Digital Transformation
Implementing relatable and sustainable digital experiences that build connection.
My work centers on shifting or integrating traditional approaches to digital-first practices in ways that are practical, meaningful, and sustainable.
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.
Case Study 1: Washington and Lee University
Expanding Enrollment Marketing Reach
The pandemic disrupted traditional recruitment at a time when college enrollment was at historic lows. W&L needed to sustain interest and engagement while competing in an increasingly digital landscape.
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.
Case Study 2: George C. Marshall Foundation
Pivoting From the Physical to Digital
The 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.
Case Study 3: Northrop Grumman
Competing on a Global Scale
With one of the largest B2B websites in the world, Northrop Grumman needed to align its digital presence with market-driven priorities while preparing for AI-informed discoverability across human and machine audiences.
Northrop Grumman strengthened its global website ecosystem, achieving more agile, data-driven content strategies that serve diverse stakeholders while advancing enterprise marketing priorities across sectors and international markets.
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As part of the Digital Readiness, Measurement & Insights team, led the re-architecture of the “What We Do” ecosystem to align with market-based taxonomies instead of internal silos.
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Partnered with global teams (Japan, UK, Australia) and sector divisions (Space, Mission Systems, Defense Systems, Aeronautics) to socialize new approaches to GEO/SEO strategies.
Served as a strategic liaison between brand leadership, content owners, and technical teams to align enterprise-wide direction.
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Worked across campaign, social, and editorial teams to embed SEO practices that balanced human engagement with AI-driven discoverability.
