Experienced in strengthening community-based programs and small businesses through the development and implementation of creative concepts and marketing solutions. Dedicated to collaborative problem solving with a demonstrated ability to develop key coalitions and build relationships with a shared sense of purpose. Strong ability to develop and oversee new programs and projects and improve existing programs through effective project management skills. Excellent written, verbal and interpersonal communication skills – a team player, focused on results.
Manage a variety of organic and paid acquisition channels to attract and convert target groups, including content development and curation, pay-per-click campaigns via Google AdWords, social media marketing, email marketing, website development, as well as the planning and implementation of multiple promotional events. Responsible for regularly evaluating the performance of these marketing initiatives and assessing against stated goals on a quarterly basis.
Establish strategic relationships and mutually beneficial partnerships with area businesses, organizations, industry colleagues and individual clients within the local community by providing product education, event promotion, and marketing solutions.
Create e-mail campaigns that coincide with product launches and software and hardware development roadmaps.
Employ various Adobe Creative Suite products to successfully execute engaging graphic design and photography projects on a regular basis.
Oversee marketing budget and allocate funds wisely.
Promoted consumer and institutional awareness of local food and farms throughout the eight-county region of Shenandoah Valley by overseeing the Shenandoah Valley Buy Fresh Buy Local chapter. Worked closely with area farmers, institutions, and food-related businesses to increase local food procurement.
Developed and implemented marketing and communications plan to increase brand awareness of Shenandoah Valley Buy Fresh Buy Local chapter. Created and regularly updated organization's website and increased social media presence (i.e. Facebook, Twitter, YouTube, Foursquare). Produced website content (i.e. blog posts about area farm and food initiatives, farmer profiles, etc.). Coordinated graphic design projects and printing of Buy Fresh Buy Local collateral material (i.e. bumper stickers, bags, placards, signs, maps).
Coordinated with businesses to develop promotional events, including chairing the committee for "Food Day in the Shenandoah Valley" 2011 and 2012. Formed project teams of motivated stakeholders (including Friendly City Food Co-op, Clementine, and Harrisonburg Downtown Renaissance) and recruited volunteers to plan and advertise local food and farm-related events throughout the region.
Managed the development of annual Shenandoah Valley Buy Fresh Buy Local guide (a printed directory of over 200 farms, community supported agriculture operations, farmers markets, agri-tourism destinations, restaurants, local food grocers, cooperatives, etc.). Produced the 2011, 2012 and 2013-2014 editions. Responsible for all outreach, content development, fundraising, design, and distribution throughout the region (averaged 35,000 copies printed per edition).
Initiated and produced the “Creating a Culture of Conservation” video series to share local farmers' efforts to protect water quality and market their agricultural products directly to the public. Responsible for all writing, casting, directing, production, and distribution of this project.
Coordinated meetings for the Shenandoah Valley Food and Farm Network, a community of producers, businesses, organizations, institutions, and agencies collaborating to strengthen the regional food economy. Provided support for stakeholder projects by organizing educational "field trips" to glean ideas from similar communities in Ohio and New York's Hudson Valley.
Produced educational and marketing workshops and programming for producers throughout the region, including producer/buyer networking events and the 2012 and 2013 Virginia Farm-to-Table Conference.
Collected data and organized existing local, state, and national data to leverage support for organization, as well as reports, presentations, external marketing materials, and educational materials for farmers, consumers, and others involved in regional food system and water quality initiatives.
Engaged regional school nutrition directors and food service personnel to identify opportunities and evaluate supply and demand for Shenandoah Valley food and farm products.
Responsible for coordinating the full range of activities required to expand and strengthen the nonprofit organization's individual donor fundraising program, including but not limited to developing direct mail solicitations and preparing acknowledgement letters.
Developed Implementation Plan to help organization achieve fundraising goals for 2011.
Designed and initiated a “Signature Partners” program that provided marketing opportunities for local businesses while raising funds for the organization.
Selected as a 2009-2010 Fellow for the Virginia Natural Resources Leadership Institute, which allowed in-depth study and focus on organizing stakeholders around effective management, conservation and protection of Virginia’s natural resources.
Trained in conflict resolution and collaborative problem-solving skills, personal and professional leadership skills, and gained a better understanding of key emerging environmental issues in Virginia.
Experience in working individually and in teams to research, write, and successfully receive grants to further projects and programs.
Example: Applied individually and was successfully awarded funds for design and development of online database and mobile application of local food and farm destinations
Example: Collaborated with project team to write grant which was awarded $250,000 in funding for programming to increase institutional procurement of local food while reducing nutrients and sediments in local food production on a regional scale