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My Portfolio
Brand Identity
Directed a successful rebranding campaign and public relations strategy that involved collaborating with an agency to develop new messaging, core values, and a visual identity across channels while securing an exclusive announcement with the Charlotte Observer.
Brand Video
Managed the brand video "The Faces of Affordable Housing" to highlight the value and purpose of a nonprofit affordable housing developer while educating stakeholders about the individuals and families in need of affordable housing. Directed creative for additional videos, including a time-lapse of a single-family development, partnerships, employee spotlights, customers, and leadership.
Sub-Brand Identity
Directed a successful sub-branding campaign for the single-family development business, Aveline, which included collaborating with an agency to create new messaging and a visual identity. Managed the PR strategy and digital marketing campaign, which involved creating a webpage with a search feature, social media management and videos.
Media
Directed multi-year PR campaigns (New York Times, CBS This Morning) and digital marketing initiatives for the Tory Burch Foundation Capital Program to increase access to financing for women small business owners, raising the initial investment from $10 million to $50 million and closing the gender gap in access to capital.
Website
Collaborated with an agency to create a new website design that aligns with the brand while enhancing SEO and user functionality. This included video, animation, a property search function, and pages for services, teams page, and news, including press releases and articles.
Social Media
Managed social media campaigns, including copywriting, design, and publication to promote employees, affordable housing developments, partnerships, neighborhoods, financial education enrollment, and down payment assistance.
Brochure
Developed and implemented campaigns targeting first-time homebuyers and Hispanic/Latinx communities by providing online resources and documents in English and Spanish, successfully achieving goals for education class enrollment and down payment assistance applications.
Infographic
Managed the design and copywriting for an animation campaign aimed at increasing the number of women entrepreneurs accessing CDFI capital. This included videos, infographics, and website and social media content. Oversaw the design of infographics for campaigns focused on clean water, affordable housing, financial education, down payment assistance, and other programs.
Annual Report
Collaborated with an agency on copywriting and design for annual reports, which included an editorial outline, graphics and photography; managed PR, leadership meetings, and storytelling campaigns targeting multiple audiences and channels.
Storytelling
Managed the editorial calendar from ideation to publication, promoting brand continuity and cross-functional collaboration, while increasing content consistency and production efficiency across platforms, including video, a News webpage and social media platforms. Stories covered various topics, such as heritage, real estate, leadership, sponsorships, education, and spotlights on customers, partnerships, employees, and neighborhoods.
Employee Communications
Designed and implemented an employee engagement campaign, "home team," to showcase employees and their work through digital channels and annual reports. Collaborated with an agency and cross-functional teams to create an intranet site that enhanced internal engagement and streamlined communications.
Leadership Video
Collaborated with an agency to create a video featuring the President discussing the challenges and opportunities in affordable housing development, including growth and funding. The footage was used in promotional campaigns to enhance brand awareness and the overall impact of the organization on social and economic development.
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