My work sits at the intersection of marketing, communications, operations, and sales enablement. I’m drawn to projects that require both strategic thinking and hands-on execution, building not only the campaign or message, but the systems, workflows, and alignment needed to make the work scalable.
Below are selected projects that show how I approach marketing and communications: identifying the problem, building the solution, and creating measurable impact.
Featured Work
Digital Giving Infrastructure & Giving Tuesday
Digital Fundraising | Campaign Strategy | Marketing Operations | Nonprofit Growth
The Problem
Centering Healthcare Institute is a national nonprofit with 25 years of impact, but the organization had never had a dedicated marketing and communications function before my role. At the same time, CHI was building a new philanthropy function, expanding into new markets, and working to strengthen donor engagement.
The organization needed the infrastructure to support online giving, digital donor acquisition, and year-end fundraising — but had never launched a digital fundraising campaign or participated in Giving Tuesday in a formal way.
The Solution
I built CHI’s digital online giving infrastructure from the ground up and developed the organization’s first-ever Giving Tuesday digital fundraising campaign.
This included creating the campaign strategy, shaping donor-facing messaging, supporting the online giving experience, developing email and social media promotion, coordinating internal rollout, and establishing a repeatable campaign model the organization could build from in future years.
The Impact
The campaign generated approximately $5,000 in online gifts and established CHI’s first digital fundraising campaign model. More importantly, it created the foundation for ongoing online donor acquisition, recurring giving, year-end fundraising, and future philanthropy campaign efforts.
Pack the Bag Campaign
Campaign Strategy | Fundraising Communications | Creative Direction | Donor Engagement
The Problem
CHI had not historically developed unique, integrated digital campaigns that connected awareness, storytelling, and fundraising. As the organization worked to strengthen its philanthropy efforts, one of the major goals was to move beyond one-time donor engagement and begin building a recurring giving pipeline.
The challenge was to create a campaign that felt meaningful, mission-aligned, and emotionally resonant — while also supporting donor conversion and recurring giving.
The Solution
I developed and executed the “Pack the Bag” campaign, a national awareness and fundraising campaign that connected maternal health storytelling with CHI’s broader mission.
The campaign concept reframed the traditional hospital “go bag” around what families need beyond physical items: confidence, knowledge, support, advocacy, and community. I built the campaign messaging and supported the full rollout across email, social media, web, donor-facing materials, staff and Board toolkit resources, and campaign assets.
The Impact
The campaign resulted in CHI’s first-ever recurring online donor: a $100/month commitment, representing $1,200 in annual recurring giving.
It also created a stronger model for future awareness and fundraising campaigns by showing how CHI could connect storytelling, donor engagement, digital channels, and campaign toolkits into one cohesive effort.
HubSpot CRM Strategy & Pipeline Operations
CRM Strategy | Marketing Operations | Revenue Operations | Sales Alignment
The Problem
At Ronin, sales and marketing activity had been managed through spreadsheets, creating challenges with data accuracy, pipeline visibility, follow-up tracking, campaign attribution, and team alignment.
As the organization worked toward ambitious growth goals, the team needed a stronger system to manage prospects, track sales activity, monitor campaign performance, and create better alignment between marketing and sales.
The Solution
I owned HubSpot CRM strategy and operations, leading the transition from spreadsheet-based tracking into a more structured CRM environment.
I set up CRM processes, improved customer and prospect data management, built pipeline workflows, supported automation, strengthened reporting, and helped create clearer visibility into sales and marketing activity.
The Impact
The HubSpot implementation improved data accuracy, pipeline visibility, campaign tracking, and sales and marketing alignment. It also created a more scalable operational foundation for lead generation, sales outreach, reporting, and revenue growth.
This work supported broader marketing performance gains, including a 307% increase in lead generation, an 83% increase in email open rate, and a 15% increase in website traffic.
SDR Coaching & Sales Enablement Alignment
Sales Enablement | Team Leadership | Pipeline Growth | Campaign Execution
The Problem
Ronin had ambitious sales goals and needed stronger alignment between marketing campaigns, SDR outreach, and pipeline development. The SDR team needed consistent messaging, better outreach strategy, and clearer connection between marketing efforts and sales conversations.
Because of my background in healthcare recruiting and cold outreach, I was able to bring both marketing strategy and frontline sales experience to the team.
The Solution
I managed and coached SDRs, aligning outreach strategy with active marketing campaigns, sales pipeline goals, audience targeting, and messaging priorities.
I supported cold calling strategy, email outreach, lead follow-up, campaign-informed talking points, and sales enablement content. I also helped SDRs connect day-to-day outreach activities to broader campaign and pipeline goals.
The Impact
This work strengthened coordination between marketing and sales, improved outreach consistency, and helped create a more connected revenue engine. It also contributed to Ronin’s overall growth marketing performance, including a 307% increase in lead generation.
Sales-Led Marketing Foundations
Sales Strategy | Email Campaigns | Cold Outreach | Social Prospecting
The Problem
As a Senior Nurse Recruiter at Health Carousel, I was responsible for building and managing a high-volume pipeline of healthcare professionals. There was limited marketing support for the kind of outreach needed to consistently engage prospects, nurture relationships, and move candidates through the funnel.
To meet performance goals, I had to build my own sales enablement approach.
The Solution
I developed targeted email campaigns, cold outreach strategies, social prospecting approaches, and candidate pipeline systems to support recruitment goals.
I used market research, prospect behavior, messaging refinement, and performance tracking to improve outreach effectiveness. This experience gave me a firsthand understanding of what sales teams need from marketing: clear messaging, strong follow-up systems, audience-specific content, and practical enablement tools.
The Impact
I consistently exceeded daily, weekly, monthly, and quarterly performance targets while building a strong foundation in pipeline management, outreach strategy, and sales enablement.
This experience ultimately shaped my move into marketing, where I could build the kinds of campaigns, systems, and messaging that better support sales, growth, and revenue-generating teams.