Hello Port of Long Beach Panel!
Hello, I’m Jen. I am a strategic marketing and communications professional with over a decade of experience shaping impactful advertising campaigns, building cohesive brand identities, and crafting compelling narratives that engage diverse audiences. My expertise lies in leveraging future-focused advertising and storytelling strategies to enhance brand visibility, drive engagement, and deliver messaging with precision and impact.
Throughout my career, I have led transformative initiatives, such as refreshing the Port of Long Beach’s brand identity, directing high-profile advertising campaigns, and redeveloping the Port’s website to open new communication channels with stakeholders. These experiences have equipped me with the ability to approach media relations and crisis communications through a modern lens, applying innovative marketing tactics to deliver targeted, resonant messaging during critical moments.
From managing large-scale public events to creating immersive and interactive content, I excel at connecting strategic marketing insights with storytelling to craft narratives that inspire trust and build support. This portfolio highlights my contributions to branding, advertising, event management, and strategic content development—illustrating my ability to adapt and lead in high-stakes, fast-changing environments.
Explore my projects to see how I combine creativity, strategy, and forward-thinking approaches to elevate organizations and their communications efforts.
Evolving the Port’s Identity: A Dual Focus on Sustainability and Growth
I had the privilege of contributing to two rebranding projects at the Port of Long Beach. The first, in 2007, focused on recreating the Port’s identity to resonate with diverse community groups. In early 2020, the Port launched a refreshed brand, evolving its tagline from The Green Port to The Port of Choice. While the Port’s world-leading commitment to environmental sustainability remained unchanged, leadership recognized the need to shift from a community-focused identity to one that emphasized service to customers, reflecting its role as an economic engine preparing for future growth.
The refreshed brand introduced a modern mark and an updated color palette, while The Green Port tagline was retained for environmentally focused materials. This rebranding effort captured the Port’s dual mission of sustainability and service excellence. Please scroll through the style guide below to explore the new branding elements in detail.
Showcasing the Port’s Story Through Compelling Content
Curates and oversees the Port’s extensive library of creative assets, including hundreds of original photos, videos, and visual content. These materials are captured through years of relationship-building and coordination with marine terminal operators, truckers, ocean carriers, and community members to ensure visually compelling results for advertising campaigns, press kits, the website, and social media platforms.
One notable project was capturing content inside the highly secured TTI Terminals, where access is limited. This effort involved a special request from a beneficial cargo owner to document Amazon containers being offloaded from a mega ship at Pier T. The project required gathering critical information, earning trust, and working closely with the Port Business Development team, TTI management, and ILWU equipment operators. Through precise coordination, the team documented key moments of cargo logistics, from crane operations to the movement of goods, showcasing the complexity and efficiency of Port operations.
This combined approach highlights the dedication and collaboration involved in creating assets that tell the Port’s story in a visually stunning and impactful way.
Crafting Strategic Narratives: 2022 State of the Port
From managing large-scale public events to creating immersive and interactive content, I excel at blending strategic marketing insights with storytelling to craft narratives that inspire trust and build support. This portfolio showcases my contributions to branding, advertising, event management, and strategic content development—illustrating my ability to adapt and lead in high-stakes, fast-changing environments.
One example is the 2022 State of the Port Presentation, the Port’s signature annual event delivered by our CEO. With a small team, I was responsible for producing compelling content that aligned with Port leadership’s theme and strategy for the year. This required staying fully informed about key Port developments, from the delivery of hybrid cranes at container terminals to major capital improvement projects like the Fireboat. The event, produced during the tail-end of the pandemic, exemplifies the coordination, creativity, and strategic alignment essential to such high-profile initiatives. Please take a look.
Website Redesign: Modernizing the Port’s Digital Presence
Until 2020, the nation’s #2 port was operating with an outdated website, limiting its ability to communicate effectively with stakeholders and the public. Recognizing the critical need for a modern, user-friendly platform, I took the initiative to lead this massive project—one so complex that it had previously stalled without progress. With the support of Port management, I assembled an ad hoc team and reimagined the website from the ground up.
