LA Regional Food Bank
Director of Marketing and Communications
As the head of marketing, leads all marketing, public relations, and communications efforts for one of the largest nonprofits in Los Angeles County ($250,000,000 in total annual revenue). Oversees messaging, branding, content generation, and advertising, leading a talented team of full-time employees and contractors.
Develops and implements annual marketing and communication plans.
Leads the Marketing Council, a Food Bank board member committee.
Manages the production of websites, e-newsletters, brochures, flyers, annual reports, ads, out-of-home, and other print and digital assets.
Oversees organic/paid social media and Google Ads (SEM, display, grants).
Coordinates with local, national, and international media and generates videos and blog posts to tell the story of the Food Bank and the millions of people served.
Supports fundraising/development activities as well as all other Food Bank departments.
LA Regional Food Bank Marketing Achievements:
Increased website traffic by 175% in 2023 compared to 2018. Increased blog traffic by 1,000%, average time on site by 75%, and page value by 500%.
With Annual Giving, doubled e-commerce transactions and revenue in 2023 compared to 2018.
Spent less than $600,000 on advertising in 2023 but raised roughly $1.5MM.
Overall fundraising - a team effort - grew from $12MM in 2018 to $30MM in 2023.
Tripled content creation (blog posts, YouTube videos, emails, etc.) in one year between 2018 and 2019 and sustained the high levels of content generation to the present day.
LA Regional Food Bank Public Relations Achievements:
Set all-time Advertising Value Equivalency (AVE) of ~$200MM in 2020, surpassing the previous record of ~$38MM in 2009, and outperforming every other Food Bank in the Feeding America network in 2020, 2022, and 2023.
Worked with national and international media and news outlets such as the Associated Press, Reuters, CNN, MSNBC, FOX News, the LA Times, the Wall Street Journal, the Washington Post, the Economist Magazine, People Magazine, and many more.
Worked with all major Los Angeles television stations (English and Spanish), as well as other local media such as LABJ, KCRW, KPCC, KCBS, iHeart, Jack FM, etc.
Collaborated with marketing and public relations teams across industries such as Starbucks, Tyson, Kellogg’s, Kroger, the Los Angeles Rams, the Los Angeles Chargers, Walmart, etc.
Staff size: Four FTEs, two interns, and multiple freelancers and vendors (organizational chart)