In the realm of leading a team in creative strategy, I think beyond steering the ship and focus more on connecting the dots. I aim to ensure that everyone on the team has a clear strategy, clarity, and an understanding of what a successful outcome looks like. Clarity provides clear directioin on where they should spend their time and energy and how to prioritize. It is vital to assess operations and ensure that there is a clear path and process for the team to accomplish objectives. I am passionate about keeping the team motivated to successfully complete the work and creating a positive and inclusive culture.

When adopting an integrated marketing approach, video emerges as one of the most influential mediums. Below, you'll see two video samples that I played a significant role in both producing and executing. My involvement spanned various critical stages, from script writing, coordinating schedules of student participants, crafting interview questions, arranging suitable filming locations, reviewing raw footage alongside the video production team, and seamlessly integrating the final products onto web landing pages, social media, and print postcards through QR codes. These projects represent just a glimpse of the many similar initiatives in which I played an integral role throughout their entire lifecycle.

While my responsibilities encompassed a wide array of traditional and digital recruitment marketing communications, one endeavor of which I am exceptionally proud is the series of viewbook publications I designed from 2011 to 2021. These publications, crafted to cater to various stages of the recruitment funnel, hold a special place in my portfolio. They serve as essential tools in the mission to increase student enrollment and expertly guide prospective students through the admissions process.

On an annual basis, I engaged in close collaboration with a dedicated Admissions team and talented creative professionals, including photographers, copy editors, designers, and third-party printers. Together, we embarked on the design, production, and lifecycle management of a range of creative projects, with a particular focus on the suite of recruitment publications that WIU relies upon throughout the entire annual enrollment cycle.

Over the past decade, I played a pivotal role in adapting publications and marketing strategies to align with the evolving needs of target audiences, maintaining competitiveness among regional universities, and staying in sync with the ever-shifting trends in higher education. This commitment to staying current and responsive was instrumental in ongoing success.

I feel honored to have been awarded Collegiate Advertising Awards for my creative and marketing efforts in 2013 (Bronze), 2014 (Silver), 2017 (Gold), 2018 (Gold), 2021 (Gold), and 2022 (Gold).

I collaborated closely with senior enrollment leadership to execute innovative recruitment, outreach, and marketing strategies. Our combined efforts resulted in a remarkable 10% surge in fall 2020 enrollment, marking the highest increase in a decade. Building on this success, we achieved an impressive 31% increase in acceptances during fiscal year 2022. These outcomes paid tribute to our commitment to driving positive growth and fostering a dynamic enrollment landscape.