Brand Launch & go-to-market strategy
The Ask: Launch a new denomination vision - Love Boldly. Serve Joyfully. Lead Courageously to millions of members across the U.S., Africa, and the Philippines. Make it land as a movement, not a memo.
STRATEGY & ROLE: Built and executed a two-phase go-to-market campaign: leader activation first, mass member engagement second.
Phase 1 was a leader-first GTM push—seeding the vision with bishops, annual conferences, and local church communicators before it ever hit the general membership. Tactics included paid social, SEM, press support, event presence, and a full resource suite (branding guide, talking points, intro video, print pieces) so leaders could carry the message into their communities with confidence.
Phase 2 launched the member-facing GTM: geotargeted paid social across the U.S., Africa, and the Philippines; a dedicated landing page; and an eight-week social content series that moved audiences from awareness to participation. Grassroots activation included ready-to-use social templates with scripture and engagement prompts—lowering the barrier for any local church to join—plus a UGC push that converted member stories into organic campaign reach under #BeUMC and #LoveServeLeadUMC.
Outcomes
Geotargeted social reach 2.9M+ people
Total engagements 69.700
Landing page views 69,000+
Phase 1 link clicks 36,000
Phase 1 Impressions 340,000
Events activation 5
global campaign strategy
2020/2024 UMC General Conference
The UMC's Most Significant Quadrennial Gathering in Decades
STRATEGY & ROLE:
The 2020/2024 UMC General Conference was a once-in-a-quadrennium event, and our team was responsible for the entire digital marketing footprint. I led the paid social and digital advertising strategy — 32 ads across Facebook and Instagram, multilingual targeting in English, Spanish, and Korean, and coordination with partner agencies managing content for affiliated boards and agencies.
Beyond paid social, I was part of the communications team that delivered 245M+ potential unique media impressions and helped manage the UMCGC.org website through the event (zero downtime). I also contributed to the agency's broader GC presence, including social listening, daily wrap-up content promotion, and geo-targeted ad support for partner agency activations like GCAH Trivia Night in Charlotte.
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32 paid social ads across Facebook and Instagram
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4.8M impressions | 50.4K link clicks | 2.2 avg. frequency
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Multilingual campaigns in English, Spanish, and Korean, Portuguese, and French
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Livestream supported 450,000 English-language views + French, Spanish, and Korean audiences
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1.2M total page views to UMNews.org during the event
Outcomes
Event marketing
2023 Be Bold UMC Youth Event
STRATEGY & ROLE: The UMC Be Bold Youth Event is a signature denominational event and a key activation in the broader #BeUMC campaign — bringing 2,500+ attendees from 44 states and 5 countries to Daytona Beach for four days, built around the theme Be Bold: Being Ourselves, Living Different.
My role: collaborate with the creative team on campaign execution and audience relevance, and coordinate a leadership workshop for the next generation of UMC leaders. When you've been in the room shaping how the message hits, you know what moments to capture.
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2,500+ attendees | 44 U.S. states | 5 countries
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#BeUMC signature activation — live event strategy meets national campaign identity
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Recap video still in active use as the primary promotional asset for the 2025 follow-up event
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National UM News coverage extended reach beyond the room
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Evergreen content with a two-year (and counting) shelf life
Outcomes
Next up: from Budweiser to craft beer - big brand discipline meets grassroots scrappiness.
Seventeen years at Anheuser-Busch InBev taught me how to manage $7–10M media budgets across 20 markets, negotiate vendor contracts that held up for years, and traffic 200+ campaigns annually without dropping a single post-buy report. It also put me in some unforgettable rooms — radio remotes from the Budweiser blimp, Super Bowl activations, stadium sponsorships, and grassroots market events that started at 6am in a parking lot and ended when the last sample was gone.
That Fortune 100 foundation is exactly what I brought to Hangar 24 Craft Brewery — applying integrated marketing strategy, drive-to-retail campaigns, paid digital, in-store signage, and sponsorship negotiation to a scrappy independent brand competing in one of the most crowded CPG categories in the country. No agency. No playbook. Just results.
