Hello, New Leaders
Thank you for considering my application for the Executive Director, Communications role. I’m a strategic brand and communications leader with 18+ years of experience aligning enterprise strategy with revenue-driven narrative systems across corporate and nonprofit environments. I also have the proven ability to lead cross-functional teams, influence executive stakeholders, and translate complex organizational priorities into scalable brand frameworks that drive measurable growth, cultural alignment, and market differentiation.
Let’s get right to it.
Below are specific examples I want to call out that demonstrate my experience with integrated communications.
Protos Security
Brand Anthem Video
One of my first main tasks when coming onboard the Protos Security marketing team was to lead the charge on producing a Brand Anthem video that speaks to the “why” we do what we do.
After understanding some of the language the sales and marketing team members were using, I wrote a video script that would work within the boundaries of Protos’ communications; but I also took the opportunity to create new compelling taglines and speaking points. This updated language was received so well we ended up using the updated phrases for copy on the company website, blogs, print materials, etc.
The screenshot above is one example of many places we have the Brand Anthem Video for Protos Security. Seen here, the video is placed next to the updated copy and embedded in a new website design that was rolled out in April 2025.
Blog Article with Video Storytelling
Here is the blog post if you would like to see the entire article and watch any of the videos that walks through the story of assisting the Dick’s Sporting Goods client.
Protos had a unique opportunity to help one of their clients, Dick’s Sporting Goods, with a special security request. After the success of fulfilling the needs for the client, the marketing team saw this as a great opportunity to tell the story as a blog post and for us to interview the lead sales rep by creating an engaging piece for the reader.
This was a collaborative effort as I focused on interview questions for the story-driven video and would help the copywriter in the additional details needed for the blog article.
Why should New Leaders hire me?
The work New Leaders is doing is too important to be served by communications that are anything less than excellent, and I have spent 18+ years developing the discipline this role requires.
I have led integrated communications across corporate, agency, and nonprofit environments where strategic clarity and measurable outcomes were equally non-negotiable, and the results have been consistent: stronger brand coherence, deeper audience engagement, and communications infrastructure that holds up under pressure.
What I bring beyond the experience is a genuine conviction that organizations doing meaningful work deserve a communications function that reflects that meaning honestly and consistently.
Wycliffe USA
Wycliffe Conversations
When I was at Wycliffe USA, I had the opportunity to pitch a campaign idea and ended up developing and directing the series. The goal was to capture stories of people joining the organization to use for across our marketing initiatives.
I worked with the copywriting team in the Marketing department to give direction on the themes and synopsis of each video interview so that all elements coincide with the storytelling and communication. We then implemented this campaign in an email campaign and the organization’s social media channels.
The screenshot above is one example of many email newsletters we made that pointed audiences to the Wycliffe Conversations series on Wycliffe USA’s YouTube channel.
Year-in-Review
Another major responsibility I had at Wycliffe USA was working with the President of the organization during the end of each year to produce a video for the a year-in-review summary. My role in this is to develop a script focusing on several talking points for us to communicate clearly and effectively to team members, donors, and volunteers.
This would also become shared endeavor with with the copywriting and design team to create an email campaign and splash page once the script was fully developed to provide the appropriate direction on how we are communicating to the audience involved with Wycliffe USA.
Japanese Sign Language
The final example I want to show from Wycliffe USA is a campaign I worked alongside other marketing team members that showcased a Japanese Sign Language project the organization supported.
I was the lead for this team of 4 as we traveled to Japan for a 19-day trip capturing several stories and marketing materials for video, photography and articles. We focused primarily on our video content needs, and from there, the written content developed over time for us to home in on themes for the web site campaign to focus on fundraising.
The video featured above is a teaser trailer we pushed on on social media and the images below are a few screenshots from the website campaign when we launched it in Spring 2020.
30-60-90 Day Plan
I looked through the responsibilities for your Executive Director, Communications position and how it connects within the New Leaders brand. I want to take the opportunity here to explain what I would do during the first 30, 60, and 90 days if I were chosen for the role. These are, of course, my first impressions from the tasks and function of the position and I would expect some of my thoughts may develop all the more if I proceed further in the interview process.
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The Listening Stage
The most expensive mistake a new communications leader can make is arriving with answers before they have done the work of asking the right questions. My first 30 days at New Leaders would be devoted entirely to understanding before acting. That means meeting with every key stakeholder across programs, development, policy, and operations to learn how communications is currently perceived, where the gaps are, and what the organization needs most urgently from this function. It means auditing the existing brand assets, messaging frameworks, editorial channels, and media relationships to understand what is working and what is not. And it means listening carefully to the Chief Communications Officer to understand the strategic priorities that should shape everything that follows. I would not launch a single initiative in this window. I would earn the right to act by first earning an accurate picture of the terrain.
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The Foundation Stage
With a clear understanding of the landscape, the second month shifts toward building the infrastructure that makes integrated communications possible at scale. That means developing a unified messaging framework that holds across all of New Leaders' programs and audiences. It means establishing or strengthening the editorial calendar and content planning process so that communications operates with intention rather than reaction. It means identifying the highest-priority earned media opportunities and beginning to cultivate or deepen the media relationships that will make proactive coverage possible. It means creating the executive communications templates and briefing tools that give organizational leadership a consistent, credible voice across every public engagement. This is the stage where the work becomes visible, not as finished products, but as systems that signal the communications function is now operating with a clear strategic architecture.
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The Impact Stage
By the third month, the foundation is in place and the focus turns to demonstrating that the strategy is working. That means delivering the first round of integrated communications outputs, whether a thought leadership piece, a media placement, a campaign launch, or an executive speaking engagement, at a standard that raises the bar for what the organization expects from this function. It means establishing a performance measurement framework so that communications outcomes are tracked, reported, and used to refine strategy on a regular cadence. And it means presenting a 12-month communications roadmap to leadership that reflects both the organizational priorities and the opportunities the first 90 days have surfaced. The goal at this stage is simple: to have earned the trust of the team, the confidence of leadership, and a shared understanding of where the communications function is going and why.
Stanley Consultants
Who We Are
I worked with many companies when I was at Spinutech, a digital marketing and advertising agency. One of my favorite clients was partnering with Stanley Consultants where their work in engineering centers around improving lives and building a resilient future.
I worked alongside the copywriting team to create the messaging for Stanley Consultant’s website that would also result in creating video scripts to smooth the gaps in their paid media campaign efforts and website engagement. The video above is their flagship video that speaks to not only who they are, but why they exist as a company.
Transportation Services
This is another collaborative project in working with the copywriting team to write a script that would fit well with the messaging on Stanley Consultant’s website.
This is one of four short promotional videos informing potential customers on Stanley’s approach with their specific services. It was crafted in collaboration with the copywriting team to ensure the video messaging aligned well with the web pages shown below.
The Work Continues.
There’s more to see if you’re interested!
Here's a peek into a few of my featured case studies where we set the strategy and raised the bar every time.
Public Storage
Offering a wide variety of units and sizes with thousands of locations nationwide.
Tricoci University
Fostering future generations of beauty professionals with innovative education.
Lavu
Truth, guidance and support in one system.
