Year-End Giving Campaign
United Way of Greater Chattanooga is a nonprofit organization uniting the community to uplift children and families living in financial hardship.
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 running a multi-channel giving campaign. The story-driven approach leveraged peer-to-peer fundraising and digital advertising, increasing donations by 313% in 2023 and 94% in 2024, 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 nonprofit partners, local businesses, civic leaders, and donors.
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 Research
Shaw Floors is a trusted flooring provider to top national home builders in the U.S.
In 2021, I leveraged an agency to conduct in-depth customer research to transform the business-to-business digital experience with the goal to better serve our customers. Based on those insights, I developed audience segments and recommended digital priorities. This strategy helped guide my team to bring the new digital experience to market.
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 direct-to-consumer e-commerce brand launch through consumer journey mapping and user testing.
Digital Content Optimization
Textron Utility encompassed several brands serving the electric utility market, providing line-stringing equipment, power tools, and safety technology primarily targeted at linemen.
From 2017 to 2018, following a recent merger of these business-to-business brands, I identified the need for a cohesive brand strategy. To address this, I led a marketing team of three to align the brand positioning and increase engagement with end users through various digital channels. Leveraging this new branding strategy, we successfully launched a new product targeting first responders. Within the first six months, the product was purchased by 100 fire departments.
International Tradeshow Media Lead
Textron Aviation is a leader in aviation manufacturing. They are known for their range of brands, which include Cessna, Beechcraft, and defense solutions like the Scorpion.
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In 2016, I managed all Textron Aviation media engagement for Farnborough International Airshow, one of the largest aerospace and defense tradeshows. The outreach strategy resulted in a total of 20 digital articles, print coverage in all three show dailies, and the strongest share of voice compared to our direct 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.