Implementing digital experiences that build connection.
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 Marketing 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.
Pivoting From Physical to Digital Spaces
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.
Aligning Market Priorities with Discoverability
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.
Those strategies 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.
