Marketing strategist with a background in economics. I build campaigns, analyze revenue, and connect marketing to measurable business outcomes — currently at The Florida Bar.
Conducted a multi-year revenue comparison that revealed headline declines were driven by a court-mandated pricing change — not business deterioration. Reframed executive conversations and protected program investment.
Led a comprehensive review of the Bar Convention's exhibitor pricing structure, benchmarking against peer associations nationwide. Restructured pricing tiers to increase revenue while remaining competitive.
Reviewed advertising rate structures across the Bar's journal and newspaper publications, comparing against similar-sized bar associations across the U.S. Recommended competitive adjustments resulting in a rate increase.
Designed and executed a targeted recruitment email to attorneys across four Florida counties. Developed a four-segment behavioral follow-up strategy to improve conversion from strong initial engagement.
Collected and analyzed campaign data from 60+ member benefit providers, offering tailored recommendations on subject line optimization, email content, ad placement, and promotional timing including when to run sales.
Worked closely with LexisNexis's marketing department to run supporting email campaigns, assist with audience segmentation, adjust messaging language, and provide copy and marketing content for joint initiatives.
Built a full lifecycle email campaign targeting mid-career attorneys (11–20 years), including personalization strategy, wireframe, subject line A/B testing, and a custom opt-out page.
Built the marketing strategy for The Florida Bar's first-ever Paralegal Conference — from initial survey research and pricing analysis through branding, speaker recruitment, and promotion. Exceeded the 88-registrant projection by nearly 3x.
No statewide event existed to celebrate paralegals' contributions or invest in their professional growth. I led the marketing effort to change that — starting with a statewide survey of hundreds of paralegals to identify barriers, preferred content, and pricing sensitivity. From there, I built the pricing model with breakeven projections, developed the full brand identity, coordinated speaker recruitment based on survey data, and executed the promotional campaign. Registration exceeded projections by nearly 3x, with exhibitor spaces sold out in under 6 weeks.
High-volume campaigns (99K–115K members), behavioral segmentation, A/B testing, and lifecycle automation.
Financial modeling, pricing benchmarking, revenue attribution, and KPI reporting that ties marketing to the bottom line.
Full-funnel planning from acquisition through retention — targeting, segmentation, personalization, and measurable outcomes.
Managing 60+ vendor relationships, sponsorship strategy, media kit development, and bundled offerings.
Digital and print materials in Illustrator — ads, convention programs, event branding, and promotional assets.
Building processes from scratch as a solo marketing resource across multiple departments and stakeholders.
I'm the sole marketing resource for The Florida Bar's Programs Division, where I support everything from board certification and CLE to legal publications and the Member Benefits program.
My background in economics shapes how I approach marketing — I'm most interested in work where I can tie campaigns to revenue, build repeatable systems, and use data to make the case for what's working (and what's not).
Before The Florida Bar, I cut my teeth in retail marketing and managed a distributed team of 100+ for a YouTube creator network — experiences that taught me how to move fast, communicate clearly, and operate without a playbook.
I'm exploring new opportunities in remote marketing roles. Let's talk.
Email Me