MY WORK

I’ve shipped (as Seth Godin would say) many projects and initiatives in my career. Here are some of my more recent highlights:

An integrated advertising strategy.

Before I came along, the university where I work did little to no advertising. If it did, it was by academic program, and driven by faculty and department assistants. I established the university’s first integrated marketing campaign, which focused on the brand rather than individual “products.” The campaign has contributed to a 63% increase in unaided brand awareness in San Diego and a 58% decrease in cost per acquisition. I also introduced value attribution modeling, calculating the value of each touchpoint along the omni-channel experience. This brought great efficiency and surgical focus to marketing strategy, priorities, activity, and spend. (Point Loma Nazarene University)

A strategic marketing office.

The marketing office at Point Loma Nazarene University the Kinkos of campus. I began by measuring time spent on projects and the return on that precious time investment. When it didn’t add up, I created a marketing plan that laddered down to team and individual priorities and development plans. I built an award-winning marketing department of 15 incredibly talented and genuinely wonderful humans. We built out agency-style project and client management. As we grew, I developed and coached a high-performing, cross-functional management team. (Point Loma Nazarene University)

A content shift on YouTube.

My team shifted some resources over to finding current students with significant social following instead of just creating canned, over-produced university videos. It was one of our most measurably successful digital campaigns. (Point Loma Nazarene University)

Long-form writing.

Writing is my roots. And while I write more marketing plans and board presentations these days, I enjoy narrative when I have the time. Here are some pieces I enjoyed writing and love sharing: Adventuresome Civility: The Brave Work of Finding Common Ground and The Great Food Fight: Local vs. Global