A Bit About Kelsey
My career began with a degree in journalism from Penn State and a desire to be the managing editor at a daily newspaper. Well, graduating in 2007, working as a copy editor/page designer at a newspaper, and then stumbling through the the Great Recession quickly made me realize that I needed a career pivot! Luckily, my foundation in journalism made me well-suited for a career in content, communications, and marketing.
I am a Certified Association Executive (CAE) and member of the American Society of Association Executives (ASAE) and hold dual certifications in digital marketing through the American Marketing Association (AMA) and the Digital Marketing Institute (DMI). With AMA, I have served as a career mentor for the AMA-Washington, D.C., Mentor Network program for the past three years.
Some proud achievements including serving as project manager for the redesign of SchoolNutrition.org, which won the 2023 Gold Circle Award for best website from ASAE; leading an award-nominated redesign of SHRM's flagship publication, HR Quarterly; and being honored with the 2021 TerrIFECer Award from International Foodservice Editorial Council (IFEC) for my contributions to the organization.
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OK, enough about me. Let's work together!
30-Second Bio
Hometown: Odenton, Md., by way of Scottsdale, Ariz.
School & Certs: B.A. Journalism, The Pennsylvania State University (We are!); Certified Marketing Professional (AMA); Certified Digital Marketing Professional (DMI), Certified Association Executive (CAE)
The Fam: Husband David, son Alexander, two crazy dogs Sushi and Shimi, one fluffy cat Crouton
Fave Food: Spaghetti & snow crab legs (not together, but don't make me choose!)
Things I Do for Fun: Read voraciously (check out my GoodReads page!), play piano, work on puzzles with too many pieces, go to musicals
Learn more about my career journey with this interview with Cecilia Sapp of Association Women Technology Champions (AWTC).
A Quick Look at My Career So Far
September 2017-Present
September 2024-November 2025
March 2022-November 2023
April 2016-September 2017
December 2012-April 2016
Content & Design Consultant | KC Content + Design
What am I doing now? I 'm glad you asked! As a full-time content, design (graphic and web), and communications strategy consultant, I partnered with a wide variety of association, editorial, and marketing agency clients, an endeavor I first jumped into in September 2017. Take a gander at some of the orgs I've worked with, and what clients have had to say about my work.
Director, B2C Content | SHRM
During my time at SHRM, I led the content strategy for HR professional and student members—more than 80% of its 330,000-strong community—overseeing a 13-person team supporting engagement, retention, and non-dues revenue across print, web, email, podcasts, and member resources. By tracking HR trends, AI and technology changes, compliance developments, and member needs, well as as collaborating with marketing, research, advocacy, and other stakeholders, I ensured content aligns with organizational priorities while providing member value.
Marketing & Communications Director | School Nutrition Association
I'm lucky to have a long history with the School Nutrition Association (See additional staff positions below), the national organization representing K-12 foodservice professionals. In this role, I developed and executed a comprehensive, multichannel marketing and communications strategy while overseeing day-to-day departmental operations. Using clear performance benchmarks and a data-informed digital strategy, I significantly expanded reach and engagement across channels—including strong growth in social media, web traffic, and email performance. I also recruited and led a three-person marketing team, implemented project management systems to support events and ongoing campaigns, established a cohesive visual identity across platforms, and served as project manager and lead content strategist for an award-winning WordPress website redesign that delivered measurable improvements in traffic, engagement, and user experience.
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(What was I doing from September 2017 to March 2022?!? I was consulting full-time as owner of KC Content + Design!)
Communications Specialist | Association of Professors of Gynecology & Obstetrics
At APGO, an association representing doctors who teach ob-gyn to medical students, I served as a communications generalist, working on everything from a website redesign to conference projects and programs, to designing the majority of the association's visual content. I also managed APGO's social media account and used Google Analytics to benchmark the new website's success and potential growth.
Communications Specialist -> Managing Editor | School Nutrition Association
Here's where I started with SNA! I was originally hired as a communications specialist, where I managed the production of event publications and worked as associate editor for School Nutrition magazine. After 2.5 years, I was promoted to managing editor of the magazine, where I managed the day-to-day production process for the 55,000-circulation monthly publication.
July 2010-December 2012
Food & Weddings Editor | What's Up? Media
As a staff editor for three monthly magazines and two websites, I helmed the food section and served as managing editor for the twice-year weddings publication. Additionally, I launched a food newsletter sent to 10,000 subscribers—which earned a CRMA nomination—as well as a food blog and brand-new weddings website.
May 2007-July 2010
Copy Editor/Page Designer | The Daily Times (Gannett, Inc.)
This is where I cut my teeth in journalism! At The Daily Times, I edited and designed two weekly print entertainment publications and every section of the daily newspaper.