GTB – Social Publisher

Starting in November 2015 I joined the GTB (formerly Team Detroit) Social Publishing team as the lead for the Ford Trucks account. I work on community management, content curation and development, refining best practices and working alongside our analytics and strategy teams to inform the best possible creative decisions within the social space. We have a very active Facebook page and community of truck fans. As the social lead I’ve worked on numerous projects: the launches of the 2017 Super Duty, the 2017 F-150 Raptor, the 2018 F-150; Commercial Vans and Trucks social campaigns, and ongoing organic social content. Over the past three years I’m very proud of the work and growth I’ve experiences and proud of my ability to work so well simultaneously with the Truck and Social Publishing teams.

Ford F-150 Raptor

I also work to aid moments with the Ford PR team, assisting on major reveals and announcements in the social space. Most recently I helped lead the team for the North American International Auto Show 2018 where we revealed the new 2019 Ford Ranger. I built out the creative video and copy for the posts as well as worked with the Mustang and Ford publishers to announce additional news.

See below for additional write-ups on specific projects I’ve worked on at GTB.

2017 Super Duty 

2017 Ford Super Duty Launch

As the Social Publisher for Ford Trucks at GTB (formerly Team Detroit) I worked on one of the most important vehicle launches in the Ford portfolio – the 2017 Ford Super Duty. The campaign followed in the footsteps of the 2015 F-150 launch where the world was introduced to high-strength, military-grade, aluminum-alloy, and we were tasked by the client and strategy to show exactly why it was time for Super Duty to do the same.


For the pre-launch campaign I worked closely with the creative and strategic teams to inform best practices for digital video on YouTube and Facebook. Our approach was to take the testing that Ford performs on all it’s trucks and bring real Super Duty customers behind-the-scenes to vet just how much better the new truck would be. I worked with Internet Brands Forum teams to do out reach to forum users as well as our social community on Facebook and Twitter. We released a multi-part video series detailing all of the features of the new Super Duty along with the candid reactions of the customers who were never paid or compensated. Overall we saw a vastly improved awareness and consideration for the truck thanks to our efforts ahead of the launch.


Click to read full case study

For the launch campaign in the fall of 2016, we were able  test with our partners at Facebook and launched a reach and frequency media buy that garnered such success that it was featured as a case study in the automotive vertical. You can read the full write up by clicking the image. In short, we created videos, carousels, canvas units, all based on different users target, interests and at scale. I worked directly with the creative team and wrote copy for the social posts while also continously monitoring conversations in the community through response management. After the 4 month campaign we saw an 18ppt lift in ad recall and a 7ppt lift in favorability, previously unmatched numbers for Ford on launch campaigns.



From August 2013 to November 2015 I was the Web + Digital Media Manager at  the Museum of Contemporary Art Detroit (MOCAD). I managed the museum’s social media channels, launched the e-newsletter, handled content development and management for the  website, worked directly with press and media to cover our events, oversaw print and graphic production, orchestrated the annual art auction, facilitated membership drives and events, and generally assisted on anything that might have been needed at the museum on any given day. As a non-profit that worked to bring contemporary art to Detroit it was a sincerely rewarding and educational experience. I was able to propose and launch marketing and communications ideas. I worked on photo and graphic editing. I grew as a communicator and as a marketer and am thankful for the opportunity.


Click for Full Report

Through my time as the Web + Digital Media Manager I was able to successfully grow the social and digital footprint for the museum while also unifying the voice and tone across print and digital work. I worked closely with the graphic designer and program directors to create event specific flyers and creative and grew the reach of the museum through digital and social marketing. I also launch measurement metrics reporting and increased our newsletter and social channels throughout my time at the museum. From 2014 to 2015 we saw increased engagement and growth on nearly all of our channels and increased reach across all platforms for the Museum. Please click here for the full year over year analytics report.

Click for full enewsletter

I also launched the e-newsletter campaign in 2013 using previously separated email lists into one, cohesive, Mailchimp system of  supporters, fans, and members. I learned a great deal about open rates, A/B testing, and web graphic design for the web while further developing the MOCAD style guide. We worked on newsletters detailing each exhibitions schedule of events, sharing fundraising efforts, and as needed important news and articles pertaining to the Museum.


