EXPERIENCE

Senior Director of Marketing and Sales
Houston Zoo
February 2019 – Current
Lead marketing strategy to drive revenue, attendance, membership growth and retention, and audience engagement while advancing the Zoo's education, conservation, and mission-driven priorities. 

  • Develop and manage a $1.8M+ annual marketing budget, directing investment across paid media, digital, social, email, web, OOH and traditional channels to support organizational priorities and revenue goals.  

  • Lead integrated marketing strategy contributing to $28.7M in attributable annual revenue and 1.86M tickets sold in 2025, with ticket volume increasing 14.2% year over year.  

  • Direct performance marketing strategy generating $5.4M in attributable digital revenue in 2025, up 35% year over year, while optimizing investment across Meta, TikTok, CTV, display and emerging channels.  

  • Built a new membership marketing strategy that contributed to record-setting membership sales and an 18% year-over-year increase in membership revenue.  

  • Developed and led the integrated marketing strategy for the Zoo's Galápagos Islands exhibit, connecting a major exhibit opening with conservation and behavior-change messaging; contributed to a record-setting year with attendance up 13.85%, attendance revenue up 26%, and membership up 16.5%.  

  • Developed a comprehensive marketing and storytelling strategy for the Zoo's centennial, bringing 100 years of history to life through an integrated campaign, social media, and a commemorative book.  

  • Lead brand strategy and an integrated digital marketing team responsible for social media, email, web, creative and digital audience engagement, translating organizational priorities into compelling consumer-facing campaigns. 

Creative Services Director
Houston Symphony
September 2016 – February 2019
Provided leadership to the creative team to design and produce materials needed to drive subscription and single ticket sales, and improve the value perception of the Houston Symphony, including a monthly magazine, direct mail, print and digital ads, digital graphics, site signage, video, and emails.

  • Successfully managed 40-60 creative projects, across multiple product lines, per month to ensure all projects are completed on time, under budget, and on-brand.

  • Developed and implemented an internal workflow process, including proofing and internal creative request systems for 25+ users, resulting in a more efficient process and enhanced design quality.

  • Built and managed a cohesive brand image by refining and expanding on existing brand standards.

  • Provided art direction and strategic design for annual season subscription renewal and acquisition campaign materials, including season brochures, direct mail, signage, and digital graphics.

  • Supported single ticket campaigns through visually engaging design solutions which contributed to a 10% increase in FY18 over FY17 single ticket sales.

Regional Marketing and Communications Director
YMCA of Greater Houston
June 2014 – June 2016
Developed integrated marketing strategies to drive membership sales, program enrollment, and brand awareness. Managed the YMCA brand by ensuring that all activities conform to brand standards and best practices across all platforms. 

  • Led a team of 5 full-time Regional Marketing and Communications Managers who provide individual marketing support to 27 locations in the Greater Houston area

  • Led the regional implementation of nationwide YMCA of the USA rebranding efforts

  • Utilized the CRM to develop and launch a new email campaign strategy contributing to an increase in online program registration of 75% and online joins by 157% in 2015

  • Helped create and launch a summer 2015 email campaign netting $5,000 sales in two weeks and a 25% increase in website traffic over the previous year

Regional Marketing and Communications Manager
YMCA of Greater Houston
October 2013 – June 2014

  • Developed and implemented annual marketing plans for five YMCA centers.

  • Developed and implemented email and social media communications strategies.

  • Designed and produced promotional materials, including brochures, direct mail pieces, email newsletters and other items needed to support the marketing and communications plan.

Marketing and Communications Manager
Houston Chamber Choir
July 2012 – October 2013
Developed and implemented an annual marketing plan and budget. Designed and managed publication and content development for an eight-concert season, including direct mail, email communications, print and digital ads, concert program books, and an annual season brochure.

  • Launched and managed a $10,000 monthly Google Grants account.

  • Managed ticket sales activities, including ticket pricing, implementing a group sales program and managing season subscription sales. Subscription sales increased 15% for the 2012-13 season

  • Developed new subscription packages for the 2013-14 season, including a three-concert package and a student subscription package to help cultivate a younger audience

  • Managed public relations activities, including media pitches and press releases for the concert season, choir activities, and cd releases.

Public Information Officer
City of San Antonio, Office of Cultural Affairs
September 2007 – October 2011
Coordinated PR, marketing, website, and social media for the department, including the management of a $110,000 annual marketing budget. Developed digital communication strategies, including the launch and management of the department’s Facebook page and new email communications.

  • Oversaw the launch of the department’s new arts and culture website and was responsible for management and promotion. One year after launch the new site outperformed the old site by 175%

  • Collaborated with the City’s PIO department to help develop the social media policy for all city departments

  • Managed public relations activities, including media pitches, press releases, and speaking points for City of San Antonio cultural events.

EDUCATION

Columbia College Chicago
Masters in Arts Management
Relevant coursework and experience: Non-Profit Marketing, Planning and Policy Making, Grant Writing, Museum of Contemporary Art Chicago media relations intern, Chicago Art Month special projects assistance, Nicole Gallery media relations coordinator

Texas State University, San Marcos
Bachelor of Fine Arts, Communication Design

Professional & COMMUNITY Leadership

Association of Zoos and Aquariums (AZA)
Marketing Committee Member 
2022-Current
Collaborates with zoo and aquarium marketing leaders across the country to develop resources, share best practices, and advance national marketing initiatives supporting AZA member institutions.

Chalk it Up, Artpace San Antonio
Planning Committee Member
2009-2011
Collaborated with Artpace staff to develop marketing strategies supporting an annual community arts event.

Luminaria:  Arts Night in San Antonio
Planning Committee Member
2009-2011
Collaborated with community leaders and artists to plan an annual arts event, managing the City of San Antonio’s $100,000 budget allocation, coordinating volunteers, and facilitating municipal services.