Diane Swenson

Work History

Associate Director for Marketing Communications
for the Love School of Business

Elon University, 10-2023 – Current

• Lead marketing communications strategy for the Martha and Spencer Love School of Business, managing social media, news, web content, email communications, digital signage, event promotion, and reputation-building storytelling.
• Write, edit, and publish more than 70 institutional stories annually across Today at Elon, annual reports, magazine features, provost reporting, and other university communications channels.
• Develop high-impact editorial content, including student success stories, alumni profiles, faculty research articles, event coverage, rankings announcements, program stories, and schoolwide initiatives.
• Built and managed a social media strategy that consistently performs above higher education industry benchmarks across LinkedIn, Instagram, and Facebook.
• Grew LinkedIn by 1,725 new followers in FY25, following 1,881 new followers in FY24, while increasing engagement from 10.7% to 14.3%.
• Increased Facebook engagement from 11.3% in FY24 to 13.4% in FY25, while managing platform content strategy and audience engagement.
• Accelerated Instagram audience growth through a student-centered content strategy, increasing new followers from 135 in FY24 to 399 in FY25 while sustaining an 8.7% engagement rate.
• Produce and manage more than 350 annual social media posts across LinkedIn, Instagram, and Facebook while aligning content with school priorities, audience needs, and university brand standards.
• Translate analytics, stakeholder priorities, and complex academic content into clear communications strategies across earned, owned, and social channels.
• Serve as a one-person embedded marketing communications function for the business school, balancing strategic planning, writing, content creation, stakeholder consultation, reporting, and day-to-day execution.

Assistant Director for Communications

Western Carolina University, 07-2018 – 09-2023

• Provided comprehensive support and coordination for the Department of Campus Activities (DCA) communications’ assets and marketing efforts.
• Developed and executed marketing plans for individual events, driving community engagement and achieving revenue goals through organic and paid advertising, press releases, and other collateral.
• Created and maintained a departmental marketing guide, ensuring consistent brand representation, personality, tone, voice, and personas across all communications.
• Successfully proposed and managed an annual marketing budget of $30,000, effectively allocating funds based on program needs and priorities.
• Recruited, trained, and supervised a high-performing DCA student Marketing Team, including Graphic Designers, Photographers/Videographers, and Marketing Coordinators.
• Conducted thorough research and utilized data-driven insights to implement effective marketing and programming strategies, resulting in increased event attendance and positive audience response.
• Produced compelling and engaging content for programs, events, and other departmental uses, effectively capturing target audience attention and fostering community involvement.
• Led and maintained digital marketing efforts, overseeing DCA websites, social media accounts, calendar feeds, and digital signage to enhance online presence and engagement.
• Identified and secured promotional items for DCA, curating a selection that resonated with students and enhanced branding efforts.
• Ensured branding compliance on all physical and digital promotional materials through the development of guidelines and rigorous approval processes.
• Created and executed e-blasts and other email communications, effectively delivering special event information to target audiences.
• Managed and regularly updated an email subscription list of over 6,000 subscribers, leveraging infrequent but impactful messaging to maximize attendance.
• Coordinated marketing and advertising for special events, including Week of Welcome, Homecoming, and concerts, utilizing a strategic marketing mix across various channels.
• Documented and archived all media coverage of DCA events, highlighting the department’s achievements and impact.
• Secured and maintained images for promotional purposes, ensuring compliance with cleared image rights and reinforcing brand messaging.
• Provided expert advice to student media groups and recognized student organizations, guiding them on best marketing practices and strategies.
• Collaborated closely with the Student Affairs Graphic Designer, University Marketing and Communications, Print Shop, and external vendors to ensure compliance with division and university guidelines and successful production of materials.

E-Commerce & Social Media Coordinator

Balsam Mountain Inn, 02-2018 – 07-2018

• Developed and executed a comprehensive marketing plan, successfully re-launching the business.
• Created promotional materials and managed social media accounts (Facebook, Twitter, Pinterest, Instagram), engaging with users daily.
• Generated ongoing social media content to drive website traffic and increase user engagement.
• Managed the hotel’s public image by updating listings on various e-commerce platforms (Hotels.com, Airbnb, Travelocity, Booking.com) and responding to reviews promptly.
• Ensured website accuracy and updated information to provide a seamless experience for guests.
• Expanded the hotel’s online presence by developing e-commerce listings for the hotel’s gift shop products.
• Utilized various systems (Constant Contact, WordPress, Eventbrite, Gimp, OpenTable) to execute the marketing plan effectively.
• Collaborated with hotel staff to align the marketing plan with the overall business strategy and goals.

Graduate Student Intern

County of Graham, 09-2017 – 12-2017

• Conducted pay plan study to assist in revising hiring plans and succession plans for the County Manager
• Managed the undergraduate intern’s progress with the study and ensured a timely schedule for the project to be completed before the deadline
• Analyzed the results, noting positions that are underpaid in comparison to the market rate for the area

Social Worker & Foster Care Transport

Swain County Department of Social Services, 07-2013 – 03-2018

• Collaborated with diverse stakeholders to gather information and develop strategic plans.
• Utilized effective communication skills to establish trust and rapport with clients.
• Conducted assessments to identify client needs and implemented tailored services.
• Documented and maintained detailed records to meet high standards of documentation.
• Demonstrated analytical and problem-solving abilities to address complex issues effectively.

Persona Analyst

Proxy Solutions, 06-2012 – 04-2014

• Conducted extensive market research using various tools and techniques to gather, analyze, and interpret data.
• Compiled reports and presentations to communicate insights and recommendations to clients.
• Created engaging blog posts, social media content, and website copy for clients.
• Analyzed customer demographics and buying habits to identify potential markets and factors impacting product demand.
• Conducted thorough research to develop in-depth personas for targeted marketing campaigns.
• Leveraged user data, feedback, and market trends to gain insights into user preferences and needs.
• Utilized advanced analytics tools to measure user engagement, identify trends, and optimize campaigns.
• Developed and maintained detailed user profiles, incorporating behavioral patterns and relevant information to drive persona development.
• Implemented strategies to segment and target key user groups, crafting personalized content for each persona.
• Conducted competitor analysis to identify trends and best practices in persona development and marketing strategies.
• Assisted the Project Manager in aligning copywriting with market research results for clients’ online presence.

Parent Educator

Swain County Family Resource Center, 12-2012 – 07-2013

• Provided professional parent instruction and information to enrich the families in the community to understand child development
• Initiated innovative ideas for sourcing funds or goods needed by the community, such as a Diaper Drive and themes for events.
• Developed and led marketing responsibilities for events, donations, and fundraisers.

Education

Master of Business Administration

Western Carolina University

08-2016 – 12-2017

Bachelor’s Degree in Sociology
Mars Hill University
August 2009 – December 2011

Associate of Science in Paralegal Studies

Colorado Technical University

April 2008 – June 2009

Volunteer History

Marketing & PR Chair
Smoky Mountain Community Theatre
02-2023 – Present

Marketing Manager
Smoky Mountain Community Theatre
01-2011 – 12-2019

Skills

• Strategic Marketing Planning
• Brand Management
• Digital Marketing
• Team Leadership and Supervision
• Budgeting and Resource Allocation
• Data Analysis and Research
• Content Creation
• Social Media Management
• Event Coordination
• Print Production Management
• Search Engine Optimization

Software

• InDesign (Adobe)
• Illustrator (Adobe)
• Photoshop (Adobe)
• Premiere Pro (Adobe)
• AfterEffects (Adobe)
• Lightroom (Adobe)
• Adobe Express
• GIMP
• OBS
• Canva
• Teams (Microsoft)