I'm a growth marketer with a product marketer's mindset — equal parts customer-obsessed, journey-driven, and focused on building marketing that helps people and gets results. I've built my career at AT&T, Microsoft, and Providence, with early roots in digital advertising at MSN and Avenue A (Microsoft), a digital advertising startup.
Location
Greater Austin, TX
Looking for
Hybrid in the greater Austin area, or remote full time
I'm at my best partnering with product, demand gen, sales, and leadership to align marketing with revenue goals and keep momentum moving forward. I use AI to supercharge workflows and uncover greater insights — leading campaign planning, messaging and positioning, content development, and lifecycle automation, all tied to attribution metrics that turn smart ideas into measurable wins.
Capabilities Snapshot
01Product Marketing & Go-to-MarketLaunches that land
02Lifecycle — Adoption, Upsell & RetentionBehavior change, not blasts
03Sales / Partner EnablementField-ready toolkits
04Messaging & PositioningSay it so it sticks
05Content Strategy — Brand & StorytellingBrand with a voice
06Campaign StrategyIntegrated, full-funnel
07Analytics & Performance OptimizationOptimize, then prove it
Selected Work
Six stories, told in three beats.
Situation, Action, Results. Skim the bold parts — the detail is there when you want it.
Repositioning RITA around what users actually cared about
The first AI agentic digital assistant had launched. Awareness was low and long-standing legacy workflows were still the path of least resistance. I volunteered to change that.
Situation
Post-launch adoption of the Requisition & Internal Transfer Assistant (RITA) lagged.
Established legacy workflows remained the default, so day-to-day behavior had not yet shifted.
Low awareness among hiring leaders compounded the gap.
Action
Repositioned RITA around user-focused benefits rather than system features.
Wrote the messaging framework and the SharePoint Community hub content.
Ran stakeholder interviews, core leader interviews and surveys; produced testimonial videos.
Wrote executive communications, UX + accessibility content, and an eMail nurture touch strategy.
Activated hiring leaders as visible champions of the new workflow.
A tired program, rebuilt into something people used
The program was outdated and underperforming, and the business changed the benefit for internal caregivers. I saw a need and volunteered to take it on — giving it a clear name, a real message and a usable path.
Situation
Low awareness and dated creative left the referral program underperforming.
The business changed the program benefit, which required a fresh explanation for caregivers.
I saw a need that wasn't being addressed and volunteered to own the rebuild.
Action
Corrected naming, wrote the messaging framework and positioning statements.
Refreshed brand alignment across every touchpoint.
Produced an explainer video and internal communications.
Redesigned the landing page and flyer using authentic caregiver imagery.
Found and activated new promotion channels.
Results
+124% sessions and +101% active users.
+83% new users.
+76% engagement time.
Sessions
+124%Sessions
Active users
+101%Active users
New users
+83%New users
Engagement time
+76%Engagement time
Supporting work — view only
VideoExplainer video
PDFMessaging & positioning
PageRedesigned landing page
CreativeFlyer
05Creator Marketing · Social FirstProvidence · Gen Z Talent Strategy
Borrowing trust: creator-led recruiting for Gen Z
An aging workforce and widening shortages in low-availability talent meant the old playbook could not keep up. So I went where Gen Z already spends its trust.
Situation
Aging workforce plus widening shortages across low-availability healthcare talent.
Gen Z now makes up the entry pipeline for clinical support and allied roles, and they vet employers socially before they ever visit a careers site.
They look for purpose, flexibility, honest pay talk, growth paths and proof from real people doing the job — not polished brand promises.
Action
Launched a creator pilot using authentic creator voices to reach a Gen Z audience.
Activated niche micro-creator communities built on high-trust peer storytelling and highly engaged followings.
Built a creator-driven conversion pathway with UTM-to-ATS insight and job feeds.
Partnered with a creator agency: reviewed contracts and established vendor status.
Developed the creator playbook for repeatable activation.
Results
Double-digit month-over-month growth in candidate engagement.
60%+ lift in click-through performance.
Social-first campaigns across Instagram, LinkedIn, Threads and YouTube.
Measured click-source attribution, MoM trends, top-clicked roles and messaging resonance.
Click-through lift
60%+Click-through lift
MoM engagement growth
Double digitMoM engagement growth
Platforms activated
4Platforms activated
Supporting work — view only
PDFCreator playbook
VideoCreator content reel
PDFUTM-to-ATS insight summary
06AI Foundations for Product MarketingIn progressPlaceholder
AI in visual and written storytelling
A working case study on using AI as a craft tool: what it accelerates, where it needs a human editor, and how this portfolio got built.
Situation
Placeholder — I may build this one out next.
Action
Placeholder — coming soon.
Results
Placeholder — coming soon.
Decks, plans and creative are hosted privately and shared as view-only links on request.
Snack Size AI
Small bites on building a portfolio with AI.
One tip a week on LinkedIn — what worked, what I scrapped, and what AI still can't do for you. Click any tile to read the full tip.
The Build Story
Canva to Wix to Lovable — the honest version.
Short posts on every detour, including the tool I closed on day one and the bake-off with Tony. Click any tile to read the full post.
Marketing Toolkit
The tools I actually open every day
ChatGPTFirst drafts, headline variants, the boring parts I used to dread.
ClaudeLong-form reasoning and the writing partner Tony swears by.
CopilotIn-app assist inside the tools I already live in all day.
LovableThe build tool this portfolio is running on — design from my work, not a template.
SlackWhere the campaign actually gets coordinated across product, sales and creative.
YouTubeCreator content distribution and the channel Gen Z actually watches.
LinkedInThe B2B front door — organic, paid, and the snack-size tips live here.
Google AdsFull-funnel paid search and the engine behind annual plan optimization.
Google AnalyticsAttribution, the numbers I tie every smart idea back to.
Meta AdsSocial-first paid across Instagram and Threads for the Gen Z talent pipeline.
What I'm Reading Now
The stack on my desk
Positioning, storytelling and AI craft — the books I actually quote in meetings.
Obviously Awesome
April Dunford
The positioning book I quote in meetings whether or not anyone asked.
