Carol McDonald

• Serve as the institution’s primary visual communications resource, managing end-to-end photographic production for enrollment campaigns, advertising, donor relations, and public-facing media across five campuses. • Embedded within the Office of Communications and Public Affairs (OCPA), serve as the primary photography resource for college-wide departments, coordinating directly with faculty, administration, and program leaders to plan and execute photo shoots that support their communications and recruitment needs. • Oversee digital asset management system for thousands of images, maintaining organized libraries, metadata standards, and distribution protocols for use across print, digital, and social platforms. • Mentor and provide day-to-day guidance to a photography intern, assigning projects, reviewing work quality, and delivering constructive coaching to support professional growth. • Collaborate with OCPA leadership and college-wide departments to ensure all visual content aligns with brand standards and supports institutional communications goals across print, digital, and social platforms. • Document major institutional events—commencement ceremonies, leadership inaugurations, and community partnerships—producing polished imagery used in annual reports, accreditation materials, and media outreach. • Manage multiple concurrent production priorities with strict deadlines while maintaining exceptional quality standards and responsiveness to the diverse needs of internal departmental clients across the college.

• Founded and scaled a full-service photography business from the ground up, growing operations to a team of three staff while managing all business development, client relations, and creative direction. • Directed production workflows for commercial, editorial, and event photography engagements, overseeing project intake, scheduling, vendor coordination, and final delivery. Skills Design & Production: Adobe Creative Suite - Photoshop - Lightroom - Bridge - Premiere - Acrobat - inDdsign Publishing & Layout: - Adobe InDesign (proficient), publishing and digital workflow software, print-ready file preparation Digital Workflow: Microsoft Office - Word - Excel - Outlook - PowerPoint AI Tools - ChatGBT - Perplexity - Claude Hootsuite (Social Media Management) FTP File Transfer Protocols Opertion System Platforms: Proficient on Mac and Windows environments Specialized Skills: Photography Digital asset management Large-format digital printing & color management Brand standards compliance Creative team & production management Carol McDonald VISUAL COMMUNICATIONS PROFESSIONAL PROFESSIONAL EXPERIENCE (cont.) • Managed comprehensive client services operations including consultation, contract management, invoicing, and satisfaction follow-up for a diverse portfolio including corporations, nonprofits, and higher education institutions. • Administered print production relationships with outside vendors for large-format printing, publication-quality materials, and branded deliverables; negotiated pricing, reviewed proofs, and ensured quality compliance. • Developed and maintained consistent brand identity and marketing collateral including web presence, social media, and promotional print materials. • Notable clients included: The University of Scranton, Office of Hawaiian Affairs, Department of Hawaiian Homelands, James and Abigail Campbell Foundation, Lumitec Lighting, and NEPA Imaging Center.

• Led a full-service interactive media and communications agency as principal, providing executive oversight of creative, production, and account management teams. • Directed graphic design, web development, and print production projects for agency clients, managing timelines, budgets, and quality across simultaneous multi-client engagements. • Supervised and mentored a team of graphic designers, developers, copywriters and interns, conducting performance reviews, setting departmental goals, and coordinating professional development initiatives. • Managed outside print production vendors (digital press and traditional offset printing), preparing print-ready files, overseeing proofing cycles, and ensuring final outputs met client brand and technical specifications. • Served as primary client liaison for accounts including advertising agencies, healthcare and educational institutional accounts, translating strategic briefs into compelling visual communications solutions. • Maintained operational administration including resource allocation, project scheduling, and production workflow management across print and digital channels.