Brand Development: Led the development and ongoing evolution of the company's brand to ensure a cohesive, recognizable presence across all marketing channels. Expanded the brand to foster stronger audience connections and build long-term relationships with clients and partners, including the major rebrand project in 2019. This initiative drove higher brand awareness, increased engagement, and improved customer sentiment-ultimately leading to a measurable rise in meaningful conversions. 

Graphic Design & Content Creation: Directed the creative team in developing content strategies and producing impactful visuals that fueled successful marketing campaigns and reinforced brand identity across loan officer and corporate initiatives. Delivered clear, timely messaging tailored to audience funnel stages-ensuring relevance, engagement, and adherence to brand, compliance, privacy, and security standards.

Asset Management: Audited and updated 200+ marketing assets annually to reflect industry trends and creative direction, ensuring brand consistency and regulatory compliance-contributing to a 20% reduction in asset revisions and faster time-to-market for campaigns. 

CRM Development & Management: Spearheaded all content, asset development and system integrations for Total Expert. Designed and managed a wide range of deliverables-including print materials, social media content, digital assets, landing pages, and custom emails. Leveraged platform tools to strengthen partnerships, optimize data use, enhance client experiences, and maintain consistent, compliant messaging. Utilized CRM tools to drive a 350%+ increase in refinance loan volume during the 2003 boom by presenting personalized loan scenarios that clearly illustrated cost or incentive savings, prompting borrower action.

Social Media & Email Design: Designed custom social media and email templates to enhance brand visibility, provide value, and maintain consistent messaging. Strategically structured content-from subject lines to personalized CTAs-to align with campaign goals, boost engagement, and drive measurable results, including a 200% average increase in conversion rates, higher open and click-through rates, and follower growth. 

Signage & Vendors: Designed, produced, and managed all corporate and loan officer signage needs-including branch locations, MSAs, real estate offices, promotions, co-branded initiatives, and events-while maintaining strong vendor relationships to ensure seamless coordination and high-quality execution of outsourced projects.