Venue sales grew 17% in Year 1, 28% in Year 2. The brewery's first regional paid digital campaign delivered 1.1M+ impressions. A $150K annual recurring revenue program built from a renegotiated sponsorship strategy.
Big brand rigor. Craft brand hustle. Turns out they're a pretty good pairing.
Full case study coming soon.
Kona Brewing Co. | Experiential & Outdoor Brand Activation
When Kona Brewing wanted to introduce their Longboard Island Lager to California beach crowds, they didn't need another digital ad they needed to show up in person, in a way that felt unmistakably about them.
The strategy: A wall of branded surfboards planted right on the beach, backed by an interactive street team taking the Kona brand directly to the people who were already living the lifestyle it represented.
The outdoor creative did the work. The surfboards weren't props — they were the campaign. They anchored Kona's Hawaiian heritage in something physical and iconic, stopped foot traffic cold, and created exactly the kind of brand moment people want to be part of. That's the power of experiential outdoor marketing done right: you don't interrupt the audience; you become the destination.
And the crowds showed up. Brand ambassadors distributed promo items and engaged consumers who were naturally drawn to the boards. People didn't just notice — they wanted in. We had beachgoers lining up for photos.
Good creative doesn't retire — it pivots. After the beach activation wrapped, the branded surfboard display found a second life as a retail display at Petco Stadium in San Diego, timed to support Kona's regional distribution push and drive trial at the point of sale. Same creative energy, different context, and another proof point that the right physical asset can work across multiple channels and campaign objectives without starting from scratch.
WORK WINS
mEMBER IDENTITY CAMPAIGN
#BeUMC NATIONAL CAMPAIGN: 2023-2024
STRATEGY & ROLE: #BeUMC was a national membership awareness campaign — brand affinity meets community identity, designed to give people something to say about who they are and why they belong. My role: paid media, audience segmentation, agency coordination, social listening, and onsite activations.
In 2024, we layered it across the General Conference media environment — 32 ads, three languages, multiple partner agencies, one live event. The job was to keep the brand coherent throughout.
OUTCOMES
What drove the jump? Not the budget. Architecture. Every paid buy, every partner agency asset, every geo-targeted ad ran under one unified campaign identity. 18.4M in reach and 12K organic mentions don't happen when the brand is fragmented across agencies. They happen when someone's holding it together.
global audience growth | geo-targeted paid social | SEO-informed content strategy | international digital engagement
Strategy & Role
The context: UMNews.org is the primary news publication of the United Methodist Church, a global denomination with significant membership in sub-Saharan Africa and the Philippines. In 2024, a major denominational event (the UMC General Conference) drove exceptional traffic spikes. The question entering 2025: could we hold and grow international audiences without that event tailwind?
My role:
As Marketing Director, owning digital strategy for UMNews.org — managing paid social execution, geo-targeted audience builds, GA4 performance analysis, and SEO-aligned content planning in partnership with the editorial team. Coordinated multilingual campaign assets across English, Spanish, French, and Portuguese markets.
