DETAILED WORK EXPERIENCE

SUMMARY:
International marketing communications leader who creates multi-media content and integrated brand campaigns that drive viewership and action via owned, earned and paid media. In-depth knowledge of global audiences having held positions in US, Europe and Australia   

  • Experienced storyteller who knows how to match the right story with the right media for the desired audience. Expert in identifying hooks that bring product and lifestyle stories to life

  • Ability to create content personally or manage an eco-system of agencies and creators. Skilled writer across all mediums from advertising to scripts to social media to press releases

  • Accomplished on-air presenter, live-event host and podcaster. Award winning journalist and magazine editor/contributor

  • Skilled at integrating multiple stories and media channels into one synergistic campaign

SALOMON SPORTS
Head of Global Brand Narrative and Communications; March 2022 - Present

Senior Manager of Global Communications & PR; April 2016 – March 2022

  • Oversee brand storytelling across all business units (ski, footwear, apparel, gear), and guide messaging strategies for digital, CRM, social media, retail and executive teams

  • Lead global PR efforts directing country marketing managers and 10 international PR agencies. Includes press relations, product launches, crisis management, budgeting, and editorial calendars. Increased global earned media coverage for 5 consecutive years

  • Deliver long-form Salomon TV episodes by collaborating with external partners to produce inspiring branded content on people, sports and the environment. Films accepted into global film festivals and have garnered more than 1M online views

  • Launched and lead communications strategy of brand sustainability program by identifying storylines and creating effective narratives across social media, earned media and partners. Invited to speak on the topic at industry conference and in media

  • Orchestrate integrated global product and brand marketing campaigns using PR, social media, influencers and content

  • Host of YouTube Sustainability series and live social media events; emcee of global sales conference

THE CMO TEAM
Contributing Writer (Freelance)
2014 - Present

  • Senior contributing writer for quarterly B-to-B magazine catering to advertising industry professionals.

  • Conduct and write brand case studies and feature stories on trending marketing topics that include: the use of data analytics in marketing, social media trends, content marketing strategies, customer retention strategies, logo design, and generational buying and marketing habits.

  • Interviews with worldwide marketing professionals including C-Suite executives, creatives and noteworthy keynote speakers.

MARKETING CONSULTANT AND FREELANCE WRITER
(Self-employed)            
Encinitas, California                 
2015 - 2016

Returned from Australia and consulted on marketing communications for multiple brands, including:

• Kinetek Sports—Brand strategy, content, scripting, media relations, and fundraising campaign for sports technology startup

• Nixon watches - Copywriting for entire catalog of products

• X Blades Sports—Script for new brand relaunch video targeting Australia, New Zealand and UK

• Callaway Golf—Script writing, copywriting, PR

• The CMO Team—Brand case studies, interviews and features on trending marketing topics from logo design to social media

• Ski Area Management—Feature writing on ski resort business topics for industry trade publication

CALLAWAY GOLF SOUTH PACIFIC
Regional Marketing & Communications Manager (Australia / New Zealand)
Melbourne, Victoria, Australia
2012 - 2015

• Recruited from global brand HQ in US to manage Callaway South Pacific’s consumer engagement, brand experience and media relations for Australia and New Zealand

• Managed $1M yearly marketing budget, media buying plan, CRM, brand loyalty program and event marketing

• Increased consumer database by 30% and email open rate by 7%; grew Facebook by 20% and Twitter by 50%

• Launched premium loyalty membership program for Australia/New Zealand

CALLAWAY GOLF COMPANY
Senior Communications Specialist, Global PR
Carlsbad, California
2009 - 2012

• Led PGA Tour-related news generation with endemic and mainstream media by building global communications plans, pitching and responding to media, creating press materials and tracking media results

• Developed PR campaigns and large-scale media events around products, brand ambassadors and partners including Phil Mickelson, Arnold Palmer, Justin Timberlake and the Wounded Warrior Project

• Co-developed Callaway’s original social media blueprint and wrote and directed YouTube campaigns

CALLAWAY GOLF COMPANY
Senior Interactive Copywriter / Online Video Producer
Carlsbad, California
2005 - 2009

• Editor for Callaway Magazine and editor-in-chief for all digital copy for the brand, including defining content calendars

• Directed content strategy for the company’s website redesign during launch of inaugural online purchase platform

• Conducted video interviews and directed video shoots with PGA TOUR professionals and ambassadors

MULLEN ADVERTISING AGENCY
Copywriter
Wenham, Massachusetts
2004 - 2005

• Delivered online, print and broadcast messaging for various clients at “Big 3” Boston ad agency

SKIING MAGAZINE
Associate Editor
Burlington, Vermont
2001 - 2002

  • Managed the East section of monthly consumer magazine, assigning stories and editing work of 10 regional freelance writers

  • Wrote and edited articles for various sections of the magazine and website

  • Managed ski and boot equipment test results, writing reviews for annual Gear Guide

METRO NETWORKS RADIO
Sports Radio Anchor/Reporter/Host
Tampa, Florida
1999 - 2000

• Wrote/anchored sports and news updates and conducted post-game interviews with professional athletes
• Performed live reports from NFL, NHL, MLB and NCAA games for FOX Sports Radio and ESPN Radio

THE VAIL TRAIL NEWSPAPER
Reporter
Vail, Colorado
1998 - 1999

• Winner of the Award for Best Serious Column Writing from the Colorado Press Association
• Wrote news stories, features and columns for daily and weekly newspaper deadlines

EDUCATION

Eckerd College; St. Petersburg, Florida

  • Bachelor of Arts, Professional Writing, 1998

  • Dean’s List

  • NCAA Athlete: Baseball (Eckerd College) and Basketball (Bridgewater State College))

  • London Semester, Spring 1997

  • Eckerd College Peer Educator

  • Writing Center Instructor

VOLUNTEER WORK

  • Homeless Outreach Program Volunteer (Eckerd College)

  • Callaway Golf Community Giving Program

  • Fair Share Australia