Every year, I set my sights on achieving a new skill or honing existing skills. For many years, I bounced the idea of earning the prestigious Professional Certified Marketing (PCM®) designation from the American Marketing Association, but the study commitment and testing method didn’t align my work schedule. Then Covid changed how we learn and take tests, and it became a new goal. In October 2022, I earned dual certification from the AMA with a PCM® in Digital Marketing and the Certified Digital Marketing Professional from the Digital Marketing Institute. Now in the new year, I’ve been setting my sites on Non-Profit Certifications for 2023.
My Marketing Rules: Be brave & adventurous enough to make mistakes and learn from them. Continually learn something new each and every day. Embrace the data and make it meaningful. Laugh a little or a lot. Be ethical… or walk away. When in doubt, use the Oxford comma. No, just use Oxford commas.
My Guiding Rule: BE KIND. The world can use more smiles, waves, hugs, and kindness. Make a difference through an act of kindness, positive encouragement, or a gentle nudge. Intentionally cross cultural borders and learn about people. Appreciate uniqueness and beauty in others. We are all created in the eyes of our Creator, Jehovah Jireh.
My favorite online tool is Airtable because you can organize and plan ANYTHING… Must.Have.Airtable.
When I’m not at work, I’m creating at home – garden landscapes, DIY renovation projects around my house, and recipes. I love unique plants that accent the garden and recently purchased the property beside me to build a community garden – a space where families can walk through and look at unusual trees, plants, and culinary herbs (and take them home), and rest on the bench. I’m in the early phases of this, so it’s not yet impressive… although I do have a baby fire-breathing dragon growing in the garden. (I discovered Airtable when I was looking for a tool to help me catalog all my plants, where I purchased them, the price, and the details on them).
I love learning about other cultures, and my single favorite show is Masterchef Australia because it opens up a world of cuisine from chefs across the globe. My favorite genre is K-drama, and while I’m not fluent in Hangul, I can sing you a love song (사랑해요), order you a seafood pancake (Haemul Pajeon), or accidentally offend you in Korean. My twenties and thirties were spent running around in circles, literally, in the dog show ring showing Great Danes and German Shorthaired Pointers. I’ve traveled the hot Florida circuit and the snowy Indiana circuit just for many a 3-cent ribbon.
Metrics Obsessed + Creative Thinker
• Experienced, creative marketer/ business development strategist with senior leadership-level experience in all stages of campaigns from concept to delivery in 360 marketing (traditional and digital media)
• Well-rounded communicator skilled in employee communications, branding, public relations, crisis management, and transition in the workplace
• Competitive tactical leader entranced by data and metrics to bring in meaningful ROI, proving the value of effective marketing campaigns
• Strategic brand builder skilled in creating and managing corporate identity/image through B2B, B2C, and grassroots initiatives
• Keywords: 360 marketing, digital marketing, marketing communications, public relations, social media, SEO, SEM, marketing strategy, KPI, and ROI
360 MARKETING (Traditional + Digital)
Google Display Network | Google Search Network | Google My Business/Local Search | Blogs | Homepage Takeovers | Email campaigns | Industry-specific platforms | Mobile apps for two companies | Pay-per-lead Customer Acquisition programs
Metrics-Based Search & Paid Marketing (SEO, SEM)
SEO/SEM Certified | Google Analytics (GAIQ certified since 2014) | Managed Google+ profiles for multiple locations | Established online presence and optimized results for organic search | Worked with Agencies on SEO, AdWords, PPC Campaigns, Keyword placement | Google Ads Certified (since 2015) | Google Tag Manager
Build and manage companies’ websites | Create compelling and new content | Experience with WordPress, Drupal, and various other content management systems | Create landing pages and microsites | Familiarity with HTML, CSS, and Regedit
Social Media Campaigns
Create & Manage Business profiles on Facebook, YouTube, Twitter, Pinterest, LinkedIn, Google+, Yelp, MeetUp, and other trending social channels | Write & manage compelling content for social media and blogs | Digital Applications: Hubspot, Hoot Suite, Constant Contact, Smartphone Apps
Marketing Communications + Content Creation
Bi-monthly magazine for real estate sales – partnering with large local real estate company; print version distributed locally; online version | Channels: TV, radio, print media, billboards, newspaper, online, etc. | Targeted direct mail campaigns | Copywriting and content creation for articles in third party publications and newspapers | Production of communication tools (brochures, pamphlets, trifolds, take-aways, displays, signage, point-of-purchase banners, etc.) | Magazine production (content calendar, writing, editing, layout) | Media buys/placement | Numerous industry and national awards