What we did:
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Geo-targeted paid social — Built and managed Meta audience segments targeting Filipino and African UMC communities; owned campaign setup, creative rotation, and optimization in Meta Ads Manager
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SEO-informed content strategy — Partnered with editorial team to prioritize country- and language-specific coverage based on GA4 search and audience data; aligned headlines and metadata to improve organic discoverability in key international markets
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Organic social amplification — Timed and framed content to drive regional sharing among international UMC communities; monitored engagement signals to refine story angles by market
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Audience data analysis — Used GA4 country-level reporting to identify high-engagement markets and feed those insights back into both paid targeting and editorial priorities
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Grew UMNews.org active users in the Philippines by +180.6% — from 33K to 93K — with a 43.9% engagement rate well above site average
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Expanded African audience to 190K active users across 54 countries, up +117.5% YoY — top markets: Côte d'Ivoire, Malawi, Liberia, Zimbabwe, and Nigeria
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Added 162K+ net new international users combined, year-over-year
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Drove paid social sessions on UMNews.org up +178% YoY (30K → 85K) through geo-targeted Meta campaigns
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84% of tracked international markets (46 of 55) showed positive YoY growth
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Organic search held as #1 traffic channel (477K sessions) through SEO-aligned content prioritization with the editorial team
Outcomes
email marketing - umcom 2024-2025
STRATEGY & ROLE: Led email marketing strategy for UMCOM's global communications operation, directing lifecycle programs, segmentation, A/B testing, and paid subscriber acquisition across six publications in Salesforce Marketing Cloud. Partnered with email marketing manager on execution, owned strategy, performance tracking, and optimization decisions.
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263.2K Total active subscribers - 6 newsletters - 2025 Year-end
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+10.9% YoY subscriber growth despite two proactive purges
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37.05% 2025 avg. open rate up from 36.64% in 2024, above industry
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50K+ new subscribers via paid lead gen $0.05 - $1.05 CPA
Outcomes
WHAT I OWNED:
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Lifecycle strategy — mapped the full member-to-donor journey across four stages: welcome/onboarding, engagement/nurture, conversion, and re-engagement; each stage had defined segmentation rules, content cadence, and triggered sequences
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Segmentation and personalization — matched each publication to a distinct audience type (clergy, lay members, communicators, international); directed dynamic content strategy based on subscriber behavior and sign-up source
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A/B testing program — defined testing framework across subject lines, layout, and creative; each test had a clear hypothesis and defined KPI; winning variants applied to full sends and informed future campaign briefs
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Paid lead gen campaigns — directed paid subscriber acquisition strategy using gated content (cookbook, puzzle series); generated 50K+ new subscribers at $0.50–$1.05 CPA via targeted paid social
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List hygiene and pipeline management — directed two proactive list purges in 2024 and 2025 during Salesforce platform migration and privacy policy update; absorbed short-term subscriber loss while keeping paid acquisition pipeline active; net result: +10.19% subscriber growth YoY and open rates that improved from 36.64% to 37.05% — a cleaner, more engaged list
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SMS channel architecture — built data architecture and audience segmentation framework for SMS program; execution paused pending list hygiene completion to protect deliverability and data quality — a discipline decision, not a capability gap
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Performance reporting — tracked KPIs across all six publications; reported open rate, click rate, subscriber growth, and list health to leadership; used data to drive optimization decisions on cadence, creative, and targeting
The list hygiene story: In early 2025, UMCOM completed a data cleaning process during a Salesforce platform migration and privacy policy update. We took the short-term hit on list size — twice — because a trustworthy database matters more than a big one. Paired with an active paid acquisition pipeline, the program still delivered +10% subscriber growth and improved open rates YoY. That's what disciplined program management looks like.
crisis communications & rapid response campaign management.
STRATEGY & ROLE: When Hurricanes Helene and Milton made landfall in 2024, I coordinated rapid-response paid media campaigns across multiple U.S. annual conferences — Florida, Western North Carolina, South Georgia — plus a parallel national UMCOR awareness campaign in the Philippines. The challenge: four different geographic audiences, three different conference Facebook pages, and a national campaign that couldn't compete with the regional messaging.
I designed geo-targeted ad buys that isolated each conference audience while running the UMCOR national buy on a separate strategy — explicitly excluding conference regions to eliminate message cannibalization. Ads ran across The UMC, UMNews, UMCOM, and each conference's Facebook pages, all of which linked directly to donation pages.
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26,394 link clicks across Hurricane Helene & Milton combined
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1,224,343 reach nationally and regionally
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3,859,787 impressions total across all buys
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Philippines Typhoon Kristine campaign: 543,516 reach | 1,332,623 impressions
Outcomes