Interim Marketing Director · Buffalo Niagara Partnership · 2025–26
Who decides how the brand sounds?
I defined BNP’s voice from audience research and performance data, then coached the teams writing for it.
+424%
LinkedIn clicks per post, from a third fewer, more targeted posts
+74%
LinkedIn engagement rate
22% → 27%
average newsletter open rate improvement
01
READING THE AUDIENCE
I audited engagement across social and email and mapped who BNP was speaking to. The data showed which messages started conversations and which got passed over.
02
ONE BRAND, 16 VOICES
From that research, I divided BNP’s audience into 16 segments with their own tone and priorities. The voices sorted into four jobs.
03
COACHING BY EXAMPLE
I devised an intentionally high-performing group of posts and emails as working examples, then used them to coach colleagues on audience and voice. They also guided the AI tools used for revising drafts. When serving as interim director, that coaching cut newsletter production time in half.
04
PLATFORM BY PLATFORM
I shifted LinkedIn from ineffective event promotion to nurture and thought leadership, solving a reach problem. The Brief focused on insight and community, and the Events newsletter invited readers into what was happening and why they should engage.
05
WHAT THE AUDIENCE DID
A third fewer LinkedIn posts drew 3.5× the clicks. Posts began bringing in organic leads, and one video was featured in The Buffalo News.
