My Story
I like to think I made my first forays into user research when as a small child I’d pull my orange and black pillow over to sit on in front of my grandma and ask her to tell me stories from her life. I didn’t want entertainment, but just to learn what made her, and by extension me and my family.
That’s always what storytelling has been about for me: learning and understanding other people’s experiences. It’s what brought me to studying theatre at Barnard College. There I learned the importance of the art of experience. If you did your job well, the experience you created for an audience could be carried with them beyond the walls of the theater, impact their behavior, and maybe even the world.
Currently, I’m focused on a different type of experience – that of the student journey at a small university – through the use of social media communications and listening. But no matter the industry, I’ve seen through all my roles that experience matters. It really does. Investing in the experience – user, customer or otherwise – is an act of strategy and of care. It’s the secret social-emotional sauce and the competitive edge.
If you’re interested in design for good, like improving systems, or think a great journey map or user flow is a beautiful thing, then reach out. I love to chat and collaborate! I’m also commonly found asking advice from my cat, seeking European train route dominance in Ticket to Ride, and eating too many Oreos. So, if you relate to any of those, feel free to send me a note too – especially if it includes cat pics!
Experience
Social Media Manager
Quinnipiac University • 2018 - Present
Guide data-driven, iterative content development for University's flagship social media accounts
Conduct brand analysis, social listening, and audience research using Meltwater data to inform Marketing and University Board of Trustees decision-making
Strategize, build, and report on targeted social media advertising campaigns in support of admissions and brand KPIs
Oversee content strategy and creation for digital signage network with focus on accessibility compliance and design
Created customized widgets and tagging system in user-generated content (UGC) platform Stackla to support content strategy for redesigned, replatformed qu.edu and manage ongoing UGC approval process
Digital Content Manager
Long Wharf Theatre • 2015 - 2018
Oversaw content strategy, creation, and management for social media and longwharf.org
Directed email marketing, including strategy, design, segmentation, targeting, and analysis
Collaborated with Database Administrator on behavior-based customer segmentation
Planned and executed social ad campaigns including use of remarketing and lookalike custom audiences
Provided customer analysis and actionable audience insights to leadership based on social, email and survey data
Created audience surveys and provided analysis and audience insights to leadership
Designed custom-coded templates for ticket vouchers and gift certificates for online sales
Designed custom, behavior-triggered emails from e-commerce system, including customer reminders and surveys
Designed and launched first digital ordering process for ticket subscriptions
Redesigned information architecture and partnered with web development agency to launch replatformed website
Created strategy and content for email and social campaign that raised a record $60,000 in donations in a month, received company-wide service award in recognition
Marketing Apprentice
Hartford Stage • 2014 - 2015
Completed data entry and analysis of audience surveys
Supported marketing operations, including email marketing and special events
Created video, photo, and blog content for social channels
Designed print and digital advertising assets
Education
M.S. | Interactive Media and Communications
Quinnipiac University
B.A. Cum Laude | Theatre
Barnard College, Columbia University
Skills
SEO
SurveyMonkey
Formstack
Marvel POP
Optimal Workshop
Meltwater
Google Analytics
Social Media Analytics
Meltwater Analytics
A/B Testing
Email QA
Mailchimp
Patronmail
Customer Segmentation
Customer Targeting
Adobe XD
Photoshop
InDesign
Illustrator
Premiere Pro
After Effects
HTML5 & CSS
Wordpress
Drupal
Squarespace
Data Reporting
Data Analysis
Storytelling with Data
Lifecycle Marketing
Research & Design Skills
Wireframing
Interactive Prototyping
Content Strategy
Competitive Analysis
Web Design
Web Accessibility
Motion Design
IA Design
Storytelling
User Research
Personas
Journey Mapping
Surveys
Interviews
Card Sorting
Heuristic Evaluation
Usability Testing
Ideation