For several years, I have been overseeing the strategy, creative execution, and optimization of digital marketing initiatives for a global provider of HR software and services, including responsive web design, SEM/SEO campaigns, and online tools for HR professionals.

I lead cross-functional teams to direct research, UX, content, and design activities, and collaborate with engineers throughout the development cycle to ensure that the creative vision and user/business requirements were maintained. I partner with the conversion rate optimization team to review test results, apply the learnings, and help define the next design sprint.

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

For their corporate site redesign project, I defined a UX and design strategy that supported their business KPIs, brand and messaging strategy, business requirements from multiple business units, and a wide range of customer 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.