I was part of a very small hand-selected team that worked on Northeastern’s final presentation to Major League Baseball, for us to become their Preferred Education Provider. In June 2017 MLB chose us, and I led our team to operationalize the partnership. We exceeded our aggressive first year enrollment goal and MLB has re-upped for another year.

We utilized countless different strategies and tactics to reach an audience that wasn’t familiar with Northeastern and who often thought of continuing education as ‘failure’ (meaning they weren’t going to make it in baseball).

I was able to convince MLB management to allow us to do retargeting off the MLB website (something they had never allowed before), utilized paid social (Facebook, Instagram, LinkedIn), email marketing, in-person events, and numerous B2B strategies to encourage teams to push us to relevant players.

At Northeastern University, I marketed their bachelor's completion programs, where most students had doubts regarding their ability to finish. Many think it's too hard, too expensive, too time consuming, or that it 'isn't for them.' I developed a campaign called 'You can do it' to showcase real students who had real struggles, but who were ultimately successful.

This campaign included video profiles of students showing real emotion. This video of Dumazo was listed as a Northeastern University Institutional Accomplishment in 2017, and helped to increase enrollments by 20% YOY. Most rewardingly, many students later told us that Northeastern was the only school that made them feel like they could be successful.

At Taylor and Francis I led an initiative to develop 'FreeBooks' which are valuable free content products made up of hand-selected existing content + original content. Each has their own design, so the whole feels greater than the sum of its parts.

Several of these were done in conjunction with partners, like CreativeLIVE and Audio Engineering Society (where I worked to pursue and develop those partnerships).

5 years after the launch of these FreeBooks, they have gone on to generate tens of thousands of opt-ins and are still in use by the company.

There was a significant lack of awareness that Focal Press offered numerous instructor solutions beyond textbooks (such as our video products, e-resources products, instructor resources, etc.). We were also competing against much larger publishers for attention, and needed to do so in a way that communicated the Focal Press brand.

Thus, I led the development of the We Have Your Solutions campaign, where we mailed instructors a 'ransom letter' telling them 'we had their solutions.'  When they visited the landing page URL we sent, they would see a video that we created (in the video player to the right) that let them know, in a playful and engaging way, that we had the solutions they were looking for.

The campaign was a big success and helped us exceed revenue targets.

I co-developed MasteringFilm.com from the ground up. It's been the most successful Taylor and Francis content site in terms of traffic and has played a big part in helping make filmmaking the biggest Focal Press list in terms of revenue

FilmSkills, an online video learning platform, was a joint venture LLC between Taylor and Francis and Quantus Productions.  I was responsible for the marketing of FilmSkills, and also was intimately involved in helping steer the direction of the company and the product. 

With a comprehensive marketing and sales plan in place, we increased revenue by over 300% in the second year.

Focal Press celebrated its 75th anniversary, so I led the development of the 'Bound to Create' themed campaign. I wrote a ‘letter to our audience’ that our customers loved so much, the Publisher decided to print it in the beginning pages of every single book that Focal Press published.

I worked to build a new website for Northeastern University Bachelor’s Completion programs. I owned the strategy and worked to ensure the website spoke to key audience segments and moved them to take action. The site helped grow organic traffic and was a key part of helping to increase enrollments by over 20% year-over-year in 2018.

I co-wrote a formal business case for developing a direct video ecommerce solution, with the goal of leveraging the growth in the instructional video market. The Business Case was presented to Senior Management and approved.

Taking months of negotiation, in 2013 I finalized a long-term co-publishing and co-marketing deal with the American Film Market, one of the largest film markets in the world. We went on to publish many ‘AFM Presents’ books, which were very successful, and did numerous co-marketing activities.   

I turned the methodology I used in pursuing and structuring this deal into a case study that I shared with and presented to other parts of the Taylor and Francis business. 

Prospective applicants of the MFA in Creative Writing program at Emerson College expect quirky and creative-minded messaging.  

In the Spring of 2012, Focal Press was acquired by Taylor & Francis, from Elsevier. As part of the acquisition, they retained nearly every Focal Press staff member, and were quick to show that they had intentions to further grow our staff. Being under new management, we wanted to express our appreciation in a way that spoke to the C-level executives.  Thus, I came up with the 'We Appreciate' concept.