Candace is a creative, results-driven marketer with 10+ years of experience in a variety of marketing and communication roles. She has a proven track record of audience development and retention, revenue increase and retention, strategic utilization of content-based marketing to tell stories and connect with customers, and analyzing data trends to make budgetary management decisions. She has extensive expertise in digital marketing, institutional branding, audience acquisition, and developing effective teams.

How did she get here?

Born and raised in a small town in southwestern Virginia, Candace first discovered her love of marketing and communications in high school as she served as the editor of the school newspaper. She holds a Bachelor’s in Mass Communications from Emory & Henry College, where she was the editor of the college news website.

After graduating, Candace began her career at the Washington County Public Library, assisting with Public Relations and supporting the Library’s many system-wide events. Soon after, she joined the team at William King Museum of Art as Electronic Marketing Coordinator. Within a year, she was promoted to Director of Marketing, where she served as the primary liaison with local media, oversaw the admissions desk and team of part time employees who staffed it, and designed all of the Museum’s visual assets, including exhibition cards, gallery guides, large-scale signs, exhibit panels, and quarterly newsletter.

After five years at the Museum, Candace decided she was ready for a new adventure and set her sights on Charlotte, North Carolina. She was hired at the Charlotte Symphony as the Marketing Manager of Subscriptions, where she fine-tuned a highly personalized subscription renewal plan to increase subscriber retention and subscription revenue. In 2017, she was promoted to Director of Marketing, where she created marketing campaigns and managed budgets for both single ticket and subscription revenue streams, oversaw the box office, created content to advertise performances, and re-envisioned the digital marketing strategy. Candace was instrumental in the creation of the robust digital marketing strategy that the Symphony still utilizes today.

In early 2020, Candace was promoted to Vice President of Marketing, just weeks before the COVID-19 pandemic took hold. She led the Marketing team through numerous communications of cancellations and reschedules of performances, devised new plans to keep the organization moving forward with fellow leadership team members, and created and implemented digital subscription and ticketing models as the Orchestra began recording and live-streaming performances.

Eventually, life returned to something closer to normal and she had the opportunity to be a part of the creation of the Symphony’s 5 year strategic plan and was directly responsible for the Audience Development and Public Relevance sections of the plan. She led the six-person Marketing team to a return to a highly-personalized and targeted subscription model, continued audience development and growth with new marketing content and plans, and led the organization through three branding campaigns to spotlight the work that the Symphony was doing in the community.

Now…

Candace is looking for a new role in the Marketing and Communications sphere to utilize her transferable skills and push her professional creative boundaries.