Who am I

My foundation began in journalism, where I developed a deep respect for clarity, storytelling, and audience connection. As media evolved, I transitioned into digital strategy and technology, expanding into web infrastructure, marketing automation, and enterprise systems integration.

Today, my focus sits at the intersection of artificial intelligence, marketing technology, and governance. I have implemented AI-enhanced workflows that reduced production time by 50 percent, launched data-driven campaigns that increased engagement by 40 percent and tripled event revenue, and built executive dashboards that translate complex data into actionable strategy.

I advise leadership teams on AI adoption, governance frameworks, compliance risk, and responsible technology implementation within regulated industries. My work is not about experimenting with tools. It is about designing scalable systems that support performance, accountability, and sustainable growth.

As artificial intelligence continues to reshape digital strategy, I am expanding my expertise through advanced AI certifications and applied implementation programs to ensure the systems I build remain secure, compliant, and performance-focused.

Beyond Work

Outside of work, I am usually experimenting with new AI tools, redesigning something that does not need redesigning, or cooking something ambitious that may or may not turn out well. I recharge through gardening, long walks, antiques hunting, crime documentaries, and unapologetic Tex-Mex. I am also slightly obsessed with my dog and firmly believe brunch is a strategic life decision.

Strategic Focus

AI Integration & Responsible Adoption

Design and implement AI-enabled marketing and operational systems that align with governance standards, compliance requirements, and long-term business objectives. Translate emerging AI capabilities into structured, secure, and measurable organizational value.

Marketing Technology & Automation Infrastructure

Build and optimize integrated marketing technology stacks including CRM platforms, automation systems, analytics dashboards, and digital campaign architecture to drive scalability and performance.

Digital Transformation in Regulated Environments

Lead enterprise-wide modernization initiatives that improve efficiency, reduce operational friction, and align technology strategy with organizational mission and risk management.

Revenue-Focused Campaign Systems

Develop data-driven campaign ecosystems across web, email, social, paid media, and events that increase engagement, strengthen audience conversion, and deliver measurable revenue growth.

Analytics & Executive Decision Support

Design performance dashboards and reporting frameworks that translate complex data into actionable insights for executive leadership and cross-functional teams.

Cross-Functional Systems Leadership

Guide collaborative teams across marketing, communications, technology, and administration to ensure cohesive execution, accountability, and sustainable digital growth.

Technology & Systems

AI & Generative Platforms

ChatGPT, Claude, Gemini, AI-assisted content and workflow systems, AI transcription and summarization platforms

Marketing Automation & CRM Infrastructure

HubSpot, Marketo, Salesforce, Informz, MailChimp, ManyChat

Analytics & Performance Intelligence

Google Analytics, Data Studio, campaign attribution frameworks, executive performance dashboards

Digital Advertising & Campaign Platforms

Meta Ads Manager, LinkedIn Campaign Manager, Google Ads, Feathr

Web & Content Management Systems

WordPress, Drupal, CMS governance frameworks, SEO optimization tools

Creative & Multimedia Production

Adobe Creative Suite, Canva, Premiere Pro, Figma, CapCut

Project & Collaboration Platforms

Asana, Trello, Basecamp, Microsoft Teams, Slack

Professional Experience

Associate Director, Marketing, Communications & Technology

National Association of Dental Plans (NADP)

2014 – Present | Dallas (Remote)

Lead enterprise-wide digital transformation integrating AI tools, marketing automation platforms, CRM systems, analytics infrastructure, and governance frameworks across a national association representing 120+ member organizations.

Technology & AI Integration

Design and execute the organization’s AI-enabled digital strategy, aligning marketing technology, data infrastructure, automation systems, and governance policies with long-term growth objectives.

Implement AI-enhanced workflows reducing content production time by 50 percent while improving scalability, cross-team efficiency, and operational consistency.

Oversee the full marketing technology stack, including CRM/AMS systems, automation platforms, analytics dashboards, paid media tools, and digital infrastructure.

Advise executive leadership on AI adoption, governance frameworks, compliance risk, cybersecurity considerations, and responsible technology implementation within a regulated environment.

Manage technology vendor relationships, digital budgets, infrastructure security, and IT policy collaboration to ensure secure, compliant, and performance-driven systems.

Build executive-facing dashboards integrating CRM, website, and campaign analytics to deliver actionable business intelligence and measurable ROI insights.

