Lisa Baldi
Bernville,PA
Summary
Dynamic leader in data-driven strategic communication with a proven track record in brand storytelling and innovative strategy development. Expertise spans integrated marketing, public relations, web development, social media, publications, branding and more, ensuring a comprehensive approach to brand engagement. Strong capabilities in crisis communication and community outreach. Committed to fostering a collaborative team environment that empowers professionals to grow their skills and drive success.
Overview
37
37
years of professional experience
Work History
Director of Strategic Communications
Penn State Berks
01.2002 - Current
- Serve as Chief Marketing Officer, developing and leading execution of the college’s integrated marketing strategy, which includes various forms of digital marketing media. Set performance metrics and evaluate data.
- Collaborate with Enrollment Management to develop and execute strategies to drive enrollment from lead generation to conversion.
- Formed the college’s first Latino Advisory Board and continue to lead its efforts.
- Developed the University’s first Latino marketing campaign, which has led to measurable success with increased enrollment.
- Serve as Chief Public Information Officer, coordinating all public information initiatives, including media relations, crisis communications, website management, and social media platform strategy. Serve as a college spokesperson.
- Lead communications strategies for major college events including commencement and announcement of new chancellor.
- Work closely with Office of Continuing Education and the Berks LaunchBox on marketing and public relations initiatives.
- Support executive communications and advise on external communications.
- Oversee development of publications, including the alumni magazine and branded collateral.
- Manage Penn State branding to ensure alignment with visual identity and editorial standards.
- Develop video initiatives and coordinate video shoots.
- Work with community partners on joint initiatives and community outreach.
- Work with external vendors to coordinate alignment with Penn State branding, management of creative, and analysis of performance.
- Oversee strategic communication budgets.
- Trained and mentored junior staff in communication best practices and tools.
- Serve on a variety of cross-divisional committees including Administrative Council, DEIB, Enrollment Management, and Strategic Planning.
- Oversaw digital content strategy across multiple platforms to engage diverse audiences.
Associate Director of Strategic Communications
Penn State Berks
01.1998 - 01.2002
- Coordinated integrated marketing efforts including advertising in a variety of media.
- Coordinated all public information initiatives.
- Produced all college publications including the alumni magazine, where I served as Editor, and all brand collateral.
- Managed Penn State branding to ensure alignment with visual identity and editorial standards.
- Worked with external partners to coordinate alignment with Penn State brand standards.
- Coordinated photo shoots.
Public Information Specialist
Penn State Berks
01.1995 - 01.1998
- Managed branding as the campus became a college. Wrote news releases and worked with local media.
- Worked on marketing initiatives, interfacing with advertising agencies, campus administration, and University Park leadership.
- Served as editor of the alumni magazine.
- Coordinated photo shoots.
Freelance Journalist
Eastern PA Business Journal / Lehigh Valley Business Journal
01.1995 - 01.1996
- Generated ideas and wrote articles for publication, conducted interviews and photo shoots.
Advertising Coordinator
East Penn Manufacturing Company
01.1991 - 01.1995
- Responsible for writing advertising copy.
- Generating news releases.
- Served as editor for monthly newsletter.
- Wrote video scripts and coordinated video shoots in the manufacturing plants.
Copywriter, Talking Yellow Pages
Donnelley Directory
01.1989 - 01.1991
- Interviewed clients and wrote commercials for the Talking Yellow Pages.
- Worked with voice talent and production.
Education
Masters in Business Administration (MBA) - Marketing
Alvernia University
Bachelor of Science - Telecommunications, Public Relations
Kutztown University
Skills
- Integrated Marketing
- Public and Media Relations
- Crisis Communication
- Website Development
- Social Media Strategy
- Community Outreach
- Publications
- Branding
Affiliations
CUPRAP (College and University Public Relations and Associated Professionals) – Past President
BCTV (Berks Community Television) – Member of the Board of Directors
Timeline
Director of Strategic Communications
Penn State Berks
01.2002 - Current
Associate Director of Strategic Communications
Penn State Berks
01.1998 - 01.2002
Public Information Specialist
Penn State Berks
01.1995 - 01.1998
Freelance Journalist
Eastern PA Business Journal / Lehigh Valley Business Journal
01.1995 - 01.1996
Advertising Coordinator
East Penn Manufacturing Company
01.1991 - 01.1995
Copywriter, Talking Yellow Pages
Donnelley Directory
01.1989 - 01.1991
Bachelor of Science - Telecommunications, Public Relations
Kutztown University
Masters in Business Administration (MBA) - Marketing
Alvernia University