Experience

May 2019 - Current - Director of Marketing and Growth

Sonoran University of Health Sciences

Lead the University’s marketing strategy, driving brand messaging, growth, and measurable results across all business units, including higher education, healthcare, retail, research, and nonprofit fundraising. Oversee a $1.7M annual budget and a six-person in-house marketing team plus agency partners. Serve as a strategic advisor to the Executive Council and Board of Trustees on institutional branding, positioning, and stakeholder engagement.

Key Achievements:

• Architected and led a multimillion-dollar institutional rebrand from Southwest College of Naturopathic Medicine to Sonoran University of Health Sciences (2020–2022), integrating marketing, development, and operations to deliver a unified brand experience.

• Partnered with University leadership and the Board of Trustees to guide communications, stakeholder alignment, and adoption strategies ensuring institutional cohesion.

• Achieved +75% brand awareness, 10% enrollment growth, and $3M+ in new donor gifts since launch. Earned national media coverage in BuzzFeed (3.2B monthly views), HuffPost, Yahoo News, and Costco Connection (15.3M circulation), increasing visibility and thought leadership.

• Boosted digital lead generation by double digits year-over-year through data-informed SEO, AI-assisted search, and conversion optimization.

• Implemented AI-powered tools for trend monitoring, content ideation, and audience segmentation to increase agility and precision.

• Expanded social media audiences (+135% Instagram, +7% Facebook) and doubled engagement through narrative storytelling and influencer collaborations.

• Redefined donor and constituent engagement, mapping shared audience journeys (students, patients, alumni, donors) to improve communication efficiency and brand consistency.

• Directed creative and digital production for three accessible, audience-specific university websites (sonoran.edu, patients.sonoran.edu, sage.sonoran.edu).

​​​

Areas of Impact:​

• Enrollment: College of Naturopathic Medicine, College of Nutrition, School of Mental Health

• Healthcare/Patient Acquisition: Medical Center, Neil Riordan Center for Regenerative Medicine, Laboratory Services

• Retail & eCommerce: Medicinary

• Research & B2B: Ric Scalzo Institute for Botanical Research

• Donor & Fundraising: Sage Foundation for Health

​

2012-Apr. 2019 - Creative Director

ARC Group, Inc

Directed corporate brand and creative strategy for a national restaurant group overseeing four brands and 26 locations. Championed multi-channel marketing campaigns, digital systems, and brand modernization across franchise and corporate units.

​

• Managed a $1.4M National Advertising/Marketing Fund, leading cross-market campaigns and multi-unit coordination.

• Developed digital marketing systems and “controlled flexibility” templates empowering franchisees while ensuring brand consistency.

• Designed and launched a loyalty app converting subscribers into active users and increasing repeat visits.

• Collaborated with operations and field marketing teams to execute local-store campaigns driving adoption and engagement.

• Negotiated and leveraged vendor partnerships (alcohol, food, and sports brands) to cocreate revenue-generating initiatives.

• Directed national broadcast, radio, and photography campaigns that increased awareness and sales across key markets.

• Led redesigns of all brand websites, improving SEO and UX while unifying the brand ecosystem across franchise platforms.

​

2008 - 2012 - Producer & Studio Manager

Jeff Newton Photography, LLC

Oversaw all production, client management, and creative execution for a nationally recognized commercial photography studio.

​​

• Managed full-scale photo and video productions, coordinating logistics, budgets, and creative alignment.

• Built and maintained the studio’s visual identity and marketing strategy.

• Directed client relations with agencies, celebrities, and brand partners, ensuring highcaliber service and delivery.

• Designed a digital asset management (DAM) workflow improving efficiency and data security.