Digital & Social Media Marketing
Experience leading digital marketing strategy, audience targeting, creative direction, paid social campaigns, and lead generation efforts across higher education, nonprofit, and rural real estate industries.
At WIU and Urban Teachers, responsibilities included campaign strategy, agency collaboration, audience segmentation, messaging development, and digital campaign optimization across multiple regional markets.
At LandGuys, I helped launch some of the company’s first paid digital marketing campaigns and later transitioned campaign management and social advertising efforts in-house to improve creative control, optimization, reporting, and broker collaboration across multiple markets.
Since March 2025, paid social campaigns managed across LandGuys markets have consistently exceeded industry performance benchmarks, with many campaigns generating engagement and click-through rates performing multiple times above industry averages while improving audience targeting, retargeting performance, lead generation, and overall campaign ROI.
Google Advertising
Reviewing and building custom dashboards converting data into informative reports and tracking real-time efforts.
Paid Digital Advertising Strategy & Performance
Led the development and launch of Urban Teachers’ first annual paid digital advertising strategy focused on brand awareness, audience growth, lead generation, and conversion performance across multiple regional markets.
Campaign strategy included audience targeting, creative development, messaging optimization, paid search, display advertising, and performance analysis designed to improve engagement and drive measurable marketing outcomes.
Within the first 30 days, campaign performance resulted in:
64% increase in website traffic
44% increase in paid search traffic
51% increase in conversion traffic
Retail Media & Digital Out-of-Home Advertising
In 2021, I helped expand Western Illinois University’s advertising strategy into retail media and Digital Out-of-Home (DOOH) advertising through a partnership with a national retail media vendor.
Working alongside the Veterans Resource Center, I identified five strategic military feeder markets and developed targeted in-store advertising campaigns within commissaries to increase visibility among military-affiliated audiences and prospective online graduate students.
Campaign creative ranged from brand awareness messaging to program-specific recruitment content tailored to individual audience segments and locations. This initiative introduced a nontraditional advertising channel that expanded reach, strengthened audience targeting, and created additional opportunities for engagement closer to the point of decision-making.
