Work
B2C Marketing & Advertising
Research & Insights • Positioning • Messaging • Copywriting • Creative Direction • Graphic Design • Advertising • Social Media
For The Schrader Group’s Buyer Programs, I gathered feedback from clients and the sales team to identify where the programs and their benefits were creating confusion. I repositioned the messaging around the questions buyers were actually asking, while creating a clearer connection between each program and its potential savings.
From there, I developed the messaging, copy and creative for consumer-facing collateral and advertising, carrying the strategy across brochures, print and digital ads, social media, landing pages and other marketing channels. This created a more consistent message from initial awareness through program education and lead generation
Website & Digital Strategy
Website Strategy • UX • Copywriting • WordPress • SEO • Landing Pages • Conversion Optimization
I led The Schrader Group’s website redesign with a focus on brand consistency, user experience, SEO and conversion. My role spans website content strategy, UX, copywriting, WordPress management, landing pages and ongoing optimization, connecting the website to broader content, advertising and lead-generation strategies.
Today, the website attracts approximately 6,000–9,000 visits per month and serves as the central hub for the company’s digital marketing, property search, educational content and lead generation.
Visit The Schrader Group Website
Content & Video Strategy
Content Strategy • Creative Direction • Video • Copywriting • Scripting • SEO • YouTube • Social Media • Audience Growth
I developed and produce an ongoing video and content strategy designed to turn market knowledge and industry expertise into useful, searchable content for consumers. My role spans topic development, scripting, production oversight, publishing, SEO and distribution across YouTube, social media and the website.
The strategy includes an original video series featuring industry experts, builders, referral partners and local businesses, along with short-form video and supporting digital content. Since 2022, the YouTube channel has grown to 2.7K subscribers and 1,700+ videos, while Facebook and Instagram audiences have increased 75%
Link to YouTube
Annual Reports & Corporate Communications
Copywriting • Content Strategy • Content Organization • Information Design • Data Visualization • Creative Direction & Design • Print Production
During my three years with Cenikor Foundation, I developed the organization’s annual report each year, bringing together program information, organizational achievements, impact data and key messaging into a comprehensive publication for stakeholders.
My role included copywriting, content organization, data visualization and design, transforming a large amount of information into a clear, cohesive report that communicated the organization’s impact and reinforced its brand.
Link to Download Cenikor Foundation's 2016 Report
Link to Download Cenikor Foundation's 2017 Report
B2B & B2C Marketing Collateral
Content Strategy • Messaging • Creative Direction • Copywriting • Graphic Design • Brand Consistency • Print Production
At Cenikor Foundation, I developed marketing collateral for both consumer and professional audiences across the organization’s treatment programs and services. The challenge was communicating a broad range of programs clearly while maintaining consistent messaging and a cohesive brand.
I wrote and designed individual program rack cards along with a comprehensive organizational brochure, creating materials that could work independently for specific audiences while also presenting Cenikor’s services as part of a unified organization.
B2B Marketing & Sales Enablement
B2B Marketing • Sales Enablement • Audience Strategy • Market Research • Presentations • Copywriting • Data Visualization • Creative Direction & Design • Advertising
I develop B2B marketing and sales tools around what matters most to the audience. For builder sales teams, that means quickly understanding how our programs can help overcome buyer objections, create additional opportunities and ultimately help them close more homes.
I translate that value into PowerPoint presentations and quick-reference materials for builder sales meetings, positioning our Buyer Programs around the questions sales teams need answered: How does this help my buyer? How does it help me close the sale? And how do I explain it simply?
My B2B work also includes market updates presented at builder association board meetings and distributed to referral partners, along with advertising for professional and industry publications.
Event Marketing & Communications
Event Marketing • Sponsorship Marketing • Copywriting • Graphic Design • Brand Development • Print Production
For Cenikor Foundation’s 50th Anniversary Gala, I developed the event’s creative identity and supporting marketing materials, carrying a consistent look and message across communications for attendees, sponsors and supporters.
My work included copywriting and design for the save-the-date, invitation, sponsorship materials, event program and additional collateral, creating a cohesive experience from initial promotion through the event itself.
B2B Marketing Collateral
Graphic Design • Information Design • Layout • Print Collateral • Brand Consistency • Print Production
For Cotton Companies, I designed B2B marketing collateral supporting the company’s commercial disaster recovery and restoration services. The materials needed to communicate complex service information in a professional, organized format that could be easily used by prospective clients.
My work included a comprehensive promotional booklet and a compact pocket-size piece, adapting the same brand and service information for different formats and uses.
Small Business Brand Collateral
Graphic Design • Layout • Packaging Design • Marketing Collateral • Apparel Design • Print Production
For What’s Poppin Popcorn, I designed a range of branded materials for the business, translating its playful visual identity across customer-facing touchpoints.
My work included a tri-fold menu, product packaging labels and branded apparel, maintaining a consistent look while adapting the design to very different formats and applications.
Logo & Identity Design
Logo Design • Visual Identity • Typography • Brand Application • Graphic Design
I designed logos and visual identities for businesses and organizations across a variety of industries, translating each client’s personality, audience and services into a distinct visual identity.
The work ranged from professional and corporate brands to nonprofit and consumer-facing businesses, requiring a different visual approach for each while creating identities that were recognizable, versatile and appropriate for their audiences.
