Senior Director, Digital Communications
Office of Communications and Marketing, University of Delaware
January 2023 – Present
Responsible for leading the overall strategy for the University of Delaware’s primary digital platforms and programs—the main external-facing website, @UDelaware social media accounts, paid digital marketing, and UD Connect mobile app.
- Develop strategies to increase followership for and engagement with the University’s digital channels
- 57% of the undergraduate student population has registered on the UD Connect app, including 90% of first-year students and 92% of sophomores
- +21,804 increase in followers and 5.32% engagement rate across social media channels in FY24
- Establish social media standards, best practices, and guidelines for University-owned social media accounts and web resources
- Work with campus partners to develop unit-specific strategies aligned with central communications goals
- Provide social media training for researchers and institutional thought leaders
- Collaborate closely with the creative, editorial, college communications, leadership communications, and media relations teams to translate content for digital distribution
- Work with campus partners, including Admissions, Enrollment Management, the Graduate College, and the University of Delaware Online, to develop paid and organic digital marketing campaigns and strategies to enhance undergraduate and graduate recruitment efforts
- Provide real-time digital insights and communications recommendations for potential and active campus incidents as a key member of the University’s Horizon Scanning Group and Incident Response Team.
- Serve as a principal member of the University’s digital accessibility project team.
- Manage the UD Digital Accessibility Website
- Provide accessibility training and review of digital resources to University colleagues
Assistant Director, Social Media Strategy and Strategic Digital Promotions
University Communications and Marketing, Rutgers, The State University of New Jersey
August 2017 – December 2022
Led Rutgers University’s social media efforts, managing day-to-day operations and long-term strategy for universitywide channels while developing content and distribution strategies to maximize visibility and engagement with the university on social media, the university website, daily news email, and other digital channels.
- Established social media guidelines and best practices for the University and provided social media training to units and personnel
- Managed social media advertising campaigns with a budget of ~$50,000 per year.
- Supervised the University’s videographer and oversaw the creation and distribution of university multimedia content.
- 56 videos produced in FY22
- 11,337,810 video views in FY22
- Created and executive produced Faces & Voices of Rutgers, an 18-episode video series featuring Rutgers President Jonathan Holloway in conversation with members of the Rutgers Community.
- Conducted regular social media monitoring, providing reports on spikes in University mentions, responses to campus incidents, and potential threats to brand reputation.
Assistant Director, Marketing, Media, & Communications
Division of Student Affairs, Rutgers University–New Brunswick
July 2015 – August 2017
Oversaw divisional media initiatives and activities, collaborating with the 29 departments and units within Student Affairs to determine and satisfy video, photography, and digital needs.
- Developed and instituted standards for divisional publications, photography, and videography.
- Recruited, selected, trained, supervised, and assessed a staff of 20-30 students per year.
- Assisted with the creation and distribution of divisional publications and other communications and public relations products.
- Established the division’s presence through established and emerging digital outlets, including social media.
- Served as the marketing and communications liaison for divisional diversity, equity, and inclusion efforts.
Assistant Director, Marketing & Communications
Department of Student Life, Rutgers University–New Brunswick
June 2011 – July 2015
Directed design, photo, and video content production for the promotion of student-facing events, services, and facilities.
- Led editorial projects, including the creation of the I Am Rutgers online magazine, highlighting the overall student experience at the university.
- Directed social media marketing & communications efforts for the department and its subgroups.
- Collaborated with Mason Gross School of the Arts, Rutgers Business School, and the School of Communications and Information to create a multi-track credited internship program for students.
