Portfolio
SALESFORCE
NEW PRODUCT PAGES
Our heavy portfolio expansion over the years resulted in different narratives, hierarchies, depth, sales methodologies, and structures across our product and industry offerings on salesforce.com. These complexities were exposed through digital channels to our end users. As part of our One Salesforce initiative, we re-platformed our website and reimagined our product pages as part of the migration.
As the digital strategy lead for our product content on salesforce.com, I led my team and collaborated closely with the UX, engineering, creative, and product marketing teams to reimagine and transfer our product content to our new web platform.
Our goal was to make it easy for buyers to understand, learn, and try our products. To achieve this, we enabled our migration teams on the new platform, helping deliver an amazing experience that was: simple, consistent, outcomes-focused, data-centric, and scalable globally.
To ensure a smooth transition, I also led executive communications, planning, and agile process optimizations of the program in close partnership with program management. I worked closely with each product team to ensure efficient content production and a seamless shift to the new platform.
We conducted an A/B test on our new Sales product pages, and the results were exceptional. We observed an increase of 21% in the Click-to-Chat Rate, a 27% rise in the Form View Rate, and a 21% improvement in the Form Conversion Rate.
As a result, we are swiftly migrating the remaining product pages and anticipated similar performance enhancements.
SALESFORCE
PRODUCT PAGE OPTIMIZATIONS
In partnership with the EVP, Product Marketing, I set the vision and roadmap to elevate our website and transform our customers' experience. Our mission was to deliver exceptional experiences across all our product and industry solutions content. With my guidance, our team optimized our pages at lightning speed by focusing on three critical areas. We streamlined our messaging to prioritize clarity and value propositions upfront, while also eliminating any irrelevant details. We also deliberately designed graphics that put our customers first and showcased our products with pinpoint accuracy. Finally, we developed a consistent user experience throughout all our sales efforts, campaigns, and the entire website.
This work resulted in 10% improvement in form views, 11% improvement in form completions, and 6% in SEO page views pre vs. post change.
SALESFORCE
SALESFORCE ESSENTIALS WEBSITE
I was handpicked by the SVP, SMB Marketing, to craft a digital experience that would drive growth in the small business sector. With the launch of our first product, Essentials, I created a mobile-first approach that would simplify the user experience while effectively communicating how we could solve common problems small businesses face. I had a clear vision for success, and to achieve it, I partnered with leadership to carve out a budget and headcount in order to assemble a team of talented individuals who shared my passion and drive. Together, we utilized a content-driven strategy to attract more trial subscribers and supercharge product growth. Our innovative digital platform allowed us to quickly build, test, and refine the website, giving us the edge we needed to establish Essentials as a top-performing website at Salesforce. By creating a seamless buying journey from the website to sales to adoption, we built a cohesive experience that truly set us apart.
Over 2 years the website delivered 310K organic visits, avg 7% organic form view rate, avg 32% organic form completion rate, and 6.5K organic trial sign ups.
SALESFORCE
ESSENTIALS QUICK START GUIDES
Our mission was to revolutionize the user onboarding experience for our Essentials product by empowering individuals to adopt our technology seamlessly. By harnessing the power of digital Quick Start Guides, we successfully minimized the need for sales and adoption team support, thus enabling our users to navigate the onboarding process effortlessly. These meticulously crafted guides have been tailored to users' unique business functions, ensuring that individuals of all skill levels can effortlessly configure their Essentials instance and experience its full potential.
This work resulted in an average of 20% repeat visitors; Visitors spent an average of 3 mins per visit.
SALESFORCE
PROGRAM MANAGEMENT & OPERATIONS
As a Senior Digital Program Manager at Salesforce, I took on a leadership position where I provided direction and guidance to the project management team. I oversaw strategic initiatives to propel salesforce.com to even greater heights of success.
One of my most significant achievements was leading the creation of a unified process site for the Marketing organization, which harmonized the workflow between different disciplines. This initiative was met with overwhelming positivity and expanded to regional teams, thus fostering collaboration and increasing efficiency.
I also implemented a systemized approach to enable new teams and regions to adopt new program management tools and processes. This effort greatly simplified their onboarding process, allowing them to integrate seamlessly and hit the ground running.
Furthermore, I developed standardized reports for senior leadership that showed project status and resource capacity, greatly enhancing work transparency. This allowed the organization to optimize its resources and track its progress with greater clarity, thus enabling more informed decision-making at the highest levels of leadership.
DIGITAS LBI
Nissan/Infiniti, AEM Migration
As the Associate Director of Project Management, I took on a leadership role, working closely with my SVP to build a team of over 30 multi-disciplinary professionals across Nashville and Atlanta. Our goal was to lead the charge in migrating the USA Nissan and Infiniti websites onto Adobe Experience Manager, a massive undertaking involving over 1,000 pages in three languages, three brands, eight integrations, and more than 138 customer features.
To ensure the success of this initiative, I spearheaded the Nissan/Infiniti client's PMO, leading by example and setting a high bar for excellence. I optimized our ways of working and managed the program's risks and overall health, earning my colleagues and clients' trust and respect.
I was also directly responsible for managing the budget and project management team and designing new working methods between our regional teams and clients. I created powerful systems to report on project status and risks, defined clear escalation paths, and implemented agile working methodologies.
PANDORA
CMA Country Experience
As a Senior Digital Producer at Pandora, I had the honor of partnering with the Country Music Association to bring the CMA Country Experience station to life. This innovative initiative showcased custom mixtapes and artist interviews to highlight the CMA's most significant events, including the CMA Music Festival, CMA Awards, and CMA Country Christmas Special.
