Francesca Kefalas
Canterbury
Summary
Collaborative and energetic leader with more than three decades of experience in building teams capable of surpassing organizational goals. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings while managing change and encouraging innovation.
Experienced Assistant Director with a strong track record in strategic planning, budget management, and team leadership. Skilled in streamlining operations and bringing projects to completion on time and within budget. Demonstrated success in fostering high-performance teams through proactive communication and comprehensive training programs. Proven ability to make positive impacts on organizational efficiency and effectiveness.
Overview
35
35
years of professional experience
Work History
ASSISTANT DIRECTOR
The Last Green Valley, Inc.
Danielson
09.2017 - Current
- Develop and execute comprehensive marketing and communications strategy, enhancing digital content and publications for The Last Green Valley, Inc.
- Manage marketing budget and strategic partnerships, increasing funding reach by more than four times.
- Create and implement social media plan, achieving more than 3,200 percent growth in followers eight years.
- Evolved segmented content strategy to engage members, partners, and donors, boosting memberships and donations by 18 percent since January 2023.
- Coordinate largest organizational programs,Walktober and Spring Outdoors, collaborating with numerous partner organizations to deliver hundreds of experiences for more than 150,000 participants annually.
- Oversee technology strategy and infrastructure to improve operational efficiencies and expand programming resources.
- Manage organization website redesign project, including RFP creation and contractor selection rubric development.
- Serve as industry representative on State of Connecticut's Eastern Region Tourism District Board, overseeing a $400,000 budget. Served as grants committee chair managing a $75,000 grant process. Currently serve as bylaws committee chairperson.
MARKETING & COMMUNICATIONS CONSULTANT
Self Employed
01.2008 - 09.2017
- Maintained and expanded client base consistently by building trust and confidence from clients that delivered products were accurate and thorough, while ensuring they received a significant ROI.
- Worked for numerous clients in healthcare, higher education and technology producing an array of content from whitepapers to blogs and social media posts.
- Developed peer-to-peer training materials for healthcare and technology companies, which were cited with helping reduce launch time of new initiatives.
- Brought in as a special consultant to provide articles pertaining to government investigation and oversight of a bank and public education entities.
- Created customer-focused content strategies for healthcare and technology organizations.
- Designed and implemented newsletters for clients.
- Collaborated with internal and external teams to refine drafts, ensuring consistent tone and style across various platforms.
- Coordinated effective placements of media announcements and advertisements for maximum effectiveness and exposure.
- Increased brand awareness by developing and implementing strategic marketing campaigns.
- Supported internal teams with knowledgeable communications and marketing advice, helping the organizations meet goals while maintaining cohesive organizational strategy.
- Conducted market research for clients to identify trends and opportunities, informing future business strategies.
- Developed marketing content such as written copy, graphic design, digital posts and video content.
- Assessed campaign performance using Google Analytics, Tableau and Facebook Business Manager.
- Wrote press releases that secured media coverage in print publications and online outlets.
- Assisted in developing product launch plans by creating timelines and tracking progress against milestones.
- Provided training on best practices in marketing communications to clients and teams.
- Managed client relationships to ensure alignment with marketing objectives.
- Prepared presentations for executive management team meetings.
EDITORIAL PAGE EDITOR
Gannett, Norwich Bulletin
Norwich
11.2006 - 01.2008
- Led editorial board consisting of newspaper leadership and community partners.
- Planned and wrote all editorials for the daily newspaper.
- Regular contributor to the Gannett News Network.
- Managed and edited all bloggers and columnists.
- Edited all section content and designed the daily pages.
- Developed reader interactive content for print and online publications, increasing engagement through new online offerings and more welcoming guest writer policies.
- Organized the first live political debates held by the company in more than a decade.
- Proactively identified areas for improvement in processes and procedures, recommending solutions that increased efficiency within the department.
- Coordinated with graphic designers to create eye-catching visuals, enhancing the overall publication.
- Managed multiple projects simultaneously, meeting strict deadlines and maintaining high-quality standards.
CITY EDITOR
Gannett, Norwich Bulletin
Norwich
03.2002 - 11.2006
- Managed a staff of 35 that included all news and features reporters, the multimedia team and online edition staff.
- Launched staff trainings and scheduling to maximize talents, resulting in an increase of state, regional and national awards for both individuals and teams.
- Developed long-range content and directed breaking news coverage.
- Trained staff on the use of the online and print content management systems, including creation of tutorials and group lessons.
- Responsible for staff reviews and management of personnel budget.
- Acted as newsroom liaison to marketing, circulation and IT.
- Oversaw daily production, ensuring high-quality output and strict adherence to deadlines.
- Managed budget allocations for travel expenses, freelance contributions and other operational costs.
- Championed diversity in reporting by sourcing stories from underrepresented communities and perspectives.
- Led investigative journalism efforts that resulted in impactful stories exposing key issues within the community.
- Assigned, edited and supervised longer-range enterprise stories.
- Collaborated with other departments to create compelling multimedia content for print and online platforms.
