The Knight Your Ride: Forged campaign showcases UCF school spirit through a unique creative strategy. Centered around Knightro, the university's mascot, my team and I juxtaposed a medieval theme with humor by placing him in a dramatic blacksmith forge setting. We filmed footage for this campaign over two days, combining studio and on-location filming to create a captivating narrative. With an emphasis on ingenuity despite budget constraints, our team's collaboration resulted in an engaging, visually compelling campaign that captured audience attention across social media platforms. To date, this campaign has resulted in increased awareness and license plate sales.

UCF Day of Giving 2024 was an incredibly successful multi-division, omnichannel marketing campaign that effectively engaged alums, students, faculty, staff, and friends of the University of Central Florida and inspired them to make a gift to the funds and initiatives they're passionate about. By leveraging nostalgia-inducing imagery and creative assets designed to foster positive engagement and highlight the impacts of philanthropy, the campaign generated excitement and inspired participation. The focus on creating fun, engaging content was a key factor in raising brand awareness and achieving the campaign's goals. The campaign raised $9.14M+ from more than 10,000 gifts. 

This social media quiz was a huge success in encouraging audience engagement with the UCF Day of Giving 2024 campaign. We saw an overwhelmingly positive response by providing a fun way to participate without immediately making a fundraising ask. Inspired by Buzzfeed-style quizzes, we added additional value by incorporating a playlist result modeled after Spotify's "daylists" themed to each UCF Icon. We focused on ensuring each playlist had various genres and an engaging title and description relevant to each UCF Icon so that people would want to share their playlist results organically. The activation yielded an impressive 22% engagement rate and almost a 15% conversion rate.

As a marketing strategy manager at UCF, I spearheaded a transformative refresh of the Knight Your Ride (UCF license plate) campaign. Tackling creative fatigue and rising costs, I led my team in redesigning campaign assets and streamlining the user journey to improve overall engagement and user experience. Using A/B testing and user journey mapping, we optimized our landing page and aligned campaign creative with UCF's Big 12 debut, leveraging heightened school spirit to boost engagement. This strategic overhaul eliminated barriers to purchase, enhanced user experience, and harnessed school spirit and the dedication of Knight Nation to drive campaign performance and results.

UCF Day of Giving 2023's omni-channel marketing campaign was an outstanding success, exceeding all expectations and raising an impressive $6.8M in total donations across 9,552 gifts. This is an incredible 84% increase in total donations raised year-over-year and a remarkable 73% increase in total gifts year-over-year, surpassing the initial goal of $4M in total donations and 6,500 total gifts. The campaign's return on investment was impressive, with a significant increase in donor engagement and total gifts per donor compared to previous years. The UCF Day of Giving campaign helped the university achieve its fundraising goals and built a strong sense of community and celebration that inspired Knight Nation to give.

In support of an effort to emphasize the University of Central Florida's connection to the space industry, engineering, and technology, I crafted a robust social media strategy to effectively highlight UCF student, faculty, and alumni involvement in the Artemis program leading up to the Artemis 1 launch. Despite the launch being delayed twice, I ensured that UCF's presence in the space industry remained top of mind across our social channels (Facebook, LinkedIn, and X [FKA Twitter] and tapped into other opportunities (like Space Week) to keep UCF involved in the Artemis 1 conversation. I led the development of the strategy, post schedule, and writing the post copy while simultaneously managing other initiatives for the university.

I worked with NaturalPhil to develop his artist brand and build a dynamic social media presence across Instagram, YouTube, and Spotify. Leading social media and creative strategy, I created a cohesive visual identity, engaging weekly content plans, a comprehensive brand guide, and the tagline for his artist brand, "Create. Connect. Contribue." As part of this work, I directed photo and video shoots, including a promotional shoot for his musical group, The Mood Designers. I also developed the concept for the album art for his single “Plane Ticket.” By harnessing NaturalPhil’s expertise as a professional drummer and love for music, we transformed his platforms into inspiring hubs for education, connection, and growth.

As the Demand Generation Manager at INTELITY, I significantly boosted the company’s social audience by over 27% in less than a year. I cultivated an active LinkedIn following of 3,500+ followers from scratch. My strategic content and social media initiatives were instrumental in positioning INTELITY as a prominent figure in the hospitality technology sector and in showcasing how our platform effectively addressed the prevalent challenges hoteliers encountered in front and back-of-house operations. I also curated and shared industry articles highlighting the growing demand for a streamlined guest experience, effectively spotlighting how INTELITY’s platform met these requirements while bolstering the company’s brand recognition.

As an Account Manager at Reach, I worked with the franchise owner of four regional Ben & Jerry's Scoop Shops to enhance their online presence. I developed and executed organic and paid social media strategies to build awareness, increase traffic to the Scoop Shops, and promote their custom cakes and catering offerings. I created monthly content calendars and visited each location regularly to capture unique photography of seasonal offerings, new flavor launches, and events. I also pioneered incorporating influencer marketing in campaigns at my agency by collaborating with local nano and micro-influencers to boost awareness for special events and flavor launches.

Photography is one of my favorite forms of expression. Throughout my career, I've effectively utilized this passion to elevate the content I produce as the blog editor for The Independent Florida Alligator and as a contributing writer for Orlando Style Magazine. Over the course of my career, I've had the opportunity to photograph many bands and artists, including The 1975, Bad Suns, Echosmith, Birdy, James Arthur, Christina Perri, Dan + Shay, and others. The selected photographs featured in this lightbox were captured with explicit permission from the featured artist or band and via a secured media pass.

A selection of writing samples featured on the home page.​