Website & Digital Infrastructure

Direct website strategy, UX optimization, content architecture, SEO initiatives, and performance tracking across all digital platforms.

Lead organization-wide digital rebrand and search optimization strategy, increasing organic visibility and search ranking by 30 percent.

Establish internal governance processes for content management, scheduling, publishing standards, and cross-department collaboration.

Train and mentor staff on CMS best practices, data-informed decision-making, and digital content optimization.

Marketing & Revenue Strategy

Launch integrated, data-driven campaigns across web, social, email, events, and paid media increasing engagement by 40 percent and tripling event revenue.

Develop AI-supported marketing automation systems, lead funnels, and audience segmentation strategies to drive measurable growth.

Lead cross-functional digital and technology teams responsible for campaign execution, performance reporting, and continuous systems optimization.

Provide executive communications strategy, thought leadership positioning, and brand alignment guidance across departments.

Influence and lead change management initiatives including leadership transitions, rebranding efforts, and internal communications alignment.

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Publications Coordinator

Texas Dental Association (TDA)

2011 – 2014 | Austin

Led editorial, advertising, and digital strategy for the Texas Dental Journal, reaching 80,000+ readers.

Increased advertising revenue by 30 percent through targeted marketing initiatives and redesigned media positioning.

Managed advertising sales, payment systems, and subscriber data operations.

Oversaw graphic design, multimedia production, and editorial standards to strengthen brand consistency.

Represented the organization in student outreach and membership recruitment efforts across dental schools.

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Communications Coordinator

Texas Academy of General Dentistry (TAGD)

2009 – 2011 | Austin

Managed all digital platforms, online education systems, and web infrastructure for statewide association.

Developed and executed digital marketing campaigns, automated email strategies, and social media initiatives to increase event participation and member engagement.

Provided design, promotional, and editorial support for statewide and regional continuing education events.

Administered certification programs and volunteer engagement initiatives.

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Member Services Director

Associated Security Services & Investigators of the State of Texas (ASSIST)

2010 – 2012 | Contract

Developed and executed statewide marketing campaigns driving membership growth and retention.

Managed membership records, billing systems, and communication workflows.

Produced and managed the association’s quarterly publication.

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Communications Assistant

Public Strategies, Inc.

2009 – 2012 | Contract

Supported national conference marketing initiatives through social media strategy, multimedia production, and website management.

Produced video and podcast content to expand audience engagement and digital reach.

Developed proficiency in CMS management and digital publishing systems.

Impact & Results

AI-Enabled Workflow Transformation

Implemented AI-assisted automation systems and process redesign initiatives reducing content production time by 50 percent while increasing scalability and cross-team efficiency.

Revenue Growth Through Integrated Campaign Systems

Designed and executed data-driven, multi-channel marketing campaigns across web, email, social, and events increasing engagement by 40 percent and tripling annual event revenue.

Enterprise Digital Rebrand & SEO Optimization

Led organization-wide digital rebrand and search optimization strategy increasing organic visibility and search rankings by 30 percent and improving user experience performance metrics.

Marketing Technology Stack Modernization

Integrated CRM, marketing automation, analytics dashboards, and paid media platforms into a unified performance-driven ecosystem improving attribution, reporting accuracy, and ROI visibility.

AI Governance & Responsible Adoption

Advised executive leadership on AI implementation, governance frameworks, compliance considerations, and risk management within a regulated industry environment.

Executive Decision Intelligence

Developed executive-facing analytics dashboards translating complex data across CRM, web, and campaign platforms into actionable insights supporting strategic planning and resource allocation.

OakleyCreative began in 2011 as a response to growing demand for strategic digital and creative support beyond my primary leadership roles. What started as freelance design work evolved into a focused platform for experimentation, innovation, and selective advisory projects.

Through OakleyCreative, I have partnered with small businesses, associations, and entrepreneurs to design scalable digital systems, optimize marketing infrastructure, and elevate brand presence across web, social, and eCommerce platforms. Projects have included website architecture, CRM and automation implementation, digital campaign strategy, content production, and multimedia development.

Today, OakleyCreative serves as a space to explore emerging technologies, test AI-enabled workflows, and apply digital transformation principles in agile environments. It allows me to stay hands-on with evolving tools and market trends while continuing to refine scalable systems that drive measurable growth.

I selectively engage in strategic advisory conversations related to AI-enabled marketing systems, automation infrastructure, and digital optimization.

• Contact me for more information at info@oakleycreative.com.
  
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