One of the most successful campaigns I worked on was fundraising for the building to receive a new mural painted on the Woodward facade. We worked with artist Andrew Kuo and launched a successful Kickstarter campaign. Once we secured funding and began work on the mural I managed PR and communications around the update to the museum and even got a feature in T Magazine.


As a non-profit museum membership and fundraising is vital for the continued work within the Detroit arts community. I worked tirelessly with the team for three very successful Art Auction and Galas which are the single largest  fundraiser for the museum. From managing tickets sales and enewsletters to handling the art auction with our partners at Paddle8, it was one of the largest projects I worked on and one of the most rewarding.


Throughout my time at MOCAD I maintained and updated the website for the museum. I even developed a micro-site for a special exhibition series, DETROIT CITY AFFINITIES. One major caveat was that due to funding and creative resourcing we were using a hard coded website without a content management system. I worked to create a workflow and wrote a number of grant proposals for website development to no avail during my tenure.  Although it was difficult at times, having to backup and understand basic web coding it was a good learning experience and made me truly appreciate previous content management systems I had grown to take for granted.  Thankfully, shortly after I left my position MOCAD was able to secure proper funding and get a professionally developed website.

Detroit Connections Map

As part of my hunt for a job in Detroit I worked with my class on nonprofits at Michigan State University to create a map of Detroit connections I had and ones I wanted to make. Through personal connections, emails, social media, and introductions with my professors I was able to meet or interview 10 different individuals involved in different avenues of Detroit communications. I interviewed Richard Feldman with the Boggs Center and Adriel Thornton with Allied Media Projects during the 2012 Detroit Design Festival. I interviewed via email Joel Heeres, Deborah Schumack, and Catherine Jun. I personally knew Issac Miller, Sam Molnar, Ben Alfaro, and Carlos Garcia from previous work and friendships. I was introduced to Joshua Breitbart through my interview with Adriel Thornton and was able to speak with him while he worked in Washington D.C. on behalf of digital initiatives here in Detroit.


Detroit Thought Leader Map

Each interview and meeting created a new branch on my connection tree in the city. I knew I had leads with many different organizations but it took an assignment for me to design the map. Each placement is intentional as are the color ways. For example Carlos Garcia is a secondary connection I was able to make, reaching out to my former friend, who at the time was living Downtown.

I was able to use my newly developed skills in Photoshop and Illustrator to create this map based off of an old transit map. This project wonderfully put together my interests in music, nonprofits, Detroit, communications, and design.



Dirt Tech Reck

Dirt Tech Reck Logo

I was very fortunate to meet Wajeed aka Jeedo during the past Record Store Day at Hello Records and meet his amazing assistant Diana. After some introductions we began discussing their web needs. They had a former web developer that had left them in a lurch between fixing things up and building out their online store and I was happy to join the team for some important and urgent projects.

Dirt Tech Reck Logo

DIRT TECH RECK is the record label and store founded by Jeedo that sells his and many other Detroit recording artists music and merchandise. I was initially asked to help the team fix an issue with their back-end server after the SSL Security bug compromised their security. I was able to learn about WooCommerce and fix their issues with handling and server connections so that they were able to keep the online store and lifeblood to the business open. I then assisted with some design requests for the logo and navigation along with drop menu work for the shop when it was back up and running. Lastly I helped them manage some quick fixes with the shopping categories using PHP. I still work on projects as needed with DTR and have happily supported this business by purchasing music and goods, once the online store was all set up of course.

Dirt Tech Reck

Services completed: 

New navigation setup and design

Updated Store settings and categories

Fixed back-end shipping and handling issues


Goals Met: 

Store security issues resolved

New store categories and training for client’s continued management

Continued web support as needed


Mid-Michigan Program for Greater Sustainability Launch

MMPGS logo

MMPGS logo

Working for Michigan Energy Options through the Mid-Michigan Program for Greater Sustainability, a HUD/DOE/EPA federally funded grant, we launched the portal site hosting the information regarding the nine projects in the MMPGS. MEO runs the lead on two projects, one being an energy audit of buildings in the Michigan Avenue/Grand River Avenue corridor, and the other to create an online portal to engage Mid-Michigan citizens. After competitive bids to build the site my supervisors chose Gravity Works Design and Development and we worked with them over the past 6 months to create the portal site. In combination with the web service MindMixer were we launched the community forum last year we are proud that on May 1st 2013 we launched the MMPGS site. Below are some of the finer points from the project along with photos from the respective pages.

