About Me.
Brand and content strategist with 15+ years of experience across SaaS, agency, entrepreneurship, and small business. Skilled at turning ideas, expertise, and complex information into clear, engaging content that connects with the right audience. Experience spans social strategy, executive thought leadership, brand storytelling, editorial content, campaign development, and analytics. Combines strategic thinking with hands-on creative execution—from finding the story and shaping the message to creating the content and measuring its performance.
A few things I've helped make happen.
15+
Years of experience
1,423%
Facebook impression growth
360%
Instagram impression growth
$25K+
Raised through a digital fundraising initiative
15+
Social impact reports developed
Community Storytelling
Building community and creating stories worth sharing.
Introduction
A social impact SaaS startup wanted to deepen its relationship with its community of social impact professionals while creating more meaningful, organic ways to share the expertise of the people using its platform.
The opportunity was to create something that served both purposes: build a stronger community while turning the conversations, experiences, and people within it into authentic brand storytelling.
My Role
I helped develop and brand the Changemaker Collective, a cohort designed to bring purpose-driven professionals together through events, resources, conversations, and shared learning.
My work extended from program development into the content surrounding it. I managed digital events and supporting communications, then looked for ways to carry those conversations beyond the event itself. One of those became the LinkedIn Champion series, where I translated members' professional backgrounds, accomplishments, and personalities into approachable stories that celebrated the individual while introducing Millie's broader audience to the people behind corporate social impact.
This created a natural content cycle: community participation generated conversations and stories, which became member features, social content, blogs, and educational resources that could continue engaging the audience.
Results
The Changemaker Collective became more than a community initiative—it created an ongoing source of original content and member storytelling for Millie while giving participants additional visibility and opportunities to connect.
The program provided a repeatable way to turn community engagement into brand content without losing the authenticity of the people and stories behind it.
Data Storytelling
Turning pilot data into a story people could understand.
Introduction
Giving Madness was a gamified philanthropy pilot supported by the Bill & Melinda Gates Foundation. Once the initiative was complete, Millie needed to communicate what happened, what the data revealed, and what could be learned from the experience.
Rather than simply presenting the findings, the challenge was to turn them into a story stakeholders could easily understand.
My Role
I stepped beyond my traditional marketing responsibilities to help develop the pilot report from the ground up.
I worked through the findings to identify the information that mattered most, organize it into a logical narrative, and determine how data and visual elements could support that story. I then helped bring the analysis, content, information hierarchy, and design together into a polished final report.
The process required thinking about the data not simply as numbers, but as evidence within a larger story—deciding what deserved emphasis, what needed context, and how the information should unfold for the reader.
Results
The final report transformed the pilot's data and outcomes into an accessible visual narrative that Millie could use to communicate the initiative and its learnings to stakeholders.
It also demonstrated my ability to move beyond traditional marketing execution and turn research and complex information into clear, audience-friendly communication.
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Content Development
Turning expertise into a reusable content resource.
Introduction
After developing social impact reports for companies, our team at Millie recognized a recurring challenge: midsize organizations often wanted to communicate their impact but didn't necessarily know where to begin.
Instead of solving that problem one company at a time, we saw an opportunity to turn what we had learned into a scalable resource.
My Role
I helped translate our internal knowledge into a plug-and-play Social Impact Report Toolkit that organizations could use to develop their own reports.
The process began by breaking a complex reporting project into manageable steps. From there, we created prompts, templates, instructions, video tutorials, supporting blog content, and visual guidance that walked users through the process.
I also thought beyond the toolkit itself. Each component created another opportunity to educate and engage an audience, allowing one core idea to extend into tutorials, blogs, social content, and other marketing touchpoints.
Results
The project transformed existing expertise into a reusable content resource that served two audiences at once: current customers gained a practical tool they could immediately use, while prospective customers received valuable educational content that introduced them to Millie's approach and expertise.
Rather than producing a single marketing asset, we created an ecosystem of content that could continue providing value over time.
Social Media Strategy
Finding a better way to get attention.