This effort required a strategic approach to align the new design with the Port’s marketing objectives, improve user engagement, and open new channels of communication. The result is a dynamic, accessible platform that serves as a cornerstone for the Port’s digital strategy.
Please click the image below to explore the case study and learn more about the process and outcomes.
Modernizing Media Relations Through Strategic Advertising and Marketing
I will take a forward-thinking approach to modernizing media relations and crisis communication by leveraging my expertise in advertising and marketing. Whether managing high-profile events or responding to emergencies, I will integrate strategic methods to deliver impactful messaging and secure comprehensive media coverage.
For example, at the Pier B Groundbreaking Event in July 2024, featuring Secretary Pete Buttigieg, I collaborated with Media Relations, Government Relations, and Federal Communications teams to ensure seamless execution. I oversaw every aspect of the event, including invitations, staging, photography, drone footage, video support, event design, production, sound, presentation animations, and partner logo placements.
By applying creative vision and marketing strategy, I will create dynamic, targeted content that resonates with diverse audiences and highlights the Port’s leadership and innovation. Please click on the photo below to explore the full media package from this event.
Strategic Advertising for Local and Global Impact
Leveraging my expertise in advertising, I oversee the development of creative content, strategy, and messaging that connects with diverse audiences—ranging from local communities to international business leaders. By utilizing modern digital ad targeting techniques, I craft campaigns that deliver precise, impactful messaging across platforms, expanding the Port’s reach both locally and globally.
A hallmark of my work is the ability to transform campaign creatives into versatile assets that start with traditional print and evolve into multi-national and international digital campaigns. These creatives are meticulously resized and tailored for industry-specific publications such as Maritime Logistics, RILA, and JOC, as well as for programmatic social media, display, and native ads. Often, these same designs are scaled up to larger formats, including billboards, to maximize visibility and impact.
This approach ensures cohesive messaging across channels, enabling the Port to build meaningful connections with its stakeholders while reinforcing its reputation as a global leader in trade and sustainability. My commitment to creative excellence and strategic precision drives campaigns that resonate with targeted audiences and achieve measurable results.
Special Project: CongressmanAlan Lowenthal Trade and Education Center
As the creative lead for the Congressman Lowenthal Trade and Education Center, I spearheaded the development of a state-of-the-art space designed to provide immersive and interactive experiences for business partners, visiting dignitaries, and other distinguished guests. This cutting-edge center showcases the Port’s evolution from a municipal dock serving a growing city to an international leader in sustainable goods movement, reinforcing its global reputation.
At the heart of the project is a meticulously crafted, scaled 3D map of the Port, complemented by modern interactive components that engage visitors and provide an in-depth understanding of Port operations and initiatives. These features create an environment where guests can collaborate, learn, and explore the Port’s innovations in goods movement and sustainability.
From overseeing content development to directing experiential design, my role ensured the integration of advanced technology and impactful storytelling. This space now serves as a dynamic hub for fostering collaboration, sharing the Port’s vision, and strengthening relationships with stakeholders worldwide.
![CAL_MuseumBrochure_5_9_24v4[2]_Page_1.jpg](https://images.squarespace-cdn.com/content/v1/5edd6258ae18c170a5fd7338/7826a041-06e9-40cf-b785-f3103b6a983a/CAL_MuseumBrochure_5_9_24v4%5B2%5D_Page_1.jpg)
Special Campaign: COVID-19 Communications Outreach Plan
In March 2020, the COVID-19 pandemic fundamentally challenged the Port’s Communications and Community Relations Division, requiring a rapid pivot from in-person engagement to entirely virtual and socially distanced operations. As a critical connector between the Port and its community, the division needed to reimagine every aspect of communication—from events to community programs—while maintaining trust, transparency, and alignment with the Port’s mission.
Leveraging my expertise in strategic advertising and marketing, I helped modernize media relations and crisis communications to effectively target messages and build confidence among diverse audiences. This involved creating a cohesive branding and communication plan that adhered to safety guidelines in partnership with the City of Long Beach, while also extending outreach to dock workers who kept trade flowing amid the surge in cargo demand.
