Resume

o Highly collaborative strategist with a passion and experience promoting higher education, the arts, and cultural organizations

o Expertise in digital marketing and student recruitment marketing strategies; leverage data to inform strategy

o Track record of creating data-driven marketing initiatives that successfully meet institutional goals

o Reputation builder with a track record of securing impactful media placements in Wall Street Journal, The New York Times, NPR, Los Angeles Times as well as developing thought leadership opportunities for leaders and faculty

o Skilled storyteller, connector, and brand champion

o Motivating leader experienced in managing and mentoring staff, students, external vendors

Director, Marketing & Communications
Cal Poly Pomona
College of Business Administration & Singelyn Graduate School of Business
April 2023-present

Founding Director of Marketing and Communications for Cal Poly Pomona’s College of Business and the Singelyn Graduate School of Business, one of the largest AACSB accredited public business schools in the nation, serving 5,000+ students with 50K alumni across the globe.

Recruited into this role following a transformative $12.5 million gift from an alumni couple that established the Singelyn Graduate School of Business in 2022. Under my strategic leadership, we have expanded the school’s digital presence, increased online engagement, and enhanced brand visibility. These efforts contributed to record breaking applications and enrollment across all graduate programs for Fall 2024, and an upward trend in reputational business school rankings.

Additional highlights:
Report directly to Singelyn Family Dean. Member of the Dean's Senior Leadership Team, CPP Marketing Advisory Group, and CPP Enrollment Advisory Group.

Bolstered marketing capabilities by reclassifying, upskillng, and hiring marketing team members

Expanded digital footprint, online engagement, and brand visibility through targeted social media, content, web, print, radio, and online marketing strategies: 4MM+impressions, 55K+ actions/site visits; Singelyn Graduate School of Business website sessions increased +93% in one year

Partnered with Strategic Communications and branding partners on the campus rebrand and launch of new CPP logo, brand guidelines, and new website

Director, Marketing & Communications
UC Riverside, School of Education, Riverside, CA
August 2017—April 2023

• Strategize, develop, and execute communications and marketing efforts with a focus on raising visibility of SOE and increasing student enrollment in the school's multiple undergraduate, master's, and doctoral programs

• As a member of SOE Administrative Leadership, provide guidance and expertise on key initiatives, and oversee strategic communications and executive messaging

• Expanded SOE’s digital footprint by launching a new, engaging school website (increasing traffic by 30% in a year), email campaigns, social media, and SEO/PPC to increase visibility of academic programs

• Direct SOE’s content strategy, producing compelling newsletters, annual reports, brochures, videos, and admissions marketing materials that build the school’s brand and support strategic initiatives

• Implement multi-platform annual recruitment plans, including digital marketing (retargeting, search, lookalike audiences), email marketing (Slate/CRM strategies, drip campaigns), and targeted recruitment events. Efforts increased Ph.D. applications by 25% in 2018, and in 2020 SOE had a record number of applications and enrolled students across all academic programs

• Conceptualized and developed the annual UCR Graduate Open House and corresponding marketing campaign, resulting in 40% of attendees applying

• Work with Dean, local school districts, and student affairs staff to develop pipeline programs aimed at diversifying and training future Inland Empire teachers

• Produced school’s 50th anniversary event with five faculty “Ed Talks”

• Created the Alumni Excellence in Teaching Awards to honor and engage alumni during Teacher Appreciation Week, and SOE’s inaugural student, faculty, staff awards

• Developed standardized student communication policies and procedures

• Establish strong partnerships across campus including Graduate Division, Undergraduate Admissions, and University Communications

Director, Public Relations & Communications (2014-2017)
Communications Manager (2012-2014)
Loyola Marymount University School of Film and Television, Los Angeles, CA
August 2012—August 2017

• Developed strategic communications plan to raise visibility of LMU SFTV, positioning the school as a top film program and increasing engagement with key audiences including current and prospective students, parents, donors, alumni, and industry

• Directed media relations strategy: secured Sunday Los Angeles Times Calendar cover story on film students, with online bonus video interview and links to student work; served as SFTV spokesperson

• Helped elevate school’s position in The Hollywood Reporter and USA Today annual film school rankings, bolstering SFTV’s reputation and driving student enrollment

