The work I’m most proud of.
Throughout my career, I’ve been drawn to opportunities to build, improve, and connect. Here are a few of the results.
Moved people to give
Over five years, undergraduate alumni giving at Virginia Tech grew from 9 percent to 22 percent — and communications and marketing were at the center of getting there. We built a gift-on-event strategy that made giving part of the experience rather than an afterthought. To do this we told the story of why a gift mattered right alongside the invitation to show up. We helped Giving Day break its own participation records year after year. But the goal was never just dollars. It was building a culture of philanthropy that would outlast any single campaign.
Strengthened identity, tradition, and belonging
People stay close to institutions where they see themselves. I helped lead the branding of our inclusive alumni societies and the rebranding of chapters whose logos had gone untouched for years. More than branding, these projects told alumni they belonged. It was smart for brand alignment, but more importantly it was the right thing to do for these communities. Building experiences together makes communities stronger. That’s why with a colleague, I helped create the Hokie Hike, now an annual tradition that brings thousands of alumni together and supports students. The measure of this work isn't a logo or an event. It's whether people feel part of something — and come back.
Grew people and built a team from scratch
I built our advancement communications function from a team of one to eight — and I'm prouder of the people than the growth. Several of them went on to bigger roles, which is the outcome I care about most, even when it meant losing them. I led the team through a restructuring and through staffing transitions, working to keep people steady and informed when there was a lot of uncertainty around them.
Built systems that made good work repeatable
Good work only lasts if it's built to repeat. I created a centralized email marketing system for alumni and donor communications. The shared calendar and intake process was used across every college and unit so our audience wasn't buried under conflicting, overlapping emails. I built automated workflows through our project management system to promote hundreds of events a year and brought dozens of chapter websites in-house for a more consistent, strategic presence. None of it is glamorous. But it's the difference between chaos and good people doing their best work.
Brought honesty and care to the hardest moments
Some of the work I'm proudest of was also the hardest. When plans for a milestone reunion honoring our Black alumni community had to change, I shaped the messaging and how we would communicate the change. The goal was to stay true to the people it mattered to most while being honest and genuine. During COVID, I helped decide what to say to our alumni and donors, and when: pausing our asks when it wasn't the time, restarting them carefully, and creating digital experiences that gave people real connection when they couldn't be together. Different moments, same belief — communicating well is a form of respect. People deserve honesty and compassion most when the subject is hard.