Skills

Persuasive and Creative Writing ▪ Content Management and Strategy ▪ Print and Digital Content ▪ Fundraising Writing and Strategy ▪ Video Script Writing ▪ Audience Analysis ▪ Copy Editing ▪ Advocacy Communications

2013–Present
Conservation Law Foundation
Chief Content Officer

Oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive constituent engagement, retention, and leads for a 50-plus-year-old environmental advocacy organization.

• Ensure all content is on-brand, consistent in terms of style, quality, and tone of voice for all channels, including web, social media, email, mobile, video, and print.
• Map out a content strategy that supports and extends marketing initiatives and advocacy goals, including the development and management of a robust content calendar.
• Consult with legal advocacy staff to develop campaign plans and accompanying communications plans to focus and move forward strategic advocacy goals.
• Supervise writers and editors and serve as a gatekeeper of best practices in grammar, messaging, writing, and style.
• Manage Conservation Law Foundation website, including overseeing the site's complete redesign and rewrite in 2015. Supervise digital marketing efforts through email, social media, and paid advertising.
• Work with Development staff on direct mail and email appeal strategy, including reviewing and editing all fundraising copy.
• With Digital Strategist, established email acquisition program through Google display ads, online petition sites, and Facebook. 
• Write, edit, and design triannual newsletter, including special annual report issue, to support advocacy and fundraising goals. 
• Gather data and handle analytics and make recommendations based on those results.
• Establish workflow for requesting, creating, editing, publishing, and retiring content.
• Develop and manage marketing and communications budget and supervise three staff.

2007–2013 
The Trustees of Reservations
Marketing & Communications Director

Managed and directed an extensive array of internal and external communications for the 120-plus-year-old conservation organization, including print and electronic, to ensure consistency with organizational brand and strategic vision.

• Provided editorial oversight for an award-winning, quarterly magazine with a circulation of 44,000, in addition to the annual report, including content development, editing, design input, and final quality check.
• Developed dynamic messaging and themes to support overall organizational goals and engage audiences in understanding and supporting our core mission.
• Managed www.thetrustees.org, including monthly content strategy. Advocated for and implemented complete redesign and rebuild of the website onto a new content management system in 2009.
• Developed and implemented emarketing strategy, including planning and writing of emails and oversight of program-specific enewsletters.
• Developed and implemented social media strategy, including launching The Trustees' presence on Facebook, Twitter, and Flickr.
• Wrote and edited fundraising communications, including quarterly newsletter targeted to leadership donors and governance volunteers, donor and member solicitation letters, case statements, invitations, and emails.
• Wrote and edited presentations, speeches, and other executive communications for The Trustees’ President and Board chair.
• Interacted and consulted with statewide field staff on carrying out marketing, communications, and public relations functions, including working with diverse regions and programs to provide brand and messaging support.
• Managed marketing budget and supervised five-person staff.

2000–2007
Appalachian Mountain Club
Advanced from Marketing Associate to Marketing Director

Developed and implemented marketing strategy for AMC programs, including AMC Destinations, AMC Books, the AMC Online Store, Education, and trail volunteer programs. 

• Worked with individual program staff to develop and implement seasonal marketing messages, promotional offers, print collateral, direct marketing pieces, and advertising to drive stay at AMC lodges and huts.
• Managed presentation of programs on www.outdoors.org, including writing copy, developing promotions, and usability to increase reservations for AMC's lodges and registrations for its educational programs.
• Managed AMC Outdoor Connection, AMC’s monthly email newsletter; wrote and designed emails and tracked conversions and ROI.
• Developed search engine optimization strategy, including working with an outside consultant on organic and pay-per-click search, to increase website visitation and conversions.
• Oversaw AMC Online Store, including development and implementation of product and promotional strategy; tracked ROI.
• Wrote marketing copy for a variety of audiences, including web content, promotional emails, catalog copy, and fact sheets.
• Developed annual sales projections for AMC Books and Maps; worked with Books team to conceptualize new products and series, resulting in year-over-year sales increases.
• Created and implemented marketing and publicity plans for all new AMC Books and Maps; worked with third-party distributor on strategies to increase annual sales.
• Supervised two Marketing Associates, working with them to develop professional goals to meet organizational needs, providing project support, and encouraging professional development.

1999–2000
Curriculum Associates, Inc.
Senior Marketing Specialist

Worked as part of the marketing team to develop marketing and promotional pieces for an extensive catalog of educational materials aimed at secondary school teachers.

• Designed and wrote copy for website and major marketing samplers and brochures, and oversaw projects through completion by the internal art department.
• Wrote and edited copy for 140-page biannual catalog.
• Conceptualized, wrote, and designed promotional pieces for direct mail campaigns.

1995–1999
J. Weston Walch, Publisher
Advanced from Marketing Assistant to Special Promotions Manager

• Managed and staffed company exhibit at local, regional, and national education conventions, including the planning of pre- and post-show promotions and author appearances.
• Developed and managed the annual budget for exhibits program and special promotions to increase product visibility to K–12 teacher market.
• Wrote promotional copy for new books, including fact sheets and back cover copy.
• Administered company website and supervised site redesign to improve navigation and reach.

Technical Skills

• Adobe Creative Suite
  
• WordPress
• Microsoft Office
• Google Analytics
• Convio/Luminate Content Management System
• Familiar with both PC and Macintosh platforms

Volunteer Experience

2013–2019
Member, Board of Directors, Institute for Humane Education; served as Board Chair from 2016–2018

Freelance Experience

New England Botanic Garden at Tower Hill

• Copy editing, copywriting, proofreading
• Fundraising appeal writing

The Trustees of Reservations

• Writing, editing, project management

Sudbury Valley Trustees

• Messaging strategy for membership recruitment and fundraising materials
• Copywriting for annual fundraising appeal