My Credentials

A review of my professional experience, accomplishments and lessons learned (that can benefit you).


Communications and content specialist, knowledgeable and experienced in social media, Web 2.0 and intranet management. Strategic, results-driven professional with proven deadline writing, editing and project/event management skills.


s² creative: February 2005- present

Sole proprietor of communications firm offering skills and expertise culled from extensive marketing, promotional and editorial work in the corporate and not-for-profit arenas.

Lessons Learned

Always involve employees and senior executives in the creation of educational initiatives – through committees, focus groups, jams, etc. It’s worth the time and effort, and it builds audience evangelists throughout the process. If you build it without getting input and feedback – they may NOT come.

Being an audience evangelist when creating content is vital. Help your client understand the importance of staying in touch with specific audience needs, requests and feedback. (Pull versus push approach.)

INTERNATIONAL BUSINESS MACHINES (IBM): September 1999 – January 2005

Lessons Learned

Making connections ACROSS company divisions, and at all employee levels, is imperative to working effectively in large, global companies.

Technology is an important aspect of communicating with employees but audience segmentation, which provides information/channel preferences, should dictate how it’s used. If your sales force is mobile, it’s time to adapt content for use on their preferred mobile devices. (Easily said, not so easily done.)

A culture of collaboration sets up company employees for social media. A positive attitude about working together “out loud” is one of the first steps toward building interest in individuals to communicate with a bigger audience.

IBM Global Financing (IGF): October 2002 – January 2005

Intranet Manager

  • Global intranet strategy that focused executive, corporate and unit information into compact “news you can use” stories and features consisting of employee information, productivity tools and resources.
  • Successful redesign, and subsequent updates, of IGF intranet sites according to IBM design and content standards – on-budget and ahead of corporate deadlines.
  • Repositioned business unit’s worldwide site to serve not only IGF employees but IBM internal sales audiences needing the right information to sell financing to their clients.

Special assignment:

Intranet Manager, IBM EMEA (June-July, 2004)

  • One-month assignment to IBM EMEA (Europe Middle East Asia) Paris headquarters to train new IGF European intranet manager and work with communications counterparts in France and London. Efforts resulted in a unified global strategy and higher cross-promotion of information between IGF’s Worldwide, Americas and EMEA intranet sites.

IBM Americas Internal & Executive Communications (June 2001-October 2002)

Intranet Editor/Writer

  • Launched “IBM Territory Manager” Web pages that enabled sales leads to get important information and messages to their teams via a simple, easy-to-use interface. An enhanced version of the tool is still in use eleven years after project completion.

IBM Americas Events Communications (September 1999-June 2001)

Event Producer


Improved creative production and budgetary outcomes for IBM’s “Corporate Technical Recognition Event” (CTRE), a million dollar annual production honoring IBM’s top level technology professionals. Enhanced employee satisfaction with event content and messaging (as measured by feedback surveys).

Special Assignment:

Floor Manager, IBM Surf Shack, Sydney 2000 Olympic Games (August-October 2000)

  • Successfully implemented the IBM “Fanmail” worldwide marketing program for the Olympic Games. Worked with Olympic athletes (in French and English) on Internet access and the creation of personal Fanmail sites.


Lessons Learned

First generation employees in branded start-ups (from franchises to this national Cancer Center group) play an important role as employee ambassadors to clients and other incoming employees. Educate them on company values and history. Listen to them. The information they’ll bring back to you from the front lines will be invaluable for enhancing first impressions, operations and business outcomes.

  • Led project group consisting of physicians and professional staff in the coordination and editing of Center’s opening year strategic “Regional Marketing Plan” and “Annual Goals and Objectives.”
  • Produced SVCCC Grand Opening event attended by 600 of the tri-state area’s medical and health professionals, executives, philanthropists and political dignitaries. In charge of event logistics, catering and budget as well as timely implementation of planned phases leading to the opening gala event.

Marketing Specialist (Part-time during graduate studies: June 1995 – May 1997)


Senior Account Executive, Marketing & Communications


Creator/editor, “UJA UpClose” newsletter mailed to 60,000 donors quarterly. Supervised publication’s staff and managed annual budget of $300,000. The newsletter received the 1994 Public Relations Society of Americas’ (PRSA) Bronze Award in its category.

Lessons learned:

For well known institutions such as the 92nd Street Y and Radio City Music Hall below, never underestimate the value of company heritage to engage employees. Preserving and building on an impressive history helps enhance organizational culture and values as well as employee pride and behavior.

THE 92ND STREET Y (August 1987-93)

Director, Media Relations


Regularly placed items and stories in New York and national media. Senior member of executive committee responsible for the repositioning of the organization into six core divisions that extended the Y’s market effectiveness to targeted audiences and major donors.

RADIO CITY MUSIC HALL (August 1983-87)

Senior Publicist


Regularly placed stories and items for the Music Hall’s theatrical, concert and special events including: “MTV Video Awards I and II,” “Night of 100 Stars” and “The Magnificent Christmas Spectacular” featuring the Radio City Music Hall Rockettes, in New York and national media. Developed and launched regional and national public relations campaigns for the company’s ventures in special event production, television programming and tourism.


Columbia University Master of Science, Communications Practice: Guest Lecturer New York University Public Relations Summer Institutes: Guest Speaker/Panelist International Association of Business Communicators (IABC): Vice President, IABC Westchester/Fairfield Chapter Board/Member (2011/12)


Zicklin School of Business, Baruch College, City University of New York
State University of New York
Major: French/Minor: Journalism