Hi, I'm Kandice.
I'm a communications strategist, storyteller, and builder who believes the best communications work starts with understanding people.
I spent the first seven years of my career in television newsrooms across North Carolina, where I learned how to find the story within a complicated issue, ask better questions, work under pressure, and communicate in a way that makes people pay attention. Eventually, I realized I wanted to do more than tell stories about communities. I wanted to help organizations communicate with them.
That shift took me from journalism into public health and local government communications. As the sole communications professional for the Town of Rolesville, I had the opportunity to build. I developed strategies and workflows, managed communications across social media, email, web, video, and earned media, and looked for better ways to connect residents with their local government.
The results mattered. During my time with the Town, our email audience grew from approximately 1,000 to 8,000 subscribers, while social media engagement increased by 150%. More importantly, I learned that strong communications isn't simply about producing more content. It's about understanding who you're trying to reach, creating systems that support good storytelling, and continually learning from how people respond.
Purpose is at the center of my work.
That philosophy also shapes my nonprofit work. I serve as Development Committee Chair and on the Governance Committee for SAFE Haven for Cats, where I support fundraising, donor engagement, communications, partnerships, and organizational growth. I helped develop and launch a new ambassador program that attracted more than 60 sign-ups before launch.
Working with mission-driven organizations has reinforced what I value most about communications: helping people understand why something matters and giving them a reason to become part of it.
How I approach communications
I tend to start with three questions:
Who are we trying to reach?
Understanding the audience comes before choosing the message or platform.
What do we want them to understand, feel, or do?
Good communications should have a purpose beyond simply being seen.
How will we know if it worked?
I use audience insights, analytics, testing, and feedback to learn what's resonating and where the strategy needs to change.
Then, I build.
Beyond the work
I'm currently pursuing my master's degree in Digital Communication at the University of North Carolina at Chapel Hill, where I'm continuing to explore communications strategy, audience psychology, analytics, reputation management, and digital experiences.
Outside of communications, I'm a yoga teacher and longtime animal rescue volunteer. I've fostered dozens of cats over the years, although a couple have successfully convinced me that the "foster" part was optional.
At the center of all of these things is something I'm endlessly curious about: how people connect.
That's ultimately what keeps me interested in communications, too.
Whether I'm developing a strategy, interviewing someone for a story, analyzing an email campaign, or building something that didn't exist before, I'm interested in creating stronger connections between organizations, their missions, and the people they hope to reach.
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