Digital Strategy + Web Platforms

A great website isn’t just pretty. It needs brains behind the beauty. I focus on UX writing and content journey planning that guides users where they need to go—without making them think twice. Every word has a job, and every interaction reflects the brand’s voice (no awkward button copy here).

I work closely with marketing, IT, developers and creative teams to bring big digital ecosystems to life. Whether it’s a global site, a microsite or something in between, I help build experiences that are clear, consistent and built to perform. Think strategy meets storytelling meets structure—with just enough polish to keep things feeling human.

Digital Strategy, Seamless Delivered

  • I’m all about building digital experiences that don’t just look good today but still work beautifully six months (or six years) from now. That means thinking beyond content and diving into the systems, tools, and teams that keep everything running behind the scenes.

    I partner across departments to ensure that platforms are structured, scalable, and ready to grow. From streamlining backend workflows and managing digital assets to creating content that actually gets people to click, I ensure that strategy isn’t an afterthought—it’s built-in from the CMS to the CTA.

  • It’s not just about building websites—it’s about building systems that support your strategy and scale with your growth.

    • Multi-site and multi-language website management

    • UX writing and content journey planning

    • Digital tool optimization and platform strategy

    • Lead generation strategy + form integration

    • Digital asset management (DAM) implementation and governance

    • Workflow creation for regional contributors

    • Cross-functional collaboration across marketing, subject matter experts, IT, dev and creative

  • I’m fluent in the platforms and tools that keep digital work moving—whether it’s content, data, collaboration, or delivery. Here’s what’s in my toolbox:

    • Content Management Systems: Adobe Experience Manager, Craft CMS, Drupal, WordPress

    • Digital Asset Management: Adobe DAM, Brandfolder

    • Analytics + SEO Tools: Adobe Analytics, Google Analytics (GA4), BrightEdge, Semrush, Google Search Console

    • Project Management + Collaboration: Asana, Smartsheets, Workfront, Slack, Microsoft Teams

FEATURED HIGHLIGHT: JOURNEY-DRIVEN SITE OPTIMIZATION

BROOKDALE

The Challenge

Brookdale’s B2B site for healthcare professionals was falling flat. The messaging missed the mark, the service info was barely there and lead generation? Nonexistent. The site didn’t reflect what its audience—healthcare professionals who refer patients to senior living communities—actually needed to see. No wonder engagement was low, and conversions were even lower.

The Strategy

I led the charge to turn the site into a referral-friendly, conversion-driving machine. First up: a complete content and competitor audit to spot the gaps. Then, with a small but mighty team, we redefined the target persona, mapped the referral partner journey and restructured the site around what healthcare professionals want to know.

We rewrote the content from the ground up, ensuring every word spoke clearly and directly to providers—with empathy, transparency and just the right amount of persuasion. We simplified navigation, filled in critical service details, and added real lead-gen tools, like clear CTAs and a referral form.

The Result

A site that actually works—for users and for the business.

  • +9% YoY increase in B2B site visits

  • +5% YoY increase in lead generation

We turned a clunky website into a trusted tool for referral partners and a strategic win for the brand.

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