Collaborated to improve user journeys through strategic interface improvements while launching the award-winning Bulldog Blog with audience-tailored content that increased organic traffic by 30%.
Content strategy, UX writing and design, editorial, brand marketing, and email marketing
May 2017-June 2022
During my five-year tenure at the University of Redlands, I spearheaded a comprehensive transformation of the institution's digital and print communications. This effort combined technical functionality with compelling storytelling to enhance the student journey from prospect to alumnus.
As the web editor for Redlands.edu—the critical gateway for prospective students—I created web pages that redesigned key user flows throughout the enrollment journey and implemented plain language principles. With a strategic approach to information architecture, I reorganized navigation systems, enhancing discovery and user orientation throughout the website ecosystem. I also created the architecture and redesigned the Och Tamale alumni magazine website.
The award-winning Bulldog Blog is a testament to my audience-centered approach, with tailored content that increased organic traffic by 30% with compelling headlines, SEO optimization, and narrative techniques.
I amplified this content through a weekly newsletter distributed to employees, parents, and organic subscribers, extending the reach of our brand journalism initiatives. My editorial contributions included writing cover stories for the MarCom Gold Award-winning Och Tamale magazine, showcasing my versatility in crafting content that resonated with the university's diverse readership.
My work spanned digital platforms, including high-performing contributed content for the Los Angeles Times and industry publications. Managing university's Instagram and Snapchat, I developed distinctive content strategies that strengthened audience engagement while maintaining brand consistency.