- Championed the use of data-driven reporting techniques to support impactful storytelling backed by verifiable facts and figures.
- Proofread, edited and evaluated final copy to verify content aligned with established guidelines.
FEATURES EDITOR
Gannett, Norwich Bulletin
Norwich
06.1999 - 03.2002
- Lead a team of seven staff plus numerous freelancers and columnists in the development of daily themed lifestyle pages and special sections.
- Redesigned the daily sections and weekly entertainment tabloid and launched new features to further engage readers.
- Mentored junior staff members and interns, improving their writing skills and overall performance.
- Fostered a collaborative work environment for creative brainstorming and idea generation among team members.
- Worked closely with marketing teams to develop promotional materials for upcoming features and special issues.
- Adapted quickly to changing reader interests, adjusting content plans accordingly for maximum relevance.
- Coordinated with designers and photographers to create visually appealing layouts for printed features.
- Evaluated article pitches from freelance contributors, selecting pieces that aligned well with the publication's voice.
- Led brainstorming sessions to generate new story ideas that appealed to target audiences.
- Worked with graphic artists, post-production team members and other specialists to produce captivating and successful content.
- Developed strong relationships with industry experts for exclusive interviews and insights.
JOURNALISM INSTRUCTOR
Three Rivers Community College
Norwich
08.2000 - 12.2001
- Developed curriculum for journalism courses, ensuring alignment with industry standards and best practices.
- Advised the school newspaper staff on content creation, editing, layout design, and publication deadlines.
- Conducted research on emerging trends in journalism education to incorporate new ideas into course materials effectively.
- Maintained strong relationships with local media outlets, securing internships and job opportunities for students.
- Established a positive classroom environment that fostered open communication and respect among students.
- Mentored aspiring journalists through one-on-one coaching sessions and constructive feedback on their work.
- Fostered critical thinking skills in students by challenging them to analyze complex issues from multiple perspectives within their reporting projects.
- Advised the school newspaper staff on content creation, editing, layout design and publication deadlines.
- Implemented project-based learning activities that encouraged teamwork among students while honing their journalistic abilities.
- Utilized various assessment methods to evaluate the effectiveness of instructional approaches and make necessary adjustments accordingly.
- Assessed student progress through assignments, exams, and practical exercises, providing detailed feedback for improvement.
REPORTER
Various Companies
09.1990 - 06.1999
- Wrote breaking news, investigative and features stories, winning numerous statewide, regional and national awards.
- Lead business reporter for two publications covering mergers, acquisitions and government contracts.
- Wrote and submitted accurate, engaging, and fact-checked stories.
- Developed expertise in covering various beats, demonstrating versatility and adaptability as a reporter.
- Exceeded deadlines consistently, producing accurate and well-written news stories under tight time constraints.
- Conducted in-depth interviews with key stakeholders, providing comprehensive perspectives on relevant issues.
- Investigated important community issues and put together well-received reports.
- Covered breaking news events effectively, ensuring timely updates for audiences while maintaining factual accuracy and journalistic integrity.
- Addressed sensitive topics professionally while adhering to ethical standards.
- Built strong relationships with sources to gain access to exclusive information.
- Developed and maintained network of contacts to facilitate story development.
Education
Bachelor of Arts - Journalism
Washington And Lee University
Lexington, VA06.1994
Skills
- Staff development and management
- Fiscal management
- Content strategy and execution
- Project management
- Social media marketing
- Strategic planning and operations
- Creative direction
- Stakeholder engagement
- Media relations
- Team leadership and collaboration
- Communication skills
- Problem resolution
- WordPress proficiency
- HubSpot expertise
- Adobe Creative Cloud proficiency
- Microsoft Office Suite expertise
- Google Analytics proficiency
- Hootsuite expertise
- Sprout Social proficiency
- Google Ads expertise
- Salesforce expertise
- Budget management
- Effective communication
- Strategic thinking
Training
- Salesforce Administrator - in progress.
- DEI 6-month workshop series with The Community Foundation of Eastern CT.
- Video Storytelling & Editing
- Grant Writing Workshop Series.
- Year-Long Gannett Executive Development Program.
References
Available Upon Request
Volunteer Experience
- Board President, The Light Source Center, Inc., 2008-Present
- Board Member, Alliance For Living, 1998-2001
- Diversity Committee, The Norwich Bulletin, 1996-2002, Chairperson 2000-2002
Timeline
ASSISTANT DIRECTOR
The Last Green Valley, Inc.
09.2017 - Current
MARKETING & COMMUNICATIONS CONSULTANT
Self Employed
01.2008 - 09.2017
EDITORIAL PAGE EDITOR
Gannett, Norwich Bulletin
11.2006 - 01.2008
CITY EDITOR
Gannett, Norwich Bulletin
03.2002 - 11.2006
JOURNALISM INSTRUCTOR
Three Rivers Community College
08.2000 - 12.2001
FEATURES EDITOR
Gannett, Norwich Bulletin
06.1999 - 03.2002
REPORTER
Various Companies
09.1990 - 06.1999
Bachelor of Arts - Journalism
Washington And Lee University