Select Digital Projects

In 2024, my team led the development of Upwork’s first GTM campaign, which included a buildout of two different microsites for each launch (Spring and Fall). For each microsite, we developed over a hundred visual assets to align to a variety of product features. We also ensured that the microsites stayed true to our new brand identity system both conceptually and with our UX decisions.

In 2023, I helped Resy develop a digital content customer journey. My team designed surveys to better understand the types of content that Millennial foodies across five urban markets gravitated towards the most across publishers and social media. From there, we audited Resy’s own content to develop a customer journey map along with a wide range of recommendations to make their site and social content more engaging.

In 2020, I partnered with UX and creative teams at Virtue Worldwide to help Unilever develop a global site toolkit for all of their personal care brands. Through extensive user testing, we created navigation and category pages that best aligned to the needs of women using their haircare products across multiple products.

In 2019, my team at Virtue Worldwide rebuilt Rolex’s global social playbook from the ground up. Using social analysis tools, we conducted a thorough competitive audit of other luxury watch brands to find the most advantageous content opportunities for Rolex. We also deeply analyzed their own content to define a path forward for the brand that led to hundreds of thousands of new followers across platforms.