Graphic Design | Creative Services
I’ve been using desktop publishing software before Adobe Creative Suite (InDesign, Photoshop, etc) even existed; my current favorite is Canva because it combines stock photo and offers current social media template formats | Serve as In-House Creative Agency | Manage video production
Research & analyze data and market share to create impactful marketing & communications plans | experience as department director | Create new marketing departments | Work with a call center | Manage budgets for marketing/PR department as well as project budgets for other departments | Supervise staff and project teams | Manage agencies and vendors | Database management
Manage corporate-wide marketing budget and departmental budgets | Manage staff and project teams | Ensure company compliance with federal, state, and industry laws and regulations | Crisis management – emergencies, disaster planning, Incident Command System training/certification (ICS) from NC EMS | Serve as Administrator on Call (AOC) | Lead teams and work with committees on acquiring accreditation by The Joint Commission | Serve as Public Information Officer (PIO)
Board Appointments, Community Service
Habitat for Humanity of Sanford NC (President of the Board of Directors) | United Way of Lee County Board of Directors | The N.C. Fourth of July Festival (Southport, NC) – served on the state’s official festival board in various capacities including President, Co-President, and chairs for Sponsorship, Publicity, Patriot’s Luncheon, Hospitality, Parade, Opening Ceremonies | American Red Cross, Wilmington – Board of Directors | Southport-Oak Island Area Chamber of Commerce: Education, Business Development committees | Coastal Carolinas Health Alliance – marketing/public relations team chair
PUBLIC RELATIONS & DEVELOPMENT
Branding & Corporate Communications
Branding and rebranding | Reputation management | Crisis communications | Internal/Employee communications | Issues management/communications | Communications, speeches and public presentations for CEO | Advisor to Executive Team and Board of Trustees on key issues (including merger/acquisition) | Media relations and press releases | Government relations | Physician relations & recruitment | Public speaking and panel discussions | On-location liaison and point-of-contact for my companies during film productions by Wilmington Film Industry
Organized annual continuing education workshop for the North Carolina Creditors Bar Association (NCCBA); updated membership; updated website; developed infrastructure to collect dues and payments; managed event communication, budget, and logistics | Managed a variety of Trade Shows, expos, health fairs; launch high profile events with dignitaries & officials | Coordinated public events ranging from small gatherings to audiences of over 40,000 people
Development & Fundraising
Serve on the board for Habitat for Humanity and the Homeowner Selection and Loan Origination Committee | Worked with Harnett Health Foundation to develop campaign and communication strategies and plan fundraising events | Planned and coordinated fundraising events – planning, coordination, logistics, communications, and sponsorships/donations, (golf tournaments, 5Ks, fashion shows, etc) | As Sponsorship Chairman for The N.C. Fourth of July Festival, I raised $32,000 – $9,000 more than was raised the previous year | Serving as United Way campaign chair for my organizations, I consistently increased and achieved the following year’s campaign goals | Liaison for company to raise money for organizations such as Relay for Life, Susan Komen Foundation, March of Dimes, United Way
• MBA | The University of North Carolina at Wilmington
• BA, English with a concentration in Advertising | Clemson University
Life is about continual learning, and keeping up with your professional skills is critical. I am constantly refreshing my marketing skills through workshops, conferences, online learning, and other forms of education. Here are some certificates of competency I’ve earned along the way:
• Dual Digital Marketing Certification: American Marketing Association PCM® Digital Marketing and Digital Marketing Institute Certified Digital Marketing Professional, v9.0 | 2022
• Qualified Loan Originator (Federal, State) | Habitat for Humanity | since 2021
• Mastering Sales | Kellogg Executive Education – Northwestern University | 2021
• Google Analytics Individual Qualification (GAIQ) | 2014 – 2019
• Google Ads (formerly AdWords) | 2015 – 2019
• Mastery in Google Analytics | ASPE-ROI | September 2016
• Business Development Institute | The Ackert Advisory | September 2016
• Advanced Incident Command System Training (ICS 300, ICS 400)| NC EMS | 2014, 2019