About Me

I’m a marketing executive, strategist, and creative storyteller with a technical mindset and a deep curiosity about how things work, from machines and aircraft to systems, organizations and human behavior.

I build and strengthen brands, digital ecosystems, and marketing teams. My work blends strategy, psychology, storytelling, and hands-on execution to help organizations adapt, grow, and communicate with greater clarity.

I’ve always been fascinated by history, individual stories, and the journeys that shape people and institutions. That perspective helps me see possibilities, patterns, and connections others often miss.

The work featured here reflects my marketing and business experience, leadership, and creative contribution. Where noted, work was produced by collaborators.

My Areas of Specialty

Digital Advertising & Analytics

Google Ads / Meta Ads / LinkedIn Ads / PPC Strategy / Audience Targeting / A/B Testing / Google Analytics / Search Console / KPI Development / Conversion Tracking / Performance Reporting

Fundraising Support

Donor Acquisition & Retention / Gala & Seasonal Appeal Campaigns / Blackbaud Raiser’s Edge (Basic Knowledge) / FundraiseUp / Donor Segmentation

Video & Photography

Story Development & Direction / Filming & Editing / Sony & Canon Systems / DJI Drones (working on Part 107 Cert) / Premiere Pro / After Effects / Photoshop / Lightroom

B. COLEMAN AVIATION

b-coleman.com

Private Aviation Services | Chicago Region

The Challenge

Private aviation is a credibility business.

B. Coleman needed to compete against larger national operators with deeper budgets, stronger visibility, and greater brand recognition. The challenge was building a digital presence that reflected the quality of the operation and inspired confidence before a customer ever picked up the phone.

The Strategy

Rebuilt the website around how aviation buyers actually search, restructuring content, SEO architecture, and conversion pathways for charter, FBO, maintenance, and aviation service audiences.

Built a diversified growth strategy using SEO, paid search, paid social, email marketing, and cinematic content to strengthen visibility and generate demand.

Drawing on my aviation background, I produced photography and video that reflected the authenticity, professionalism, and operational standards customers expect in private aviation.

MARILLAC SAINT VINCENT

msvchicago.org

Nonprofit | Chicago Region

The Challenge

A century-old Chicago nonprofit doing meaningful work, but with a fragmented brand, outdated website and digital presence, no formal performance measurement, and heavy dependence on outside vendors.

Internal processes were limited, files were scattered, media assets lacked organization, and ownership of the marketing function was unclear.

Before transformation could begin, I first needed to understand the organization’s digital footprint, marketing operations, and vendor ecosystem.

This was bigger than marketing.

The challenge was building a MarCom department the organization could truly own. One that could operate independently, support growth, and adapt to an uncertain fundraising environment.

The Strategy

Started with a comprehensive assessment of the organization’s digital presence, marketing operations, media assets, vendor relationships, and performance visibility.

Led a full brand and digital transformation, including a refreshed visual identity, updated logo system, and migration from marillacstvincent.org to msvchicago.org.

Personally designed and built the SEO-driven website in-house, improving user experience, search visibility, and conversion performance while preserving domain authority.

Rebuilt marketing capability internally, reducing vendor dependency and establishing the organization’s first formal digital measurement and reporting practices.

Created Harvest Hub, the strategic repositioning and naming of Marillac’s food pantry.

Conceived and direct Marillac Stories, a cinematic storytelling series I personally write, shoot, and edit to help donors experience the work as lived reality rather than marketing messaging.

We still have work to do…

My Marillac Film Highlights

Shot on Sony FX3, FX2 & DJI Mavic 4 Pro | Edited in Premiere Pro

BUSIC PSYCHOLOGY

tatijanabusic.com

Mental Health Practice | Toronto, Canada

The Challenge

For many people, reaching out to a psychologist is one of the hardest steps in the process, especially for men. The website needed to do more than explain services. It needed to build trust, reduce uncertainty, and make it easier for prospective clients to take that first step.

At the same time, the practice needed stronger positioning, clearer specialty services, improved local visibility, and a more diversified source of new client inquiries beyond referrals alone.

The Strategy

Led the practice’s digital transformation, including website redevelopment, brand messaging, specialty service positioning, local SEO improvements, and the creation and optimization of key online profiles.

Rebuilt the website around trust, clarity, and ease of engagement, while creating dedicated pathways for Discovery Calls and specialty services, including men’s mental health.

Strengthened local search visibility, improved the practice’s digital footprint across major platforms, and built a diversified growth strategy balancing direct, referral, organic search, and paid acquisition.

University of Saint Mary of the Lake

usml.edu

Catholic Seminary | Mundelein, IL

The Challenge

One of America’s oldest Catholic seminaries, serving multiple audiences through a complex mix of academic, ministerial, and formation programs.

The institution’s digital experience was outdated, marketing efforts were fragmented, and its brand architecture lacked clarity. At the same time, enrollment, communications, and marketing operated largely in separate lanes.

The challenge was modernizing how the institution communicated without losing the tradition and identity that made it distinct.

The Strategy

Designed and launched a six-identity brand architecture modeled after traditional university systems such as Notre Dame and Loyola, creating greater clarity across the institution while preserving the strength of the parent brand.

Led website modernization, messaging refinement, identity system improvements, and the creation of an in-house video production capability that reduced recurring vendor dependency.

Rebuilt marketing operations with stronger structure, performance measurement, and tighter alignment between marketing, communications, and enrollment, creating a more coordinated approach to growth.

Built bilingual visual parity into the brand system, ensuring Hispanic audiences were treated as peers rather than translations.

The foundation was in place, but the work was far from finished.

A Final Note

A Final Note

Marketing is often the visible outcome, but the real work usually runs deeper.

Building systems. Improving processes. Creating collaborative teams. Bringing clarity to complexity. Helping organizations adapt and navigate change, especially in today’s turbulent climate.

I love helping organizations build stronger infrastructure, strengthen their brands, and create connections that inspire people to take action.

If you’d like to know more about my background, my work or how I approach challenges, I’d love a good chat over coffee.

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