Integrated Campaigns
I create integrated marketing campaigns that drive awareness, engagement, and results. From event promotions to strategic initiatives, I tailor messaging and channel strategy to meet audience needs and achieve clear performance goals.
Event Marketing Campaign
Achievements
Achieved 120% of the registration target one week before the event.
Multiple leadership accolades.
Supported future event toolkit creation: PPT templates, branded assets, and a playbook for replicable marketing processes.
Objective
Led end-to-end marketing for a flagship event hosted by the Center for Technology Licensing at Cornell, targeting research innovators, industry partners, and stakeholders.
Key Actions
Coordinated branding with a design studio, crafting a unified visual identity across digital and print channels.
Developed a multi-channel promotion plan, including email, social media, internal communications, and web, to drive awareness and registrations.
Crafted compelling messaging and event landing page copy, optimized for conversion and visibility.
Launched an automated email nurture series that increased early registrations.
View the complete case study here, with media and links to samples.
Marketing Funnel Framework
Results
The funnel became a consistent lens through which I planned, prioritized, and evaluated marketing tactics. It improved campaign focus, ensured alignment with desired outcomes, and provided a repeatable structure for assessing new opportunities.
Objective
As part of the strategic communications plan, I developed a simplified marketing funnel framework to guide the planning and execution of integrated campaigns. The goal was to ensure each tactic, whether part of an event, story series, or digital outreach, was aligned with its intended stage in the audience journey (Awareness → Engagement → Leads → Conversions), allowing for more focused messaging, clearer objectives, and better outcomes.
Approach
Rather than assigning outreach tactics in isolation, I used the funnel to evaluate where a given activity (such as a webinar, story, or newsletter) fit within the customer journey. For example, when the events team planned a webinar, I identified it as an engagement-stage tactic, which helped shape the messaging, channel strategy, and specific goals, such as increasing registrations and promoting follow-up content views.
I also used the funnel to:
Tailor social media copy based on where a piece of content lived in the journey
Set expectations for success metrics (impressions vs. click-throughs vs. registrations)
Build complementary content (e.g., post-webinar follow-up assets to move audiences to the lead or conversion stage)