Resume

DIRECTOR OF STRATEGIC COMMUNICATIONS 2014-Present
Berkeley Carroll School, Brooklyn, NY

One of New York City's leading independent PreK-12th grade schools serving almost 1000 students. School attained record enrollment levels during this timeframe.

Lead the communications and marketing, directing an in-house team of two communications specialists and freelancers. Responsible for setting and executing the school’s communications strategy on digital, web, print & other traditional platforms. Develop compelling, on-brand written, visual and video content to build external visibility of the school’s programs and highlight achievements by students and faculty.

CHIEF MARKETING OFFICER 2008-2014
Educational Alliance, New York, NY

Non-profit organization with programs in education, arts, social services and health & fitness, serving 50,000 New Yorkers annually.

Oversaw marketing and communications for 38 programs at 17 locations including preschools, camps, after school programs, senior centers, health & wellness programs, arts & culture classes and addiction recovery programs. Was directly responsible for all aspects of marketing and advertising, media relations, social media strategy, branding, and crisis communication. Worked with 30 program and development staffers on key projects, including how to increase enrollment, donations and public awareness of services.

Selected Achievements

Dramatically increased external visibility for the organization by developing 2 websites, which receive 100,000 page views and 35,000 visits monthly and reorganizing the marketing department to secure consistent, high profile press coverage, including the New York Times. Daily News, The Today Show, NY1 and all NYC broadcast TV stations. This helped the agency grow its fundraising revenues and expand its client base despite cutbacks due to the economic recession.
Co-led the marketing and media initiatives for a new citywide advocacy coalition of 80 non-profits that successfully campaigned for the restoration of $50 million in after school funding to the NYC budget.
Oversaw the marketing strategy for 2 senior centers, which received national recognition as centers of innovation and full funding from the City of New York. Only six centers in Manhattan received this designation.
Collaborated with 14th Street Y program staff to successfully triple the size of their summer camp and increase their membership by 50%.

VP OF MARKETING 2007-2008
ASA College, New York, NY

Private college with programs in healthcare, business, and criminal justice, educating 3,000+ students from 115 countries.

Oversee marketing operations with accountability for branding, advertising, promotional events, strategic planning and direction, and media relations. Manage multimillion-dollar advertising and marketing budget and two direct reports. Handle negotiations for all advertising contracts. Supervise the creative design, production, and placement of general market, ethnic, and foreign-language advertising campaigns.

Selected Achievements

- 27% increase in sales achieved by piloting the organization's first branding campaign to establish market position, build media visibility, and promote market growth.
- 160% increase in advertising-generated leads, without increasing the media spend, by expanding and realigning ad strategies and budgets to identify and capture a diverse customer base.
- Co-led overhaul of the organization's Web site, resulting in a 50% increase in the average number of page views and a 67% reduction in "bounce" rate for organic search-driven traffic.
- Increased foot traffic 50% and sales leads 75% by developing and implementing field marketing services and programs targeted to the interests and needs of local communities.
- Saved 30% in production costs by pioneering the company's first-ever, vendor-bid process for signage and marketing collateral.

EXECUTIVE DIRECTOR, MARKETING 2002 - 2007
LaGuardia Community College / CUNY, New York, NY

One of New York's largest community colleges with 1,800 employees and 40,000+ students from 150 countries; 60% of student body is foreign-born.

Led all in-house marketing functions, with accountability for creating and executing marketing and branding campaigns and communications strategies to increase market share. Directed marketing and communications department consisting of six employees. Oversaw $2 million operating budget. Managed cross-functional teams to support various college-wide marketing events. Collaborated with a Web team and 20-person, multilingual call center. Successfully resolved a potential media disaster by verifying and presenting facts for a false news story.

Selected Achievements

150% increase in marketing exposure for 200 programs and departments by spearheading the information architecture analysis and creation of a new user-centered Web site to identify, attract, and acquire new students.
Surpassed sales targets 140%, generating $93 million in five years, by engaging key stakeholders to implement an ad and branding campaign to successfully turn around sales while increasing student retention.
Boosted sales 6% by achieving buy-in from senior management to research and develop a $400,000 "minimum spend" and $700,000 "ideal spend" advertising budget to revitalize sales growth.
23% increase in enrollment of Asian and Hispanic students produced by recruiting and leading teams to create and implement customized advertising and marketing campaigns that built brand awareness.
Attained 200% increases in Asian media coverage and 50% increase in Hispanic media coverage by conceptualizing and overseeing targeted marketing events to showcase impressive outcomes by students and faculty and promote current opportunities and services.

MANAGEMENT REPRESENTATIVE 1997 - 2002
Q Prime , New York, NY

One of the world's most successful music management companies representing notable music artists in the recording industry.

Served as a management liaison for multiple artists and bands, overseeing the development and execution of global and regional marketing plans. Managed studio recording and photo shoot budgets as well as press junkets and TV performances. Planned and coordinated all aspects of artists' public appearances. Effectively identified and communicated client goals to business partners.

Selected Achievements

$36 million captured in worldwide sales for the Smashing Pumpkins' Adore album by supervising the development and execution of the album's marketing campaign.
Secured $24 million in gross sales with two million albums sold for Hole, Courtney Love's band, by establishing and managing a successful marketing plan to position the brand for market growth.
$18 million in gross sales generated by leading a 10-member project management team to support a 17-date European promotional tour to garner media attention for a prominent band.
Prepared and managed an album recording budget for Stone Temple Pilots' Shangri-La Dee Da album that grossed more than $8 million in sales.

MARKETING DIRECTOR 1995 - 1997
EMI Records , New York, NY

Renowned music recording company specializing in new and developing artists.

Developed and supervised the execution of national marketing plans. Managed $3 million marketing budget. Product-managed the rollout and subsequent phases of specific CD albums. Accountable for product packaging as well as coordinating marketing, sales, promotion, publicity, and touring strategies. Supervised the development of artist imaging, ad creation, and marketing collateral. Ensured brand continuity throughout all aspects of the project.

Selected Achievements

Captured $3 million in gross sales directing a six-member project team in launching a new brand via a regionalized sales and promotion plan that included sale pricing, product displays, merchandising and street promotions, and leveraging media opportunities.
$500,000 generated in sales by creating a grassroots marketing strategy for Sinead O'Connor's six-song Gospel Oak EP - exceeding the sales target 100%.

MARKETING DIRECTOR 1990 - 1995
Columbia Records / Sony Music , New York, NY

Premier label of Sony Music, one of the largest music companies in the world.

Promoted to lead marketing functions to successfully expand the audience base for a broad range of artists from new talent to superstars. Accountable for $6 million annual marketing budget. Directed brand development and execution, from managing product packaging and merchandising materials to targeting specific market segments via traditional and non-traditional marketing strategies, including collaborations with the company's international division.

Selected Achievements

$84 million generated in gross sales for multi-platinum artist C&C Music Factory by managing a 10-member creative team to launch and market a unique imaging and branding strategy.
Generated $50 million in global sales by spearheading Bruce Springsteen's first-ever simultaneous, dual CD product releases.
$12 million in gross sales with one million albums sold produced by originating and managing the marketing, media, and promotional strategy to successfully build visibility and market awareness for Sophie B. Hawkins' sophomore album.

Education & Languages

Harvard College, Cambridge, MA
Bachelor of Arts in General Studies / Liberal Arts, cum laude