Resume

Director of Digital Marketing
Western Atlantic University School of Medicine
June 2021 – Present

  • Work with the CMO, admissions team, and external agencies to develop and execute digital strategies that engage target audiences and drive qualified prospective student leads and applications for a new MD and preparatory program
  • Lead the creative process and work collaboratively with internal stakeholders and external paid media and PR agencies for landing pages, website content, emails, advertising, social media, and other interactive media
  • Establish and maintain relationships with students and staff to encourage user-generated content on social, including photos and videos
  • Maintain a content calendar and solely oversee the creation and execution of all social media content
    • Audience growth rate for first year: LinkedIn – 96.3%, Twitter – 81.8%, Facebook – 81.4%, and Instagram – 75.4%
    • Launched the school’s TikTok account
  • Monitor and report all digital marketing KPIs utilizing dashboards to measure progress and maximize ROI
    • Create dashboards for website traffic, email campaigns, paid media, and landing page performance
    • Report metrics to CEO, CMO, and investors on a weekly, monthly, and quarterly basis.
  • Work with the Director of Multimedia in the execution of virtual recruitment events, including webinars and livestreams
  • Liaise with the Office of Student Affairs on campus to stay abreast of all campus activities to relay to prospective students and remote staff
  • Ensure all digital work is consistent with the established institutional brand guidelines
  • Work with the Campus Dean on paid and organic strategies for faculty and clinical staff recruitment
  • Establish an employer brand online by showcasing employee engagement and activities

Content Creator
Freelance
May 2020 – Present

Junior Content Strategist
Florida International University
July 2019 – June 2021

  • Assisted in developing and implementing lead-generation marketing efforts with respect to email marketing, social media campaigns, and search campaigns for sixteen of the College of Business graduate programs
    • Assisted with the launch of four new graduate programs
  • Established an online presence for the graduate college by launching their LinkedIn and YouTube accounts, including strategizing and creating a variety of content for each respective platform
  • Designed and managed brand assets, including graphics, email templates, digital ads, social media ads, web pages, and landing pages to produce and convert leads
  • Assisted in the development and maintenance of web and landing pages to enhance usability, visitor experience, and optimize search engine results (SEO)
    • Established the college’s “Insights” website that features long-form articles with a range of topics related to each program or leadership development to improve SEO
    • Wrote 30+ articles for launch of website and edited articles submitted by professors or other outsourced writers
    • Increased leads’ time on websites by 20%
    • Had a 10% increase of leads generated through event registrations
  • Innovated a brand standard for the graduate college
  • Managed email campaigns, including design, content creation, copywriting, and managing target audiences
    • Target audiences ranging from 300-100,000
    • Increased open rates 15-30% for most campaigns
    • Increased event attendance by 10%
  • Hired, led, and mentored a team consisting of a graphic designer, an account manager, and two student assistants.
  • Analyzed data to optimize returns, test strategies, evaluate user experience and touchpoints, and create content

Assistant Director, Student Communication and Services
Nova Southeastern University
August 2017 – April 2019

  • Assisted all departments in the Division/College with planning, developing, and implementing communication plans and designed marketing material to increase student engagement and attract prospective students
    • Work with offices like Academic Advising, Career Development, Campus Life, Student Leadership and Civic Engagement, Orientation, Tutoring and Testing, Veterans Affairs, Student Media, Recreation and Wellness, Title IX, Title V, International Affairs, Student Accounts Office, Alvin Sherman Library, and Athletics
  • Spearheaded all integrated communication strategies and services that kept students abreast of university events
    • Managed and distributed the weekly student e-newsletter SharkFINS, increasing readership by 20%
    • Increased readership for students in regional campuses, including Tampa, Jacksonville, West Palm Beach, Orlando, Miami, and Fort Myers
    • Helped coordinate the implementation of the SharkHub portal to ease the communication amongst student organizations, students, and university offices
    • Monitored all Division/College social media channels using social listening and social monitoring tools
  • Supervised a team of four photographers and videographers that participated in and documented all undergraduate student events from orientation to graduation
  • Collaborated with departments to track attendance at all events and student organization meetings
    • Produced and presented engagement reports for the dean and VP of the college
  • Maintained NSU website pages for all of the Division/College and trained individuals on website management
  • Worked with all departments for website content updates and site improvements
    • Wrote, edited, and organized all web-based content to ensure that it aligns with the university’s editorial standards
    • Developed a feedback process and worked to resolve problems and determine opportunities for further improvement

Recruitment Marketing Coordinator
Hult International Business School
July 2015 – July 2017

  • Planned recruitment events, such as information sessions, webinars, and school tours in Latin & North America including booking professors/speakers, venues, hotels, flights, creating itineraries, and menus 
  • Managed the school’s event website
  • Maintained Salesforce campaigns and reports updated with upcoming events, email deployment schedules, and student information
  • Kept inventory of all marketing materials in the Miami and Boston offices and distribute them to all recruiters
  • Created and deployed marketing emails in English, Spanish, and Portuguese for all events sent to over 100,000 students and alumni

Hard Skills

  • Speak, read, and write Spanish
  • Customer Relationship Management (CRM) systems: Salesforce and Radius by Campus Management
  • Email Service Providers (ESP): ExactTarget (Salesforce), Radius by Campus Management, and MailChimp
  • Enterprise Resource Planning (ERP) systems: Banner by Ellucian
  • Web Content Management Systems: WordPress, Wix, and Cascade
  • GradesFirst
  • Adobe: Photoshop, Lightroom, and Premiere Rush
  • Project management platforms: Asana, Monday, Trello, Team Up, and Notion
  • Canva
  • Google Analytics and Looker Studio (Data Studio)
  • HTML
  • AP Style

Soft Skills

  • Remote communication
  • Adaptable
  • Creative
  • Willing to learn
  • Dependable
  • Problem-solving
  • Collaboration
  • Time management
  • Leadership
  • Work Ethic
  • Passionate

Education

Certificate in PR Strategy – Completed in Jan. 2023
Specializing in: communication with media, strategic PR planning, hiring and managing PR agencies, communication planning for change, and crisis communication planning.
Cornell University, Ithaca, NY

Certificate in Digital Marketing for Marketing Professionals – Completed in Oct. 2020
Specializing in: advanced SEO, advanced web analytics, advanced website conversion rate optimization, advanced PPC, programmatic buying, display advertising, social media, mobile marketing, and email marketing.
University of Georgia, Atlanta, GA

B.B.A., Marketing – Graduated in 2017
Florida International University, Miami, FL

Published Works

FIU Business Now Magazine
Jackson CIO Shares Health System’s Response to COVID-19. FIU Business Now. Fall 2020

Digital Marketing Certified Associate
HubSpot Academy - Social Media Certified