Resume

Position Summary

  • Director, The Hoeft Technology and Management Program (current)
  • Lecturer, University of Illinois (current)
  • Director of Communications for Illinois Extension, University of Illinois
  • Director of Marketing and Sales, International Society of Arboriculture
  • Director of Communications, Military Family Research Institute at Purdue University
  • Marketing Manager, Center for Food and Agricultural Business at Purdue University

Position Details and Accomplishments

University of Illinois, Champaign, Ill.
Director, The Hoeft Technology and Management Program, August 2021 – Present
Provide strategic and operational leadership to an academic program, including execution of academic and extracurricular programming. Foster partnerships with and lead an advisory board of like-minded corporate affiliates.

Program Administration

  • Provide strategic leadership for long-term planning and daily operations of the T&M program with both internal and external audiences. Drive coordination between faculty, leadership of affiliated colleges, and corporate partners.
  • Develop annual recruitment and retention plans and leverage data and anecdotal evidence to ensure admissions targets are met. Maintain a program of activities that support a healthy pipeline of prospective students and partners.
  • Design and lead selected T&M courses. Plan, oversee, and lead co-curricular activities and events.
  • Plan and lead the T&M short-term study abroad experiences. Coordinate logistics, recruit students, and lead cultural and corporate immersion activities. Provide in-country leadership and supervision for students and support staff.
  • Administer annual program budget of $750,000, including multiple endowments and corporate partnership support.
  • Manage administrative staff and student employees. Coordinate with administrative support units across the college and campus to execute essential program functions, including student records, financial aid, marketing, and contracts.
  • Execute program marketing and communications plan, including development of branded messages across a wide variety of communications platforms. Ensure plans align with target audience needs and preferences.

Partnership Management

  • Define core brand values and ensure curriculum and program activities align with values and reputation standards. Recruit and retain talented, high-caliber students. Build positive, lasting relationships with students and alumni.
  • Establish and manage relationships with a portfolio of corporate partners. Understand corporate partner goals and build engagement plans tailored to their needs. Solicit feedback, address problems, and work to deepen partner connections across the University of Illinois system.
  • Coordinate with campus and college corporate engagement teams to identify potential partners. Cultivate a pipeline of prospects and evaluate fit with program values and goals.
  • Provide strategic and operational leadership for the corporate partner advisory board. Maintain long-range vision for board engagement and design intentional and meaningful inflection points in the planning process.
  • Maintain data to report on essential key performance indicators, such as student placement, recruitment and admissions pipeline, and partner relations activities.

University of Illinois, Champaign, Ill.
Lecturer, July 2013 – Present
Educator and curriculum designer for three different colleges at the University of Illinois. 

  • Taught courses focusing on issues related to innovation, communication, marketing, and sales; Developed instruction emphasizing career preparation, writing, storytelling, research, ethics, and issues advocacy.
  • Managed departmental administrative functions of alumni relations, student recruitment, and program marketing; Supported the execution of an annual recruitment and retention campaign.
  • Assisted with projects and funding endeavors for the teaching, research, and public service agendas of the program.
  • Consistently named to the University of Illinois List of Teachers Ranked as Excellent.
  • Courses taught included Introduction to Innovation, Entrepreneurship and Innovation, Environmental Social Movements, Agricultural Sales and Persuasive Communication, Emerging Media, Environmental Communications, Communicating about Ag and the Environment, and Introduction to Agricultural Communications.
  • Served as a lecturer or adjunct lecturer for three different colleges: Agricultural, Consumer and Environmental Sciences; Media; and Engineering.

University of Illinois, Champaign, Ill.
Director of Communications for Illinois Extension, January 2019 – August 2021
Guide development and execution of communications, branding, and marketing strategy for the university’s team dedicated to public outreach, stakeholder engagement, and translation of scientific research into consumer-oriented information products.

