The people who are crazy enough to think they can change the world are the ones who do.

At Dallas Theater Center (DTC):

– Founded the Publications Department and rose to Director-level status, shaping 

   strategy alongside Artistic and Managing Directors

– Led five major website redesigns and three hosting migrations — the most recent

   cutting annual costs by 80% and increasing traffic by over 100K visitors

– Designed and launched a hybrid print/digital program model that saved $35,000

   annually and reduced the carbon footprint by 90% — the first of its kind among

   LORT theaters

– Produced a year-long 50th Anniversary celebration, including a curated costume

   exhibit at Neiman Marcus, a tribute video honoring Artistic Directors, and Staged

   Right, the company’s first published coffee table book

– Spearheaded marketing for DTC’s Education offerings, surpassing revenue goals 

   by 20% and tripling youth enrollment in the class-to-stage pipeline

– Key leader in revenue record-breaking campaigns for Cabaret, Giant, and 

   Les Misérables — exceeding projections by hundreds of thousands

– Co-led implementation of Tessitura, TNEW, and InstantEncore ticketing and

   performance systems

– Initiated and co-led the organization’s first internal committee to support team

   communication, workplace values, and staff development in the absence of a

   formal HR department

– Produced DTC’s first social media newscast and co-created partnerships with 

   arts, civic, and national institutions

In current role at Rivet Web Marketing (RWM):

– Developed the Client Engagement Tactics (CET) program, now implemented

   across the client portfolio as a a foundational strategy tool, contributing to 

   over $75,000 in new client revenue and ongoing retainer growth
– Transitioned client reporting from SEMrush to AgencyAnalytics, including full

   team onboarding and custom dashboard template creation — replacing static

   PDFs with visually animated reports that enhance data storytelling and 

   expand insights — all while reducing costs by 45%
– Created the Tactical Brief format to streamline reporting, reduce prep time, and

   highlight actionable insights
– Built and implemented content matrices for full-site builds, integrating page copy,

   SEO keyword strategy, schema markup, and voice-search optimization
– Designed and launched 100% optimized PPC campaigns, including keyword 

   strategy, custom asset creation, tracking, and performance review
– Spearheaded GA4 and Google Tag Manager (GTM) implementations, including 

   advanced event tracking and tag architecture
– Used AgencyAnalytics to develop RWM’s first holistic client performance

   overview, enabling cross-portfolio insights and stronger strategic alignment

– Negotiated Adobe licensing cost reductions, saving the agency 30.5% on 

   essential creative tools

📎 More details included in my downloadable résumé.

TACTICAL ANALYST • Rivet Web Marketing, 2024-Present
Design and execution of performance-driven digital campaigns using platforms like Google Ads, GA4, Google Tag Manager, SEMrush, BrightLocal, Yext, and Moz. I develop client-specific strategies across paid search and organic visibility while supporting WordPress sites through content creation, UX analysis, and on-page optimization.

I lead the development of Content Matrices and Client Engagement Tactics—structured, goal-oriented frameworks that shape campaign direction and drive content consistency across entire web ecosystems. My work often involves translating business objectives into clear, actionable content structures that perform well for both humans and search engines.

Tactical work includes configuring and interpreting Gravity Forms and WooCommerce data, supporting internal reporting and CRO efforts. I also contribute to site improvement through collaboration in Yoast, WP Engine, and structured CMS workflows. Internal coordination and client communication are streamlined via Basecamp and Google Workspace.

I regularly incorporate AI tools—including GPT-4, Gemini, and Firefly—as creative and strategic collaborators in the development of campaign copy, content structures, and voice-optimized phrasing. These tools expand ideation, improve turnaround, and enhance clarity across client deliverables.

MARKETING & DESIGN PROFESSIONAL • 1995-Present
Developed marketing plans, brand collateral, events, and messaging strategies for a wide range of clients across the arts, culture, nonprofit, and hospitality sectors. My work supports both audience development and donor engagement, with deliverables tailored to each organization’s voice and goals. Clients include Atlantic Theater Company (NYC); Dallas Pets Alive, Dogs Matter, The Texas Voices, Bishop Arts Theatre Center, Crow Collection of Asian Art, Meadows Museum, Arts & Letters Live at the DMA, The Improv Comedy Club, VisitDallas, and Second Thought Theatre (Dallas). Projects range from full campaign strategy and creative execution to copywriting, print and digital design, and content planning.

DIRECTOR OF PUBLICATIONS • Dallas Theater Center (Dallas, TX) • 2000-2021

Partnered with Artistic and Managing Directors to translate institutional goals into compelling, mission-aligned communications. Led a cross-functional team of digital media managers, web developers, and content creators to produce all brand collateral, including audience development campaigns, donor materials, and subscription communications. Oversaw design strategy and editorial voice across print and digital formats. Played a key role in organizational rebranding efforts and cross-departmental initiatives that supported audience engagement and earned revenue.

GRAPHIC ARTIST • Virginia Stage Company (Norfolk, VA) • 2007-2011
Collaborated with leadership across development, education, marketing, and management to design and produce all print and digital brand collateral. Supported donor communications, program materials, event promotion, and audience outreach through visual storytelling tailored to a regional arts audience. Balanced multiple concurrent design projects within tight timelines and evolving campaign needs.

Comfortable navigating and learning new platforms quickly, with a strong foundation in both creative tools and analytical systems. Proficient in the following software and platforms:

AI Collaboration & Ideation Tools:
ChatGPT, Gemini, Notebook, Firefly, Claude, Perplexity

Design & Creative:
Adobe Creative Cloud (Acrobat, Express, Firefly, Illustrator, InDesign, Photoshop), Canva 

Project & Team Collaboration:
Basecamp, Trello, Confluence, Dropbox, Miro, Smartsheet, Google Workspace, Apple iWork, Microsoft Office, Zoom, Slack

Analytics, SEO & Campaign Tools:
AgencyAnalytics, Google Ads (for profit and nonprofit), Google Analytics (GA4), Tag Manager, Search Console, Merchant Center, SEMrush, Yext, BrightLocal, Moz, Ahrefs

Marketing & CRM Platforms:
TNEW, Prospect2, Hunter.io, LinkedIn, Facebook, Instagram, SoundCloud, Twitter (X), YouTube, Vimeo

Web Development & Content Management:
WordPress, WP Engine, InstantEncore, Gravity Forms, GoDaddy, WooCommerce

Please reach out to sisdisco@gmail.com to request references.

Glen Oaks HOA, board member

Dallas Pets Alive!, Associate Director of Marketing, web and SEO support 

Dallas Theater Center Guild, event and operational support

The Grey Muzzle Organization, grant review committee
North Texas Food Bank, campaign and warehouse support

The Stewpot, operational support