Multi-channel digital marketing for the world’s leading HR software company

Client: Global Payroll & HR Software Provider
Role: UX Strategist, Creative Director

For several years, I oversaw the strategy and execution of digital marketing initiatives for a leading provider of HR software and services, including responsive web design, SEM/SEO campaigns, and online tools for HR professionals.

I led cross-functional teams to direct research, UX, content, and design activities, and collaborated with engineers throughout the development cycle to ensure that the creative vision and user/business requirements were maintained.

I conducted work sessions with stakeholders to identify new opportunities, and to help build momentum around key initiatives that could further their business objectives.

For their corporate site redesign project, I defined a creative strategy based on business KPIs, an updated brand and messaging strategy, business requirements from multiple business units, and a wide range of user personas. I then developed a UI design system that could be scaled to accommodate shifting strategies and expanding services.

Under my creative direction, their digital business grew exponentially, resulting in over 300% increase in site traffic (25% increase in organic traffic in one year) and 9% increase in site leads.


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