The Approach
I lead growth and communication strategy for Top 50 Farmers, designing the end-to-end experience that helps farmers discover the program, engage with it, and successfully apply, while building the organization's reputation and global community. I analyze user behavior, identify friction points, segment audiences, build acquisition and nurture funnels, align communications across channels, and create scalable systems that improve the quality and conversion of nominations and applications.
1. Make every audience feel the value instantly
Working closely with the Communication Director, we defined the diverse target audiences and crafted tailored, clear messaging for each (farmers, partners, media), ensuring the brand voice stayed consistent, the purpose stayed sharp, and the value of the program landed instantly.
2. Turn every channel into a consistent story
A program this complex needed a seamless flow across multiple channels. I designed and coordinated the strategic flow across social media, direct mail, media parterships and brand collaborations, ensuring every touchpoint told the same story and created consistent impact. Nothing was left to chance, every message, podcast, post, and creative artwork worked together.
3. Guide the team so ideas hit the mark
I provide executive leadership for the communication team (designers, community managers, etc.), streamlining objectives and ensuring all creative output aligned with the strategic vision.
4. Let insights steer every decision
To keep the strategy sharp and evolving, I established a performance framework, tracking engagement, applications, and community impact. Using real-time insights, I recommended adjustments that refined messaging and optimized channels when needed.