• Directed marketing and advertising efforts; led comprehensive graduate recruitment marketing campaign – increased applications to screenwriting program 50% in one year

• Oversaw content strategy and execution across all platforms, creating compelling storytelling—video, photography, and written—designed to drive engagement and mobilize SFTV’s audience

• Led redesign of website, and generated 30% increase in traffic from media placements and social media sites within a year

• Oversaw slate of programmatic events aimed at connecting students with industry, engaging donors and young alumni: Monday Night Series, Filmcraft, Film Outside the Frame annual student film festival, and annual Steed Symposium

• Launched SFTV’s blog “Loglines” and newsletter

• Oversaw SFTV’s social media strategy; created a viral video series called “Small Talk” where film luminaries give advice to students, generating 40K views across Facebook, Twitter, and YouTube

• Handled key sponsorships with LA County Art Museum (LACMA), Film Independent (LA Film Fest), The Hollywood Reporter Women in Entertainment/Big Brothers Big Sisters, raising SFTV’s profile, and connecting students with career opportunities

• Led marketing and talent for The Hollywood Masters series, filmed on-campus by students, distributed by Netflix, booking such guests as Norman Lear and Geena Davis

Director of Publicity
Concord Music Group, Beverly Hills, CA
November 2005—August 2012

• Developed publicity campaigns to maximize exposure for Concord and its artist roster

• Secured press coverage on the company including Concord’s partnership with Starbucks/HEAR Music (profile in Fortune Magazine) and the 2010 acquisition of the Paul McCartney EMI catalog (profiles in The Wall Street Journal, NPR, Los Angeles Times, The New York Times)

• Planned and executed successful national press campaigns for artists such as Joe Cocker, Poncho Sanchez, Herb Alpert that directly led to an increase in music sales and audience development

• Developed publicity campaign for bass player and singer Esperanza Spalding that earned her a Grammy nomination and subsequent win for Best New Artist (2011), making her the first jazz performer to receive a Best New Artist award

• Planned events including record release parties, satellite media tours, and press events

• Booked and escorted talent on awards shows including Academy and Grammy Awards

Marketing and Publicity Manager
Capital Entertainment/First Look Studios, Burbank, CA
November 2004—November 2005

• Developed strategic marketing and publicity plans for home entertainment releases

• Handled press outreach and marketing collateral for trade shows such as VSDA

Advertising Coordinator
Robinsons-May/Meier & Frank, North Hollywood, CA
March 2004 —November 2004

• Developed and maintained monthly newspaper advertising schedules

• Worked with the buying and traffic departments through each stage of an ad’s production

Assistant to the Associate Dean of Student Affairs
USC Keck School of Medicine, Student Affairs, Los Angeles, CA October 2002 — March 2004

• Provided support to the Associate Dean of Student Affairs assisting in daily operations including correspondence, travel, literature reviews on health for student lectures

• Helped plan events including graduation, award ceremonies, and conferences

Research Associate
USC Department of Family Medicine, Evaluation and Grants, Los Angeles, CA
June 2001—September 2002

• Worked with community-based organizations on grant funded public health initiatives; performed an evaluation of HIV/AIDS in LA County Jail which led to condom distribution

• Wrote grants, surveys, fact sheets, and key message points

Master of Arts, Communication Management. University of Southern California, Annenberg School for Communication and Journalism, May 2005

Bachelor of Arts, Communications. University of Southern California, Annenberg School for Communication and Journalism, May 2001

Microsoft Office. Adobe Photoshop. iMovie. Email marketing programs including MailChimp, Emma, and Eventbrite. Publicity databases including CisionPoint. Content management systems including WordPress and Drupal. CRMs including Slate. Google Analytics. Canva. Social Media.

USC Latino Alumni Association

UCR Marketing 2022 Conference – Programmed, and presented at, the digital marketing track

USC Annenberg Mentor Program – Mentor, 2012, 2015, 2016

Southern California Forum for Diversity in Graduate Education – Committee Member, 2019

“Pride in the Foothills,” Co-founded Glendora’s first LGBTQ+ celebration

Get Recognized Award Recipient, UCR Staff Assembly, March 2021

Grad Slam Judge (Prelim), 2022, 2023
Grad Slam is a UC-wide competition where graduate students explain their research in 3 minutes