After graduating from Northwestern University with my degree in English and history, I was eager to seek out a career that would allow me to continue developing my knowledge and skills in marketing, communications, writing, and design. When I was offered a position with the MS in Analytics program at Northwestern, I jumped at the opportunity to stick around my alma mater to help grow the recently established graduate program.
As the communications and marketing specialist on a small team of five, I was given a great deal of responsibility as well as a significant amount of autonomy to shape the program’s digital marketing efforts. While developing a well-rounded marketing strategy, I focused on content creation, social media, copywriting, editing, and design. In addition to day-to-day marketing, the program launched several campaigns each year, typically centered around upcoming events.
A few highlights from my marketing role at Northwestern include:
- Working closely with the engineering school marketing department to write and edit copy for websites, digital and print brochures, advertisements, and news articles
- Developing and auditing all marketing content to ensure consistency with Northwestern branding and messaging
- Attending the Social Media Strategies Summit conference in Boston to act as representative for the program and further develop our social media strategy
- Creating a detailed content calendar for digital marketing initiatives and social media posts
- Managing all website content for the analytics program website
- Designing a wide range of marketing materials using Adobe CC programs
- Posting frequently to social media (Twitter, Instagram, YouTube, Facebook) to promote upcoming events, showcase student achievements, and increase overall awareness of the grad program
- Ghostwriting for advisory board members, faculty, and executives who wanted to share information about the program with their colleagues
- Establishing a student research blog and managing and editing all submissions in WordPress
- Evaluating web content on program site and blog using Google Analytics and offering insights on possible improvements
- Creating an admitted student guide booklet as a way to inform admitted students about the program and encourage them to enroll
- Producing videos to promote the program, including hiring videographers, developing concepts for videos, and interviewing students, faculty, alumni, and executives in the analytics field
Several samples of my work are included below, and don't forget to click through the following portfolio pages as well for a closer look at individual projects!
- Cascade CMS
- Salesforce CRM
- EMMA Email Marketing
- Adobe Connect
- Google Analytics