I plan, write, and run campaigns that move real numbers.

Enrollment marketing · Best Friends Animal Society

Reversing flat enrollment for a national education program

I market the Lifesaving education programs at Best Friends. Within my first quarter, I lifted enrollment in two courses by 40% and 38% by rebuilding how each campaign was planned, targeted, and measured. This is enrollment marketing, not pet adoption.

What I did

I built campaigns that ran across email, organic social, and paid, instead of leaning on one channel. I wrote the email and the channel-specific social copy, coordinated creative through Canva, and ran timelines in Asana so launches hit their dates. Early on, every audience got the same email. I introduced segmentation so the message matched the recipient, then tracked channel performance to concentrate effort where it converted.

Content + email · Best Friends Animal Society

Building a course's marketing from almost nothing

The Finding Success in Animal Services course had the thinnest set of marketing assets of any program I support, with few student testimonials and little concrete proof to point to. I built the marketing out, reworked the email strategy, and filled the most recent cohort.

What I did

I reworked the course's email marketing around real student testimonials and tighter audience segmentation, all of which I owned. I produced a video that told the course's story and ran it across our channels. Because the course had so little existing content to draw on, I also created the testimonial and proof assets the program now reuses in future campaigns.

Event + audience growth · Better K9 Pet Resort

An open house that filled a brand new course

Bark to School is my favorite campaign at Better K9: a free dog training open house promoting the trainers school, run as a social series, email, and community outreach I owned from start to finish.

What I did

I planned and wrote the campaign across every channel, from the social series and the email to the community outreach on the ground. The hook I wrote opened by asking whether your dog is a 10 out of 10, and if not, here is a free open house to help. I produced the videos myself, the way I had been writing campaign copy and content well before AI tools existed.

Recognized

One of the videos from this campaign was later used as a teaching example in a social media course for pet care businesses at the Pet Boarding and Daycare Expo West.