New Leaders, a national nonprofit committed to developing equity-focused education leaders, was launching a brand-new, first-of-its-kind online certification and master’s degree program called the National Aspiring Principals Fellowship. With limited awareness and very little digital presence for the program, they needed a strategic marketing plan to build brand recognition and drive high-quality applicants—fast. The goal was ambitious: generate millions in revenue in less than one quarter.
Shortly after, New Leaders developed a second flagship program—the Aspiring Teachers Accelerator—designed to address the national teacher shortage. This program also had no prior brand identity, assets, or presence, and required full-scale marketing development from scratch.
As the Senior Director of Marketing & Communications, I led the strategy, creative direction, and execution for both programs. For the National Aspiring Principals Fellowship, I developed and rolled out a comprehensive marketing strategy that generated $3.1 million in revenue in its first quarter. Shortly after, I was entrusted to pioneer the marketing for the Aspiring Teachers Accelerator. My work included:
Developed and implemented a comprehensive SEO strategy, optimizing web pages, blogs, and landing pages to rank for high-intent keywords in the education and certification space
Built a robust organic social media strategy that positioned New Leaders as a thought leader in education equity and drove consistent engagement across LinkedIn, Instagram, Facebook, and Twitter
Designed and launched conversion-optimized landing pages with compelling CTAs and program messaging tailored for both individual applicants and district partners
Created digital and in-person event marketing strategies, including webinars, info sessions, and partner-hosted events to generate high-quality leads and build community
Produced all ad creative and copy for paid campaigns across Meta, LinkedIn, and Google Ads—testing creative variations and optimizing based on performance
Launched email and SMS nurture campaigns to guide leads through the decision-making journey and increase application conversions
Equipped internal teams and partners with B2B toolkits, pitch decks, and one-pagers for outreach to schools, districts, and community stakeholders
Built a complete brand identity for the Aspiring Teachers Accelerator, including logo usage, voice/tone guidelines, and visual systems to ensure consistency across all channels
With my marketing leadership in place:
The National Aspiring Principals Fellowship brought in $3.1 million in revenue in its first quarter
The Aspiring Teachers Accelerator launched with a fully formed brand, digital ecosystem, and multichannel campaign strategy
Both programs positioned New Leaders as a top innovator in online educator certification and leadership development
The internal teams were equipped with custom B2B and B2C marketing tools to continue outreach efforts post-launch
June 12, 2000
