work
Little Bellas: More Girls On Bikes Video Project
Little Bellas empowers young women through mountain biking by fostering community, confidence, and personal growth in a non-competitive environment. Despite a strong mission, the organization faced challenges clearly communicating its non-competitive philosophy to families, mentors, and participants.
Objective: Identify the gap between organizational intent and audience perception, and develop a clearer, more consistent way to communicate the program’s non-competitive values.
Research: Conducted interviews, surveys, observations, document analysis, and social listening across mentors, parents, and participants to better understand perceptions and communication gaps.
Key Insight: Well-intentioned competitive behaviors from mentors, parents, and ambassadors were unintentionally reinforcing a competitive mindset, contradicting the program’s core values.
Solution: Developed a unified messaging approach emphasizing community and personal growth over competition. Produced a testimonial-driven video featuring mentors, participants, and parents to authentically reinforce the program’s mission.
Outcome: Post-launch messaging more clearly communicated the non-competitive ethos, with testimonials helping realign audience perception and strengthen understanding of the program’s values.
Video Production: Dragon Fruit Video
Little Bellas: Campaign & Theme Development
In collaboration with Borah Teamwear, our team designed the “Sprinkle” jersey. I led the development of the “Sprinkle the Fun” campaign, expanding the design into a multi-channel activation strategy.
The campaign included a dedicated hashtag (#SprinkleTheFun), sponsor content collaborations, event activations, and nationwide program engagement featuring Rocco the raccoon as a brand character.
Little Bellas: Expanding Representation: Diversifying Social Media and Website Content
Curated and organized assets to build a diverse, well-balanced social media presence that reflected all program participants and locations. Developed engaging storytelling content across key platforms, including Instagram and Facebook.
Collaborated with ambassadors, mentors, and participant families to strengthen community engagement and grow organic following. Supported audience growth through strategic initiatives such as giveaways and consistent community-driven content.
Created inclusive website content that accurately represented the diversity of the program and its locations, ensuring alignment between digital presence and community identity.
Sea Otter Classic: Onsite Event Social Media Coverage, Media Center Staff
Supported marketing efforts for both the virtual 2020 Sea Otter Play event and the 2021–2022 Sea Otter Classic events.
Managed cross-channel marketing execution, including email campaigns, website management, and social media. Conducted market research to inform messaging and audience targeting.
Developed and managed social content through copywriting, content creation, and asset curation, while overseeing community engagement across platforms.
Coordinated event and sponsor activation schedules, managed media lists, and supported on-site media relations and event operations during live events.
Supported marketing efforts for the RunSedona event series across multiple years (2021, 2022, and 2024), contributing to both pre-event strategy and live event execution.
Managed email marketing, market research, website updates, and digital communications to support event growth and audience engagement.
Developed and executed social media content, including copywriting, content creation, asset curation, and community management across platforms.
For the 2024 event, provided onsite social media coverage and photography to capture live event moments and enhance real-time digital storytelling.
RunSedona: Marketing, Onsite Social Media Coverage & Photography
The Specialized Cactus Cup: Marketing & Social Media
Supported marketing efforts for the Cactus Cup event series across multiple years (2021, 2022, and 2024), contributing to both strategic planning and execution across digital channels.
Managed email marketing, market research, website updates, and digital communications to support audience engagement and event visibility.
Developed and executed social media content strategy, including content creation, copywriting, asset curation, and community management across platforms.
Hilltop Ski Area: Website Redesign & Host Migration
Freelance Services (2025):
Website Strategy & Development Planning
Site Mapping & User Flow
Copywriting
Visual Design
Content Research
Asset Curation & Organization
SEO Foundations
Responsive Development
Website Launch & Optimization
Uproar: Outdoor NC Social Media Copywriting
Freelance Services (2024):
Copywriting
Content Research
Asset Curation
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I’m always looking for new opportunities to connect and grow. Please get in touch if you’d like to work and grow together!