Leading a Multi-Year Shift to Digital-First Marketing

The Challenge

For years, the association’s marketing relied on traditional print campaigns—costly, manual, and slow to pivot. Personalization was minimal, timelines were long, and ROI was increasingly hard to justify. When the pandemic accelerated remote work, those limitations became impossible to ignore: physical mail could no longer sustain meaningful engagement.

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The Strategy

I led the organization’s transition to digital-first marketing—not simply as a cost efficiency, but as a strategic shift toward audience relevance and agility. Over several years, I guided platform adoption, restructured campaign workflows, and embedded a culture of data-informed decision-making.

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Key initiatives included implementing HubSpot to modernize email and automation, launching the organization’s first Google Ads and Meta campaigns, and developing segmentation-driven workflows and landing pages. I also directed the creative evolution—mentoring the team in digital-first storytelling, motion graphics, and social optimization—while leading the creation of a unified brand identity and guide.

The Impact

The transformation modernized how the association connected with its audiences, creating a scalable, measurable marketing engine that replaced legacy systems and silos. It laid the foundation for the next era of growth—including the organization’s first integrated lead generation and nurture ecosystem linking blogs, lead forms, and nonmember newsletters.

What began as a digital transition ultimately became a cultural one—anchoring the brand in audience insight, creative excellence, and continuous improvement.