SOCIAL
Rasmussen University Social Reboot
When American Public Education Inc. purchased Rasmussen University, I was brought on to manage their social media program.
I shifted the focus from boosted engagement content to posts that showcased the student experience across all of the university’s campuses; sharing quotes and photos, promoting local and university-wide events, and updating the overall creative to be more modern.
This has resulted in 7% annual follower growth and 43% increased engagement year over year.
Support VCU Fundraising Days
When Virginia Commonwealth University embarked on its first Giving Tuesday fundraising effort in 2018, I created a matrixed social media strategy that incorporated both the VCU Alumni channels as well as the primary university Facebook account.
The social strategy raised $32,715, 23% of the total donations; with a $12 return for every dollar spent, with donations through Facebook being 32% higher than the average.
In 2022 the university planned its first Giving Day, and I was tasked with creating an all-encompassing social media strategy that included assets for both the high level VCU and VCU Health System accounts, all partner units, and internal Alumni and fundraising accounts.
In addition to organic assets, I managed the creation of a suite of digital ads created for Meta platforms, LinkedIn, Twitter, and Spotify that targeted current and prospective donors, alumni, students, the wider university community, and VIPs.
Overall the social strategy was able to raise over $140,000 with a $14,000 budget.
Alumni Spotlight Programs
In 2017 I launched the PRSA and CASE Award-winning Alumni Instagram Takeover campaign, which saw 20 alumni from diverse backgrounds share their paths after graduation. Each takeover generated between 15-20,000 impressions.
Later, in 2019, I diversified our content into video by creating a walk-and-talk Q&A video series, featuring alumni in fields from fashion, to real-estate, and the culinary world.
In 2020 we combined these two concepts to create an Alumni Business Spotlight series. This series highlighted different alumni-owned businesses across our social accounts and on the alumni website.
This new program resulted in a 2-3% increase in Instagram followers per spotlight, and continues on to this day.
WRITING
During my time at VCU’s office of Development and Alumni Relations I had the opportunity to interview dozens of alumni; for both the monthly alumni E-newsletter and for the Shafer Court Connections alumni magazine.
Worth a Thousand Words: An interview with wildlife photographer Trevor Frost, which became the cover story for the Fall 2017 magazine.
Refined Movement: A multiple interview and video project with dance choreographer Kara Robertson and her company.
Finding Art in the Every Day: Myself and a photographer spent an afternoon with Earl Morris, the owner of streetwear brand Chilalay, shortly after he opened his brick-and-mortar location.
As a staff writer for FilmCred, I pitched several articles about genre film and was one of several reporters assigned to cover the 2021 Salem Horror Fest.
‘The Ring’ and Its Many Adaptations: For the 20th anniversary of Gore Verbinski’s The Ring, I revisited every adaptation of the original novel.
How Koji Shiraishi Creates Villains: I explored several works of director Koji Shiraishi and how he humanizes his antagonists to lull you into a false sense of security.
What Makes a Hero: I analyzed the film “Rise - Dharuriser,” and found that anybody can be a hero if they take the first step.
DESIGN
ARCHMAGE SOLUTIONS
Archmage Solutions is a publisher of pulp-inspired TTRPGs and adventures.
In my role as Senior Creative Strategist, I create all branding, promotional materials, and layouts for their games.
I am also one of their primary writers, and have released six games under their umbrella.
FROGGEE CHARM CUSTOM NAILS
The Richmond-based Froggee Charm Custom Nails wanted to develop a design language that could be used for future physical products that was inspired by 70’s prints.
We worked together to combine several patterns and colors with a retro-inspired font that was used for business cards, their social media presence, gift cards and instructional flyers.
RESUME
EXPERIENCE
Social Communities Manager, Rasmussen University
American Public Education Inc. (2022-)
- Responsible for all social media communities at Rasmussen University, including content development, strategy, and administration of Social Media Champion program.
- Manage a team of creative consultants to build graphics and video assets.
Senior Creative Strategist
Archmage Solutions (2025-)
- Oversee design, layout, and publishing for all games and adventures.
- Work alongside Game and Story teams to develop and playtest all adventure modules.
Assistant Director, Digital Media Strategy
Virginia Commonwealth University (2022-2022)
- Managed growth of DAR’s social media community by developing targeted platform-specific social content and videos series.
- Maintained social media advertising and boosting budgets for both alumni engagement and fundraising initiatives.
Digital Media Specialist
Virginia Commonwealth University (2018-2022)
- Developed and managed overall content strategy and processes for central DAR social media accounts to further engagement, attendance, volunteerism, philanthropy.
- Hired and managed social media assistant and interns for the Strategic Marketing and Engagement team.
Communications Specialist
Virginia Commonwealth University (2015-2018)
- Managed primary VCU Alumni social media accounts and oversaw all regional, shared interest and education-based social media profiles.
- Conducted interviews for written articles published in the VCU Alumni magazines and monthly e-newsletter.
EDUCATION
Virginia Commonwealth University (2016)
B.S. Public Relations
- Completed projects for Virginia Dept. of Social Services and Central VA Emergency Management Alliance
SKILLS AND SOFTWARE
SKILLS
- Copywriting
- Social Media Advertising
- Project Management
- Communication Strategy
- Adobe Photoshop
- Canva
- Meta Business Suite
- LinkedIn Business Manager
- SproutSocial and Hootsuite
- Wrike/Robohead/Jira
