Deseret Book · Shadow Mountain Publishing · 2011–2014
Turn a book launch into a story people want to follow.
I led communications and social media across books, films, music, and major events—connecting national media moments with author appearances, community engagement, and retail promotion.
One communications team. Many audiences.
A sports memoir, a family cookbook, a film release, and a Choir event each need a different reason for people to care. My responsibility was to lead the PR and social function across that variety while keeping the company’s communications coordinated.
I managed the publicists, event professionals, and interns; owned the department budget; oversaw company social media; and trained authors and artists in social and public-facing communications. My scope also included the Tabernacle Choir’s social platforms and marketing and promotion for its products and events.
Connect the public story to the audience’s next opportunity to engage: a media appearance, a video, a signing, a social conversation, or a retail event.
Bring a basketball audience into a publishing story.
John Stockton’s Assisted gave Shadow Mountain an opportunity to reach readers through the credibility and recognition of a basketball legend. I worked on the book promotion as part of my communications leadership, linking the publishing story with media exposure and public appearances.
The assets below show two parts of that campaign: Stockton on ESPN’s SportsCenter during the book tour, and his book promotion at BookExpo America (BEA).
Give each author a reason to connect with readers.
My book-promotion work also included Ann Romney’s The Romney Family Table, published by Shadow Mountain. The cookbook became a New York Times bestseller—a title-level outcome achieved through the broader author, publishing, distribution, and promotional effort.
Author appearances made that connection tangible. The signing photo below shows Ann and Mitt Romney meeting readers around the cookbook. Other supplied photos document the range of author-facing work, including Jimmer Fredette’s book signing and Noelle Pikus-Pace with Focused.
Bestseller reference: Deseret Book’s listing for The Romney Family Table.
Extend the film story into the DVD sales window.
I also helped promote Saints & Soldiers: Airborne Creed for DVD sales. The work connected the film with Deseret Book’s retail audience through social promotion and an in-store event.
The November 2012 Facebook post invited customers to a Veterans Day event at the downtown Salt Lake Deseret Book location with the film’s actors and directors. It paired the trailer with event details and a timely reason to attend.
Lead the team behind the public moments.
Explore the Glory! album and Conduct the Choir case study—fan participation, earned media, and a guest-conducting experience that extended the album’s story.
Alongside book and film promotions, I oversaw PR, social media, and promotion for Tabernacle Choir products and events. That expanded the remit from author campaigns into major live experiences, music releases, and ongoing community engagement.
The operating responsibility stayed consistent: set communications priorities, manage people and budgets, and coordinate publicity, social content, and events around the same story.
Communications leadership with a commercial purpose.
This portfolio shows how I led a team across multiple product categories and audiences, using earned media, social platforms, author relationships, and live events to support promotion. The John Stockton coverage, Romney cookbook signing, and film-event post provide concrete evidence of the work.
The cookbook’s bestseller status belongs to the title and the wider publishing effort. The supplied materials do not establish campaign-specific unit sales, DVD revenue, or attribution, so those results are not assigned to my individual work.