Note the photos are a gallery and you may peruse through all of them, links to the respective pages are provided in the descriptions

MMPGS HomepageThe process working with Gravity Works, my supervisors, and the partners within the MMPGS critically taught me how to manage many opinions with the technologies and time available. I worked closely with the Gravity Works team through the information architecture phase by mapping the site and its purposes. I insisted upon creating a fully responsive site to allow for numerous access points for the Mid-Michigan residents and if you visit the site on any browser and any device you will see it properly works with some small adjustments to allow for load times and size of display.

I worked together with the graphic designer to create the official logo set and worked with the wire framing of the site with the lead designer to make sure Gravity Works understood the feel, flow, and depth of what we hoped to get from the site. Over three months time they built out the back-end and they utilize the DotNetNuke content management system. During that three month window I learned the behaviors and best practices for DNN, thankfully after my work with WordPress and Joomla the learning curve wasn’t too bad.

MMPGS-mapMy main work after the back-end was built before launch was to create and manage the appropriate content for every page on the site. I was tasked with finding and mapping all points on the Interactive Map. We created sorting features and I chose the logos, color schemes, and then hand imported geo-tagged locations with the pop-out information and the proper links to all the places mapped. We also included and events category that automatically fills in as the community calendar is filled.

MMPGS NewsAdditionally the site needed a catalog of content that users can explore when they visit the site. Namely I post related news articles on the News page and worked with Gravity Works to create categories for users to filter the news. Once the site went live I have focused on creating traffic to these news articles via our social media strategy utilizing Facebook and Twitter for the most part. It has been incredibly rewarding to see the growth of our social media and web traffic since we launched just over a month ago.

MMPGS Timeline

One of my favorite projects was creating the Timeline content for the interactive timeline. Using the Timeline JS open source scripting I was able to easily import new content and create interactive content for users to learn where the program came from and where we’re going. The timeline is another great example of how we wanted users to be able to interact with the site and also allowed us to be able to continuously import new content and create a more dynamic experience for the users once they’re into the site.

MMPGS Partners

Our Partners page was highly important to make sure we properly highlighted the MMPGS partner organizations, supporters, and of course recognize the work of the entire program. After working with Gravity Works to create custom responsive columns I was able to fit in all the logos that reworked the secondary level partners into equal sized logos, the Tri-County Regional Planning Commission as the main fiduciary partner at the top, and then the supporters of the project along the bottom. It is always a tough call to create some sort of space for the partners to be highlighted and as you’ll notice on the homepage and in certain sidebars we have a great rotating image gallery showing each logo briefly so that users know who is involved with the project, even if they never visit the Partners specific page.

This project was so large in scale it really taught me how my studies prepared me for large scale projects. Setting out with a clear vision, working though wire frames, user experience testing throughout the process, and making creating all the original content has me appreciate full on launches so much more. With the State News redesign we were fortunate that the content was consistently being created and we just had to lay over the new design, with this project I can now say I’ve worked through a launch from start to finish and for that I am very grateful. Website Redesign

I have been extremely fortunate to have worked for The State News web team, SN Works, for the past year.  From the earlier post on The Cavalier Daily redesign I have worked on two major site redesigns, the main and most impressive being this past summer when we redesigned The State News.  The site gets about 200,000 views a month and is one of the top rated collegiate websites and newspapers in the nation.  When we began the site was a well designed site from 2008 that had gotten a few updates and been fairly well maintained, but when you redesign a site of such stature, it has to be on a huge scale.  The main challenge was getting a responsive design that would work all the way from wide computer screens down to smart phone browsing windows.  I was made project manager at the beginning of the summer and between myself, Matt Bush, Rod Dennis, and our manager Mike Joseph we entirely rebuilt the site from the ground up using Bootstrap as our responsive framework.

