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PORTFOLIO
Brand Identity
Led a successful rebranding and public relations campaign by collaborating with an agency to create new messaging, core values, and a visual identity across multiple channels, including media (secured an exclusive with the Charlotte Observer, a Tier 1 media outlet), social media management, employee communications, and community engagement.
Sub-Brand Identity
Led a successful sub-branding campaign for Aveline, a single-family real estate development business. This involved collaborating with an agency to develop new messaging and a visual identity. Managed the PR strategy and digital marketing initiatives, including creating a webpage with a property search feature and development spotlights, managing social media, and producing videos featuring customers and partners.
Brand Video
Managed a brand video, "The Faces of Affordable Housing," to showcase the value and mission of a nonprofit housing developer while educating stakeholders about individuals and families in need of affordable housing. Directed multiple video campaigns, including a time-lapse of a single-family development, a $1.5 billion CDFI portfolio, and spotlights on partnerships, employees, customers, and leadership.
Media
Led multi-year digital marketing initiatives and PR campaigns for the Tory Burch Foundation Capital Program, securing coverage with Tier 1 media outlets such as the New York Times and CBS This Morning. This contributed to increasing the initial investment from $10 million to $50 million and helped close the gender gap in access to capital by supporting women in financing their businesses.
Website Development
Collaborated with an agency to create a new website design that reflects the brand and sub-brand, while enhancing SEO and user experience. This included videos, animations, property search, fee-based education registration, and pages highlighting products, services, and news about small business owners, partnerships, employees, housing developments, and other relevant topics.
Social Media
Managed social media campaigns, including strategic planning, copywriting, design, ads, and publication to promote the brand, mission, business objectives, increase brand recognition, and engage internal and external audiences.
Brochure
Managed design and copywriting for brochures and other collateral targeting first-time homebuyers and Hispanic/Latinx communities by offering online resources in English and Spanish. These efforts supported goals for education class enrollment and down payment assistance applications.
Infographic
Led design and copywriting for an animation campaign focused on increasing women entrepreneurs' access to capital, including a video, infographics, website content, and social media management. Managed the design and distribution of infographics for other campaigns centered on clean water, affordable housing, financial education, down payment assistance, and social and economic impact.
Annual Report
Collaborated with an agency on copywriting and design for annual reports, including an editorial outline, graphics and photography; managed PR, leadership meetings, and storytelling campaigns across multiple audiences and channels.
Storytelling
Managed an editorial calendar from ideation to publication, promoting brand consistency and cross-team collaboration, while enhancing content consistency and production efficiency across platforms, including video, a News webpage, and social media. Stories covered various topics, such as heritage, real estate, leadership, small businesses, homeownership, social and economic development, sponsorships, education, and features on customers, partnerships, employees, and neighborhoods.
Employee Communications
Designed and implemented multiple employee engagement campaigns, including "home team," to showcase employees and their work. This included a series of digital marketing stories and features in annual reports. Collaborated with an agency and cross-functional teams to develop an intranet site to improve internal engagement and streamline communications.
Leadership Communications
Collaborated with an agency to produce a video featuring the President discussing challenges and opportunities in affordable housing development, including growth and funding. The footage was used in promotional campaigns to increase brand awareness and the organization's overall impact on community development. Managed leadership communications by developing visibility and engagement plans to enhance an executive's presence within the organization and global community. The plans included goals, strategy, research and background, messaging and storylines, audiences, thought leadership (conferences, market visits, media), social media management, and measurement.
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