Jessalyn Santos is a strategic marketing professional and creative leader with experience in brand, lifecycle, and event marketing.

Skills

  • Strategy & Planning

    Define, refine, and execute strategic marketing campaigns that consistently meet organization and marketing goals. Create plans informed by primary and secondary audience data.

  • Creative Direction

    Lead teams in end-to-end conceptualization, production, design, and delivery of on-brand content for web, email, social media, video, webinars, presentations, events, and print.

  • Leadership

    Experience managing creative professionals and leading cross-functional teams to clarify project visions and drive work.

Work

Editorial planning, creative direction, writing, and production of the University of Miami's Undergraduate Viewbook—Enrollment Management's premier piece. Mailed to approximately 50,000 prospective students, the publication is updated each year. For

Editorial planning, creative direction, writing, and production of the University of Miami's Undergraduate Viewbook—Enrollment Management's premier piece. Mailed to approximately 50,000 prospective students, the publication is updated each year. For this version, I led a full redesign as it also launched the new visual identity we developed for Admission and Enrollment Management at large.

Led a core team of content creators—social media manager, photographer, graphic designer, and student employees—in the planning and production of authentic social media content that spoke with (rather than at) prospective students and addressed their

Led a core team of content creators—social media manager, photographer, graphic designer, and student employees—in the planning and production of authentic social media content that spoke with (rather than at) prospective students and addressed their concerns in a light and enthusiastic tone.

Creative direction, content gathering, scripting, and cross-departmental collaboration on videos covering everything from practical application tips and tutorials to student stories and campus life.

Creative direction, content gathering, scripting, and cross-departmental collaboration on videos covering everything from practical application tips and tutorials to student stories and campus life.

Virtual and in-person event planning (including agenda-building, promotion, collateral design, and guest flow) for students at every stage of the college search.

Virtual and in-person event planning (including agenda-building, promotion, collateral design, and guest flow) for students at every stage of the college search.

Collaborated with a vendor and departments across the university to launch a virtual campus tour. Namely, choosing locations to highlight, scouting student hosts, scripting stops, and coordinating a multi-day, cross-campus shoot.

Collaborated with a vendor and departments across the university to launch a virtual campus tour. Namely, choosing locations to highlight, scouting student hosts, scripting stops, and coordinating a multi-day, cross-campus shoot.

Conceived of, produced, and promoted an interactive online training course, which allowed the organization to dramatically scale the number of partners trained monthly. The course was met with resounding industry praise, and further established Educa

Conceived of, produced, and promoted an interactive online training course, which allowed the organization to dramatically scale the number of partners trained monthly. The course was met with resounding industry praise, and further established EducationSuperHighway as a leader in the digital equity space.

Customer journey editorial planning, strategic segmentation, and writing for timely and personalized email marketing and newsletters to both convert cold leads and nurture warm contacts. Experience implementing full campaign email sequences with segm

Customer journey editorial planning, strategic segmentation, and writing for timely and personalized email marketing and newsletters to both convert cold leads and nurture warm contacts. Experience implementing full campaign email sequences with segmenting logic and automation.

Designed local art magazine The Miami Rail.

Designed local art magazine The Miami Rail.

Resume

EducationSuperHighway

2022 – current

Director of Marketing

Led the creation of multi-channel content driving over 158,000 users to access free or reduced internet plans on GetACP.org.

Provided marketing support to states, cities, and over 3,000 partners to increase awareness and adoption of a federal broadband benefit.

Developed B2C and B2B content including reports, press releases, social media posts, partner materials, emails, and newsletters to advocate to engage with a broad coalition of public- and private-sector supporters.

Collaborated with the Government Affairs team to enlist support from 29 governors, secure $770M in state commitments to connect 1 million low-income households, and recruit more than 1,500 partner organizations to join the advocacy coalition.

Initiated, launched, and promoted an interactive online course, significantly expanding partner training capacity.

Liaise with a public relations firm and conducted direct media outreach for launches, advocacy, and report releases.

Lead internal cross-functional team in managing Salesforce CRM for the organization.

Supervise webinar planning, production, and promotional activities.

 

University of Miami

2014 – 2022

Director of Marketing, Enrollment Management

Successfully developed and executed strategies resulting in 

  • a record-setting number of applications four years in a row,

  • achieving the university's 25% yield goal three years ahead of schedule, 

  • hitting a record-low summer drop-off rate.

Guided leadership team in defining the brand's value proposition from initial awareness to enrollment stage.

Mentored a team of six creatives to create and optimize campaigns across channels including email, SMS, video, direct mail, and events.

Led cross-functional teams made up of departments from across the university to ensure consistent and timely communication with prospective students, maintaining brand integrity.

Achieved a 64% increase in event registrations during my first year overseeing event promotion and planning strategies.

Implemented SEO and content strategies leading to a significant year-over-year growth in website page views (39%), users (44%), and new users (48%).

Under my leadership, marketing Undergraduate Admission accounts saw the following year-over-year increases:

  • 50% followers and 89% engagement on Instagram

  • 25% views on YouTube

Tracked audience engagement, feedback, and secondary research to inform communication strategy, identify gaps, and design new initiatives.

Equipped and trained external-facing teams to communicate the institution’s value proposition.

 

The Beacon Council

2012 – 2013

Creative Services Manager

Managed design, planning, and production of marketing collateral including the annual report, emails, presentations, and newsletter.

Revitalized the Council's visual identity.

Oversaw video production process and vendor management.

 

Etc.

2007–2012

Jessalyn began her professional career as a graphic designer for The Miami Herald and later with the Sun Sentinel.

She also designed the Winter 2012 - Spring 2017 issues of The Miami Rail, a magazine covering art and culture in South Florida, and served as the production coordinator.

About

Jessalyn’s roles have always existed in the overlap between worlds. First, as a graphic designer with a knack for interpreting data and telling stories. Later, as a creative with a strategic mind and strong project management skills.

At the University of Miami, she brought all those tools plus long-term planning and leadership skills to bear to successfully steer enrollment marketing efforts. In her current role, Jessalyn continues to expand her skills in advocacy communications, public relations, and product marketing.

Beyond work, Jessalyn is a sociable introvert with a love for travel, art, music, and oysters.