Strategy and Administration

  • Provide strategic leadership in the promotion of Illinois Extension’s knowledge, research, and programs; Develop actionable insights into the challenges and issues facing Illinois residents and businesses and advocate for how these insights should drive organizational decision making.
  • Direct the development of an Extension communications strategic plan; Conduct quarterly review of progress and administer any necessary course corrections to ensure the plan represents a viable and relevant target for communications activity.
  • Serve as the primary ambassador for the Illinois Extension brand, ensuring that strategic brand priorities are represented during both strategic and tactical decision making. Facilitate organizational understanding of Extension’s brand promise and encourage short- and long-term action to deliver on core aspects of the brand.
  • Develop a nuanced understanding of key internal and external audiences. Provide direction to leadership and communications staff about effective communications strategies for engaging with these audiences.
  • Collaborate with college and university leadership to ensure Illinois Extension communication activity addresses major goals and initiatives of our campus-based partners.

Planning and Tactical Implementation

  • Serve as an expert communications resource, providing communications, marketing, and branding leadership.
  • Administer the use of a broad range of communications and marketing tools, including websites, social channels, blogs, newsletters, whitepapers, and other print and digital tools; Evaluate organizational needs and provide recommendations and guidance about use of emerging and evolving tools.
  • Drive registrations for online and face-to-face events, including workshops, webinars, and student clubs.
  • Provide training and development for communications professionals, educators, and program leaders; Maintain a working understanding of staff needs related to communications and marketing training topics.
  • Represent Illinois Extension to the media and at speaking events. Serve on state and campus committees related to Extension communications.
  • Administer a marketing and communications analytics program that evaluates reach, impact, and growth.
  • Lead the Extension communications team, including staff and agency support in marketing, public relations, government affairs, branding, and design. Provide direction to staff and outside vendors to ensure that the communications team is efficiently and effectively meeting goals.
  • Cultivate a working knowledge of best practices in marketing and communications technology, especially related to Extension’s mission of translating cutting-edge research into practical applications for Illinois residents and business.

International Society of Arboriculture, Champaign, Ill.
Director of Marketing and Sales, February 2010 – July 2013
Marketing and sales director responsible for understanding and addressing the needs of tree care professionals through memberships, credentialing programs, and professional development activities.

Leadership, Management, and Outreach

  • Supervised 18 full-time staff supporting five business functions, including membership and chapter relations, marketing and public relations, corporate communications, sales and customer relations, and sponsorship and development.
  • Administered four volunteer committees comprising approximately 60 volunteers and worked closely with the ISA Board of Directors in strategic planning efforts; Assisted the Executive Director in operationalizing the strategic plan within the
    headquarters office and in developing tools to apprise the Board of Directors and others on progress toward goals.
  • Represented ISA at industry and chapter conferences for promotion and business development purposes; Attended events in North America, Europe, and Asia Pacific to grow exposure for the ISA brand; Delivered keynote speeches, presentations, and strategic planning sessions at conferences, business meetings, and industry events.

Administration of Departmental Operations

  • Directed the creation and execution of an annual departmental operating budget of approximately $2.5 million; Ensured that appropriate resources were allocated for strategic projects and operational maintenance needs.
  • Developed and managed sales and marketing budgets to establish targets and benchmarks; Directed and coordinated
    marketing and sales operations and strategic marketing efforts across all functional areas within ISA.
  • Built protocols to develop proficiencies consistent with best practices in trademark infringement law and international privacy law; Launched an association-wide campaign to educate all ISA components in relevant details on these topics.
  • Designed a data mining protocol to leverage company data and industry insights to inform decision making about sales, marketing, and business development projects; Analyzed the effectiveness of campaigns, methods, costs, and outcomes.

