02   Experience / Expertise


01  Branding Work


Creative Counsel + Partner / Nov 2014–Mar 2016 / Firebrand (San Francisco)

Partnered with educational institutions to develop and execute creative brand strategies that drove financial health, built cultural momentum, and galvanized institutional purpose / Established brand and market presence of Firebrand / Developed, led, and mentored a flexible team of writers, designers, coders, and production assistants / Cultivated and managed a network of creative partners (i.e., photographers, videographers, printers) / Notable accomplishment: Led creative strategy for rebrand of top global education brand, Morehouse College (see story), culminating in radically revisioned recruitment and fundraising strategies and messages, which helped reverse a declining enrollment trend, improved the quality and "fit" of incoming students, and contributed to the highest ever yearly average in non-campaign fundraising


Creative Director / Oct 2011–Nov 2014 / Crane Metamarketing (San Francisco)

Directed creative strategy for Crane clients and for internal Crane marketing and communications / Led creative for rebrand of Crane Metamarketing, helping establish the firm among the most recognized and respected in educational branding / Developed, led, and mentored creative teams of writers, designers, coders, and production assistants / Notable project: Led creative for rebrand of New York's original city college, City College of New York, culminating in a major positioning campaign that transformed the way New York sees City College and resulted in a dramatic increase in fundraising, recruitment, and student quality


Associate Creative Director / Dec 2009–Oct 2011 / Crane Metamarketing (San Francisco)

Led teams in developing creative strategy and concepts, reporting to founder/creative director / Guided and mentored creative teams of writers and designers / Notable project: Developed recruitment campaign strategy and led concepting for rebrand of premier art school, Chicago Academy for the Arts (see story), launching a high-impact repositioning campaign on a shoestring budget


Editorial Director / Aug 2006–Feb 2008 / Crane Metamarketing (Atlanta) 

Managed and mentored the editorial team / Helped lead the qualitative research process and interpret and translate quantitative data / Developed and presented brand strategy reports / Collaboratively developed and implemented creative strategies and concepts / Notable project: Developed capital campaign strategy and led concepting for "one of the most intellectual colleges in the country," Reed College (see story), countering ineffective sentimental fundraising traditions, appealing successfully instead to Reedies' reason


Senior Writer / Dec 2004–Aug 2006 / Crane Metamarketing (Atlanta) 

Translated quantitative and qualitative data into actionable strategic insight and compelling marketing messages / Conceptualized, wrote, and edited in-depth brand consulting reports and business proposals / Developed creative concepts in collaboration with design team / Wrote copy for comprehensive campaigns across wide range of media—print, digital, video; long-form and short-form

 

02    Other Experience


Trustee / Jan 2017–Dec 2019 / San Francisco Bicycle Coalition Board of Director

Elected to serve a 2-year term on the board of SF’s largest member organization and one of the largest and most effective bicycle advocacy groups in the country


Co-Founder / Mar 2012–Present / Dandyhorse SF Bike Tours (San Francisco)

Launched as a passion/art project in 2012 with the creation of a bicycle camping cookbook, Pedal Inn: Adventures in Good Eating. Officially launched rental and tour business in 2014, offering overnight and day tours in and around SF / My role: primary investor, brand and business strategist


Adjunct Professor of English* / Fall 2004 / Georgia State University (Atlanta) /
Fall 2001–Spring 2004 / Purdue University (Lafayette, IN)

Developed and taught courses in Composition, Critical Thinking, Creative Writing, Advanced Composition, and Research Writing / *Titled Adjunct Professor at Georgia State, Graduate Instructor at Purdue 


Research Writer / Dec 2000–Aug 2001 / Caltrans, Environmental Division (Sacramento) 

Wrote and edited state and federal environmental documents and ensured the readability of technical documents written by scientists and engineers for the general public 

 

03  Education


MFA-Creative Writing /
May 2004 / Purdue University (Lafayette, IN) / Phi Beta Kappa Award for Best Graduate Work / Budd & Betty Knoll Award for Best Entry of 73rd Annual Literary Awards

BA-English / BA-German / Minor-Biology / 
December 1999 / California State University (Fresno) / Graduated summa cum laude

 

04  Misc Relevant Skills / Qualities


Software Mastery

Expert in Illustrator, Indesign, and Microsoft Office Suite / Intermediate skills in Photoshop, Premier Pro, and After Effects / Functional knowledge of html and css / Avid learner and quick study of new platforms
 

Notable Skills / Traits

Strong communication skills, as comfortable presenting to a powerhouse board of directors as facilitating a small, intimate group discussion / Serious creative flexibility alongside serious integrity and genuine care for others—partners, teammates, users, etc / Comfortable with ambiguity alongside the pursuit of clarity / Proponent and practitioner of fast-and-loose prototyping followed by execution of the most perfect final product achievable (i.e., make ideas fast, make products perfect)
 

A Few Personal Pastimes

Cycling / Camping / Swimming / Dancing / Cooking / Reading / Gardening