Live in Lou

Brand Strategy • Regional Talent Attraction • Platform Strategy • Digital Experience • Marketing Leadership • Community Building

When I joined Greater Louisville Inc. / One Louisville, Live in Lou had already served the region for nearly a decade as a lifestyle and talent attraction initiative. The opportunity was to evolve it into a more strategic, integrated platform that better supported Louisville’s workforce and economic development goals while creating a stronger experience for employers, job seekers, students, newcomers, and the broader community.

Working closely with executive leadership, community partners, employers, and our agency, I have led the ongoing evolution of the brand and digital platform. My role spans brand strategy, messaging, content strategy, creative direction, and customer experience, guiding the platform’s continued growth through a redesigned website, job board, resume portal, employer resources, events calendar, and talent engagement initiatives. I also manage agency and technical partners, align stakeholders across multiple organizations, and develop integrated campaigns that connect the brand to broader talent attraction efforts.

Since the platform relaunch, Live in Lou has grown into a nationally recognized regional talent attraction platform with more than 60,000 new users, 130+ employer accounts, and a growing network of job seekers, community ambassadors, and partner organizations. More importantly, it has evolved into a regional talent ecosystem that connects branding, workforce development, employer engagement, and community storytelling to help attract and retain talent while strengthening Louisville’s competitive position.

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The Opportunity

For more than a decade, Live in Lou has served as Louisville’s talent attraction initiative, connecting prospective and current residents with careers, employers, and life in the region. When I joined Greater Louisville Inc. in 2025, the platform had a solid foundation but an opportunity to evolve into a more strategic, engaging, and scalable resource for talent attraction and regional growth.

Working alongside executive leadership, community partners, employers, and our external agency, the focus shifted from maintaining a website to strengthening the brand, improving the customer experience, expanding employer engagement, and creating a digital platform that better supported the region’s evolving workforce strategy.

  • Led the strategic evolution of the Live in Lou brand and digital experience.
  • Directed website enhancements, UX improvements, and creative priorities in partnership with an external web development agency.
  • Developed integrated marketing campaigns, employer resources, event branding, social media assets, print collateral, and promotional materials.
  • Launched initiatives including Boomerang, the Live in Lou Ambassadors (formerly City Champs) evolution, and employer engagement resources.
  • Managed ongoing platform improvements informed by analytics, stakeholder feedback, and organizational priorities.
  • Collaborated across business, government, education, and nonprofit sectors to align regional talent attraction messaging.
  • Helped grow the platform to more than 60,000 new users, 130+ employer accounts, and 150+ job seeker accounts since the platform relaunch.