Market Research, Member Relations, and Resource Development

  • Developed and executed an annual recruitment and retention campaign to address the needs of more than 21,000 ISA members and 30,000 credential holders from around the world; Increased membership by an average of 1.5% each year.
  • Managed the implementation of an association needs assessment, netting a 16% response rate; Organized a plan to share outcomes of the study that impacted strategic planning, resource allocation, and tactical decision-making efforts.
  • Analyzed sponsorship assets and packages and provided valuations to internal and external audiences; Prepared proposals and provided fulfillment and measurement reports to partners; Increased support from individuals by 125% and from corporations by 15% through two annual giving programs.
  • Stabilized advertising revenue through increased focus on relationship management; Overhauled the advertising business model with a focus on creation of new revenue streams and increased revenue from traditional advertising platforms.

 

Military Family Research Institute at Purdue University, West Lafayette, Ind.
Director of Communications, March 2008 – February 2010
Communications Coordinator, March 2002 – September 2005
Founded the communications department responsible for PR, development, and advocacy efforts for a Department of Defense research institute.  

Marketing, Public Relations, and Corporate Communications

  • Founded the communications department and crafted a strategic plan to guide the department and its interactions within and outside of the organization; Assembled and managed a communications team consisting of six full-time staff members, including specialists in marketing, graphic design, web development, and event management.
  • Directed all public relations activities and worked with editors, publishers, and news reporters to secure coverage for
    programs and events; Worked with media outlets to place feature articles, press releases, and editorial columns.
  • Overhauled the MFRI website, layering in relevant technology-based features; Increased repeat visitors to the MFRI website from approximately 15% to more than 40% of site traffic over an 18-month period.
  • Provided writing and editorial support for projects and all media placements; Managed the development of a wide variety of communication pieces, including technical reports, research briefs, brochures, and other educational materials.

Support of Scientific Research and Learning Events

  • Managed the execution of learning events, including workshops and conferences for school counselors, mental health
    professionals, academic researchers, and military personnel; Provided on-site management for all events; Supported the learning experiences of nearly 500 participants per year in MFRI programs with event sizes ranging from 15 to 250.
  • Worked collaboratively with faculty to recruit and retain participants in four research studies; explored and implemented various recruitment and retention strategies in an effort to meet target sample sizes and response rates.
  • Managed logistics and materials distribution for multiple research projects, including the development of collateral materials for a research project involving 10,000 invited participants and three waves of data collection.
  • Coordinated logistics for an international research tour, including management of four sets of focus group studies at U.S. military bases in Germany.

Center for Food and Agricultural Business at Purdue University, West Lafayette, Ind.
Marketing Manager, October 2005 – February 2008
Communications Coordinator, January 2001 – March 2002
Execution of marketing and sales support activities designed to appeal to mid- and upper-level managers in the food and agribusiness industries.

  • Developed and implemented marketing budgets and promotional plans for one dual-degree MS-MBA graduate program and nine non-credit programs; worked with marketing and communications professionals at Purdue University and Indiana University to execute marketing plan.
  • Conceptualized and hosted the Purdue University Agribusiness Management Webinar Series and the MS-MBA Virtual Open House; During my tenure, four webinars generated approximately 475 registrations, including 220 new business leads.
  • Increased valid database contacts by 35% while utilizing best practices in data privacy and management.
  • Crafted a strategic plan that supported all communication efforts, including marketing, advertising, contact management, and customer experience; Created and enforced marketing standards to achieve brand recognition and loyalty.
  • Supervised a team of five interns performing graphic and web design, database design, and data entry functions.
  • Supported organizational business development goals through participation in industry events and professional organizations; Cultivated relationships and provided insight relevant to program and project management.

Education

Master of Science, Business Administration
Indiana University Kelley School of Business, Bloomington, Ind., GPA: 3.53/4.00, August 2009

Master of Science, Educational Technology
Purdue University, West Lafayette, Ind., GPA: 4.00/4.00, December 2004

Bachelor of Science, Agricultural Sales and Marketing
Purdue University, West Lafayette, Ind., GPA: 3.33/4.00, December 2000