CONTACT ME

From Strategy to Execution

End-to-end marketing leadership spanning strategy, systems, and hands-on execution,
shown through selected work across nonprofit, consumer, real estate, and hospitality organizations.

Brand Development

Shaping strategic approaches grounded in real operating conditions, connecting awareness, engagement, and participation through measurable outcomes.

Growth Strategy

Leading multi-channel campaigns across paid, earned, and owned media balancing consistency, local relevance, and operational realities from launch through completion.

Campaign Execution

Leading multi-channel campaigns across paid, earned, and owned media balancing consistency, local relevance, and operational realities from launch through completion.

Featured Work

Goodwill Boston Career Center – Launch, Marketing, and Ongoing Communications

Case Study Description

Morgan Memorial Goodwill Industries launched the Goodwill Boston Career Center on January 1, 2025, transitioning workforce services previously delivered through MassHire into a Goodwill-operated program.

I led the launch and day-to-day marketing and communications for the Career Center, ensuring public-facing information accurately reflected services, processes, and offerings throughout an active transition.

This effort centered on maintaining accuracy, consistency, and continuity across marketing channels throughout the transition, supporting job seekers, partners, and ongoing workforce programming as the Career Center moved fully under Goodwill ownership.

Brand and Program Transition
Workforce services transitioned from MassHire to a Goodwill operated Career Center, requiring a clear shift in brand ownership, messaging, and public understanding of who was delivering services.

Legacy Information Still Live
Websites, marketing materials, event listings, and campaign assets continued to reference MassHire language and processes after launch, creating confusion during the transition period.

Live Operations During Launch
Career services, workshops, and employer engagement activities remained active throughout the transition. Communications could not pause or reset without disrupting people already using services.

Volume and Speed of Required Updates
A large volume of public-facing materials needed to be reviewed, corrected, and aligned within a compressed launch timeline.

Maintaining Clarity for Active Job Seekers
Job seekers and partners already engaging with services required clear, consistent information to navigate the transition without interruption or misunderstanding.

This work focused on stabilizing communications during the transition from MassHire while ensuring workforce services remained visible, accurate, and uninterrupted.

Execution occurred alongside active operations, requiring updates without pausing or resetting ongoing outreach.

  • Rebuilding the Career Center website
  • Recreating program and event marketing materials
  • Standardizing Career Center forms and documents
  • Establishing a new calendar and workshop schedule
  • Rebuilding email campaigns and communications
  • Developing presentations for employer processes

Stabilized Communications After Transition
All Career Center communications were brought into alignment following the transition away from MassHire, creating consistency across digital, print, and in-person touchpoints.

Enabled Operational Consistency
Staff gained clear, reliable materials and messaging to confidently support daily services, workshops, trainings, and employer engagement.

Established Brand Presence Across Channels
Website content, email communications, program materials, and event information followed a unified structure, making services and events easier to understand and access.

Introduced Communication Frameworks
The systems, materials, and workflows developed support ongoing operations and future growth, allowing communications to remain accurate, consistent, and maintainable over time.

Goodwill Mass – Audience Growth, Engagement, and Brand Repositioning

Case Study Description

The social media presence for Morgan Memorial Goodwill Industries was repositioned from a city-specific identity (Goodwill Boston) to a statewide brand (Goodwill Mass) while continuing to support active programs, events, and services across Massachusetts.

I aligned social brand architecture with the organization’s regional footprint and repositioned social channels as reliable drivers of awareness, engagement, and participation.

This effort paired brand repositioning with continuous audience development, strengthening statewide presence while maintaining consistent performance across platforms.

Geographic Brand Constraint
Goodwill’s social media presence operated under the Goodwill Boston name despite serving communities across multiple regions of Massachusetts. The city-specific identity narrowed perceived scope and limited the ability to build a credible statewide audience.

Audience Growth and Engagement Pressure
Audience growth and interaction had slowed across platforms. Social media was expected to extend reach beyond existing followers and convert visibility into sustained engagement, without disrupting ongoing communications or operational needs.

Performance Reliability Gaps
Results varied significantly by platform and format, reducing confidence in social channels as dependable drivers of awareness and participation.

Operational Rhythm Gaps
Activity lacked a consistent operating rhythm over time, limiting the reliability of social channels as ongoing communication surfaces.

This work focused on correcting brand misalignment while strengthening social channels as reliable drivers of awareness, engagement, and participation.

Execution occurred without interrupting ongoing communications for programs, events, and services, while stabilizing performance across platforms.

  • Repositioning social identity to a statewide brand
  • Maintaining uninterrupted program communications
  • Establishing a consistent operating rhythm
  • Defining clear content roles
  • Prioritizing discoverable content
  • Standardizing execution across platforms
  • Reviewing performance regularly

Statewide Brand Alignment
Social channels were consolidated under a single statewide identity, replacing a city-specific presence with one that accurately reflected organizational scope across Massachusetts.

Audience Reach and Growth Expansion
Reach extended well beyond existing followers, generating sustained visibility among new and adjacent audiences across platforms. A majority of reach came from non-followers, supporting broader statewide awareness.

Improved Performance Reliability
Content performance stabilized across platforms, with reach and engagement sustaining over time rather than relying on isolated spikes. Social channels became more dependable drivers of awareness and participation.

Sustained Operational Continuity
Social channels maintained consistent output and performance throughout brand repositioning and audience growth, enabling uninterrupted communications across platforms.

