The Curriculum Vitae
I turn big, messy ideas into stories people want to read, campaigns they engage with—and content remember.
STRATEGY, STORYTELLING, AND THE GRIND BEHIND IT
The Day Jobs
Here’s where strategy met execution. With 20+ years of shaping brand voice, building content teams, and running campaigns that move people and metrics, these are the roles that taught me how to turn ideas into outcomes.
2022 - PRESENT
Content Strategist
bswift
- Developed and implemented a unified messaging framework, aligned across channels and tailored to personas, through collaboration with product, sales and creative teams
- Directed content strategy for major site redesigns, including bswift.com and Engagement Agency, including the creation of new positioning-focused, narrative-driven content
- Served as co-host for the bswift Beacon podcast and led executive comms efforts in blog, product announcements, and social content
- Owned campaign messaging architecture and collaborated with cross-functional partners to deliver multi-channel campaigns (email, paid, social, web)
- Optimized all content against SEO best practices and performance metrics to drive awareness, engagement, and conversions
2022 - 2022
Senior Content Development Manager
CVS Health
- Built foundational messaging strategy and content playbooks for a new but unfortunately short-lived health-tech division
- Developed compliant, customer-centered content in close collaboration with clinical, legal, sales, and tech partners
- Created editorial and voice guidelines to support scalability
2019 - 2022
Content Marketing Manager
Texas Association of School Boards
- Led multi-channel content strategy for HR, risk, and policy service lines across five distinct audience segments
- Developed content journeys and architecture for TASB's Member Center platform
- Partnered with UX/DX and analytics teams to align strategy to business outcomes
- Developed information architecture for the new TASB Member Center site
2013 - 2019
Digital Communications Manager
Texas Association of Counties
- Led messaging strategy for advocacy campaigns and legislative outreach.
- Producer and editor for County Issues e-newsletter TAC on the Lege podcast
- Developed thought leadership and educational content, including an award-winning local government video series hosted by a PBS personality
- Provided social media strategy advising and training for elected officials and staff
- Feature writer for the award-winning County magazine, covering health care reform, the property tax system, technology, and other topics
- Provided leadership in developing the association's online presence
2010 - 2013
Marketing & Communications Manager
Texas Apartment Association
- Modernized digital channels, dramatically increasing audience engagement
- Drove event registration and community growth through targeted digital campaigns.
- Led creative strategy for fundraising and public service efforts for the TAA Education Foundation.
2007 - 2010
Section Editor & Staff Writer
Austinist/Gothamist
- Editorial leader for the Books Section
- Wrote literary reviews, interviewed authors, and covered events and culture
- Coordinated with publishers and and contributors to curate and publish editorial content
2006 - 2007
Events Marketing Specialist
BookPeople
- Drove media outreach, securing local coverage for events and author appearances
- Produced and published press releases and website content
- Hosted high-profile author events, liaising with talent from David Sedaris to presidents Jimmy Carter and Bill Clinton
Education
Grounded by an education in journalism and marketing, I bring clarity of storytelling and precision of strategy, informed by audience behavior, psychographics, and what really drives decisions.