated the conversations, and coordinated everything from production logistics to how the footage got reused across web, email, and social.
Podcast and Multimedia Storytelling
EMOTIONAL DUCT TAPE PODCAST
Produced and hosted a podcast series exploring how everyday people process grief and other complex emotions. The most downloaded episode showed that mission-driven audio content can build real community even around hard 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!