We worked together as a team but the pieces that I worked specifically on were the navigation, footer, sidebar, and multimedia.  The “C” of the navigation, sidebar, and footer needed to be fully responsive and at the same time able to let the main content of the specific page take precedence over the pieces that are in the “C.”  This was a momentous task for me because it involved working with Twig PHP languages as well as the Bootstrap responsive pieces.  I feel very proud though every time I visit the site and know that the first things people see and how they navigate through the site depended on the consistent pieces I created.  Secondly, and as you can see in the gallery below, the multimedia page took a full revamp.  We went with a darkened background to enhance the media that State News is known for and made it easier to navigate through more pieces.  Lastly, on the homepage we utilized another open source program, Isotope, which allowed us to make a very dynamic photo area that was still responsive.  Between myself and Mike Joseph coding away we were able to make a very cool piece that our editor in chief gushes about at trade shows right on the homepage.  This was by  far the largest and most impressive web design project I’ve undertaken and has had such a rewarding feeling once it was all finished that I will continuously work on web design from here on out.

I’ve included below a full gallery of the process from beginning to end, how the site used to look followed by the wireframes and design documents and finally the finished product which is still live.


TSN-SportsFrontTSN-ArticleDetailHome Page Final Wireframe Multimedia Browse WireframeThe State News :: MultimediaMultimedia Page Redesign

Article Browse Wire Fram

The State News Homepage


Michigan Energy Options Newsletter

During my internship for Michigan Energy Options the communications team was tasked in creating the quarterly newsletter.  The organization had previously sent out one other E-Newsletter and had created an account with MailChimp.  Being unfamiliar with the program I immersed myself in the forums and learned just how tough it can be to work with newsletter clients.  In the previous newsletter they had had issues with delivery and content.  That is to say they had written articles and delivered it exculsively in email format and for my opinion I do not read full articles in my email, let alone 5-6 articles.

Therefore I came up with a plan proposal for Executive Director John Kinch and the rest of the communications team to reinvent how we send the newsletter.  I offered up to create a new template in MailChimp which would give snippets of information and then link over to a PDF full text document.  Initially it was rejected but after convincing them that users don’t read past the first two articles with some impromptu user testing I was allowed to continue.  With that I did just what the plan prescribed.  I took the content we had after it was finally edited down and built out a full PDF with relevant images, formatting, and newsletter look and feel in adobe Acrobat.  I then took those articles and edited them down for the email version that would be sent out to people on our list serve. You can click the image for a full sized version.  I redesigned how layout of the article by putting the “call-to-action” buttons along the top of content and then used images and a slightly altered color scheme to have a “Read More” button that would then direct users to that article’s page in the PDF hosted on the Michigan Energy Options site.

View Full PDF 




Michigan Energy Options Communications Management

During the fall of 2012 I was brought on as an intern for the non-profit Michigan Energy Options (MEO).  The primary goal was to work in communications and development for the organization as a whole and for the new project, Mid-Michigan Program for Greater Sustainability.  These two projects have been the focus of my internship course as well during my last semester at Michigan State.  I joined the communications team of Tim Nester, Becky Jo Farrington and Katey Joe Desantis at the beginning of September.  Since that point I have worked with the social media (links below) and helped to manage the official site. (Linked above.)  MEO uses the Joomla content management system which has been extremely helpful to learn since many non-profits work with that CMS.  Additionally we have created a comprehensive media plan and social media strategy for the organization which has slowly been rolled out at the end of this year.

Official Facebook


As a social media coordinator I have helped facilitate an fairly impressive amount of growth over the past four months. We have consistently posted related articles and news to energy, sustainability, Michigan current topics, and of course our own original content.

This internship and working for the communications team has taught me that you have to be on your toes at all times and ready to work.  That means meetings, web site updates, quick take-downs of spam posts, and  to have consistent messaging.  It has been a very rewarding internship and I will transition into a full-time employee after graduation with MEO.