In 2020, I joined the Georgia Power Energy Efficiency team’s brand new customer engagement and marketing team. In this role I am responsible for building program awareness and driving program participation for specific energy efficiency programs. I manage a total marketing budget of approximately $1M and execute integrated marketing campaigns across many channels including but not limited to: display ads, social media, search, email, web, print, streaming video, event sponsorships etc.

Notable Portfolio-Related Highlights:

• Led the redesign of all EE program webpages in order to provide a better customer experience and to increase conversion rates. My specific program pages have the lowest bounce rate across the EE portfolio of web pages. 
• Led the creation of our cloud-based marketing hub – project tracking tool, content calendar, budgeting and KPI dashboards.
• I came on board January 2020 and by the end of the year, my 2020 campaigns outperformed 2019 campaigns across all media channels. The 2020 campaigns had an increased year-over-year CTR of 40% for display ads, social media and streaming video combined.

Video: Due to covid we had to pivot from videos with human talent to animations. Here are two animated videos that we created in order to continue engaging with our customers in spite of production limitations. Click image to play.

For three years I had the pleasure of leading my team in the marketing of the AJC Decatur Book Festival, one of the largest independent book festivals in the nation. We were responsible for brand awareness, sponsor and donor recruitment and engagement, event signage, onsite event photography, videography and social media. From concepting to execution, the team brilliantly created a unified experience across numerous impactful marketing channels including but not limited to: social media, web, email, print ads, and event activations. 

Notable highlights:

• In 2017, for the first time in the history of the festival, the website crashed just days before the event because it received so many visitors (100,000+ in one day). The DBF leadership team attributes this to the new marketing initiatives that we brought to the program. As a result, we were bought back to manage the entire 2018 marketing program.
• Development of a new website in 2018 – with capacity to handle high traffic and designed to provide a better user experience and an easier backend for festival organizers to make updates.
• Launch of digital donor campaign.
• Updated email design and thoughtful content that lent to year-over-year increases in open rates and clickthrough rates.

I led our agency in the acquisition of Hussmann as a new client and our first project was the brand creation of their new talent recruitment program. Our team worked closely with their team to understand the program goals, what success looked like and the audience we needed to reach. Over the course of 8 months we created the logo and program look-and-feel, collateral design, web wireframes, signage, took the photography used in all collateral and did onsite photography at the launch of their training facility in Texas. At the launch, the client provided us with an award as a thank you to our team for the amazing work done. 

For multiple years, I had the pleasure of leading the team that managed the marketing initiatives for RSA Charge, an annual user conference with 2000+ attendees. In addition to providing traditional marketing services, we led marketing project management – orchestrating deliverables and facilitating conversations across the client team and multiple vendors and agencies. Below is just a sample of the services and assets we created and/or managed. 

Due to our success with RSA Charge, my team was asked to help take RSA’s concept for its presence at Black Hat 2017 (tied to new product launch) and to help apply it to all aspects of their onsite presence in order to create a unified experience.

Worked with the global Google event team to develop personalized toolkits for company partners in the US, LATAM and EMEA. Purpose of creative assets was to help partners market the event to their customers through engaging, consistent and branded forms of communication. The partner kits were well received and utilized by global partners. We’ve done similar types of toolkits for companies such as RSA and VMware as well. 

I started Diversity Photos as an answer to the lack of diversity in the stock photography industry. In 2019 I had the honor of being listed on Inc.’s Female Founders 100 and recognized for the work we are doing and the impact we are having. Fast forward a few years and we are still creating beautiful and diverse images and video for the stock world! My husband runs the day-to-day now, but I still love serving as Creative Director for his shoots and any of our contributing photographers who need assistance. 

Screenshot of diversityphotos.com homepage