Project Management
Bringing Strategy to Life, One Project at a Time
At Washington and Lee University, enrollment marketing was fragmented—managed by separate offices with different priorities, processes, and communication styles. As the world shifted under our feet during a global pandemic, the need for clarity, coordination, and trust became urgent.
My Approach
Unify teams, streamline workflows, and create a student-centered, integrated campaign strategy that could flex under pressure and still deliver results.
From Siloed Teams to Strategic Synergy
I led a collaborative alignment between the Admissions and Communications teams—facilitating shared planning sessions, establishing a joint content calendar, and building trust through transparency and shared wins.
We replaced fragmented messaging with a coordinated narrative that reflected W&L’s mission and values across every channel—from personalized emails and digital ads to print brochures and virtual recruitment events.
A Unified Student Experience
Prospective students and families encountered a clear, welcoming voice throughout their journey. We told honest, human stories. We showed real students. And we built digital experiences that reflected the warmth and complexity of campus life—even from miles away.
Building Better Systems
To manage the pace and complexity of campaign development, I built a custom project management platform tailored to our cross-functional team’s needs.
Tracked 50+ simultaneous deliverables
Offered real-time visibility into timelines and responsibilities
Reduced bottlenecks, improved morale, and supported more agile delivery cycles.
Outcomes
32.5% increase in applications, nearly double the national average
Smoother internal operations and more efficient workflows
Expanded digital reach with long-term tools like virtual tours and event platformsMore inclusive messaging and storytelling that connected with students and families in a time of uncertainty
Effective project management isn’t about checking boxes—it’s about creating alignment, removing friction, and empowering people to do their best work. By bringing structure to complexity and humanity to systems, we transformed how W&L connected with students—and each other.
