Digital Transformation
Whether supporting enrollment goals, guiding a historic foundation into an online future, or evolving a Fortune 100 enterprise website, I’ve led teams and partners through change by focusing on clear strategy, collaboration, and measurable outcomes. My work centers on shifting or integrating traditional approaches to digital-first practices in ways that are practical, meaningful, and sustainable.
Expanding Reach at Washington and Lee University
W&L needed to sustain interest and engagement while competing in an increasingly digital landscape. The pandemic disrupted traditional recruitment at a time when college enrollment was at historic lows.
W&L met and exceeded enrollment goals despite national declines.
The work established sustainable, digital-first practices—expanding reach, supporting hybrid engagement, and reinforcing W&L’s competitive position in the higher ed market for years to come.
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Collaborated with the Enrollment Leadership Team to quickly adopt a digital-first strategy that sustained yield goals while building future-ready practices.
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A robust virtual tour
Direct messaging with counselors adding a human touch
Segmented microsites (first-gen, international)
On-demand videos highlighting student life, academics, and financial aid
Geo-targeted digital ads in priority markets
Personalized drip campaigns integrating email, print, and digital timing across funnel touch points
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Socialized the strategy across departments and among team members.
From Physical to Digital
The George C. Marshall Foundation’s legacy had long depended on a physical presence.
The shift to an exclusively digital platform required a cultural change,
and a strategic reimagining of how to tell Marshall’s story online, strengthening global access, donor reach, and long-term financial sustainability.
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Partnered with the Executive Leadership Team to guide a digital transformation strategy that honored the Foundation’s history while meeting modern donor and educator expectations.
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Directed cross-functional teams and vendors to:
Develop a scalable digital-first content strategy
Redesign brand identity for online storytelling
Launch donor-focused campaigns and lookbooks designed for digital channels
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Facilitated executive buy-in through regular socialization of progress, outcomes, and long-term sustainability planning.
