Director of Communications for Strategic Initiatives

Virginia Commonwealth University

Institutional Research and Decision Support, 2021-present

Richmond, VA

​

I was promoted from Senior Strategic Writer to this role in 2021 to expand and enhance my responsibilities with leading the development of institutional narratives, from initial strategy to final deliverable. I focus on advancing the university's strategic plan by producing data-driven award applications, grant proposals, and state and federal narrative submissions. I also support executive communications by translating senior leadership's vision for complex academic and administrative plans into audience-centered presentations. I also provide guidance to communicators across campus on the presentation of data, utilization of IRDS resources, grant and award writing, and marketing strategy.

​

​

Senior Strategic Writer​

Virginia Commonwealth University

Institutional Research and Decision Support, 2020-2021

Richmond, VA

​

I had the primary responsibility for scholarly writing from the Office of the Provost and Senior Vice President for Academic Affairs. This evidence-based research writing empowered decision-makers and supported all aspects of the university’s mission. Examples of projects include grant proposals, institutional award applications, white papers, presentations for the Board of Visitors and the state, research briefings, and VCU's Six-Year Plan.

​

​

Development Communications Manager

Virginia Commonwealth University

VCU Massey Cancer Center, 2018-2020
Richmond, VA

​

Working in Massey's communications office, I developed strategies and guide communications implementation for a 15-person development team responsible for raising $12M annually. I completed a five-year strategic plan for development communications, led concepting and copywriting for an award-winning annual report and significantly expanded a resource library to aid in donor acquisition, cultivation, solicitation, retention and stewardship efforts. On a day-to-day basis, I served as a staff contact for media and was the media liaison for photo shoots, filming and media requests related to development efforts. I created and maintained development resource files highlighting researchers, research efforts, funding and other information for stewardship and solicitation efforts. I managed the production of all development collateral, including for event promotions, and I also managed a monthly e-newsletter with a readership of 10,000+ donors as well as the annual giving e-solicitation program. Additionally, I created custom marketing and communications plans for major events and initiatives and implemented various tactics such as digital ads, social media campaigns, press releases, etc. 

​

My direct supervisor wrote the following in my six-month review: "Molly created an impressive strategic plan for development communications that showed a high level of critical thinking, sophisticated communications knowledge and skills, a talent for analyzing data and developing helpful insights, a penchant for identifying audience attitudes and values, strong assessments and key messages, and what I expect will prove to be effective strategies and tactics."

​

​

Marketing Manager

Virginia Physicians for Women, 2017-2018

Richmond, VA

​

Tasked with developing and implementing marketing and outreach strategies for this large OB/GYN practice, I enjoyed learning the healthcare ropes while putting my creativity to the test in a new-to-me industry. I loved leading the way in building a marketing foundation based on advocacy, community involvement, and patient education. This foundation not only had a major impact on VPFW's external positioning but also their internal values and company culture. I managed all integrated campaigns and relationships with vendors. I was also responsible for strategic sponsorships and activation strategies, customer engagement initiatives, community partnerships, and analytics reviews and reporting. I also led VPFW through the process of a website redesign, and I completed all copywriting for the project. In addition to these responsibilities, I also wrote blog posts, designed collateral material, managed online advertising and handled all social media in-house.

​

​

Digital Marketing Manager

Sports Backers, 2012-2017

Richmond, VA

​

Who knew I could combine my love of running with my career?! I joined Sports Backers in 2012, and I spent five years leading their digital marketing efforts--developing and managing the organization's social media and online advertising strategy and implementation. I was able to continue to work in content marketing as well and developed copy and identified segmented distribution lists for email campaigns, including automated drip campaigns. I also wrote, reviewed, and edited content in collateral material, annual reports, blog posts, and social media posts. As more of the organization's partners and sponsors looked to digital platforms for their marketing, I was also able to work with them, both on a local and national level, to promote their messages and on-site activation at events. I especially enjoyed leading the organization through the design and development process for three new websites (SportsBackers.org, MovementMakers.com, and ActiveRVA.org), and I was responsible for managing all content through WordPress. Towards the end of my tenure at Sports Backers, I added more multi-channel marketing decisions, data analysis, and creative campaign development to my list of responsibilities--working to make data-informed decisions in our attempts to become more innovative and relevant.

​

​

Client Account Coordinator

Impression Marketing, 2010-2012

Richmond, VA

​

As one of Impression Marketing's first employees, I enjoyed the opportunity to fill a number of roles and gain experience in all aspects of integrated marketing campaigns. My primary responsibility was project management and account coordination for more than 20 clients. I wrote marketing copy for an average of one to two 10-20 page websites per month as well as for direct and online marketing materials, including catalogs, brochures, print and online ads, press releases, and newsletters. I was also responsible for planning, managing, and implementing SEO strategies, including Google Pay Per Click, directory submission, meta data, and social media. I also earned my Google Analytics Certification, which strengthened my ability to provide comprehensive reports for clients and identify trends, challenges, and opportunities.

​

​

Communications Specialist

Biltmore Farms, 2009-2010

Asheville, NC

​

I managed the company's new digital communications program, implementing SEO best practices, evaluating and reporting on website analytics, and gathering intelligence on customers and competitors. I also assisted with business development by assessing marketing opportunities and target markets, and I took advantage of my first opportunity to put my creative writing degree to use by creating content for new websites, press releases, national print advertisements, regional online communications, blog posts, and quarterly newsletters.

​

​