Evolving Urban Teachers Into City Teaching Alliance
As Head of Marketing and Creative, I led brand and creative work for Urban Teachers across Baltimore, Dallas, Philadelphia and Washington, D.C. My role spanned brand strategy, audience research, recruitment campaigns, participant storytelling, creative direction and brand experience.
That work gave me a close understanding of how the organization was perceived, where the existing brand created limitations and what prospective educators needed to understand before applying. Those insights became an important foundation as Urban Teachers prepared for its next chapter as City Teaching Alliance.
I helped lead the internal rebranding process and served as a key partner between organizational leadership and LLT Group, contributing research, audience insight, strategic direction and stakeholder perspective as the new positioning, name and identity were developed.
Building the Brand Across Four Markets
Before the organization transitioned to City Teaching Alliance, I led the continued development and application of the Urban Teachers brand across four markets. The challenge was to create a recognizable national experience while adapting messaging, creative and calls to action for different audiences, locations and stages of the recruitment journey.
As the organization’s sole internal creative and brand lead, I directed work across digital advertising, social media, print, out-of-home, recruitment materials, environmental graphics and participant communications. This work strengthened consistency across markets while revealing opportunities for the brand to better reflect the organization’s expanding mission and future direction.
Building Trust Through Educator Stories
Authentic educator and participant experiences were central to helping prospective applicants understand both the purpose and demands of the program. I helped develop a video storytelling initiative that moved beyond institutional claims and allowed participants to explain the experience in their own voices.
I contributed to campaign strategy, interview development, participant coordination and production planning, working remotely with a California-based production team on shoots in Baltimore and Philadelphia. I also helped guide how the resulting stories were adapted across digital campaigns, social media and recruitment communications.
The work demonstrated how one well-developed story could become a flexible content asset, building trust across multiple channels and stages of the recruitment journey.
Participant storytelling campaign developed for Urban Teachers prior to the City Teaching Alliance rebrand. My role included campaign strategy, interview development, production coordination and content rollout.
I developed a branded onboarding experience designed to maintain momentum after candidates were accepted into the program. Personalized messaging, curated materials and interactive elements reinforced belonging, strengthened emotional connection and helped accepted participants see themselves as part of the Urban Teachers community before their program began.
Strengthening the Experience After Acceptance
Integrated Recruitment & Brand Campaigns
Served as the sole creative and brand lead supporting Urban Teachers markets in Baltimore, Dallas, Washington D.C., and Philadelphia, overseeing campaign development across social media, digital advertising, print, out-of-home, and recruitment marketing initiatives.
Led the creative direction and execution of multi-channel campaigns designed to strengthen brand visibility, increase audience engagement, and support recruitment efforts across multiple markets. Each campaign was developed to maintain consistent brand messaging while adapting creative, visuals, and calls to action for different audiences, platforms, and stages of the engagement journey.
Responsibilities included campaign concepting, visual design, messaging development, rollout coordination, and maintaining brand consistency across all marketing touchpoints without an internal creative team.