As a leader, I brought my vast expertise in providing invaluable user experience design, content development, and thought leadership to the project. But my leadership didn't stop there. I was also responsible for managing stakeholder relationships, working closely with clients and artists to capture the necessary content and ensure the project's success.
With a keen eye for detail and a deep understanding of product development practices, I also led the development team, driving them to optimize and test the listener experience to ensure it met the highest standards of quality and excellence.
The program exceeded targets, with 285K unique listeners, 136K+ hours of listening time, and 28 minutes of average listening per user.
PANDORA
Thumb Moments
In my role as a Senior Digital Producer at Pandora, I spearheaded the groundbreaking Pandora Thumb Moments program, which marked Pandora's first-ever paid media campaign. This innovative initiative took personalization to a new level, allowing fans to connect with their favorite artists by "thumbing up" a song on Pandora. We carefully selected artists like Fall Out Boy, Lindsey Stirling, Matt Nathanson, and Nick Jonas to engage listeners and record their experiences, which we then used to create compelling ads on and off the Pandora platform.
I single-handedly directed the development and production team, overseeing technical development and conducting artist interviews on set. I also served as the driving force behind the project, providing strategic guidance and inspiring the team to deliver outstanding results.
COMRADE
Bank of the West, Online Baking Optimization
As a Senior Project Manager at Comrade, I was entrusted with one of the most significant projects the firm had ever undertaken, a complete redesign of Bank of the West's core online banking platform. It was a challenging project that required me to bring all my leadership skills to bear.
From the outset, I knew I would need to lead the efforts of multiple groups, including business stakeholders, off-site development teams, and user experience teams. With the teams located in various locations, I knew keeping everyone aligned would be a challenge. To address this, I took proactive measures to ensure that everyone was on the same page by holding daily scrum meetings and using online chat and video conferencing. I also divided the teams into sprint teams to create a more focused effort across the 30+ functional groups that were involved in the project.
Throughout the project, I provided leadership and support to ensure that Bank of the West delivered customers a robust and compliant user experience. I set clear goals and expectations for my team, provided timely feedback and guidance, and motivated everyone to work toward the project's success.
COMRADE
iHealth, Website Redesign
I spearheaded the iHealth digital experience overhaul. With a small team, we collaborated with iHealth to redesign their website with a new responsive design. I provided guidance in developing a defined visual style tile, user experience strategy, and messaging platform through multiple working sessions with both teams.
In addition, I contributed as a designer, creating assets for the iHealth online store. I also led the team to solve a significant issue with the provided iHealth photography assets by overseeing an inexpensive photoshoot using internal Comrade employees.
My hands-on approach didn't stop there; I even participated as a model in the photoshoot, ensuring that every project detail was executed seamlessly. The result was a beautifully designed and user-friendly website that provided iHealth's customers an enhanced online experience.
THISMOMENT
Disney Parks, Let the Memories Begin Website
As a Strategic Project Manager at Thismoment, I consistently demonstrated my leadership skills through successful project launches for top global brands. One of my most notable achievements was the development and launch of the Disney Let the Memories Begin website. From scoping to wireframing and designing, I managed the development of the mobile site and impressed the client with the outcome, leading to a two-year contract renewal.
Additionally, in 2012 and 2013, I oversaw the successful launch of more than 52 projects for various global brands.
EVEO
Reclast, National Sales Meeting Materials
As the Project Manager and later the Director of Strategic Planning at Eveo, I demonstrated strong leadership skills in multiple projects. I oversaw the development of various print, interactive, and video programs for the Reclast client. I also collaborated with the client and led the creation of materials for their National Sales Meeting, which won a 2010 Telly Film/Video Bronze award, demonstrating my ability to deliver high-quality work.
I further showcased my leadership by leading the development of Eveo's first proprietary patient, physician, and sales iPhone and iPad applications.
As Director of Strategic Planning, I led the creation of successful pitch projects, which resulted in 11 new accounts and generated $3M in sales revenue. To improve our business, I implemented a system to analyze the profitability of pitches against projects over time. I also oversaw the editing and streamlining of capabilities presentations, which helped us better position our products against competitors.
IVILLAGE
iGo Green Sweepstakes
As a Sales Marketing Producer at iVillage/YourTotalHealth, I created the iGo Green sweepstakes to launch the iVillage web portal. I used various promotional channels across NBC Universal web properties to increase brand awareness, resulting in over 58K unique visitors, a 12% return rate, and over 1.3MM page views. To improve the sweepstakes, I collaborated with development resources to create a short-form entry method, leading to a 10% increase in return entries.
I also developed the sales marketing department's first training manual to speed up onboarding for new Producers. I facilitated relationships between GlaxoSmithKline brand managers and YourTotalHealth Account Executives, increasing sales revenue from $200K to $1.2M.
GLAXOSMITHKLINE
1on1Health, Print & Web
As the overseer of the 1on1health patient education campaign at GlaxoSmithKline, I managed the development and updating of content for 27 disease states on 1on1health.com and corresponding print booklets.
I managed vendors, created yearly budgets, and led the creation of ads to boost site traffic. Our SEO campaign resulted in a yearly visitor increase from 250,000 to 480,000. Our patient-friendly content within the 1on1health print booklets (English, Spanish, and Mandarin) increased sales representatives’ average time with physicians by 2.4 minutes.