My leadership style is largely based on a coaching-first approach. I believe in training our future communicators and leaders to the best they can be, and I care deeply about the welfare of my team members in addition to the brand I am helping lead. I value trust, authenticity, and empowerment, and I love training team members in strategy and skills that will help them succeed. I believe in taking care of our people above all else.

Every quarter, I run reflection sessions with my team to help them develop their self-awareness and their ability to tie their personal interests and skills to business value-add efforts. These sessions convey what is important and relate to the strategy we work to live out each day; for example, I may ask them what they took chances on the prior quarter, or what they learned and what they did with that new insight, or where they took initiative and how it went.

In content training, I use scaffolding techniques to coach my writers toward independence. I always start new projects with a strategy discussion and clear assignments. Then, when reviewing new writers' work, I provide deep insights and extensive context into why edits need to be made. I also provide opportunities for the writer to make the edit (instead of me saying "change x to y," I explain what I'm looking for and ask the writer to take another stab at it). As they learn the context and strategy, their work requires fewer edits, and they can work independently. Then, I work more in the initial strategy part and the approval part, empowering my team members to learn and grow and take initiative in myriad ways.

Over 6 months from November 2023-April 2024, I co-led a corporate repositioning effort beginning with workshop facilitation among 7 executives, progressing to manager rollouts, and ending with both company-wide announcements and a full content update of dozens of resources to align with the shift. The effort required change management principles, stakeholder buy-in, positioning expertise, project management skills, and marketing acumen. The result was a more aligned workforce and a more cohesive brand identity.

I created AdDaptive's PR plan from scratch, noting key pillars (corporate comms, media relations, community relations, crisis management, and events management). I organized our programs based on the 4 quadrants of the PESO Model © by Gini Dietrich & Spin Sucks: paid, earned, shared, and owned media. I secured the company's first industry article, conference speaking opp, co-marketing opp, press release pickups, and more.

I crafted AdDaptive's mission, vision, and values, and managed the corporate rollout, complete with a launch party, swag boxes, recognition alignment, and more.

I ran PR for AdDaptive's inclusion in a Forrester Wave report in 2022, ensuring cohesion across web, press, graphics, social, email, sales, events, and more.

I've run events for several companies, from dinners and variety shows to cocktail parties and career panels.

In my position as senior director of communications and branding strategy / head of brand and content, where I have run the brand and content team for over 7 years, I craft all of our content & comms strategies and plans (encompassing positioning, narrative, audience, goals, branding, direction, PR, content, training, L&D, GTM, etc.). I oversee all 17+ programs, craft and implement project plans (PMO), and collaborate across 8+ teams for alignment. At AdDaptive, in starting the content marketing function from scratch, I launched the corporate blog, email, video, ads, PR, and resource library, introducing the company to content marketing and PR. I thrive whether given a blank slate or a starting point, as I enjoy getting sincerely curious about our operations and our offering and devising strategies that help us win in the specific places and ways we want.

I care deeply about the development of my people and I put a lot time into L&D design that is specific to each person's needs as well as to our functional growth overall. I train employees on everything from skills to professionalism, from organization to communication, and everything in between.

I train teams company-wide on messaging, content usage, file access, organization, corporate strategy, and communication. I especially love facilitating strategy workshops and running leadership focus groups or management trainings.

After several years of iterating and incorporating new insights to test new angles, I crafted a unique performance review structure at AdDaptive for the brand and content team. The quarterly review documents use a double-blind method to promote self-awareness from the employee and recognition from his/her manager. The documents begin with previously agreed upon OKRs and a clear rating structure. An explicitly outlined 3-question rating system follows, with examples noted for each rating. Then there are a few reflective questions based on what's important at that time or what that person is working on. Then there is a general catch-all section. This structure has enabled much more fruitful dialogue between manager and employee and has boosted employee growth tenfold throughout the years. Team members have expressed appreciation for the new system and its positive impact.

In 2022, I created a content brainstorm program and training series that boosted my content team’s output by over 400%. Seeing content generation as an obstacle and aiming to support my team against their content generation goals, I created a 30-slide deck, trained my team, facilitated discussions and additional training sessions, launched a peer collaboration series with biweekly meetings, assigned weekly content idea generation goals to each team member, and met one-on-one and as a team to discuss progress. The program resulted in generating 4x as many content assets that were strategically aligned and therefore able for me to greenlight and put into production. This program was featured in an article by Spin Sucks, which you can read here.