Digital Storytelling Excellence
My curated portfolio of capstone projects from the non-profit arts, higher education and Division-I athletics.
University of the Pacific (2025-Present)
49ers x Pacific Official Partnership Announcement Campaign (Nov. 2025)
ABOUT THE PROJECT: This past fall, University of the Pacific became the Official Higher Education Partner of the San Francisco 49ers. To help promote this historic partnership between two storied Northern California institutions, our social media team developed campaign content that included a series of engaging, cryptic teasers released daily in the week leading up to the announcement, along with a launch-day "Best Friends" video featuring Pacific’s mascot, Powercat, and the 49ers’ Sourdough Sam, setting the tone for the live, in-person reveal.
Buy-in for the "Best Friends" video was gained from Pacific and 49ers senior leadership through the creation of a shot list storyboard created from ChatGPT prompts. Utilizing accessible generative AI tools allowed me to easily convey my creative vision to stakeholders and get immediate sign-off with little to no revisions to my original concept. The pre-produced video was then used to seamlessly transition into the live mascots' entrance at the in-person event elevating a traditional press conference into a choreographed spectacle.
RESULTS/IMPACT: The social media campaign generated record total reach and engagements and produced Pacific's best-performing Instagram post in institutional history as well as its most reshared LinkedIn post. The campaign also drove measurable gains in both regional and national media visibility, demonstrating how academic institutions can leverage high-profile partnerships in creative and engaging ways to advance strategic goals.
University of Arkansas (2022–25)
Implementation of New Social Media Content Strategy (June 2022–April 2025)
ABOUT THE PROJECT: When I stepped into the role of social media lead at the University of Arkansas, the main university social accounts were underperforming compared to peer institutions in the Southeastern Conference (SEC). By focusing on telling authentic stories in visually compelling ways, staying fresh and relevant, and always keeping the university's core audiences at the center, I was able to reverse this trend and make Arkansas social media the fastest growing and most engaged top-level university account in the SEC.
RESULTS/IMPACT: This strategic shift resulted in increased Instagram followers by 40 percent and LinkedIn followers by 18 percent in less than 24 months. Engagement KPIs also set new records.
CRYSTAL BRIDGES MUSEUM OF AMERICAN ART & THE MOMENTARY (2021–22)
iOS/Android Mobile Wallet Ticketing (Sept. 2021–May 2022)
ABOUT THE PROJECT: In late 2021, I led a cross-functional team spanning Digital Marketing & Communications, IT, Front of House, Ticketing, Membership, and Development to transition Crystal Bridges and the Momentary (CBMO) from paper tickets to a mobile-first digital experience. In partnership with our digital agency of record, we set out to design a ticketing and membership experience modeled after airline travel: Easy to purchase online, saved directly to a user’s mobile device, and seamlessly presented at entry.
RESULTS/IMPACT: This was not an easy project: The team had to connect multiple systems that included Tessitura, AWS, CBMO websites, the iOS/Android architecture, and various front-of-house POS systems into a familiar, easy-to-use experience for CBMO guests and ticketing staff. The project was accomplished on-time, on-budget, and allowed CBMO to fulfill its sustainability mission and reduce paper usage as well as promoting hygienic contactless transactions during the tail-end of the COVID pandemic.
THEATRESQUARED (2017-2021)
Visually Marketing Remarkable Live Theatre In Northwest Arkansas (2017-2020)
ABOUT THE PROJECT: Selling world-class live theatre in Northwest Arkansas for TheatreSquared (T2) was an awesome challenge. The only professional regional theatre in a 200-mile radius, T2 was strategically positioned to make a big cultural impact in an area where the arts was on the rise. My pitch to the public was simple: Remarkable live theatre made here.
Everything was done in-house – from scouting and casting actors from NYC, LA and Chicago, to designing and building sets, and to holding rehearsals. This was unique in Northwest Arkansas and made for an incredible in-person experience. I brought that creativity into our marketing campaigns by filming immersive 360° scenes, creating animated costume transformations, and producing compelling trailers for each production. Along the way, I pulled back the curtain for audiences, giving them a behind-the-scenes look at how the magic on stage comes to life.
RESULTS/IMPACT: This strategy led to three consecutive years of record-breaking ticket sales and memberships, along with a 30 percent increase in revenue. This positive momentum carried T2 through the worst parts of the pandemic in 2020 while the theatre's doors were closed to the public and brought new audiences to the company's (then) new, state-of-the-art $30 million home in downtown Fayetteville.