Work Experience
Executive Director, Destination Salem
2024-Present
Destination Salem is the official DMO for the City of Salem and operates as a separate 501(c)(6) nonprofit. The organization plays a central role in over $140 million in annual visitor spending in one of the most internationally recognized small cities in the U.S. As Executive Director, I pioneered a new era of growth by transforming financial instability, reversing years of losses, setting new revenue records across advertising, digital, and retail, modernizing operations, building a high-performing team, and laying the groundwork for long-term success.
Inherited an ongoing operating deficit and a projected third consecutive year of losses. Reversed course within one year, implementing strategic cost controls and revenue growth initiatives that delivered an unprecedented six-figure year-end surplus.
Increased total revenue by 32%. Drove 262% growth in digital revenue and 175% growth in retail. Set a new record in advertising sales and secured new sponsorships and grants to fund digital transformation and strategic expansion.
Established formal budgeting, reporting, and forecasting systems to restore accountability and financial oversight. Hired new financial leadership to build lasting systems for accuracy and control.
Built a high-performing team by recruiting top talent, promoting from within, and realigning roles to support strategic growth and organizational goals.
Strengthened compliance and reduced risk by addressing key vulnerabilities, including eliminating PCI-DSS exposure. Implemented a modern HR platform to support a more scalable and professional operation.
Overhauled print visitor guide distribution, reducing fulfillment costs by 80%. Introduced a paid shipping model and donation prompt, creating two new revenue streams.
Oversaw operations, staffing, and safety for Salem’s high-traffic Visitor Center, serving over 100,000 guests annually.
Replaced a costly, ill-fitting third-party app with a custom-built, integrated platform. Improved the visitor experience, boosted advertiser visibility, reduced manual work, and delivered significant cost savings.
Drove record digital engagement, including 652% growth in Instagram interactions and over 3 million video views, while securing top-tier media coverage.
More than doubled the organization’s email list while achieving a 44%+ open rate—unprecedented engagement driven by consistent, multi-channel storytelling and high-value content repurposed across blog and social.
Launched Destination Salem’s first influencer program, streamlining hosted visits with a VIP Pass offering curated experiences. Expanded the program beyond attractions to include food, retail, and experiential offerings that better reflected the city's personality and boosted partner engagement.
Served as spokesperson and lead strategist for Salem Haunted Happenings, one of the world’s largest Halloween celebrations, drawing over 1.4 million visitors each year.
Built high-level partnerships with the mayor, elected officials, city departments, police, and the Chamber of Commerce to shape public-facing initiatives, align on city priorities, and advance regional tourism strategy.
Sunset or transitioned programs no longer aligned with the organization’s mission. Reallocated resources to higher-impact initiatives, strengthening sustainability through strategic partnerships and focused execution.
Supported stronger board governance by onboarding new trustees, introducing a refreshed committee structure, and initiating a bylaw review to align with future growth.
Fractional COO & Strategic Advisor, Ashley Judge, LLC
2023-2024
Partnered with leadership teams at high-growth consumer brands to drive operational transformation, long-term planning, and sustainable growth. My work focused on building scalable systems, improving margins, elevating customer experience, and consistently driving revenue through smart, data-backed strategy.
Developed B2B partnerships with major retailers, expanding reach and diversifying revenue streams.
Designed and implemented a revamped BFCM strategy, increasing revenue by 25% in 2023.
Optimized CRM campaigns, driving a 40.5% lift by leveraging underutilized owned channels.
Redefined merchandising, pricing, and sizing strategies, introducing an evergreen inventory model while overhauling stock allocation, pricing consistency, and distribution to improve margins and align supply with demand.
Pioneered the company’s first discontinuation strategy, developing a systematic approach to evaluate restock and cut levels, setting a precedent for future inventory management.
Evaluated the customer journey, identifying friction points and non-customer-centric policies, and proposed solutions to build trust with first-time customers while enhancing the overall experience.
Revitalized customer loyalty programs, integrating consumer research and industry best practices to improve retention.
