LAVA MAE
2016 - 2023
I led Lava Mae's marketing communication department increasing ROI by 30% and raising more than $1 million online over two years to mobilize more than 76 mobile shower programs to 150K people across the globe.
Accomplishments
Increased earned media mentions by 190% and positive brand sentiment by 64% from 2021 to 2022 by pitching bylines, op-eds, and case studies with PR agency around programs and thought leadership. Featured in Next City, SeeChange, Christian Science Monitor, and Allure.
Increased online giving by 60% from 2021 to 2022, and recurring giving by 200% from 2022 to 2023 by implementing a new donation platform and integrated digital fundraising campaigns via web, email, social media, events, and digital ads.
Developed brand partnerships with Kohler and The Starbucks Foundation to allocate more than $250K to affiliate organizations to launch or sustain their mobile hygiene programs across the United States and crafted 20 impact stories on funding impact.
Managed brand partnerships with Unilever’s The Right To Shower soap brand and social enterprise that allocated $370K from 2019 - 2022 to affiliate mobile hygiene organizations across the US, and MeUndies who donated 50K+ packs of underwear for our local shower guests.
Raised $30K to deploy 600 DIY handwashing stations during COVID-19 by leading organization’s Clean Hands for All campaign through one-month crowdfunding strategy via GoFundMe and lead generation through DIY toolkit and how-to video content and Salesforce pipeline.
Grew website traffic by 14%, email open rates by 45%, and social engagement rates by 40% from 2021 to 2022 through integrated content strategy focused on blogging, SEO keyword and ads, targeted email campaigns, and social strategy highlighting programs and advocacy.
Grew website goal completions by 53%, conversion rates by 77%, and reduced bounce rates by 30% from 2019 to 2021 by improving navigation and module UX, optimizing page loading times, and creating/promoting lead generation content (Mobile Hygiene and PUCV toolkit).
Work Samples
Video Content
Worked with an animation video agency to create this video. My role provided creative direction, messaging development, and promotional strategy to highlight the need for universal hygiene access.
Created this video to promote Lava Mae’s 2023 World Water Day campaign for promotion.
Articles
Wrote this article with ThinkShift Communications to promote Unilever partnership impact.
Wrote this article to promote grant funding partnership with The Starbucks Foundation.
Wrote this case study highlighting Lava Mae’s consulting work with Moving Water Houston.
Whitepapers & Reports
Worked with Lava Mae program team and SiteLab Urban Studio to copywrite and design Pop-Up Care Village Toolkit for open-source use.
Designed and wrote Lava Mae’s 2022 Annual Report for fundraising purposes.
Wrote and designed this impact report highlighting Lave Mae’s mobile hygiene program impact.