Portfolio
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400%+ Increase in Opt-in Email Subscribers
Achieved a 400% increase in opt-in email subscribers over three years by leveraging emotionally resonant marketing techniques and offering exclusive, high-value content to drive engagement, loyalty, and list growth.
Email Content Examples
Joint Promotional Program (JPP)
From 2021-2025, secured $100,000+ in NH state grant funds for digital marketing campaigns.
Responsible for creation and execution of campaigns, grant writing, budget development and asset creation.
2025 Ad Results
Total Impressions: 1.58M
Google Ads (search & display): 110,925
Meta Ads (Facebook & Instagram): 1.49M
Total Ad Clicks: 10.8k
Google Ads (search & display): 8,994
Meta Ads (Facebook & Instagram): 8.2K
[CLIENT WEBSITE].com achieved the following KPIs
Total Conversions: 14,416k (+94% yr/yr)
Visits: 59K (+31% yr/yr)
Unique Visitors: 52k (+29% yr/yr)
Bounce Rate: 66.36% (-6% yr/yr)
Page Views: 107K (+37% yr/yr)
Avg. Visit Duration: 86 Seconds (+9 seconds yr/yr)
Exit Rate: 54.95% (-.04% yr/yr)
Articles & Collaborations
It all begins with an idea.
Articles
Moguls & Dual Moguls World Cup Returns to Waterville Valley, New Hampshire
SkiNH
The Mysterious Art of Snowmaking
Waterville Valley Wig Wag
Waterville Valley Wig Wag
Workforce Housing in Waterville Valley
Waterville Valley Wig Wag
Collaborations
Travel & Leisure
This East Coast Ski Resort Is the Ultimate Getaway for Cozy New England Vibes
“There's something incredibly special about East Coast skiing,” Sarah van Kralingen says. “East Coast mountains are home to a community of dedicated, passionate, and gritty skiers and riders, whose love for the sport is so strong, it doesn’t matter what the weather is, or how many trails a mountain has.”
After all, skiing, as Sarah van Kralingen says, “is more than simply the sensation of sliding on snow. It’s about the people we ski with. It’s a shared experience with the people we love.”
New England Ski Journal
Waterville Valley is on the verge of a new era
“Waterville Valley is home to a thriving community of young athletes, from the BBTS (Black and Blue Trail Smashers) Snowsports Club (one of the oldest ski clubs in the United States) to the Waterville Valley Academy,” Sarah Van Kralingen, the resort’s marketing and communications manager, said. “We hope events like this will inspire and influence aspiring young athletes, demonstrating the phenomenal skill, athleticism and sportsmanship involved in freestyle skiing.”
Boston Globe
The “Ski’Clipse” event came about after tickets for Waterville’s viewing party in its mountaintop restaurant sold out within three days, said Sarah van Kralingen, the marketing operations manager for the resort. “On top of that overwhelming demand, we had an influx of guests asking to watch the eclipse on the mountain, even if they weren’t attending the event.”
Forbes
Copy Selects
It all begins with an idea.
Here are some of my favorite ad copy samples...
Blog Posts
How Do I Love Skiing? Let Me Count The Ways...
How Nordic Skiing Can Make You a Happier Person
E-Newsletter
Leap Day
Social Media
April Fool’s
Guest Conflict Resolution
It all begins with an idea.
During my time working for a major New England ski resort, I developed and standards for guest conflict resolution and responded to all major complaints.
Internal Communications
It all begins with an idea.
During my time at a major New England ski resort, I collaborated with Senior Management to overhaul company's internal communications protocol:
Created employee handbook, including development of company mission statement, established employee expectations, and
Created and managed monthly employee newsletters
Spearheaded development of employee text notification system
Employee Handbook
MISSION STATEMENT -To re-establish [COMPANY NAME REDACTED] as a leading New Hampshire resort community that fosters an environment of quality recreation and successful commercial enterprise, balancing and respecting the values of its residents, homeowners, and other community stakeholders.
FOUNDATIONS OF EXCELLENCE
Have Each Other's Backs - Always speak positively of [COMPANY NAME REDACTED] and act as an ambassador for your workplace – both within the resort and the community. Treat all guests and associates with dignity, integrity, and respect. IN ACTION: Follow the Golden Rule – treat others as you’d like to be treated. Be prepared to job share.
Finish What You Started - Finish every project you start. Close the communication loop.
IN ACTION: Follow through on your responsibilities and commitments. If you can’t solve/address the complaint, bring the guest to someone who can.
Find A Way To Say YES - Take ownership of a situation by finding the necessary solution. Avoid saying “no” to guests or fellow associates when possible.
IN ACTION: Approach guests before they approach you.Never say to a guest, “I don’t know”. Instead say, “I’m not 100% sure about that, let me find someone who can assist you...”.
Employee Newsletter
