Proven leader, communicator and strategist.
At the University of Missouri’s College of Education and Human Development, I develop cohesive marketing strategies, transforming ideas into successful communications that positively impact our students, faculty and community.
With nearly 10 years of higher-education experience, I understand how to take institutional and college priorities and translate them for the modern marketing and communications landscape. By focusing on collaborative leadership and partnerships, my strategies not only resonate with our audiences, but bring real results to crucial areas including recruitment, research, outreach and advancement.
Goal
Create a multi-dimensional social media presence that recruits prospective students, recognizes current students, fosters internal pride, and strengthens the college’s reputation with external audiences.
Strategy
I developed and implemented a people-first social media strategy grounded in authentic storytelling, student voices and consistent brand alignment.
Established clear content pillars tied to recruitment, student success, research impact and outreach.
Launched signature campaigns, including Why I Chose Mizzou, and student-led Instagram takeovers.
Partnered with Recruitment and Advising to build a pipeline of new student followers through campus tours and Summer Welcome.
Implemented regular analytics reviews and performance-based content changes.
Coached staff on content planning, expectations and platform best practices.
High-Impact Social Media Presence
Results
2.67 million impressions across platforms in the past year.
Engagement rate of 3.36%, consistently above higher-education benchmarks.
Instagram growth from 400 followers (2020) to 4,300 (2026).
Facebook growth from 4,780 (2022) to 7,187 (2026).
LinkedIn growth from 535 (2024) to 983 (2026).
Scalable Campaigns for Recruitment and Retention
Campaign: Why I Chose Mizzou
Goal
Recruitment content often feels derivative in higher-education spaces. The college was looking for an authentic and sustainable campaign that was also flexible enough to adapt to different platforms and recruitment cycles.
Strategy
I launched the Why I Chose Mizzou campaign to center student stories through short quotes paired with professional photography and a modular layout. The campaign was intentionally designed to be easy to sustain, adaptable, and grounded in student voice.
Results
Campaign launched in 2017 and continues today.
Published 35 posts in the past year.
Average reach of 1.2K per post with 2.19% engagement.
Replicated by other colleges across campus.
Campaign: Dean’s List
Goal
Promote student achievements on social media platforms.
Strategy
Student achievements present a unique moment to celebrate their success, reinforce belonging, pride and retention with both students and family members. The Dean’s List campaign was launched in 2021 in collaboration with Advising and Academic Affairs to ensure accuracy, timing and consistent posting across platforms.
Results
Fall 2025 Dean’s List post reached 61K+ users with 13%+ engagement.
Highest engagement post for the college in the past three years.
Generates strong positive sentiment and supports recruitment and retention efforts.
Campaign: Student Takeovers and Day-in-the-Life Reels
Goal
Enhance student and prospective student engagement on social media through authentic, first-hand perspectives of college life and academic experiences.
Strategy
After researching best practices and consulting social media experts across campus for integrating student-led content, I launched Instagram takeovers in 2022. Students are prepared throughout the process from planning, execution and follow-up to ensure both authenticity and brand alignment. As social media platforms continued to evolve, student takeovers were transitioned into day-in-the-life reels.
Results
37 student takeovers reached 9,000+ accounts.
Takeover content repurposed in recruitment emails sent to 1,000+ prospective students in 2023 and 2024.
Current day-in the-life reels highlight field and clinical experiences across programs.
Communicating Complex Research and Data
Goal
Communicate the college’s innovative research, data and large-scale initiatives to broad audiences in ways that demonstrate impact and connect research to practice.
Strategy
Translate research and data into clear, visual narratives that help audiences quickly understand impact, outcomes, and relevance.
Results
Missouri Impact campaign and statewide map used consistently since 2017.
Research Impact Report presents college grant funding data in a clear, accessible format.
MO SW-PBS Annual Report communicates training and statewide support for participating districts.
Goal
As programs, initiatives, and audiences expanded, college websites needed to evolve to better support users, reflect institutional priorities and meet current design standards.
Strategy
I completed multiple full-site redesigns from 2016-2021 focused on:
Clear navigation and intuitive structure
Content planning driven by user needs
Consistent templates and standards
Strategic consultation with departments during content rewrites
Website Usability and Strategic Redesigns
Mizzou Academy website redesign 2021
Adventure Club website redesign 2021
ParentLink website redesign 2021
Results
Improved consistency and usability across departments.
Repeated feedback such as “This is much easier to navigate” and “This is clearer.”
Stronger alignment with institutional brand standards.
Goal
To evolve the Strategic Communications Office from a primarily request-driven model to a more strategic, priority-based approach aligned with leadership goals.
Strategy
Developed a marketing and communications plan organized by audience and strategic priorities.
Conducted a comprehensive review of website news posts and social media activity across other academic units to benchmark frequency, content types, and strategic focus.
Currently meeting with directors of strategic communications from other academic units to better understand their workflows, priorities, and initiatives, and to inform the transition of our office.
Shared CEHD-branded templates and resources college-wide to support self-service.
Transitioned frequently requested materials to formats departments can maintain independently.
Expanded long-form storytelling on the website to highlight impact and outcomes.
Strengthened partnerships with Mizzou News & Information to pitch research and stories.
Strategically determined when to cover stories internally if central coverage was not available.
Expanded storytelling to include alumni spotlights and outreach unit impact.
Preparing to fully align communications work with the college’s forthcoming strategic plan.
Advancing Strategic Communications Practice
Results
Ongoing transition with early gains in reach, storytelling depth, and cross-campus partnerships.
Increased capacity to focus on higher-impact, strategic communications.
Notable Contributions
Campus brand recognition: Recognized with the Brand Wagon Champion Award from Mizzou’s Licensing & Brand Management Office in 2020 and 2024, honoring excellence in brand stewardship and storytelling.
GIPHY channel: Launched and managed the College of Education & Human Development’s GIPHY channel, creating brand-aligned stickers and assets that have generated 6+ billion views, extending the college’s reach through organic, student-driven sharing.
Cross-campus collaboration: Initiated and facilitated regular meetings with strategic communications staff across academic units, creating space to share best practices, align approaches, and strengthen campus-wide communications.
National higher education communications network (COVID-era): Founded and led a multi-institution College of Education strategic communications group during COVID, connecting professionals from universities across the country to exchange ideas, troubleshoot challenges, and support one another during a period of rapid change.