I’m an award-winning strategic marketing leader with 8+ years of experience bringing together creativity, strategy, and storytelling to build brands that connect and deliver results.

Cara Vitry standing near the Brooklyn Bridge
Mario Moore sitting on a desk at the front of an Illustration classroom at the College for Creative Studies
A model with light blonde hair wearing a multi-layer outfit in varying shades of pink on the runway at the GM Design Dome during the annual CCS Fashion Runway Show
Models walking in a line wearing grey outfits at the GM Design Dome during the annual CCS Fashion Design Runway Show

#CCSxDET

Prospective students kept asking, "Is Detroit actually safe or fun?"

So, I launched a YouTube vlog series to show them the city. But as formats shifted and I aged out of our target audience, I flipped the strategy—moving from long-form YouTube tours to short-form, unfiltered TikToks hosted by actual students. I stepped back from content creation to direct, produce, and ultimately empower a student content team to lead the charge.

The Impact: Trading polished promo videos for real student voices modernized our Detroit narrative, blew up our TikTok reach, and built an authentic peer-to-peer recruitment pipeline.

High-end video production takes time, and a singular post grows old fast.

I turned our existing alumni features into a multi-layered content machine, creating a structure that allows one story to span multiple formats - video, web, print, social, and more.

The Impact: We increased our storytelling output without burning out the team. Optimizing the written Q&As for search gave our web traffic a massive, long-term organic lift.

ALUMNI STORIES

View Alumni Stories on CCS's Website

This is CCS.

No two students are the same. This series showcases the diverse perspectives of students across all departments, emphasizing that students are at the heart of everything we do.

I helped coordinate, produce, and launch the This is CCS campaign across organic social, website landing pages, and paid ad funnels.

#TalktoYourKidsAboutArtSchool

Building off of a viral 2011 poster campaign, CCS’s #TalktoYourKidsAboutArtSchool videos emulate the style of an 80’s public service announcement.

I pitched a cheeky “found footage” rollout for the campaign - posting videos and photos on our Instagram to spark interest online. I executed the organic rollout on social media, assisted on set, managed paid ad agency placements, and even ran a contest to cast a current student in a featured role in a later release.

The Impact: The campaign went viral, caught the eye of Stranger Things actor Finn Wolfhard, won Best in Show at the D Show, and proved that self-aware humor can build brand love.