I design digital ecosystems that directly support enrollment and acquisition, aligning web strategy, content, CRM, and campaign execution into systems that generate measurable outcomes.

My work focuses on building full-funnel systems where inquiry, application, and yield are not separate efforts, but coordinated outcomes of a unified strategy.

Read: Growth During a Downturn

I build and govern enterprise web ecosystems that enable large, decentralized organizations to operate with consistency, speed, and strategic alignment.

At Northrop Grumman, I lead content strategy and governance for a global web platform, introducing structured content models, reusable component systems, and standardized workflows that improved operational efficiency and significantly increased engagement.

I specialize in transforming fragmented web environments into scalable systems that balance institutional control with distributed contribution.

Read: Modernizing a Historic Brand

Search has fundamentally changed. I design content systems that perform in both traditional search and AI-driven discovery environments.

My work integrates SEO, AEO (AI Engine Optimization), schema, and structured content design to ensure content is not only findable, but usable by emerging AI systems.

At Northrop Grumman, I’ve led initiatives to align content with zero-click search behaviors, implementing AI-assisted workflows and metadata strategies that improve both efficiency and discoverability at scale.

Read: AI-Ready Content at Scale

Across industries, I design experiences that support complex decision-making, particularly in high-consideration journeys like higher education and enterprise services.

My approach prioritizes reducing cognitive load, clarifying pathways, and aligning navigation with user intent rather than internal organizational structures.

At Virginia Military Institute, I restructured admissions-related digital experiences to better support prospective cadets and families navigating a rigorous and highly nuanced decision process, improving clarity, accessibility, and engagement. Read More

My work spans platforms including Sitecore, TerminalFour, WordPress, Slate CRM, and Salesforce, where I’ve led integration and orchestration efforts that enable institutions to move from campaign-based marketing to continuous, journey-based engagement.

I connect web, CRM, email, paid media, and content strategy into cohesive lifecycle marketing systems that support personalized, data-informed engagement.

This includes building systems that support segmentation, automation, and real-time optimization across the prospective student lifecycle.

Read: Designing for Belonging

I implement performance frameworks that turn digital platforms into continuously improving systems.

This includes A/B testing, behavioral analytics, heat mapping, and conversion optimization strategies that refine user experience and improve outcomes over time.

Read: Humanizing Global Defense at Northrop Grumman

In decentralized systems, progress depends on influence, not authority.
Stakeholders across divisions are brought into alignment around shared ownership of digital strategy and outcomes, even when priorities compete and reporting lines don’t.

This work consistently operates in environments where alignment must be intentionally built.

Read: Building. Uniting. Inspiring.

Read: Nonprofit Leadership in a Time of Isolation

I approach brand as a system, not a surface layer, aligning narrative, design, and digital experience to create clarity and trust at every touchpoint.

At Virginia Military Institute, I led the development of the “Don’t Do Ordinary” campaign, contributing to a 43% increase in inquiries and a 19% increase in applications from women, while strengthening institutional identity in a complex and tradition-driven environment.

My work ensures brand is not just expressed, but operationalized across platforms, content, and user experience.

Read: Anatomy of a Brand

Read: Designing for Belonging