Strategy Portfolio
I lead communications and marketing strategies that turn mission-driven work into compelling stories, campaigns, and experiences—aligning teams, partners, and communities around shared goals.
PHIG Strategic Impact Highlights
The Public Health Infrastructure Grant (PHIG) is a groundbreaking $5 billion investment that supports the critical public health infrastructure needs of health departments across the United States. ASTHO is one of the three PHIG national partners, supporting 107 PHIG recipients and maximizing CDC’s record investment to deliver a modern and sustainable public health system.
I lead communications strategy for ASTHO, directing messaging, partnerships, and national storytelling efforts.
PHInfrastructure.org & PHIG Connections Newsletter
Objective: Enable PHIG recipients to discover resources, request technical assistance, and explore stories of impact through a centralized partner platform.
Audience: PHIG recipient health departments and key PHIG leaders.
Role: Set editorial direction for PHIG Connections and lead website strategy, coordinating with internal teams and vendors to plan, implement, and refine improvements.
Strategic Outcomes:
Drove a 70% increase in pageviews and total users within six months following homepage map enhancements and a redesigned content tagging architecture.
Expanded PHIG Connections to a twice-monthly cadence, strengthening consistency and engagement.
Achieved an average 36% open rate and 32% click rate, which is well above industry averages.
Nearly doubled email-driven traffic to the partner website and grew the subscriber base by over 50% in 2025.
PHIG Success Stories & Impact Report Podcast
Goal: Demonstrate the real-world impact of PHIG investments on health departments and the communities they serve.
Audience: PHIG recipients, public health leaders, and policymakers.
Role: Set storytelling standards and lead content strategy for PHIG success stories and the Impact Report podcast.
Strategic Outcomes:
Published 110+ success stories highlighting work from 82 recipient health departments.
Launched a twice-monthly podcast elevating high-impact, recipient-led initiatives.
Interviewed 25 health departments, along with CDC and ASTHO leadership, as of December 2025.
Directed the 2025 PHIG Annual Reception Convening success story strategy, resulting in 50+ coordinated podcast and video interviews.
Arlington County Fair Marketing and Governance
The Arlington County Fair (ACF) is one of the largest free events on the East Coast. As Marketing Chair, I provide strategic direction for the Fair’s marketing and brand, working across vendors and Arlington County to drive attendance and participation. As an Executive Board member, I focus on fiscal and organizational sustainability.
Marketing Committee
Objective: Expand the Fair’s visibility to reach diverse audiences in the Arlington community.
Audience: Northern Virginia residents, neighboring communities in DC and Maryland
Role: Led marketing strategy and vendor coordination, setting direction for social media, web presence, media placements, and paid advertising.
Strategic Outcomes:
Drove the highest-attended Arlington County Fair in its 40+ year history, with 160,000+ attendees in 2024.
Partnered with Arlington Strategy to execute the 2024 social media campaign that increased Instagram followers by 22% and Facebook followers by 11%.
Advocated for and guided the strategic direction of a website relaunch, approving content and structure that contributed to 129,619 new users during the fair period—a 3.6% increase compared to the previous year’s fair period.
Set strategic direction and approved vendor-led paid social campaigns, including an Instagram campaign reaching 29,000 accounts with a 4.27% click-through rate, exceeding industry benchmarks.
Implemented a month-long Metro rail, bus, and mobile advertising campaign, generating 2+ million impressions across the region.
Facilitated a new memorandum of understanding (MOU) with Arlington County, enabling a successful transition of marketing stewardship to the County for the 2025 Fair.
Governance Transition
Objective: Ensure continuity of brand, messaging, and audience engagement during the transition of Fair operations to Arlington County.
Audience: Arlington County stakeholders, community members and fairgoers, and board members
Role: Provided strategic marketing and governance support during the transition, serving as a bridge between the Fair’s board and county leadership.
Strategic Contributions:
Ensured continuity of the Fair’s brand and marketing during the transition to county-led operations.
Guided content direction, brand theme development, and social media approvals in partnership with county staff.
Supported expanded community reach through Spanish-language media engagement with Telemundo.
Maintained an advisory role as Marketing Chair and Executive Board member to support alignment and long-term organizational stability.
