Something happens when the person writing the email and the person deciding who receives it are in the same room. The message gets sharper. The timing gets smarter. The effort starts to feel less like a campaign and more like a conversation. The institutions I've watched do this well don't separate creative strategy from communications strategy. They treat what you say and how you say it as the same question. I think of this as engagement strategy, and it's the lens I bring to every project.

I help institutions find the clearest, most compelling version of their story, then carry it through every touchpoint, across every channel and format. Currently, I lead this work for Johnson & Wales University across their Providence and Charlotte campuses. When I joined JWU, the enrollment brand was fragmented, outdated, and inconsistent across campuses. Our strategy centered on rebuilding the core narrative from the ground up: adjusting institutional voice, modernizing visual language, and creating a simplified messaging framework that met audiences at specific pain points throughout the admissions cycle. The results were concrete: a four-year high in submitted applications.

At Clark University, where I led enrollment communications before joining JWU, the challenge was a familiar one: an institution with genuine academic distinction and a brand that hadn't quite caught up to it. The work was partly about finding language worthy of what Clark actually was, and partly about building the kind of internal consistency that lets a brand accumulate meaning over time rather than reset with every new piece. Undergraduate applications grew 45% over my time there. Yield improved 30%.

That gap between what an institution offers and what a student believes it offers is where I've spent most of my career. Closing it requires clear writing and a deep understanding of how trust is built and lost.

Find more design samples here.

Find more design samples here.