Heidi Glatfelter Schlag, Founder & Principal
Strategic nonprofit marketing professional with expertise in researching, designing, implementing, and evaluating innovative, data driven campaigns, websites, and content to raise public awareness, motivate action, and achieve organizational goals.
Photo by Mary Kate McKenna Photography
As the founder and principal of Culture-Link Communications, I am dedicated to developing and implementing creative, compelling marketing, communications, and fundraising campaigns for tourism, heritage, and cultural organizations and nonprofits. I currently serve as the Director of Marketing and Digital Strategy for Shepherd University in Shepherdstown, WV, where I am focused on redefining our brand, growing awareness, and increasing enrollment as the leader of a newly-invigorated marketing department.
Prior to my arrival at Shepherd in 2021, I served for over seven years as the Director of Marketing and Communications for the C&O Canal Trust, the nonprofit partner of the C&O Canal National Historical Park. Using both traditional and new media, I substantially grew the Trust's profile in the communities lining the 184.5 mile-long Park and was a key player in the success of the Trust's award-winning programs: the C&O Canal Explorer mobile app and the Canal Quarters lockhouse program. I also led a multi-partner effort to celebrate the 50th anniversary of the C&O Canal during the pandemic by shifting our focus from large events to socially-distanced travel product development.
I am also involved in a professional and volunteer capacity with a variety of community organizations, including Maryland Road Trips, Heritage Montgomery, the National Road Heritage Foundation, and the Downtown Frederick Partnership. Much of my career has centered on bringing multiple organizations together through partnerships, where I advocate for resource sharing, knowledge exchange, and collaborative promotional efforts.
Outside of work, I have varied interests that include hiking and exploring new places -- particularly museums, parks, small towns, and farms -- with my husband and two rescue dogs. I also enjoy sewing, reading, cooking, and travel. I am a self-professed history nerd and a former violinist, so heritage and culture have my heart and feature prominently in my work and travels. I love doing research, making lists, and crunching data -- that's the influence of my engineer dad! I'm a life-long learner, dedicated to improving this world for future generations.