S E L E C T I O N S O F W O R K F O R
VCU Winn Awards
Director of Communications and Marketing
Website Optimization and Content Strategy for Northrop Grumman
Northrop Grumman | northropgrumman.com
As a key member of the Digital Readiness and Owned Channels Teams at Northrop Grumman, I lead initiatives to optimize user experience (UX), improve search engine optimization (SEO), boost lead generation, and enhance the effectiveness of northropgrumman.com, attracting approximately 17,000 daily visitors.
I have enhanced the accessibility and usability of product pages by ensuring compliance with WCAG 2.0 guidelines. By leveraging Google Analytics 4 (GA4), SimilarWeb, and CrazyEgg, I analyze user interactions and page performance to drive data-informed optimization strategies that improve ROI and user experience.
Collaborating within an Agile framework, I facilitate iterative improvements to web components, maintaining high standards of accessibility and usability through continuous feedback cycles. This comprehensive approach significantly enhances the effectiveness of landing pages for priority products and programs, supporting Northrop Grumman's strategic objectives.
Front-End Design | SEO | Competitive Analysis | CMS Management | Performance Measurement
Out-of-Home Advertising
Virginia Military Institute
Richmond International Airport
I led the development and execution of a series of large-format digital billboards to enhance brand visibility and drive admissions for Virginia Military Institute. This initiative significantly increased awareness and interest in VMI’s admissions, effectively reaching travelers at a key transportation hub.
Concept Development | Graphic Design | Copywriting | Production
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Collaborated with stakeholders to create a compelling campaign that resonates with prospective students.
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Designed eye-catching visuals that effectively communicate the unique offerings and values of the institution.
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Crafted concise and impactful messaging to engage the target audience and encourage inquiries.
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Oversaw the production process to ensure high-quality displays that met technical specifications.
Print Marketing
George C. Marshall Foundation
Capital Campaign Donor Collateral
As a marketing consultant for the George C. Marshall Foundation, I led the development of print collateral to launch their capital campaign, establishing a strong foundation for outreach and fundraising efforts that significantly increased donor engagement. In addition to this, I served as the primary consultant for the website redesign project, ensuring a cohesive strategy that enhanced the foundation's digital presence.
Concept Development | Graphic Design | Copyediting
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Collaborated closely with senior leadership to create a compelling narrative encapsulating the campaign's objectives and the foundation's mission.
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Designed collateral that conveyed key messages and fostered an emotional connection with potential donors, enhancing brand recognition and support for the foundation.
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Overaw the pre-press process to ensure that the final print materials met the highest standards of quality.
Enterprise Website Design and Management
Virginia Military Institute | vmi.edu
In my role as Director of Online Communications and Branding at Virginia Military Institute, I led a hands-on digital transformation initiative designed to enhance and future-proof the institute’s online presence. This effort strengthened VMI's branding and established the institution as a leader in military education within the digital landscape.
Web Design | Graphic Design | Brand Management | Copywriting
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Lead designer and developer for vmi.edu website using advanced HTML, CSS, and UX principles to create a visually compelling and user-friendly platform that effectively communicated mission and values.
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Implemented an intuitive information architecture with clear navigation and accessibile considerations, ensuring a seamless experience for prospective students, alumni, and stakeholders.
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Designed a secondary suite of visual assets that supported and strengthened the brand narrative ensuring consistency across touchpoints.
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Curated high-quality imagery and crafted succinct, compelling copy to ensure a cohesive voice and effective visual storytelling.
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Developed and implemented targeted digital marketing strategies to drive traffic to the website, utilizing social media campaigns to maximize outreach.
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Leveraged data to monitor performance and engagement, allowing for data-driven decisions that informed ongoing enhancements.
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Engaged with stakeholders throughout the process, gathering feedback to ensure the website met their needs and effectively represented the institution.
Audience Segmentation
Parent Brochure for Admissions
Designed for Parents and Families of Prospective Cadets
Graphic Design | Photo Curation | Copyediting
W R I T I N G E X C E R P T
It means something.
A small, nationally ranked college committed to leadership development in a military environment, VMI hones values of honor, discipline, selflessness, commitment, duty, self-reliance, and service. These attributes are in high demand and develop as a result of academic and physical challenge.
Men and women of VMI are free to choose military or civilian careers. VMI cadets are exposed to diversity of thought in a complex and changing world and are encouraged to pursue their individual dreams. They are prepared for the future and anything it may bring. VMI diplomas carry with them a reputation for academic excellence and leadership proficiency.
VMI graduates have embraced the challenges of no ordinary college and, as a result, experience lives that are far from ordinary.
Informational Poster
Advertising Poster for W&L University Admissions
Designed for High School Guidance Counselors
Graphic Design | Photo Curation | Copyediting
As part of W&L’s admissions efforts, I spearheaded the renovation of a poster targeted at high school guidance counselors. By engaging guidance counselors, we enhanced our outreach, building awareness of W&L among prospective students. The imagery was selected to resonate emotionally with prospective students, while the messaging was crafted to make it easy for counselors to relay the W&L value to students.
Writing Excerpt
S I D E O N E
Preparing students to meet the world’s challenges as ethical leaders, visionary thinkers and compassionate leaders.
S I D E T W 0
Think you know W&L? Think again.
W&L students pursue their passions, build connections between disciplines, grow from global experiences and conduct serious research. Some attend W&L for its small size and personal attention; others say it’s W&L’s academic reputation, scenic location or engaged community.
Within a community of peers and mentors, our students hold each other to the highest standard of integrity, united by the student-run honor system. When they graduate, they do so as critical thinkers with a network of support, lifelong friendships and a degree that opens doors.