Resume / CV

Experience

Vice President, Marketing & Communications

National Association of State Credit Union Supervisors (NASCUS) 2021-Present

Drive national and international brand awareness through strategic marketing, communications, and outreach initiatives tailored to diverse market segments, including regulators, financial institutions, legislators, and industry stakeholders.

• Strategic Communication & Brand Growth: Modernized legacy communication tools, leveraging user data to enhance engagement. Led NASCUS’s first membership campaign, increasing engagement and affiliation.

• Audience-Centric Content & Outreach: Crafted targeted messaging to simplify complex public policy topics (cybersecurity, fintechs, regulatory changes, cannabis banking). Optimized outreach based on CRM data, website analytics, and media consumption patterns.

• Executive & Crisis Communications: Developed internal/external messaging, press releases, and digital content to support key initiatives and mitigate reputational risks. Strengthened relationships with media and industry stakeholders.

• High-Impact Engagement & Results:

  • +61% website traffic, +72% earned media pickups, +46% newsletter open rates, +33% conversions, +39% social media engagement

  • +91% mobile app adoption with a 94% “very satisfied” rating

  • +24% email click-through rate increase

• Operational & Budget Leadership: Collaborated with executive leadership to develop marketing budgets, policy strategies, and cost reduction plans while enhancing internal efficiencies through technology-driven solutions.

Director, Marketing Strategy & Research
Michigan Credit Union League (MCUL) & Affiliates
2015-2021

Led internal and external teams in the strategic development and execution of $4M parallel B2B and B2C omnichannel marketing campaigns, overseeing brand development and outreach across search, video, press, media, social, and digital ads targeting consumers, credit unions, and policy stakeholders.

• Market Research & Consumer Insights: Conducted financial services research to analyze consumer behavior and market trends. Spearheaded a national COVID-19 consumer needs assessment, establishing a working group and guiding states in data collection using a Michigan-based prototype.

• Campaign & Market Expansion: Increased B2C market share from 45% to 56% despite a flat population and intense competition. Elevated B2B partner affiliation from 50% to 100% by leveraging consumer research, customer journey mapping, and relationship-building strategies.

• Operational & Team Leadership: Managed marketing and communication departments, collaborating with executive leadership, board members, committees, and agencies. Improved internal processes through enhanced project management, KPI tracking, resource allocation, and cross-functional collaboration to optimize efficiency and cost-effectiveness.

• Recognition & Impact: Honored with Outstanding Project, Outstanding Team, Impact Humanitarian, and Innovator Awards for leadership excellence and innovation in marketing.

Marketing Director
Michigan State Housing Development Authority (MSHDA)
2008-2015

Led brand identity development and marketing strategy for statewide and subsidiary campaigns, targeting diverse audiences, including consumers, government entities, and Congressional delegations. Managed internal teams to ensure cohesive execution and impactful outreach.

• Strategic Marketing & Campaign Development: Directed marketing initiatives for key programs, including first-time homebuyer campaigns, placemaking, and homelessness prevention, strengthening brand visibility and public engagement.

• Global Business Impact: Spearheaded marketing strategy for the State of Michigan EB-5 international investment startup program, enhancing Michigan’s global business presence.

• Award-Winning Execution: Earned American Advertising Federation (ADDY) Awards, Communicator Awards, and the State of Michigan Good Government Award for advertising excellence. Recognized by the National Council of State Housing Agencies and the Society of American Archaeology for programmatic excellence.

Art Director, Michigan Economic Development Corporation
2002-2008