As the first generation to grow up off the working family ranch, I have dedicated my life to capturing agriculture’s story. I believe agriculture production is not just a job, but a livelihood of individuals whose passion happens to be their profession. It is a narrative close to my heart and entrenched into my career, winding through education programs deep in the urban maze of San Francisco or driven by volunteering hundreds of hours to encourage budding producers.
After chronicling over nine years as an award-winning marketer, creator, and communicator, the tale of agriculture is still my favorite. It is no wonder that as an Enneagram Type Three, “Achiever,” I am driven by a deep sense of mission. My mission has been to bring the agricultural story to life; I have found the key is to use collaboration and strategy to bridge the gap between audiences.
When I arrived at Merck Animal Health, I found that collaboration between sales and marketing had lost some support. To shift that focus, I developed a strategy for our sales enablement software, including training, improving user experience, and adjusting materials’ deployment. Implementing a weekly email marketing campaign and text alerts to over 300 team members delivered above-average engagement with an 80% open rate and a 15% click-through. Through this, we directly tracked sales team interactions with campaign materials to tailor their effectiveness.
Before that, I had the honor of leading the marketing for the 75th anniversary of the Cow Palace. To promote the historical event, I developed the #mycowpalacestory social media campaign. The campaign targeted our audience to share their memories from the past 75 years of venue events. Alongside a 60% growth in followers, we received the Innovation Achievement award from the Western Fairs Association. But the piece of that role dearest to my heart was executing the “Kids at the Palace” educational program, which impacted over 500 students, doubling the previous attendance. To increase attendance, we capitalized on a combination of media relations, email marketing, and a partnership with the California Cattlewomen’s Association.
Like the feeling when you swing your leg over your best horse, it’s hard to describe some partnerships, but the following video helps to capture my desire to ride alongside KRose Company.