Moseley Digital Marketing
Jun 2000 - Present (21 years 4 months)
Clients include Walker Marketing, Thompson Hospitality Services/The Compass Group and MOSAIC magazine.
Digital/Online Marketing Manager and Editor
• Developed online marketing component for Brightmore of South Charlotte, a new retirement community targeting affluent older adults and their family members (http://www.brightmoreofsouthcharlotte.com/.) Conducted competitive analysis, crafted marketing messaging and wrote original content for the community’s new website. Collaborated with interaction designer and developer to create an effective user-driven content strategy and maximize SEO for its web components.
• Developed online strategy and content for Foundations Recovery Network, a national substance abuse provider. The content included six interactive risk assessments launched on 20 microsites, each targeting a different demographic. Researched existing assessments to develop original risk assessments combining diagnostic and risk indicators based on the user’s data. Developed sitemap and scoring methodology. Site URLs: http://alcoholismassessment.com/ and http://painkillerassessment.com/.
• Contributing writer and editor providing original content/editorial for Unity, a national arts and culture publication, produced by Thompson Hospitality/Compass Group, and MOSAIC Magazine Charlotte, http://www.mosaic-magazine.com/.
CMS Support & Operations Consultant
Sep 2012 - May 2013 (8 months)
As part of the Content Management Office, my duties focused on training and supporting authors, interfacing with developers and maintaining documentation for two CMS platforms.
Duties and accomplishments include:
• Developing SharePoint site to support users and CMO staff, providing an operationalized self-service portal for collecting, documenting and tracking maintenance requests.
• Serving as Project/Operations Manager for maintenance releases for SDL Tridion defects, working with developers and QA to keep projects on track and constituents informed throughout the release cycle.
• Training and supporting users on the bank's two content management system platforms, Documentum and SDL Tridion, managing onboarding and offboarding processes.
• Developing and maintaining training documentation, identifying process improvement opportunities to better support team efficiency.
Digital/Online Marketing Manager and Editor
Carolinas HealthCare System
Mar 2007 - Sep 2011 (4 years 6 months)
The second-largest public nonprofit health system in the nation with more than 30 hospitals, 1,700 employed physicians, 6,300 licensed beds and 48,000 employees.
• Managed offsite contractors/content editors, tracked budgeting, developed work specifications and developed workflow dashboard for project tracking and QA for enterprise site migration.
• Spearheaded successful training and review process for more than 150 content contributors to our content management system (CMS); developed workflow process to ensure brand compliance with other marketing efforts. Recognized as systemwide CMS trainer and expert for ongoing support.
• Led systemwide strategy and implementation (including development of workflows, QA standards and ongoing maintenance strategy) for a new comprehensive online physician database providing unique views facility websites and real time integration with online patient portal.
• Managed the rights and permissions of user groups for content editing across 250 CHS online properties.
• Directed SEO strategy for main consumer-focused site, Carolinas Medical Center. This included creation of keyword-rich content, alt-tags, metadata and metadescriptions, resulting in more than 500% increase in traffic and user interaction.
• Collaborated with SMEs, marketing managers and interaction designers to develop new websites, mobile applications and strategy to maintain and update existing content utilizing best practices in UI web design, SEO and multimedia UX.
• Provided digital support and strategy for targeted marketing campaigns including creative development, tracking and conversion reporting.
• Developed online style guide to ensure consistency in online assets in brand, voice, usability and multimedia best practices.
• Managed SharePoint sites for user groups including calendar development, dashboards and project tracking.
Public Information Specialist
Aug 2000 - Jun 2005 (4 years 10 months)
With a budget of more than $50M, the Guilford County Area Mental Health, Developmental Disabilities and Substance Abuse Authority (http://www.guilfordcenter.com) is the public mental health agency serving Guilford County residents.
Directed internal and external communications programming for public agency.
• Directed agency’s City/County Employee Campaign strategy; Served on the City/County Combined Planning Committee coordinating Guilford County/Greensboro fundraising activities and effectiveness measurement.
• Spearheaded new communications strategy including the development of the agency’s first website and intranet site.
• Redesigned print collateral and introduced new bid process resulting in reducing printing costs by more than 50% for public agency while improving quality.
• Directed image campaign and served as executive counsel and writer, writing opinion pieces for local newspaper (both in my own name and for executive director) to raise awareness of agency and issue advocacy.
• Planned and directed events aimed at raising public awareness of mental health issues including a two-day Mental Health & Spirituality Workshop involving lay and clergy leaders and participating as agency representative to advocacy groups including Mental Health Association of Greensboro.
• Developed, designed and produced agency collateral including annual report, education and display materials.
• Developed and directed a successful employee recognition program to raise morale amid deep personnel cuts.
Product Line Specialist
Mar 1997 - Aug 2000 (3 years 5 months)
A multi-hospital nonprofit health system serving four counties, Cone Health employs more than 8,200.
Product Line Specialist, Employee Communications
Hired to manage internal communications as Moses Cone Hospital merged with Greensboro’s only other acute care hospital, Wesley Long Community Hospital
• Directed successful merger communications strategy to develop a new, shared culture by utilizing storytelling featuring employees embodying Values in Action.
• Directed Cone Health United Way Campaign Communications, which led our community in leadership giving and was recognized with a Spirit of North Carolina Award at the state level.
• Developed and directed successful grand opening event as Moses Cone Hospital added a new $15 million, 56,000-square foot addition and main entrance, garnering an overwhelming community attendance and positive media coverage.
• Launched successful internal branding campaigns to promote policy rollouts and human resources initiatives
Associate Director of Public Relations
Aug 1991 - Mar 1997 (5 years 7 months)
Founded in 1891, Lenoir-Rhyne University is affiliated with the Evangelical Lutheran Church in America and has nearly 2,000 students.
Associate Director of Public Relations
Promoted to this position having served as Interim Director and News Bureau Coordinator.
• Directed college observance for centennial celebration capstone event following successful $40M capital campaign.
• Championed college as resource to community through development of Carpé Diem arts calendar and Sources and Resources speakers book.
• Directed college’s media strategy, writing tip sheets, press releases and meeting with media representatives on behalf of the college.
• Trained college faculty and administration on how to work with the media, and developed media training guide.
The Gaston Gazette
Mar 1988 - Aug 1991 (3 years 5 months)
Covered education beat as well as police beat for this growing daily in metropolitan Charlotte area.
The Georgetown Times
May 1987 - Jan 1988 (8 months)
Covered county, environment and industry for tri-weekly newspaper in S.C. Low Country. Managed photography services.
The News Herald - Morganton
1988 - 1988
Covered police and courts beats for small daily newspaper