Year-End Giving Campaign
United Way of Greater Chattanooga is a nonprofit that unites the community to uplift children and families living in financial hardship.
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To inspire giving during the holiday season, we launched the Hand for Hope campaign.
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I led our marketing team and external brand advocates in executing a multi-channel giving campaign. Our data-driven approach leveraged audience segmentation, inspiring storytelling, and digital advertising. Donations increased by 313% in 2023 and were sustained in 2024 with a 94% increase, exceeding our goals.
My Work
Nonprofit Annual Report
Every year, I collaborate with internal leaders to write an annual report highlighting our collective impact on the community. Our goal is to give voice to the individuals we serve and inspire deeper engagement and support for our mission. This report is shared with corporate partners, nonprofits, civic leaders, donors, volunteers, and media.
Digital Marketing Strategy
Design Services by Shaw Floors helps homeowners take their flooring renovation project from inspiration to installation.
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In 2022, I developed a digital marketing strategy to promote this service. The roadmap included consumer insights, target persona, value proposition, content strategy, digital media plan across paid, owned, and earned channels, success metrics, and growth projections.
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Audience Segmentation
Shaw Floors is a trusted flooring provider to top national home builders in the U.S.
In 2021, I led a digital transformation of the B2B experience by conducting audience research with an agency partner. Using these insights, I developed audience segments and set content and digital priorities to optimize UX and drive qualified leads. I guided my team in executing this strategy, enhancing the overall brand experience.
Go-To-Market Plan
Floorigami is peel-and-stick flooring squares designed for flexibility and easy installation.
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In 2019, I led the brand's online launch through Lowe's, Home Depot, and Wayfair, working with a cross-functional team and agency partners. The go-to-market plan included brand positioning, design identity, digital and print content, social media calendar, retail communications plan, and a digital framework.
In 2020, I supported the D2C e-commerce brand launch through consumer journey mapping and user testing.
Digital Content Optimization
Textron Utility included several brands serving the electric utility market with products like line-stringing equipment, power tools, and safety technology for linemen.
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From 2017 to 2018, after a merger of these B2B brands, I led a team of three to develop a unified brand strategy. This helped increase engagement with end users through digital channels. We also launched a new product for first responders, which was purchased by 100 fire departments within the first six months.
International Tradeshow Media Lead
Textron Aviation is a leader in aviation manufacturing, known for brands like Cessna, Beechcraft, and the Scorpion defense aircraft.
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In 2016, I led media engagement for the Farnborough International Airshow, one of the largest aerospace and defense tradeshows. Our strategy resulted in 20 digital articles, print coverage in all three show dailies, and the strongest share of voice among competitors.
Multi-Channel Product Campaign
The Cessna Caravan aircraft is built for rugged terrain with space for up to 14 passengers. The target audience is decision-makers in special missions and private aviation.
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In 2015, I executed a multi-channel product campaign to support sales of the Cessna Caravan over its direct competitor. Campaign elements included a direct mailer, a landing page, and a comprehensive product comparison report. The successful campaign generated $9M in potential sales through qualified leads.