Christine Purcell

• Wrote creative briefs, scripts, digital ads, blog posts, and other collateral materials.
• Provided strategic guidance and project management for social and digital-first “mini-campaigns”. The “Risk Less, Do More” campaign, which focused on holidays and observances as the theme of the messaging.
• Developed multiple campaigns on extremely short timelines, from 4-8 weeks.
• Managed creative workflow among consultants, creative designers, media placement managers, organic social media planners, and partner agencies for “We Can Do This!”, a large integrated media campaign.
• Provided project oversight to ensure messaging accuracy in the face of ever-changing medical information and health guidelines.
• Managed traditional out-of-home billboard placements for a Veterans suicide prevention campaign.
• Planned and oversaw two rounds of photo and video shoots to create original images for a public service announcement and paid media for the NC S.A.F.E. campaign. This resulted in a successful 2023 website launch and a powerful week of action.
• Developed and maintained all project tracking systems for the “We Can Do This!” campaign, using Monday.com, to provide a consolidated and up-to-date view of activities across numerous workstreams.
• For the “We Can Do This” campaign, managed the project's financial tracking and reporting for digital paid media, which comprised more than $134 million in paid placements.
• Managed the full project lifecycle for instructional design workflows - conducting gap analyses, leading kickoff meetings, drafting client needs assessments, and contributing to project management plans.
• For the NC S.A.F.E. (Secure All Firearms Effectively) campaign, led a team to create and deliver a comprehensive brand, marketing strategy, paid and organic media plan, website, toolkits, and outreach plan. With a very tight, 16-week deadline, managed the project's workflow to enable her team of writers, designers, web developers, and digital marketing specialists to deliver materials that carefully, effectively conveyed to gun owners the need to safely secure firearms.
• Delivered a strategic communications plan, a new website, and a restaurant week campaign for a local government economic development agency. Kept the project on track through multiple changes to the website design and development, delivering a fully functional website in February 2023. Led a team of content developers, designers, and paid media specialists to ensure success of 2023 Restaurant Week with paid media, including social media and radio, as well as organic social media posts.
• Audited the NC SAFE website and developed a plan to revise the site to meet current needs, as well as translate the site into Spanish.
• Managed the full lifecycle of a Veterans research project to understand their needs and preferences for communications around mental health. Shaped the research content and reviewed the survey instruments while keeping the needs of the client in mind. The online survey of approximately 1,000 veterans, focus groups of 120 veterans, and individual web usability interviews. Conducted a project retrospective, managed the annual contract file closeout and delivery for the workstream. (U.S. Department of Veterans Affairs Office of Mental Health)
• Wrote a plan to create a Gun Owners Advisory Group for the NC S.A.F.E. (Secure All Firearms Effectively) campaign. Developed a plan to use focus groups to interview gun owners in North Carolina to determine their habits and communications preferences. (North Carolina Department of Public Safety)
• Managed a research project to explore potential barriers to internet access in Arlington County. When the COVID-19 pandemic required the team to work remotely, successfully pivoted the focus groups from an in-person to an online format.

• Managed operations, communications, internal systems, and the billing and insurance process for a general dental practice.
• Provided excellent client service through timely scheduling and effective problem resolution.
• Implemented automated procedures for patient reminders and follow-up and worked with insurance companies to process patient claims.

• Developed sourcing strategies, recruited candidates, checked background and references, extended offers of employment, and oriented new hires.
• Collaborated extensively with frontline hiring managers and senior management and networked with candidates and employees to source qualified candidates.
• Developed systems for applicant tracking and new hire tracking and maintained an Excel-based human resources information system to track all personnel actions, including annual pay increases and promotions.
• Rewrote the employee handbook, job descriptions, and personnel policies and procedures manual. She assisted with written responses to EEO/AA complaints
• Developed a new employee orientation presentation to consistently communicate to new hires and supervised a team of up to three human resources staff members.