Introduction
An entertainment venue came to INSPYR after seeing limited results from its existing social media presence. The experience itself was highly visual and engaging, but that energy wasn't translating through the brand's social content.
The challenge wasn't simply to post more. We needed to reconsider both what people were seeing and how we were reaching them.
My Role
I helped rethink the social strategy from both a creative and audience perspective.
We moved away from oversaturated promotional imagery and developed a more cohesive visual approach using branded photography that better captured the actual experience of the business. I then paired the new creative direction with targeted Facebook and Instagram advertising, working with a modest media budget of approximately $200 per month.
As the campaign ran, I monitored performance through Meta and DashThis and used the data to evaluate how the new creative and distribution strategy was performing.
Results
The new approach increased Facebook impressions by 1,423% and Instagram impressions by 360%.
With stronger creative, more intentional audience targeting, and a relatively small advertising budget, the campaign dramatically expanded the brand's visibility and demonstrated how creative strategy and media strategy can work together to improve performance.
Brand & Audience Strategy
Expanding the audience beyond the obvious customer.
Introduction
Willow Counseling needed to establish its brand, strengthen its digital presence, and build awareness with prospective clients.
I worked with the practice to create a cohesive foundation across its website, social content, photography, messaging, and digital marketing. As that work developed, I identified another opportunity: reconsidering who actually needed to see the advertising.
My Role
Rather than focusing Facebook advertising exclusively on people who might personally need counseling services, I looked at the larger ecosystem surrounding the prospective client.
That led me to expand the target audience to include professionals who could influence or make referrals, including nurse practitioners and other healthcare providers.
The strategy complemented the broader brand work I was developing across Willow's website, social presence, photography, and content. Instead of treating each channel independently, I worked to make the experience feel consistent while using paid media to reach audiences who could help connect the practice with potential clients.
Results
Within approximately one month, the practice moved from limited caseload utilization to a full caseload.
The project reinforced an important part of how I approach marketing strategy: the most valuable audience isn't always the person who ultimately purchases the service. Sometimes growth comes from understanding the larger network of people who influence that decision.
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Brand Storytelling
Creating an Experience You Can See
Introduction
Restaurant photography has to communicate more than what's on the plate. A strong collection of brand imagery should give someone a sense of the entire experience—the food, atmosphere, details, and personality that make them want to pull up a chair.
The goal of this shoot was to create imagery that could do that while remaining flexible enough to work across multiple marketing channels.
My Role
I approached the shoot as a brand storytelling project rather than a collection of individual photographs.
I planned for a mix of imagery: close, detail-driven photographs that made the food the focus; wider environmental images that established the atmosphere; and smaller moments, textures, styling, and brand elements that communicated the character of the space.
Throughout the shoot, I considered how the photographs would work together and how different compositions could be used across social media, web, and other marketing materials.
Results
The final collection gave the restaurant a versatile library of cohesive imagery rather than a series of disconnected photographs.
Together, the images created a consistent visual language the brand could draw from across its marketing while communicating both the product and the experience surrounding it.
Event Storytelling
Capturing the Moments That Can't be Staged
Introduction
Some of the most meaningful stories happen in moments that can't be planned.
As a volunteer photographer for Special Olympics Illinois, my goal was to document more than the competition itself. I wanted the photographs to communicate the emotion, relationships, energy, and community surrounding the athletes and the event.
My Role
I approached the event in a documentary style, watching for moments that could tell the larger story without needing to be staged.
That meant anticipating action during competition while also paying attention to what was happening around it: the focus beforehand, celebrations afterward, interactions between athletes and teammates, support from families and volunteers, and quieter moments that might otherwise go unnoticed.
I balanced close emotional moments with action and wider contextual photographs so the final collection would communicate both individual experiences and the larger event.
Results
The resulting collection captured the energy and human experience of Special Olympics Illinois through authentic, story-driven imagery.
Rather than documenting only what happened, the photographs gave the organization visual stories it could use to extend the emotion, community, and impact of the event beyond the day itself.
