As Director of Strategic Communications, I served on the executive team of a $20M+ nonprofit university auxiliary, leading the department through a full restructuring and aligning all communications with core institutional goals. My strategies resulted in significant and measurable demand generation, including a +600% increase in scholarship applications and a +48% increase in event sales, earning multiple national marketing awards, including Best in Show. I also served as the media spokesperson, building relationships with press and campus leadership to advance strategic priorities.

Financial Communication & Transparency

I provided editorial leadership for complex institutional reporting, including the annual budget for a $20M+ university auxiliary. This work required translating detailed financial data into a clear, strategic public narrative while supporting the development team in securing grants and managing donor communications. I directly managed the $410K marketing budget, ensuring resources were aligned to drive mission-critical results.

Case Study:

Deliverable: ASI CSUF Consolidated Budget Report

Key Contributions:

  • Editorial Oversight: Led the cross-departmental effort to ensure accurate financial reporting and public communication of the institutional budget.

  • Strategic Alignment: Ensured the final report aligned with the organization's strategic goals and its values-driven public narrative.

  • Administrative Efficiency: Supported the executive team by streamlining the reporting process used for grant applications and development pitches.

Strategic Civic Engagement & Mobilization

The challenge was to convert a low-engagement student population into active voters for high-stakes campus elections. As Director, I created and led the entire multi-channel marketing campaign to drive participation, resulting in a +200% increase in student voter turnout.

Case Study: VOTE ASI Elections Campaign

I oversaw the campaign, employing a dual-strategy approach:

  • Strategic & Creative Direction: Developed a high-ambition, "winning" aesthetic inspired by sports marketing for the main campaign look, which was contrasted by unexpected, playful social media reels that I encouraged the team to explore creatively.

  • Executive Stakeholder Mobilization: Successfully lobbied and secured support from high-level leadership, including coordinating the Provost's email to all instructors urging student participation, and featuring the President and officers in an informational video.

  • Multi-Platform Campaign Management: Executed a comprehensive strategy that integrated the election calendar, physical postcards, press tour by the standing leaders, promotional items (bracelets and t-shirts), and talking points.

  • Impact: Achieved a +200% increase in student voter participation, demonstrating effective conversion strategy and high-impact demand generation across the entire institution.