Professional Portfolio
River Campus Libraries | 2019–Present
Paid + Organic Social Media
I currently manage the libraries’ presence across Instagram, TikTok, LinkedIn, Facebook, Twitter, Threads, and YouTube, driving remarkable growth and engagement. Instagram saw a +171% growth rate since 2019 with an average engagement rate of 12%, and our most viral post so far has hit 365K views. TikTok has grown by +316% since 2019, with a top post reaching 143.7K views. LinkedIn engagement exploded with a +1,954% increase since 2023.
I also manage a $300/year ad budget, running paid campaigns for key events like the Neilly Author Series and Scare Fair to increase attendance and visibility.
Experiential Marketing
I lead the planning and execution of major events, including the annual End of Summer Bash during Welcome Week (which draws 1,300+ first-years), Senior Week Tower Tours, and Spring and Fall Stress Less Weeks.
I also managed the Welles-Brown Oasis in partnership with the University’s Health Promotion Office, providing free wellness and study break resources since 2021.
Scare Fair, the library’s open house, regularly attracts 400+ students and consistently receives high satisfaction ratings, with attendees reporting increased awareness of library spaces and services.
User Research + Engagement
I conduct student forums and research initiatives, including the Gleason Refresh Project, where we used charettes, journey mapping, and voting to inform the redesign of Gleason Library. Student input led to the addition of solo study pods with integrated power and flexible collaborative spaces.
During the pandemic, I led a design challenge using user interviews and journey mapping, which influenced the creation of bookable study areas and the introduction of Occuspace technology and the Waitz app, allowing students to monitor real-time library occupancy.
Sofar Sounds Rochester | 2015–2020
Brand Building
As a founding member of Sofar Sounds Rochester, I played a key role in establishing the brand’s presence in the city. I created and managed our external communications across social media, email, and PR, using the Sofar brand voice to craft consistent, compelling messaging. I also maintained visual brand guidelines across Instagram, Twitter, and YouTube, helping shape a strong and recognizable local identity.
A standout initiative was the Give A Home campaign — a national partnership with Amnesty International — which we brought to life locally with support from WXXI and Three Heads Brewing. The event sold out and raised several hundred dollars for global refugee relief, featuring performances from Rochester icons like Danielle Ponder and the Tomorrow People.
Project Management
I played a key role in producing monthly Sofar shows, managing day-of logistics and coordinating artists, venues, and audience communications. I worked alongside a team of 4–8 volunteers to ensure every detail was in place — from helping guests locate our often-unconventional venues to problem-solving on the fly.
I’m especially proud of transforming unexpected spaces into intimate concert experiences — including a public market, hair salons, TV studios, and motorcycle shops— proving that great events can thrive anywhere with the right planning.
Community Engagement
Community was at the heart of everything we did at Sofar Sounds Rochester. I helped grow a network of passionate local artists, guests, and venues by focusing on person-first relationship building and authentic, welcoming marketing. From fostering connections with Sofar superfans to encouraging social media sharing by artists and attendees, we created a ripple effect of word-of-mouth promotion that felt organic and inclusive. We were honest and excited about our mission — bringing people together through the magic of live music — and that energy resonated.
One of our proudest long-term collaborations was with Along Photography, whose vibrant images of each show elevated our visual storytelling and helped expand our reach across the region.
SUNY Brockport | 2015–2019
Paid + Organic Social Media
At SUNY Brockport, I managed social media channels for the Office of Career Services, including Facebook, Instagram, Twitter, and Snapchat. I created content highlighting career preparation tips, student achievements, employer partnerships, and on-campus career events — all with the goal of increasing awareness of Career Services among students and strengthening ties with local employers. I also led paid Snapchat campaigns to promote career fairs, helping boost attendance and expand visibility beyond traditional outreach methods.
Event Planning + Logistics
In my role at SUNY Brockport’s Office of Career Services, I led the planning and execution of major career events throughout the academic year, including three large-scale job fairs. My responsibilities covered every detail — from coordinating with local and regional employers to managing vendor logistics, tracking budgets, and overseeing event setup and day-of operations. I also promoted these events across digital platforms and on-campus channels to ensure strong student turnout.
My ability to juggle strategic planning with real-time coordination helped establish our career fairs as reliable, well-attended opportunities that connected students to meaningful employment pathways.
Change Mangement
I led the successful transition from Symplicity to Handshake, modernizing SUNY Brockport’s online career management system. This change was critical to improving access to job and internship opportunities for students and offering a more user-friendly platform for employers. I managed the rollout strategy, communications, and onboarding processes — ensuring students, staff, and employer partners understood and embraced the new platform’s benefits.
The switch not only elevated our digital career tools but also reinforced Career Services’ commitment to innovation and student success.
