COMMUNITY MARKETING & DIGITAL COMMUNICATIONS SYSTEMS

I partner with a collaborative team of independent consultants to support marketing and communications for two new-build residential communities in Aurora, Colorado.

Overview

My work on these projects span messaging strategy, communications systems, and multi-channel execution across digital and physical environments—including CRM infrastructure, email and SMS marketing, and large-scale community signage and wayfinding programs.

Residential Housing Developments

The Challenge

When I joined the team, both communities required a more strategic, cohesive approach to communication—one that could:

  • Support multiple audiences (prospective buyers, residents, builders and brokers)

  • Align messaging across digital and physical channels

  • Scale alongside rapid community growth and ongoing development

At the same time, their CRM and communications infrastructure needed to be modernized to enable more effective segmentation, automation and audience engagement.

Approach

I have focused my contributions at the intersection of messaging, systems and execution to strengthen both communications strategy and the infrastructure behind it.

CRM & Communications Systems

  • Led migration from Keap to Mailchimp to support more flexible, modern marketing capabilities

  • Conducted database cleanup, data migration and contact restructuring

  • Designed contact grouping, segmentation and tagging frameworks aligned with audience behavior and preferences

  • Rebuilt automated email workflows, including welcome campaigns, newsletters, inventory updates and broker-specific communications

  • Developed strategy for improving engagement metrics, including open and click-through rates

Email & Audience Strategy

  • Support ongoing email marketing strategy for both communities, including conducting in-depth research on best practices for newsletters, cold-lead event promotions and targeted campaigns

  • Track and analyze email and SMS performance and suggest optimizations based on engagement data

  • Help implement geo- and demographic-targeted campaigns to expand audience reach

Signage & Physical Communications Systems

I manage comprehensive physical signage programs across both communities, including:

  • Large-scale offsite marketing signs

  • Directional and wayfinding systems

  • Liaise with builders on co-branded assets

  • Oversee updates and maintenance as builders join, rebrand or exit the communities

  • Ensure messaging and branding consistency across all signage touchpoints

  • Built and maintain a centralized, live Google Map documenting all signage locations with updated photos for internal teams, vendors and stakeholders

  • Collaborate with vendors to improve durability and performance of signage materials in response to environmental conditions

Cross-functional collaboration

  • Strategic communications partner embedded within a cross-functional team—supporting messaging, communications systems and multi-channel execution across both communities.

  • Work closely with developers, designers, signage vendors and marketing stakeholders

  • Help ensure alignment across messaging, branding and execution across all channels

  • Support coordination between digital communications and on-the-ground marketing efforts

Outcomes

Established a more structured, scalable communications ecosystem—ensuring messaging is consistent, audience-focused and effectively delivered across both digital and physical touchpoints.

My work created a stronger foundation for ongoing growth, improved audience targeting and more cohesive communication across all aspects of the communities’ marketing efforts.

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Daniels College of Business & Entrepreneurship@DU