Resume

Led media and communications strategies for Alaska Airlines' owned channels—including newsroom/blog (https://news.alaskaair.com/), social media and web—enhancing brand visibility and reputation.

Developed a data-driven playbook to set measurable goals and refine media strategy, driving record engagement—180 owned stories published (+57 YoY) and 20K avg. post impressions, surpassing benchmarks. 

Leveraged analytics to assess ROI and media performance, optimizing investment strategies and conversion tactics—driving $3M+ in annual revenue through owned content and sustaining 45% growth since 2021.

Implemented media strategies, integrating traditional and digital media to drive brand awareness and customer engagement. Led product announcements such as Stumptown Coffee x Alaska, earning 290 stories and 3.2B + potential media impressions (https://news.alaskaair.com/guest-experience/alaska-airlines-and-stumptown-new-coffee/).

Trusted crisis lead, delivering customer-first messaging for major incidents like AS1282, driving a 200% YoY surge in site impressions. (https://news.alaskaair.com/company/as-1282/)

Led high-impact email campaigns achieving a 45.3% open rate—more than double the industry average—by leveraging data-driven creative content strategies.

Served as the main point of contact between communications and stakeholders across marketing and digital teams to execute strategic campaigns to drive awareness, consideration, and engagement.

Developed talking points for senior leadership, prepped interviews and coordinated national news coverage. Crafted social copy for corporate announcements and business objectives, ensuring aligned messaging across channels.

Built and sustained a dedicated Twitter/X channel for PR, driving media engagement and brand visibility (https://x.com/alaskaairnews). Led a full-scale newsroom and website refresh, creating press kits and a centralized hub for journalists (https://news.alaskaair.com/press-center/).