Strategic storyteller · Communications leader

Turning complex priorities into clear stories.

I build and implement communications strategies that move people to act.

Selected work

Strategy you can see. Outcomes you can measure.

These case studies show how I build campaigns that connect with people and deliver results. I lead staff, cross-functional teams, and creative partners to deliver them.

Manatee campaign ad with the headline Take a look below the surface

01Integrated emergency response campaign

Integrated emergency response campaign

Making an urgent wildlife crisis impossible to overlook

When record manatee mortality created an emergency, I helped turn a complex conservation response into a clear, human story that gave different audiences a meaningful way to act.

My role · Campaign strategy · Team leadership · Audience targeting · Creative direction · Earned media

The approach

Connected advertising, segmented email, web content, social media, and earned media around one clear way to help.

$83Kattributed to targeted email appeals

1,400total donors to the manatee response fund

$2.2Mraised in total for feeding, rescue, rehabilitation, and habitat

79earned media stories across two years

View the full case study

Fish and Wildlife Foundation of Florida 30th anniversary campaign ad

02Brand platform

Brand platform

Turning 30 years of impact into one cohesive story

I led the Foundation’s anniversary campaign as a brand system, not a single moment, connecting its history, current work, and next chapter across every audience touchpoint.

My role · Narrative strategy · Cross-functional leadership · Creative project management · Content creation

The approach

Created the campaign architecture and directed a new logo, video, web experience, 30 impact stories, print and digital ads, a magazine, postcard mailer, and email campaign.

30stories in one searchable impact platform

Nearly $100Morganizational impact made tangible

4 of 5mailer donors were first-time donors

View the full case study

2024 Fish and Wildlife Foundation of Florida annual impact report cover

03Editorial & creative leadership

Editorial & creative leadership

Reimagining publications as donor experiences

I transformed annual reports and newsletters from routine deliverables into editorial products that make science approachable, foreground human stories, and invite readers deeper into the mission.

My role · Editorial strategy · Cross-functional leadership · Writing · Agency project management · Production

The approach

Set the editorial concept, wrote and edited content, sourced photography, and project managed a creative agency from outline through final production.

Coordinated subject matter experts across science, finance, philanthropy, and programs while protecting accuracy and a consistent editorial voice.

Award-winning2022 annual report design

$5.5Kdonor response to the 2023 report

2× yearlymajor editorial products delivered

View a recent impact report

Specialty license plate held in front of a campaign billboard in Florida

04Product & audience growth

Product & audience growth

Driving conservation forward

I led two distinct specialty plate initiatives: a statewide redesign for Conserve Wildlife and an award-winning billboard and geofencing campaign for Protect Florida Springs.

My role · Product positioning · Team leadership · Creative direction · Campaign strategy · Partnerships

The approach

To help the Conserve Wildlife plate, I project managed all aspects of the redesign: a design competition, creative agency work, stakeholder engagement, state requirements, and launch.

To increase Protect Florida Springs plate sales, I connected billboards, geofenced mobile ads, and a direct purchase path while guiding my direct report’s social media implementation.

Fastest-growingConserve Wildlife plate in FY25

Award-winningProtect Florida Springs campaign

1.36Mbillboard campaign impressions

View the full case study

Earned media

Finding the story inside the science.

I built the Foundation's media relations program from the ground up, developing reporter relationships, shaping story angles, preparing experts, and creating the conditions for complex work to travel.

100+earned stories across FY23 through FY25

Best Pitch · National · Honorable Mention · 2024Best Pitch · Vertical · Honorable Mention · 2024Best Pitch · Non-Traditional Media · Winner · 2021

Science Friday

Queen conch relocation

Helped turn nuanced climate and reproductive science into a memorable national story.

Associated Press

Manatee feeding response

Connected reporters with the urgency, experts, imagery, and human stakes behind an unprecedented response.

The Guardian

Burrowing owls return from Spain

A surprising journey became a high-reach story about partnership, rehabilitation, and repatriation.

Browse the full media archive ↗

How I lead

Clarity is a leadership practice.

Powerful campaigns help people understand what is at stake, see themselves in the solution, and take meaningful action.

Across two decades, I have built integrated communications programs; led direct reports, cross-functional teams, and creative partners; advised executives; managed significant budgets; and translated organizational priorities into audience, revenue, and reputation growth.

My approach is grounded in clear ownership, transparent decisions, thoughtful coaching, and measurement that helps a lean team learn and excel, not just report. I specialize in leading responses in high-pressure situations and solving problems with flexibility, responsiveness, accountability, and a sense of humor.

Currently Director of Communications & Events at the Fish & Wildlife Foundation of Florida. Based in St. Petersburg, Florida.

Leadership across the work

01 Communications strategy02 Creative project management03 Content creation & editorial04 Media relations05 Fundraising communications06 Social media strategy & direction07 Events & experiences08 Team leadership09 Data & optimization10 Partner management

Let's connect

Looking for a communications leader who can make the complex clear?

I'm interested in senior communications opportunities where mission, strategy, creative excellence, and measurable impact come together.

Email me ↗LinkedIn ↗Download résumé ↓