As the communications lead for the U.S. Department of Energy’s Office of Electricity (DOE-OE), I helped shape a cohesive identity for an organization driving national grid modernization. Our team unified visuals, messaging, and tone to make complex science accessible and trusted across audiences.

• Brand strategy: defined voice, tone, and visual system to reflect DOE-OE’s role and mission

• Content suite creation: developed brochures, fact sheets, virtual backgrounds, presentation decks, report templates and newsletter templates

• Audience translation: converted complex technical narratives into accessible, action-oriented storytelling for internal and external stakeholders

• Platform scale-up: implemented identity across internal communications, public outreach and partner/policy audiences

• Outcome: delivered a cohesive brand presence designed for sustained impact, improved stakeholder clarity and elevated DOE-OE’s communications foundation

I built communications frameworks for one of DOE’s most sensitive and complex public-engagement initiatives — community-driven decision-making for spent nuclear fuel storage. This campaign for DOE's Office of Nuclear Energy (DOE-NE) balanced transparency, technical rigor, and public trust.

• Strategy and messaging: shaped narrative emphasizing transparency, consent and community collaboration

• Platform oversight: managed Salesforce, GovDelivery, SharePoint, PowerBI and custom CMS to drive segmented outreach

• Channel execution: delivered executive presentations, spokesperson training, digital advertising, social media funnel support and exhibit/tradeshow materials

• Engagement metrics: achieved newsletter average open rate of 36%, surpassing industry benchmarks

• Stakeholder mobilization: reached thousands of technical, policy, industry and community participants via webinars, conferences and public forums

• Outcome: elevated DOE-NE’s initiative into a community-centred dialogue, improving message accessibility, stakeholder trust and long-term engagement potential

At Washington State University (WSU) Health Sciences, I transformed fragmented communications into a coordinated storytelling and engagement strategy supporting research, fundraising, and public trust.

• Audit and alignment: conducted full communications audit, streamlined web, media, events and internal comms into single strategy. Produced multiple collateral including creative oversight for Native American Health Sciences outcomes video.

• Event and fundraising leadership: spearheaded Nursing's 50th Anniversary Gala, including keynote video direction and raised $368,000 in scholarships and program support

• Media and storytelling: secured earned media for faculty research, institutional milestones, and startup-incubator launch (SP³NW); gained research visibility through earned and digital media; produced key videos advancing inclusive health initiatives 

• Crisis and campus affairs: led risk/emergency communications, notably through the onset of the COVID-19 pandemic; acted as campus spokesperson driving regular and crisis-point media relations

• Metrics and improvement: improved newsletter engagement, web and social metrics, event ROI and donor/partner traction

• Outcome: strengthened institutional reputation, enhanced external visibility and deepened stakeholder relationships through purposeful communications management

I led the launch of the “Growing Healthy Together” campaign for Spokane Regional Health District (SRHD) to reverse a 4% annual decline (≈ 450 clients) in Women, Infants and Children Nutrition (WIC) program participation, focusing on rebuilding brand trust, awareness and enrollment through community-first communications and measurable outreach. 

• Objective setting: targeted increased enrollment, improved web usage, campaign recall and social engagement

• Integrated media execution: deployed earned, owned and paid media; achieved more than 13,800 website visits with nearly half of new clients enrolling online

• Social and web engagement: Facebook posts garnered more than 5,500 views; “How did you hear about us?” survey showed ~50% word-of-mouth referrals

• Earned media placements: secured 23 media placements across local TV and print outlets

• Conversion results: added 455 new clients in one month; reduced inactive enrolled clients from 1,481 to 922 (+559 active participants)

• Outcome: community-driven strategy delivered measurable growth and broad adoption; campaign materials were repurposed by state peers and recognized for creative excellence with a Gold American Advertising Award

I led strategy and creative direction for SRHD's "Done My Way," a regional tobacco-cessation initiative designed to shift public perception and normalize quitting through authentic community storytelling. The campaign was grounded in lived experience—real people, real stories—and used a layered mix of earned, owned, and paid media to drive both awareness and behavior change.

• Concept development and creative leadership: built campaign from research to rollout, leveraging testimonials from local residents to build credibility and emotional resonance

• Integrated communications execution: oversaw paid, earned, and social media activation; coordinated video production, web content, and community partner engagement

• Audience reach and engagement: generated 393,500 paid-media impressions and more than 15,000 unpaid social impressions; achieved 11,968 paid Facebook reach and 337 interactions and shares

• Digital performance: surpassed campaign goal of 1,000 website visits with 1,365 unique visitors and an average engagement time of 2:45 minutes per session

• Earned media results: secured multiple placements including Spokane Public Radio and The Spokesman-Review, increasing campaign visibility and reinforcing community relevance

I orchestrated the communications effort for the Pacific Northwest National Laboratory (PNNL) “Justice Week 2023” campaign supporting DOE's equity and environmental-justice mission, positioning the lab as a leader in inclusive clean-energy research.

