Content marketing leader and senior content strategist with nearly 20 years of experience, specializing in EdT ech and K–12 and higher-education brands, with additional work across tech, health, fitness, hospitality, arts and nonprofit. Owns content end to end: discovery, messaging frameworks and campaign strategy through interviews, copywriting, video production and design. Leads AI adoption for a lean agency team, designing generative AI workflows in Claude, encoding each client’s brand voice into reusable AI skills, and training staff and leadership to use them. Accountable for the budget on every client account and brought into new-business proposals from the first conversation. Former editor-in-chief who managed a team of 30.
Core Competencies
- Content Strategy
- Content Marketing Leadership
- Team Leadership
- Budget Management
- Content Operations
- Editorial Strategy
- Brand Voice & Messaging
- Frameworks
- Integrated Campaign Strategy
- Demand Generation
- Thought Leadership
Core Competencies
- Case Studies & Customer Stories
- Copywriting & Editing
- SEO Copywriting
- Video Production & Editing
- Webinar Production
- Website Architecture & UX Writing
- Audience Research & Personas
- AI Enablement
- Generative AI Workflow Design
- Prompt Engineering
Core Competencies
- AI Training & Change Management
- Process Improvement
- Proposal Development
- Stakeholder & Client Management
- Cross-Functional Project Management
- EdTech & K–12 Marketing
Selected Impact
- Built a library of 25+ custom AI skills in Claude that encode each client’s brand voice, style rules and editor preferences, reducing first-draft revision rounds [by X%]
- Designed and launched an AI marketing starter kit for education organizations (messaging platform, branded templates, prompt library, custom GPT and team training), now offered to marketing partners
- Led a back-to-school demand generation campaign for a K–12 science EdTech client from concept to launch in two months; the eBook, infographics, interactive quiz and landing-page promotion became the cornerstone of the client’s demand generation program
- Designed and led the agency’s AI training program, including hands-on working sessions, documentation and follow-up action plans for staff and leadership
- Contributed to [X] new-business proposals from discovery through final scope, helping win [X clients / $X in new business]
- Grew audience 25% as Marketing Manager for an online fitness training brand
Senior Content Strategist
Spyre Marketing July 2021 — Present
Strategy and client leadership
- Lead content and campaign strategy for K–12, higher-education, nonprofit and tech clients, including Project Lead The Way, The Reading League Press, SpringMath, Council for Aid to Education, Trust for the National Mall, KAI Partners and AvSoft International
- Shape new-business proposals from the first conversation: discovery, strategy, scope and pricing structure, then own budget accountability for each account through delivery
- Build a source-of-truth document for each client that unites brand voice, messaging, audiences and approved assets in one living reference for the whole team
- Plan and oversee multichannel content across email, social, web, paid ads, webinars, lead magnets and thought leadership
Content production
- Interview educators and district leaders and turn each conversation into case studies, customer success stories, video and social content
- Write, produce and edit short films, brand promo videos and webinar content in-house, including a brand promo for an aviation training company
- Write and design playbooks, implementation guides, infographics and lead magnets, including a three-audience CTE workforce campaign (infographic, district implementation guide and student career planner)
- Develop website architecture and copy, including site maps, page structure and messaging, such as a full site-map rebuild for a K–12 math intervention platform
AI enablement and operations
- Serve as the agency’s lead on tools and technology: evaluate new platforms, build the business case for adoption and plan the rollout
- Build AI workflows in Claude (Skills, Cowork, Google Drive and Trello integrations) for drafting, editorial review, meeting recaps and client status reporting
- Train the team on AI tools and coach leadership on adopting AI in daily work
- Design internal processes for project intake, review and delivery
Marketing Manager
Awaken Adult Gymnastics | Club Calisthenics April 2016 — July 2021
- Grew audience 25% through integrated content, social, email and video strategy for an online fitness training brand
- Managed brand messaging, campaigns and content calendars across channels
Principal, Social Media, PR & Marketing
Holly Hatch, Inc. June 2007 — July 2021
- Ran social media, PR and marketing for clients in hospitality, retail, design, arts, nonprofit and media, including Central City Opera, Appaloosa Grill and Go Magazine NYC
Editor-in-Chief
Out Front Colorado March 2010 — August 2013
- Led editorial direction for a statewide publication and managed a team of 30
- Assigned and edited writers’ work and delivered each issue on deadline
- Interviewed public figures, changemakers and community voices for print and digital features
- View Portfolio
Tools
AI: Claude (Skills, Cowork, Projects, connectors), Chat GPT and custom GPTs, prompt and workflow design
Marketing & productivity: Hubspot, Mailchimp, Google Workspace, Microsoft Office, Trello, Asana, Slack, Buffer, Hootsuite
Design & video: Adobe Creative Suite, Final Cut Pro, Canva, Figma
Education
B.A., English, minor in Cultural Anthropology: Colorado State University