Trifecta Technologies, Allentown, PA April 2015 - December 2017 - Director of Marketing & Communications
Established corporate marketing strategy and directed overall creative process to support and heighten brand identity for Trifecta, a leader in the digital transformation space. Accountable for strategy, budgets, and execution of all creative deliverables including print, website, social media, and online campaigns.
Led marketing team including a Visual Designer, Sr. Marketing Coordinator, & Sr. Communications Coordinator
Exceeded industry average for email blasts and newsletters averaging 26.96% open rate & 15.71% click-to-open rate
Collaborated with account executives and developed and instituted email drip campaigns, newsletters
blog posts, case studies, whitepapers, and sales collateral for client presentations
Gold ADDY Award 2016 – ‘Extinct Business’ Social Media Campaign
Increased web site page views by 22% in 30 days by leading redevelopment and launch of new site
Improved social media engagement across all channels: Instagram +150% YOY, Twitter page visits
+94% and impressions +22% (30-day period), LinkedIn reach +115% and engagement +122% (30-day
period), Facebook page likes +50% and reach +83% (30-day period)
The Morning Call / Media Arts Group, Allentown, PA September 2007 - April 2015 - Creative Director
Strategized with publisher and editorial leaders on creation, development, and production of promotion for The Morning Call brand and its high standard of journalistic integrity.
Launched Media Arts Group, an in-house agency and groundbreaking industry concept that increased revenue by offering agency services to clients extending beyond Morning Call advertisers
Led and mentored a 15-person team including designers, photographers, copywriters
Developed Indulge Magazine - Conceptualized cover ideas, coordinated and art directed cover shoots,
and approved all page layouts and editorial spreads
Spearheaded launch of weekly print publication, Go Guide Street, aimed at the 21- to 35-year-old
entertainment demographic; developed cover ideas, coordinated photo shoots and art directed publication
One Silver & 2 Gold ADDY Awards for creative direction, including Judge’s Choice for design of ‘Olympic Coffee Rings
Eight 1st Place PNA Awards and one Best of Show for Creative Direction - Pennsylvania Newspaper Association
14 1st Place IAMA Awards – Creative Direction on winning entries at the Interstate Advertising Manager’s Association newspaper design competition
Recognized with Morning Call Leadership Award (2015) for creative leadership of launch of new Morning Call website
Creative lead on memorable campaigns including ‘Write Exposing Wrong’ watchdog reporting, ‘Use it for Life’ inspired by people profiled in the newspaper, and the ‘Awaken Your World’ campaign of 2018
Inspired a culture of collaboration through weekly departmental creative sessions to brainstorm new ideas
RM2/Forge Marketing Communications, Emmaus, PA October 2001 - September 2007 - Vice President & Creative Director
Ownership of final creative product of the agency. Managed portfolio of 60 B2C clients with budgets up to $10 million.
One Gold ADDY and one Best of Show 2005 – Creative Direction/copywriting for Plantique ‘Music is in Their Nature’ and creative direction for Pearly Baker’s Ale House :60 radio, “Good for What Ales You’
Increased revenue by over $3.5 million in two years by setting creative standards and directing teams in the development, design and production of sales-driving, brand-extending and cross-channel campaigns including print, television, and radio ads, product launches, brochures, advertorials, websites, banner ads, billboards, logos, product packaging and more
Helped launch agency from 1 client to 60 clients within a two-year period; grew staff from 2 to 18 in one year
Provided creative leadership for the print and video departments
Met regularly with clients to understand their vision, brainstorm ideas, and develop marketing plans
Art Director, Adams Outdoor Advertising, Bethlehem, PA – Grew revenue from $9.5 million to $12 million in two years by developing and designing high impact outdoor designs for Lehigh Valley clients.
Account Executive, The Morning Call, Allentown, PA —Began as a graphic designer in early career and was promoted to AE in this first stint with the publication. Accountable for sales of a specialized insert product.
Lehigh Career & Technical Institute (Commercial Art)
The Barnstone Studios (Classical Drawing I & II, Figure Drawing, Color Theory)
AFFILIATIONS & VOLUNTEER EXPERIENCE
Greater Lehigh Valley Advertising Club, Immediate Past-President, Emeritus. 15-year Ad Club board member Lehigh Career & Technical Institute, Chair, Advisory Committee for the Advertising Design Program
Inducted into Vocational Technical Hall of Fame for 20+ years of service to LCTI
Northampton Community College, Advisory Committee for the Graphic Arts Program
Pennsylvania Student Press Association - Student Journalism Competition, Penn State Lehigh Valley – Keynote Speaker