Projects
Some recent work: complex problems, practical solutions, measurable outcomes.
Rebuilding a Website Based on Real User Behavior
The Challenge The site was attracting traffic but confusing users. Paths from interest to action were fragmented across multiple systems, and internal teams had no clear insight into what was working or where users stalled. My Role Led the full website rebuild, using user behavior and session data to map friction points and recirculation loops. Reworked content structure and CTA logic around actual user flow, not internal priorities. Oversaw the global rollout and agency management. Impact Traffic doubled, conversions rose 20%, and users moved more consistently through key product and registration flows. What It Enabled Improved how future launches were planned and gave teams a more reliable structure to align content, conversion, and promotion efforts.
Segmenting Real Buyers, Not Just Roles
The Challenge Campaigns were reaching the right roles on paper, but not the right people in practice. The team couldn’t distinguish between passive visitors and those with real purchase intent. My Role Analyzed how key audiences—from early-career finance professionals to mid-level risk leads moved across email, web, and event channels. Built working profiles based on actual behaviors, not static personas. Used these to drive content planning, nurture logic, and campaign handoffs. Impact Engagement rose 30% across mid-funnel campaigns. Sales had clearer lead signals, and marketing began planning by behavioral segment. What It Enabled Helped align marketing, sales, and content teams on shared audience insights reducing guesswork and improving campaign focus.
Making Messaging Easier to Test and Use
The Challenge Teams didn’t have a clear way to test messaging. They were spending time debating copy without knowing what would actually work with their audience. My Role Built a flexible message testing workflow that used AI tools to generate and compare copy variants across audience types and formats. Focused on frameworks that helped internal teams learn what actually moved users not just what got clicks. Impact Identified messaging that drove up to 50% higher conversion among high-value audiences. Helped teams move faster with language that was proven to perform across core channels. What It Enabled Made testing a practical habit for creative and demand teams—not a special project.
Launching into a Competitive B2B Segment to Drive Net-New Growth
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The Challenge The team was tasked with expanding into a new B2B vertical where the company had low brand visibility and faced strong incumbents. Existing demand programs weren’t producing qualified leads, and sales struggled to gain traction. My Role Partnered with commercial leads to define a clear entry strategy. Designed a focused campaign targeting mid-sized tech and financial firms entering digital transformation phases. Developed messaging tailored to industry-specific pain points, supported by content, outbound sequences, and warm intro paths. Impact Campaigns brought in two new clients in a previously untapped vertical quickly validating market fit in a space where awareness had been low. What It Enabled Gave the team a tested approach to break into new segments—faster, more focused, and backed by real market response.
Localizing Digital Campaigns for China
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The Challenge Global content wasn’t resonating in China. Engagement lagged, messaging missed cultural tone, and platform-specific content rules limited visibility. My Role Rebuilt campaign content and sequencing with local partners adjusting tone, format, and delivery to regional expectations. Created a compliant workflow that met platform governance and still told a cohesive brand story. Impact Engagement improved 40% quarter-over-quarter. Conversion rose 8%. Local credibility increased through consistent messaging. What It Enabled Offered a playbook for adapting brand voice and campaign flow to highly regulated and culturally specific markets.