Through innovative tactics, including targeted digital advertising and creative content strategies, we successfully communicated critical updates, facilitated community engagement, the newly designed website and showcased the Port’s commitment to operational excellence during a global crisis. This campaign not only strengthened trust with stakeholders but also earned industry recognition, highlighting the Port’s ability to adapt and lead during challenging times.
Please explore our award-winning AAPA entry for more details on this impactful campaign..
Special Campaign: Green Port Policy 15-Year Celebration
To commemorate the 15th anniversary of the groundbreaking Green Port Policy and highlight the Port’s environmental achievements, the Communications and Community Relations team collaborated with the Environmental Planning Division to develop a multi-faceted campaign during Earth Month 2021. Although delayed due to COVID-19 priorities, the celebration emphasized the Port’s continued leadership in sustainability and environmental stewardship.
A centerpiece of the campaign was an illustrated timeline, “The Green Port Through the Years,” which chronicled key milestones and initiatives in the Port’s environmental journey. This timeline was designed as a versatile and dynamic communications tool—produced in graphic format for the Port’s newly redesigned website and adapted into an engaging video for social media and other platforms. The timeline was also engineered for future updates, ensuring it remains a relevant and valuable resource as new environmental initiatives are introduced and celebrated.
Through strategic content creation and digital storytelling, this campaign elevated the Port’s environmental brand, connecting with diverse audiences and reinforcing its commitment to sustainability. Please click the image below to explore the timeline and watch the video.
Special Campaign- Port of Long Beach Music Video
One of my best creative projects in the Port’s history, this music video brings a fresh approach to telling the story of port logistics to high school students. Designed as part of the Port’s education outreach efforts, the video features an original song inspired by the energy and style of popular boy bands, tapping into pop culture to engage and educate young adults about the vital role of logistics in global trade.
By blending fun, catchy music with an engaging visual narrative, this campaign reimagined how the Port connects with younger audiences, making complex topics accessible and entertaining. The project highlights the Port’s commitment to innovation in storytelling and education, using modern, creative strategies to inspire the next generation.
Click below to watch this unique and memorable campaign in action!
Past Work Samples: Shaping Expertise Through Branding and Fashion
My experience in logistics, entertainment, and fashion has given me the opportunity to collaborate with top branding experts to develop, guide, and implement comprehensive style guides. These efforts ensured creative standards remained consistent across all materials, enhancing brand integrity and recognition.
Each branding initiative involved aligning diverse stakeholders around a shared vision, from identity development to messaging strategies. I facilitated outreach and training programs to ensure the consistent adoption and application of branding elements across various organizational divisions.
This experience has honed my ability to create cohesive, impactful brand identities while navigating complex stakeholder dynamics—skills that continue to shape my strategic approach to branding and communications today.
Thank you for stopping by - and if you would like additional samples from my experiences at The Walt Disney Company designing products to fashion campaigns at Oliver Peoples/ Oakley brands, please reach out to me.
Thank you for visiting
With over a decade of experience leading creative communications, strategic marketing, and branding initiatives at the Port of Long Beach, I bring a deep understanding of the Port’s mission, values, and role as a global leader in trade and sustainability. My expertise in advertising, storytelling, and content strategy has consistently driven impactful campaigns that engage diverse audiences, elevate the Port’s visibility, and align with its long-term goals.
From managing large-scale events like the State of the Port and Pier B Groundbreaking to spearheading innovative projects such as the Port’s website redesign and the Congressman Lowenthal Trade and Education Center, I have demonstrated my ability to lead cross-functional teams, create compelling narratives, and deliver results under pressure. My ability to modernize media relations and crisis communication through targeted messaging and strategic marketing ensures that the Port’s story reaches and resonates with key audiences locally and internationally.
With a proven track record of adaptability, leadership, and creativity, I am confident that my skills and experience uniquely position me to excel as the Manager of Content, helping to shape and share the Port’s story in a meaningful, impactful way.
