As Director, Marketing & Communications of the Michigan Small Business Development Center, an outreach of the Seidman College of Business at Grand Valley State University, I am responsible for overall marketing strategy and development of integrated marketing communications to support our mission of helping small businesses succeed. As brand champion, I oversee all stakeholder, ecosystem and client communications for the state while supporting 10 regions and two state-wide teams.
When COVID-19 shut down gyms across the country, high-impact, high-contact sports like professional wrestling were left with zero revenue and no virtual alternatives—after all, you can’t learn pro wrestling on a Peloton!
Instead of throwing in the towel, Pure Pro Wrestling (PPW) owner Joseph Byrd teamed up with the Michigan Small Business Development Center to re-evaluate his business model and plan an ambitious comeback. Leveraging grant support, savings, and strategic business consulting, PPW transitioned from a modest pole barn into an expanded, full-scale training facility.
For sisters Zoey and Lydia Heyn, the mission behind Zo’s Mini Donuts was simple and sweet: bring hot, fresh donuts to their local community.
As their business rapidly expanded, the young entrepreneurs knew they had a winning recipe, but they needed expert guidance on behind-the-scenes strategy, cash flow, and scaling operations. After winning a local pitch competition, they connected with Michigan SBDC Senior Business Consultant Wendy Spreenberg.
Wendy helped the duo master financial management, optimize wholesale supplier relationships, and secure specialized packaging contacts that couldn't be found through a standard Google search.
When Deborah Harris lost her husband suddenly she took the helm of the precision and custom machining shop—entering a complex, highly technical industry head-on.
Determined to succeed, Deborah connected with the Michigan SBDC and began working closely with Business Consultant Meri Dembrow. Together, they tackled the unique hurdles of small business ownership through strategic guidance, operational planning, and expanding local industry networks.
As Director of Communications & Marketing, I championed “Campaign Michigan,” a brand campaign designed to raise the Institute’s state-wide profile. I orchestrated a comprehensive marketing communications campaign including advertising, public relations, paid and earned media planning, pre- and post- awareness research, an updated website, digital marketing, annual report and sports marketing with the Detroit Red Wings.
As a Marketing Consultant, I helped define this growing business. I advised on everything from positioning, competitive set, digital presence (e.g., e-commerce site versus positioning site), product assortment and line extensions, company and product naming, business-to-business and business-to-consumer lead generation and more.
Manitou Pontoon boats are high end — and powerful. For three years I wrote attitudinal headlines and body copy for the company’s entire 88+-page catalog, which drove content across all marketing communications channels: print, digital and dealer point of sale.
As Feeding Team Business Unit Leader, I drove the entire process of product development, pricing, and sell-in to Babies ‘R Us. I was point on market research, product naming, assortment, licensing, quality control and marketing communications that included video production, public relations, digital marketing and social media.
As its inaugural Director of Communications & Marketing, I was charged with establishing a centralized team from in-house communications professionals that had previously been in separate departments. Our team branded and leveraged the legacy of “The Rivalry” between Calvin & Hope colleges, ranked the #2 rivalry in all of college hoops by both ESPN & Sports Illustrated, while negotiating additional sponsor support from Pepsi without increased spending.
As a Senior Marketing Manager I was part of a marketing and merchant team that determined the role of food as a trip frequency driver. With national brands I helped secure $20 million annually to support key marketing initiatives; with private label brands I managed the promotion, packaging and in-store marketing of 1800 SKUs.
As an ad agency VP and account supervisor on General Mills I was an integral part of brand marketing teams that helped promote, develop, position and name new and existing products.
Highlights include this :30 TV commercial for Honey Nut Chex that resides in the permanent collection of the Metropolitan Museum of Art for its stop-motion animation technique.
In the money transfer category, 12-year-old MoneyGram needed to redefine the playing field to take on 120-year-old Western Union. With half the advertising spending of Western Union, "The Money Gram" campaign repositioned the brand not only as the value leader, but also as the brand that gives back to the community. As an ad agency Account Executive I was part of the team that made awareness double, quality perceptions increase, and transactions increase for the first time in 28 months — not to mention garnering a Silver EFFIE, the American Marketing Association’s highest award for effectiveness.
