Shara Darden, principal and chief illuminating strategist
Shara enjoys working with business leaders to help refine plans and budgets toward results-driven marketing and PR activities. Firefly Marketing & PR is a culmination of Shara’s 15 plus years in communications, marketing and event planning for various industries, including hospitality, technology, associations and non-profits.
Prior to Firefly, Shara held the position of Vice President of Communications, Marketing and Development for an international non-profit organization where she led the development and implementation of annual marketing plans both organization-wide and for specific programs. While there, Shara developed a new pricing process, including an annual assessment of costs and a competitive market analysis; led a brand redevelopment initiative; and created a sales process providing consistency and measurable action plans across the business development team.
Attaining knowledge about your ideal client is central to business growth and success. So, having a plan to systematically capture and track leads, prospects, and customer data is at the center of every Firefly marketing plan. Shara has worked with numerous iterations of contact management; from membership and association management software to sales force automation and customer relationship management systems. She provides seminars on optimizing your business contact management software and a gap analysis may be provided as a part of your marketing assessment.
A proud member of the Business Women’s Network of Howard County, Shara serves on the board of directors as the director of membership retention.
Daria Knupp, account manager, communications and marketing
Daria Knupp has more than 10 years of marketing, public relations, event planning, and communications experience. She thrives on developing innovative blog material, Web sites, marketing proposals, sales brochures, newsletters, training materials, annual reports, direct mail, video scripts, speeches, advertising, and other collateral for various companies and organizations.
Prior to Firefly, she gained a myriad of cross-training communications & marketing experience with an international non-profit organization, where she held positions ranging from Marketing & PR Specialist to Communications Manager.
She is a passionate philanthropist, and serves on the board of directors for the Western Maryland Chapter of the March of Dimes.
A Maryland transplant, originally from southern Ohio, Daria obtained her bachelor’s degree in journalism from Miami University.
Marnie Goldman, senior vice president, public relations
Marnie Goldman is a public relations professional with a background in consumer, hospitality and marketing communications. Having worked in Los Angeles, New York, Miami and Baltimore, Ms. Goldman has a proven track record spearheading profitable, high-profile assignments for a roster of household brand names in the luxury consumer, hospitality, travel, beauty and entertainment industries.
Most recently, Ms. Goldman was a Senior Vice President and Director of Media for The Patton Group, Inc. where she oversaw the re-launch and development of projects including Eden Roc Beach Resort, Sagamore, The Art Hotel, Acqualina Resort & Spa and Miami’s fashion mecca, Village of Merrick Park. While in Miami, Ms. Goldman executed the national roll out and sales launch for the first-ever Porsche designed boats and yachts from Fearless Yachts, which resulted in national and international media attention.
Prior to moving to Miami, Ms. Goldman was an account supervisor with TBC in Baltimore where she spearheaded the day-to-day account management for Gaylord Hotel properties in Nashville, Orlando, Dallas and the initial development of the newest property in the Washington, DC area. At TBC, Ms. Goldman launched MinuteClinic health care centers at Target and CVS stores across the United States and spearheaded a major women’s heart health initiative for the Sister-to-Sister Foundation, which culminated in health fairs in 12 cities across the country.
Ms. Goldman kick started her public relations career working for Fleishman-Hillard in New York. At FH, Ms. Goldman executed national media relations, new product roll outs and strategic communications for prominent global brands including MTV, BALI Company, Lenox, Drugstore.com, Procter & Gamble brands; Swiffer, Tide and Always and the popular PBS series “Antiques Roadshow”.
Early in her career, Ms. Goldman worked as a development executive for Brillstein-Grey Entertainment. Ms. Goldman gained additional entertainment experience as a creative executive for The Bedford Falls Company where she worked in production on major motion pictures and television series. Prior to her work in feature film marketing and production, Ms. Goldman worked in the television packaging and motion picture departments at Creative Artists Agency, a talent and literary agency.
Ms. Goldman holds a Bachelor of Science degree from Boston University.
Julie Nelson, senior vice president, communications
Julie Nelson comes to us with the proven experience gained from a career of managing the marketing and communication efforts of small corporate marketing departments. Her specialties include copy writing, internal and external corporate messaging, event planning, public relations and project management in a variety of industries.
Prior to Firefly, Julie managed the marketing communications activities for an international graphics manufacturer here in the Baltimore region. As the sole resource in this area, she utilized her talents in all the marketing department’s projects from high-level strategic planning, including involvement in the development of a revolutionary new reseller program, to day-to-day items, such as corporate newsletters.
Early in her career Julie worked with public relations and event management for a leading open source technology provider in Raleigh-Durham, NC. From there she went on to lead marketing and PR efforts with an award-winning bathroom fixture in Ft. Lauderdale, Florida. While there she faced the challenge of garnering national consumer attention with almost no advertising budget. In answer she successfully secured continuous, high-profile editorial coverage with national media outlets, such as DÉCOR Home, Better Homes & Garden, DIY Network and HGTV.
Daria Knupp, account manager, communications and marketing 