Established a culture of data-driven decision-making, integrating ROI analysis, hypothesis testing, and continuous improvement to drive organizational excellence.
Chief Executive Officer, Always Fits
2010-2023
Led the transformation of a small business into a $10M/year direct-to-consumer (DTC) gift brand known for its nostalgic, irreverent voice, cult customer following, and hands-on approach to creative direction, buying, and operations. Always Fits became the gift shop where people in the gift industry shopped, recognized for its originality, humor, and emotional intelligence.
Managed the P&L and oversaw the business’s financial and operational infrastructure and core functions.
Grew revenue year over year while ranked in the top 1% of Shopify stores worldwide.
Pioneered a bold brand identity and storytelling approach, crafting a distinctive voice and innovative vocabulary that set the company apart.
Led content strategy and creative direction, building a compelling visual identity grounded in immersive storytelling and captivating photography.
Led a multi-channel marketing strategy including paid media, email, SMS, and social media to drive acquisition, retention, and brand engagement.
Curated a one-of-a-kind product mix with hundreds of makers and national publishers; greeting card sales grew from under 4,000 units in 2018 to 400,000 in 2022.
Scaled email and SMS to nearly 1 million engaged subscribers; launched a mobile app with conversion rates and AOV more than double the website.
Orchestrated a joyful, user-centric website experience, blending design and functionality to enhance user engagement and boost conversion rates.
Created an efficient customer experience across channels, achieving 24-hour fulfillment and customer service response times during peak season.
Built and scaled the logistics and fulfillment infrastructure, balancing in-house operations with 3PL partnerships to handle seasonal volume and long-term growth.
Landed press in The Today Show and over 1,000 media placements by cultivating relationships with editors and prioritizing product authenticity over paid PR.
Built and led a high-performing team, fostering a culture of creativity, accountability, and operational excellence across all departments.
External Affairs Manager, Ambassador Swanee Hunt
2006-2009
Managed 50+ events/year for the Ambassador, including “Unconventional Women”, a historic event uniting 3,000+ women at the 2008 Democratic National Convention.
Represented the ambassador's interests in high-stakes meetings and events, engaging with heads of states and government officials with tact and diplomacy.
Crafted partisan and non-partisan political work plan for United States Ambassador Swanee Hunt, providing strategic recommendations and overseeing an annual political giving budget of $1.4 million.
Wrote key messages, including talking points and op-eds.
Created and oversaw department systems, operations, budgets, and work plans.
Managed three direct reports and contracted employees.
Associate Director of Hotel Logistics, John Kerry for President
2004
Coordinated hotel accommodations and logistical arrangements for the Kerry-Edwards Presidential campaign, addressing the needs of Senators Kerry & Edwards, their families, traveling staff, VIP guests, and press pool.
Managed room blocks for approximately 150 individuals each evening in various cities across the country, often with only a few days' notice. Demonstrated flexibility and responsiveness by fielding inquiries into the night and swiftly adapting to changes on the campaign trail.
Leveraged knowledge of the travel, tourism, & hospitality industry to negotiate contracts, secure favorable hotel rates, and arrange rentals and function spaces (essentially establishing a new HQ in a different city every night).
Employed diplomacy in liaising with hotel sales managers, balancing the campaign's needs with respect for the hotel's existing business operations. Managed delicate situations with tact and diplomacy when hotel accommodations for the campaign necessitated adjustments.
Prioritized confidentiality and attended to the personal preferences of the Senators, their traveling staff, VIP guests, and the press pool.
Worked closely with United States Secret Service to ensure compliance with security protocols and facilitate smooth operations during hotel stays.
Board Positions
Vice Chair, Board of Directors • The Salem Pantry • 2022-Present
Board of Trust Fund Commissioners • The City of Salem • 2022-Present
16-year term appointed by Lieutenant Governor, Kim Driscoll
Education
2000-2004
University of Massachusetts Amherst
Psychology and Political Science