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Portfolio Resume About

Portfolio

Aug 2025 — Present

Pamplin Office of Graduate & Executive Education

Associate Director of Digital Marketing & MediaVirginia Tech

Strategic leadership for integrated marketing across the graduate and professional business portfolio, driving enrollment growth through cohesive brand, content, and digital campaigns.

Enrollment Marketing

Flex MBA Fall 2026 launch

Led the marketing launch of the reimagined Flex MBA— building AEM landing pages and a branded page treatment, architecting a Slate email nurturing system, producing social and web content, and creating comprehensive marketing plans to guide cross-functional execution across enrollment, faculty, and university marcomm.

180% MBA applications
year-over-year Fall 2026 vs. Fall 2025
42% avg. session duration
overall 158s vs. 111s
25% avg. session duration
organic search Fall 2026 vs. Fall 2025
157% new users Aug 2025 – Apr 2026 vs. prior year
168% direct traffic brand demand, same period
82% total users combined HTM web footprint
Brand & Web

MSBA-HTM brand refresh & site launch

Launched a dedicated msba.vt.edu home for the MSBA-HTM program — a new sub-brand and landing section layered on top of the legacy htm.pamplin.vt.edu presence. Advocated internally for, and led implementation of, a multi-channel paid advertising campaign that grew enrollments and brand recognition on a modest advertising budget.

Earned Media

Media relations & earned coverage

Proactively pitched and hosted regional journalists at the Center for Business Analytics' Day for Data conference — including a personal invitation to Cardinal News reporter Tad Dickens, whose resulting feature story extended the event's reach beyond the Virginia Tech community and amplified its conversation on generational shifts shaping the future of work.

Luke presenting a brand iconography lecture to graduate students
Teaching & Guest Speaking

Graduate and doctoral lectures

Guest lectures for Pamplin graduate and doctoral students on brand design, presentation craft, public speaking, and rhetoric — translating marketing practice into skills students carry into research talks, job markets, and industry careers.

Feb 2022 — Oct 2025

Center for Business Analytics

Associate Director of Marketing, Communications & EventsVirginia Tech

Led enrollment marketing, communications, and events for the MSBA-BA program. Drove significant growth in applications and enrollment, social reach, and corporate partnerships.

Enrollment Marketing

Recruitment strategy that doubled master's applications

Led recruitment marketing strategy and execution for the MSBA-BA program, resulting in consistent growth in both application volume and applicant quality. Built comprehensive marketing plans, competitive analyses, and brand-aligned messaging across every channel.

100% submitted applications 2025–26 vs. 2022–23
90% enrolled students 2025–26 vs. 2023–24
Video Production

Selected video work

A selection from 45+ videos produced for recruitment, faculty spotlights, and program storytelling.

Event Strategy

Day for Data Symposium

Built an annual analytics symposium from scratch. Now in its fifth year, it's become one of the region's premier academic gatherings for analytics thought leadership — drawing attendees from academia, industry, and government.

315+ attendees 2025 event
96.4% satisfaction post-event survey
$35k+ sponsorship corporate revenue
Social Media & Digital

Multi-platform content strategy

Managed content across six social platforms and the departmental web presence — scaling followers, impressions, and web traffic in tandem while maintaining a 16% average engagement rate by reach.

446% social followers 2025 vs. 2022
173% avg. impressions 2024–25 vs. 2022–23
106% web traffic 2024 vs. 2023
Writing

Virginia Tech News

Stories covering MSBA programs, Day for Data, faculty, and student outcomes in analytics.

Jan 2020 — Feb 2022

Housing & Residence Life

Marketing & Communications ManagerVirginia Tech

Led marketing and communications for one of Virginia Tech's largest student-facing departments.

Crisis Communications

Pandemic communications for 10,000+ residents

Led marketing and communications through COVID-19, providing Virginia Tech's residential population with timely, vital information across every channel during an unprecedented period.

Social Media & Digital

Student-driven social content

Built a student-driven content strategy for @vtresidential, centering resident voices and day-to-day hall life and driving significant growth in reach.

5,457% Facebook reach 2020 — 2022
822% Instagram reach 2020 — 2022
Video Production

Selected video work

Recruitment, orientation, and residential life videos produced for Virginia Tech's 10,000+ residential students.