With a foundation in Information Science and Journalism from the University of North Carolina at Chapel Hill, Chel combines analytical rigor with strategic communication to guide AEC firms toward measurable growth. Her academic training equips her to translate complex marketing data into actionable insights, while her storytelling skills ensure strategies are clear, practical, and aligned with client objectives.
Her career in marketing began during college, interning at a digital marketing agency that supported a diverse clientele ranging from major insurance companies to e-commerce brands and nonprofits. She transitioned from web development into SEO analysis, quickly mastering technical search strategies, user behavior insights, and content optimization. Rising to a senior SEO role, she developed a strong understanding of how data-driven strategy, technical execution, and creative problem-solving intersect to drive meaningful results.
Her transition to Nover Marketing marked a natural evolution into a broader strategic and client-facing role. Beginning as an SEO specialist, she expanded into PPC management and ultimately took on comprehensive project management responsibilities across multiple client portfolios. Today, she specializes in lead generation for AEC clients, focusing on bottom-funnel, intent-driven campaigns that capture high-quality, ready-to-convert prospects. While SEO remains her strongest discipline, her proficiency in paid media and integrated acquisition strategies allows her to oversee campaigns holistically, ensuring every initiative aligns with measurable business outcomes.
Her work has delivered substantial results. For a structural engineering firm, she led an initiative that boosted organic traffic by over 450 percent within a single year through targeted SEO, content strategy, and competitive analysis. She also guided a residential renovation company into commercial markets by identifying niche organic opportunities competitors had overlooked, establishing early authority, and creating a foundation for larger, higher-value projects. These successes reflect her ability to translate market insights into actionable strategies that drive measurable business impact.
Her project management philosophy emphasizes collaboration, clarity, and efficiency. She coordinates teams to achieve goals without overextending resources and is recognized by clients for her ability to listen intently, distill complex information into clear recommendations, and guide decision-making with actionable insights. Beyond execution, she serves as a strategic advisor, helping clients refine objectives, identify new opportunities, and understand why each strategy supports long-term growth.
With cross-disciplinary expertise, a results-driven approach, and a record of measurable success, Chel helps her AEC clients strengthen digital presence, build predictable pipelines, and compete effectively in a crowded marketplace. Her philosophy is straightforward: combine precision with creativity, listen carefully, and design strategies that generate real, lasting impact for both clients and their businesses.
Outside of work, Chel is deeply involved in ecological conservation initiatives such as field surveys and hands-on animal care. This commitment to stewardship reflects a thoughtful, detail-oriented approach that carries over into her marketing strategy. She also enjoys hiking, boxing, running, creative writing, and art—activities that foster a creative, broad perspective she applies to problem-solving and campaign design