Led the development and implementation of Ad Council and Opportunity@Work’s “Tear the Paper Ceiling” national PSA campaign media strategy.

• Drafted, coordinated reviews with partners, and sent national press release: Coalition of Nearly 50 Organizations Launches ‘Tear the Paper Ceiling’ Campaign to Raise Awareness Around the 70+ Million Workers in the U.S. Skilled Through Alternative Routes (STARs)
• Coordinated, planned, and executed launch event in New York City with over 100 attendees, which included speakers from Google, LinkedIn, Walmart, and the New York Times, and 1,200+ livestream views.
• Social media engagement at launch included 150,000 impressions with 27,248 engagements on X and 63,422 impressions and 933 engagements on LinkedIn.
• A series of six emails were sent – the best performing message of the series had a 51% open rate (25% above the benchmark) and a 8.7% click-through rate (6% above the benchmark).
• In 12 months post launch, “Tear the Paper Ceiling” received nearly 100 unique media mentions, was referenced by Gov. Phil Murphy (NJ) in his decision to remove degree requirements from state jobs – and “paper ceiling” was named by Bloomberg as a business buzzword. 
• Additional coverage:
  • How recruiting apps automatically screen out applicants, NBC’s Today Show
  • ‘Tear the paper ceiling’: A new campaign wants companies to ditch 4-year degree requirements, Fast Company
  • Stop requiring college degrees for jobs that don’t need them, Vox
    • This article was subsequently tweeted by President Obama.