Mission on Fire × Goodwill – Collaborative Community Donation Initiative

Case Study Description

Mission on Fire and Morgan Memorial Goodwill Industries partnered on a month-long community donation initiative designed to increase physical donations while supporting local workforce and community programs.

Execution required coordinating promotion across two independent organizations, aligning messaging, incentives, and timing while maintaining operational simplicity for in-store teams. Communications needed to motivate participation, set clear expectations, and translate attention into in-person donation activity.

The initiative demonstrated how disciplined coordination and shared accountability can activate local audiences and produce tangible outcomes through focused execution.

Brand Credibility Development
As a new fusion restaurant, Mission on Fire needed to establish trust and community recognition while core operations were still taking shape. Marketing activity had to reinforce credibility without outpacing operational readiness.

Initial Operating Conditions
Mission on Fire launched while staff training and service workflows were being finalized. Marketing and community-facing activity needed to align with evolving day-to-day operations to avoid setting expectations the restaurant could not consistently meet yet.

Service Capacity Limits
Early operations required marketing and promotion to remain tightly calibrated, ensuring participation levels matched what the restaurant could reliably sustain.

Cross-Organization Coordination
The initiative required close coordination between Mission on Fire and Goodwill, aligning messaging, timing, and execution across two rganizations with different operating rhythms and priorities.

This work focused on activating community participation through a coordinated donation initiative while respecting the operational realities of a newly launched restaurant and aligning execution across two organizations.

Execution combined coordinated promotion with embedded, in-store advocacy. Working directly within both organizations enabled real-time alignment between messaging, incentives, and customer experience, ensuring the initiative remained visible, credible, and operationally appropriate throughout the campaign.

  • Aligning messaging and incentives across both organizations
  • Matching promotion to operational capacity
  • Introducing a shared gift card incentive to motivate participation
  • Coordinating timelines and in-store execution across teams
  • Reinforcing promotion through direct, on-site engagement

Established Early Local Credibility
The initiative positioned Mission on Fire as a credible participant in a local Goodwill-led effort during its launch period, reinforcing trust and visibility through a clearly defined, time-bound collaboration.

Translated Engagement Into Action
The month-long promotion converted engagement into measurable results, resulting in over 75 pounds of clothing donations collected to support Goodwill’s employment-focused services.

Maintained Operational Alignment
Promotional activity remained closely calibrated to day-to-day operating conditions, avoiding overextension while sustaining consistent execution throughout the initiative.

Coordinated Cross-Organization Efforts
The collaboration showed that disciplined coordination across two organizations—spanning messaging, incentives, and in-store execution, can produce concrete outcomes without adding operational complexity.

MMGI- Statewide Donation Campaign for Goodwill Attended Donation Centers

Case Study Description

Morgan Memorial Goodwill Industries executed a statewide, multi-channel donation awareness campaign supporting Attended Donation Centers (ADCs) across Massachusetts. The initiative centered on the organization’s “Create New Lives” message while emphasizing clear, accessible donation options at the local level.

The work involved coordinating messaging and creative across paid media, transit advertising, radio, social platforms, earned media, and owned digital channels, including a dedicated campaign landing page. Campaign communications connected donated goods to Goodwill’s workforce development mission while maintaining consistency across regions, formats, and media partners.

Execution required applying a centralized campaign structure across a distributed donation network, balancing statewide brand alignment with locally relevant communication to support sustained donation participation.

Distributed Donation Footprint
Attended Donation Centers operated across many municipalities, requiring consistent statewide messaging while accounting for differences in location awareness, access, and local donation behavior.

Limited Local Awareness of Donation Options
Many potential donors were unaware of nearby Attended Donation Centers, their hours, or the benefits of donating at staffed locations, limiting participation despite existing demand.

Consistency Across Channels and Markets
Campaign messaging needed to remain clear and consistent across paid and earned media, transit advertising, radio, social, and web while avoiding fragmentation across towns and platforms.

Translating Brand Messaging Into Practical Action
“Create New Lives” messaging needed to be connected directly to tangible donation behavior, ensuring brand storytelling supported clear, accessible paths to participation.

This work focused on building a cohesive, statewide donation awareness effort that increased visibility and participation at Attended Donation Centers while maintaining consistency across regions, channels, and media partners. The approach balanced centralized campaign messaging with locally relevant information to support sustained donation activity across Massachusetts.

Execution required coordinating creative, messaging, and distribution across digital, out-of-home, radio, earned media, and owned channels, while ensuring all communications clearly connected donations to Goodwill’s workforce development mission.

  • Developing a donation message adaptable statewide and locally
  • Running paid media across social, transit, and outdoor channels
  • Writing and coordinating radio copy with regional media partners
  • Creating landing pages and blog content for discovery
  • Supporting local ADC’s with town-specific messaging and data
  • Coordinating earned media outreach with local newspapers
  • Ensuring consistency across creative, tone, and calls to action

Expanded Donation Visibility
The campaign increased awareness of Attended Donation Centers by clearly communicating where, how, and why to donate, reducing friction for potential donors across multiple communities.

Clear Conversion from Awareness to Participation
Donation activity increased significantly during the campaign period, indicating that messaging effectively translated awareness into measurable donor participation across Attended Donation Centers.

Consistent Multi-Channel Execution
Creative and messaging remained aligned across paid media, transit, radio, digital, and earned media placements, reinforcing recognition and recall regardless of touchpoint.

Reinforced Donation Understanding
Campaign messaging provided clear guidance on donation locations, process, and purpose, supporting informed participation.