Experience

Senior Principal Web Content Administrator  |  Northrop Grumman Corporation 
2022-Present | Remote

• Lead cross-functional initiatives to optimize UX, improve SEO, and enhance lead generation across northropgrumman.com (17k daily visitors) and the online magazine now.northropgrumman.com, aligning strategy with corporate goals to increase engagement and drive measurable outcomes.

• Achieved a 75% increase in traffic and doubled on-page engagement within four months by guiding the strategic transition of over 7,500 web pages, ensuring a cohesive user experience.

• Lead for geographically dispersed web and content teams, facilitating collaboration across global markets.

• Partner with stakeholders to design, manage, and optimize landing pages for high-profile products such as Sentinel, B-21, and NG Inisight, providing recommendations informed by key insights, KPIs, and customer goals.

• Corporate consultative liaison advising on best practices and resources to support omnichannel campaigns.

• Collaborate with internal contributors and key stakeholders, and global divisions (Japan, U.K., and Australia) to align messaging, share tools, and standardize content approaches across regions.

• Drive operational efficiencies by streamlining workflows, reallocating resources, and enhancing customer satisfaction through process improvements and strategic resource recommendations.

• Develop and deliver high-level presentations on best practices, tools, and strategies for major programs (space, mission systems, and naval aviation) and products.

University Web Strategist  |  Washington and Lee University 
2022-2022 | Lexington, VA

• Oversaw and managed the university’s primary web presence, supporting a comprehensive digital transformation to enhance user experience and align the website with institutional goals.

• Orchestrated adoption of a new CMS with redesigned architecture, delivering targeted communications, department-specific training, and post-implementation support to ensure integration and long-term buy-in.

• Strengthened partnerships across campus (advancement, admissions, academic leadership, student affairs, and alumni relations), integrating feedback into a cohesive web strategy that met varied departmental needs.

• Implemented digital governance and content management protocols, establishing best practices in SEO, accessibility, and user engagement to ensure a consistent, high-quality web experience that meets compliance standards and enhances user satisfaction.

Director of Marketing for Admissions and Aid   |  Washington and Lee University
2019-2022 | Lexington, VA

• Designed data-informed digital marketing strategies resulting in a measurable increase in application yield and significantly enhancing prospective student engagement across multiple channels.

• Leveraged data analytics and audience insights to refine touchpoints, optimizing the university’s website, targeted email campaigns, and segmented social media channels to drive higher engagement and lead quality.

• Launched a custom, in-house project management platform to manage more than 50 concurrent publications and ensure consistency across channels while identifying gaps and optimizing content flow within the ecosystem.

• Collaborated with admissions, media relations, and social media teams to create high-impact content that resonated with diverse prospective student segments and aligned with institutional objectives, fostering a unified approach to recruitment messaging.

• Launched an immersive virtual tour (YouVisit) to supplement on-campus visits, providing accessible, engaging experiences for students unable to visit in person.

• Advanced social media strategy and paid media targeting to reach prospective students more effectively.

• Redesigned admissions-focused collateral, including the view book and financial aid pieces to effectively address affordability concerns that resonated with students’ expectations and needs.

• Enhanced segmentation and retargeting tactics amid shifting demographics and audience expectations.

• Strengthened cross-functional collaboration with media relations, creative, and social media teams, proactively coordinating on potentially sensitive communications and supporting cohesive storytelling.

• Showcased W&L’s unique value proposition by highlighting academic excellence, campus culture, and career outcomes, differentiating the institution amid increasing competition.

• Adapted processes to a virtual format during the pandemic, with virtual sessions, online forums, and direct messaging for counselors to sustain engagement and meet enrollment targets amid shifting needs and concerns.

Director of Online Communications and Branding  |  Virginia Military Institute
2012-2019 | Lexington, VA

• Partnered with admissions to develop recruitment-focused messaging and campaigns, achieving cohesive engagement with prospective cadets and meeting enrollment goals.

• Executed a strategic marketing plan centered on recruitment marketing and brand stewardship, elevating VMI’s visibility and reputation across diverse audiences.

• Led cross-departmental initiatives to unify brand messaging across admissions, advancement, athletics, and alumni relations, ensuring alignment with recruitment objectives.

• Deputy Spokesperson and emergency communications team member, managing responses to public health crises and sensitive issues with clear, consistent messaging.

• Directed high-profile event marketing, including the annual legislative reception, to promote VMI’s mission to key state legislators and stakeholders.

• Authored “Don’t Do Ordinary,” VMI’s longest-running campaign and a cornerstone of its brand identity.

• Applied market research and audience insights to refine VMI’s positioning, crafting a brand narrative that engaged prospective students, donors, and community partners.

• Enhanced institutional visibility through a multichannel strategy (digital, print, social, events), increasing engagement and strengthening VMI’s brand.

• Drove significant growth in social media with a 285% rise on Twitter, 57% on Facebook, and 266% on Instagram through targeted, data-driven strategies.

• Conducted the first market research in over a decade to inform strategy, using data to guide decision-making.

• Developed an online engagement portal for prospective cadets to foster connections and engagement with incoming students and families.

• Supervised and mentored a team of five, exceeding productivity goals and fostering professional growth.

Web Communications Designer-Editor | Virginia Military Institute

2006-2012 | Lexington, VA

• Transformed VMI’s digital marketing efforts by driving cross-departmental initiatives that integrated new technologies and created a future-proofed, authentic brand identity.

• Led the selection, implementation, and content migration for two campus-wide CMS initiatives, coordinating with departments to ensure adoption, training, and alignment with institutional goals.

• Saved $150K bringing creative in-house, optimizing resources while improving quality and turnaround time.

• Introduced and managed VMI’s social media platforms.

Community Engagement

President  |  The Community Table of Rockbridge (Volunteer)
2020-2024 | Lexington, VA

• Guided the board through a period of operational transitions, including shifts in board membership and pandemic-related challenges, providing support to ensure continuity and alignment with organizational goals.

• Led and cultivated a diverse team of staff and volunteers, creating an inclusive and collaborative environment that achieved the organization’s largest grant funding to date.

• Developed and implemented an accessible crisis communications strategy during the pandemic, delivering clear, consistent messaging across multiple channels to effectively reach diverse community audiences.

• Served as primary spokesperson, spearheading advocacy and fundraising initiatives that significantly boosted community engagement and financial support.

• Revitalized the strategic plan to address emerging challenges among vulnerable and underrepresented populations, incorporating pandemic insights to strengthen future outreach.

• Forged and sustained strategic partnerships with local leaders, businesses, colleges, and organizations, expanding geographic reach and enhancing service impact in underserved areas.

Education

• M.A. Media Studies (Communications and Digital Strategy), New School University for Social Research, The New School, NY, 2005

• B.A. Art History, Mary Washington College, VA, 1992

Technical Skills

• Website Development: HTML, CSS, Javascript, SEO, UX, UI, ADA methods 

• Content Design: Photoshop, Illustrator, Indesign, Canva, AP Style

• CMS: WordPress, Sitecore, Ektron, TerminalFour, BigTree, LiveWhale, Ingeniux 

• Analytics and Reporting: Google Analytics, Sprout Social, SiteImprove, CrazyEgg

• Collaboration and Productivity: Asana, Slack, Teams, Smartsheet, Airtable