P R O J E C T M A N A G E M E N T
Keep the Conversation Going
Great conversations rely on thoughtful timing, clear structure, and ensuring everyone stays on the same page. At Washington and Lee University, I faced a challenge: enrollment marketing was fragmented and managed by two separate offices.
My job was to unify these teams, streamline their processes, and create cohesive campaigns—amid the complexities of a global pandemic and heightened institutional scrutiny.
Building Trust and Aligning Teams
I brought Admissions and Communications together, bridging gaps through collaborative strategy sessions and clear, shared objectives. We moved from siloed operations to genuine teamwork, enabling us to deliver consistent, compelling messages.
Smarter Workflows
To keep projects organized and moving forward, I introduced a custom-built project management tool.
It offered clear timelines, tracked more than 50 simultaneous projects, and prevented production bottlenecks—helping the team deliver effectively even under pressure.
Results that Last
32.5% increase in applications, nearly double the national average
Improved efficiency, reducing stress
Enduring digital solutions, including virtual recruitment strategies
Stronger connections built through authentic, relatable messaging
A Connected Experience
With cohesive messaging across digital ads, personalized emails, print materials, and virtual recruiting events, we provided an accessible, consistent journey for prospective students.
Authentic storytelling and welcoming visuals showcased W&L’s inclusive community, connecting meaningfully with families during uncertain times.