Resume
Brand, marketing and communications strategist with experience leading integrated campaigns, brand repositioning, digital content systems and stakeholder communications across complex, multi-site organizations. Known for turning fragmented messaging into clear brand systems, scalable workflows and measurable audience growth.
Impact at a Glance
Selected results from brand strategy, social media, digital communications and team enablement work.
480%
Audience Growth
Growth in a targeted audience segment over four years through brand repositioning and integrated marketing strategy.
52%
Engagement Efficiency
Increase in average Facebook engagement per post after the brand and channel strategy shift, while reducing posting volume.
18 → 100+
Instagram Engagement
Average engagements per post increased from baseline to 100+ in later years through stronger visual storytelling and channel strategy.
3
Major Transformations
Led three organization-wide transformations since 2023: brand repositioning, centralized communications platform rollout and website ecosystem overhaul.
100+
Self-Service Brand Assets
Created reusable ParentSquare and Canva-based resources for events, departments and awareness campaigns, enabling teams to execute polished communications independently.
17%
Launch Conversion
First-month conversion rate for a branded merchandise program launched from concept to market.
Skills
Brand & Marketing Strategy
Brand strategy, positioning, integrated campaigns, go-to-market strategy, campaign planning, brand governance
Content & Communications
Content strategy, storytelling, editorial/copy editing, internal communications, stakeholder engagement, media relations
Digital, Data & AI
Performance analysis, audience insights, Google Analytics, AI-assisted workflows, Google Colab, accessibility, web content management
Creative & Production
Creative direction, visual brand design, photography, video, signage, OOH, branded merchandise, campaign assets
AI, Automation & Digital Enablement
AI-assisted content workflows, Google Colab / beginner Python, Google Gemini, ChatGPT / LLM prompt engineering, Google Apps Script workflow automation, AI-assisted accessibility and alt text workflows, Data segmentation and message targeting, AI/ML business applications coursework through McCombs School of Business
Experience
Brand & Marketing Strategy Lead
Official title: Communications Coordinator
Castleberry ISD | Fort Worth, TX | July 2023–Present
Led brand repositioning, centralized communications platform rollout and website ecosystem overhaul across a complex, multi-site organization.
Built scalable brand systems, messaging frameworks and self-service communication resources that improved consistency across departments, campuses and recurring initiatives.
Developed 100+ branded template assets across ParentSquare and Canva, enabling teams to execute polished communications independently while maintaining brand standards.
Planned and executed integrated campaigns across web, social, email, print, OOH and internal channels to strengthen visibility, engagement and audience growth.
Applied engagement data and audience insights to refine content strategy and reposition social media as a storytelling and brand engagement platform.
Integrated AI-assisted workflows into communications operations, including audience segmentation, accessibility support, alt text development and branded document automation.
Communications Specialist
Castleberry ISD | Fort Worth, TX
June 2021 - June 2023
Strengthened brand consistency before the districtwide rebrand by creating toolkits, templates and staff-facing resources that supported adoption of approved messaging and visuals.
Managed social, web, email and print communications that translated organizational priorities into clear, audience-centered content.
Grew social media engagement through strategic storytelling, visual content planning and performance analysis.
Partnered with campus and department teams to align messaging, campaign timelines and stakeholder communications across channels.
Innovation Leader
Castleberry ISD | Fort Worth, TX
June 2017 - June 2021
Led organization-wide technology adoption initiatives, developing communication, training and implementation strategies that supported workflow change.
Created presentations, tutorials, training materials and process guides that translated complex tools into clear, practical guidance for adult learners.
Designed digital learning and enablement resources in Canvas, including asynchronous modules, recorded tutorials, progress checks and live training experiences.
Presented at state and regional conferences on technology integration, communication, digital learning and stakeholder engagement.
Earlier Experience
English I Teacher
Castleberry ISD | 2015–2017
Eighth Grade Language Arts Teacher
Ector County ISD | 2012–2015
Volunteer Leadership
Junior League of Fort Worth
Marketing Chair, Grand Entry Gala | 2026–2027
Assistant Marketing Chair, Grand Entry Gala | 2025–2026
Castleberry ISD Education Foundation
Event Coordinator, Annual Spring Gala | 2019, 2022
Education
Post Graduate Program in Artificial Intelligence and Machine Learning: Business Applications
McCombs School of Business, University of Texas at Austin
In Progress (Program Completion: August 2026)
Master of Education in Leadership
Lamar University, Beaumont, TX
Graduated: May 2014
Bachelor of Science in Education
Miami University, Oxford, OH
Graduated: May 2012
Awards and Recognitions
TSPRA Gold Star Awards — promotional postcard and marketing campaign
Adposure Transit Award — Fort Worth’s Community Awareness Award
Finalsite School Marketing Day Contest Winner
Castleberry ISD Pacesetter of the Year