• Strategic narrative: emphasized PNNL’s role in equity-centred research for the clean-energy transition

• Multi-platform rollout: built a web spotlight, daily themed features, social outreach, email communications and internal amplification

• Website impact: drew more than 2,900 unique views—nearly triple the typical campaign benchmark—average on-site time 3:11 minutes

• Social performance: generated more than 68,000 impressions, with click-through and engagement rates substantially above DOE/PNNL averages

• Internal and external reach: leveraged DOE channels for national amplification and extended staff and stakeholder reach

• Outcome: strengthened PNNL’s external profile, reinforced equity messaging and achieved significantly higher engagement than baseline programs

I led the strategy and execution for "My Healthy Life," a public-health behavior-change campaign at SRHD designed to empower Supplemental Nutrition Assistance Program (SNAP)-eligible adults in Spokane County to make small, sustainable changes toward healthier living. The campaign combined culturally relevant storytelling, digital targeting, and community-based outreach to build awareness of local nutrition and wellness resources. My role spanned concept development, creative direction, and full-funnel performance analysis.

• Campaign strategy: designed an integrated framework connecting paid, earned, and grassroots outreach to drive awareness and action

• Messaging and creative: developed inclusive content emphasizing affordability, accessibility, and real-life application of healthy choices

• Paid-media reach: achieved KPIs for target broadcast audience through TV, radio, and digital placements, exceeding reach and frequency benchmarks

• Digital optimization: delivered a 35% increase in website traffic through mobile and geo-targeted ads; leveraged analytics to refine creative mid-campaign

• Social engagement: increased Facebook engagement by 25% during campaign period through community spotlights and local influencer partnerships

• Community activation: distributed more than 2,000 brochures, recipe cards, and localized nutrition guides; partnered with community centers and health clinics for in-person outreach

• Evaluation and learning: conducted post-campaign surveys showing 78% recall of materials and improved awareness of local wellness programs

• Outcome: strengthened public perception of SNAP resources, demonstrated measurable improvements in awareness and engagement among high-priority audiences, and created a replicable model for future behavior-change initiatives

As creative director and communications strategist, I developed a neighborhood-level behavior-change campaign at SRHD that reframed sustainable transportation as a matter of personal choice and community pride. The effort combined grassroots outreach, brand design, and digital engagement to foster lasting mobility habits.

• Brand system creation: designed a flexible identity toolkit adaptable by neighborhood, allowing hyper-local storytelling while maintaining visual cohesion across city programs

• Community activation: partnered with local organizations to stage events and challenges that encouraged biking, walking, and transit use; deployed more than 2,500 printed materials and branded promotional items (yard signs, bike lights, tote bags)

• Digital engagement: achieved more than 6,100 Facebook reach for the Eastward Neighborhood Bike Ride using just $187 in paid spend, demonstrating strong ROI for community outreach

• Earned media and awareness: generated sustained local coverage and social chatter around active transportation benefits, reinforcing city sustainability goals

• Outcome: increased reported participation in active-transportation events year-over-year; recognized with a Gold American Advertising Award for community impact and design excellence

I led creative strategy and execution for World Water Day 2022 at PNNL, developing a lab-wide campaign that spotlighted the critical role of groundwater research in advancing water resilience and clean-energy solutions. The effort united scientists, communicators, and digital teams around a shared narrative that made complex environmental science tangible for the public.

• Campaign concept: designed a unifying theme and visual identity highlighting the intersection of water, energy, and climate innovation

• Creative direction: produced multimedia content—including motion graphics, interactive visuals, and social video—to humanize scientific discovery and increase accessibility

• Cross-platform deployment: coordinated campaign rollout across lab web, social, and internal channels, ensuring message alignment and broad visibility

• Engagement performance: achieved a 35% increase in social media engagement compared to baseline; generated more than 3,000 unique page views on campaign content

• DOE amplification: secured promotion through official DOE channels, extending reach to national audiences

• Team collaboration: worked with scientists and technical editors to translate data-heavy research into clear, engaging storytelling formats

• Outcome: elevated PNNL’s profile as a national leader in water and energy research communication, driving record internal and external engagement with lab science content