Mayor's Office, Rocky Mount, NC

Chief of Staff

Apr 2020 to Current

 

Lead mayoral initiatives in the areas of education, public safety, business development, small business support, workforce training, transportation, crime, and mental health. Strategically build and maintain mayoral brand, including website designs, media communications, speech writing, social media marketing, and video production. Find solutions to city challenges. Determine and promote strategic opportunities.

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French/West/Vaughan

Vice President

Apr 2019 to April 2020

 

Led an account group made of up corporate communications, advocacy and media relations work. Provided strategic and frequent counsel, especially on crisis communications, to clients in a variety of industries. PR activities included writing and distributing press releases (statewide, national and internationally), strategizing communications plans, creating eye-catching social media content, planning and executing all types of events and brainstorming smart public relations to raise name identification, reputation and reach goals of clients.

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NC Department of Natural and Cultural Resources

Assistant Secretary, Marketing & Communications 

Feb 2013 to Feb 2017

 

Joined state leader in natural, cultural, tourism, and historic sites to direct rebranding of marketing communications; including logos, ads, websites, collateral, signage and email, to raise profile. Recrafted and refocused Department’s messaging, voice and image to increase communication of documented effectiveness and results. Conducted reputation management, drove crisis communications strategy and advised executive leadership. Seasoned counselor to senior leaders, peers and subordinates.

 

Directed rebranding of marketing communications; including logo, ads, website, events, collateral, signage and email. Recrafted and refocused Department’s messaging, voice and image to increase communication of documented effectiveness and results. Conducted reputation management, drove crisis communications strategy and advised executive leadership. Seasoned counselor to senior leaders, peers and subordinates.

 

• Defined internal communications strategy to effectively convey mission, initiatives, and events to 2,000+ employees. Produced newsletter, live-feed staff meetings, events and executive messaging.

• Spokesperson. Expanded communications penetration, increased tracked media stories 700%.

• Escalated organic digital media presence 400%, with minimal paid placements, and increased video usage in social media by 300%. Won international tourism award for innovative Twitter campaign.

• Communicated impact NCDNCR had on economic development, jobs, and state revenues to legislators that raised visibility and ended state budget cuts on department.

• Increased visitation to Outer Banks sites through partnership between four state-owned sites and one very popular, privately-owned site to cross-promote each through TripAdvisor ads, onsite signage, website links, landing pages, and rack cards. By understanding that beach guests visited numerous different venues during their stays, able to direct them to other partners so all could benefit.

• Planned and executed strategic statewide issue advocacy campaign to instrumentally contribute to passing key legislation. Generated over 1,800 media stories.

• Commemorated 150th anniversary of Civil War to increase interest and participation among younger audience through partnership with VisitNC to execute innovative social media campaign that followed Civil War events as if they were happening today, engaging local tourism groups and public. Led to record-breaking attendance at events and media coverage on clever approach. Awarded international tourism award.

• Generated higher visitation numbers and revenues at geographically-connected historic sites, by promoting ‘Colonial Christmas’ itinerary to guide visitors through Edenton, Bath and New Bern on annual early December weekend. Partnered with local CVBs, created prize package of tickets, meals, and hotel rooms for Facebook contest that led guests through a busy weekend itinerary. Led to every guest welcomed as a local. Promotional tactics included press releases, website landing pages, and social media posts. Increased attendance and kicked-off holiday events across state.

• Doubled fund development year over year, by establishing non-profit fundraising program to identify and apply for grants, as well as solicit small and large donors.

• Led, trained, and inspired staff of 14 onsite, 20+ offsite.

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Cox Marketing Group

Owner/Principal

Mar 2017 to Apr 2019

 

Provided marketing and public relations expertise to growing businesses, higher education and nonprofits. Prioritized manageable communications changes within budgets that optimized results quickly. Refocused messaging, re-positioned brands, strengthened media relations, improved websites, planned spectacular events, expanded social media outreach, engaged communities and improved collateral.

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Apr 1996 to Feb 2013

 

Specialized in full-service marketing, advertising and communications plans which involved defining targeted audiences, integrated marketing strategies, branding, advertising, PR, direct mail, events and new media campaigns to publicize clients’ products and services. Provided professional training on marketing, communications and fundraising to national clients. Client surveys indicated 99% “good” or “excellent” rating.

 

• Organized and executed "standing room only" charity event for Joining Hearts Pediatric Cardiology Foundation, during which the organization raised $30K+ for Levine Children's Hospital.

• Achieved key exposure for high-profile restaurant opening in a saturated market with heavy competition. Awarded company’s international PR award.

• Digitally overhauled high-end jewelry store, involving web site optimization and re-branding. Merited commendation from company President for flawless engagement. Won national website award.

• Created logo and marketing collateral for luxury residential homes and commercial real estate firms, and developed web presence and project brochures.

• Managed series of marketing initiatives for medical spa and laser center serving greater Charlotte, NC market.

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