Position: 

Digital Marketing Manager
Lucid Fusion

My Roles: 

Strategy, proposal development, cross-functional team leadership (designers, developers, video producers, etc.), UX/UI collaboration, account management, asset management, product coordination, copywriting, testing, launch

Challenge:

EvoShield planned to launch a campaign for which a dynamic, time-of-day driven landing page was required. Because the target demographic for the campaign was high school-aged athletes, creating an experience optimized for mobile devices was a key focus.

Goal: 

Design and build an elegant, functional digital experience that is optimized for mobile, but capable of performing as well—and looking as good—across all platforms. Deliver interactive functionality that includes links to products and downloadable content.

Strategy: 

In collaboration with EvoShield, our team created an immersive site reflecting the high school athlete’s life at different times of the day. The dynamic interface reflects what’s happening at the current time a user visits the site. The user can then scroll backwards and forwards in time to view activities from those periods. Each activity scene features EvoShield products which are linked to the EvoShield website to enable shopping. Relevant, branded, thematic user-downloadable content (music, mobile wallpapers, etc.) is also available in each scene, as well as a time-driven social media feed.

Results Highlights: 

2,000 visitors per day
24 interactions per visit
Project featured as agency's lead portfolio piece 

Position:

Manager, Digital Experience
SchoolsFirst Federal Credit Union

My Roles:

Led agencies, vendors, and teams through all UI/UX, user testing and launch aspects of the Digital Experience Transformation project.

Challenge:

Replace public website, Online Banking and Mobile Banking platforms, redesign all components, test designs, migrate all content, train the team and inform all users.

Goal:

Convert all users to new properties with minimal disruption and positive user experience.

Strategy:

Feature parity, heavy vendor and internal collaboration, pre-dev user testing, internal communication campaigns, robust promotion, staggered rollouts, feedback-gather mechanisms.

Results Highlights:

Migrated almost one million users to the new platforms during the pandemic and a merger.

Position:

Manager, Digital Experience
SchoolsFirst Federal Credit Union

My Roles:

Directed the content creation and design of this new, responsive digital banking microsite featuring how-to guides and videos.

Challenge:

Provide an easy-to-content-manage destination for beta testing links, promotional content and instructional guides outside of the primary website, which wasn’t yet live.

Goal:

Create excitement about and comfort with the first major digital transformation in many years.

Strategy:

Build flexible promotional microsite in Wordpress.

Results Highlights:

High traffic to site and heavy usage of how-to resources and videos.

Position:

Manager, Digital Experience
SchoolsFirst Federal Credit Union

My Roles:

Strategy, research, focus group facilitation, wireframes, design and dev direction, pre-dev user testing, launch communications.

Challenge:

Act on Member feedback that app is difficult to navigate.

Goal:

Make it easier for Members to find their most frequently used transactions without having to use the hamburger menu.

Strategy:

Explore other top apps’ navigation, gather feedback from Members and employees, review transaction usage data, employ current nav shortcut best practices.

Results Highlights:

Improved app reviews, fewer questions into contact centers, positive feedback from Members.

Position: 

Digital Marketing Manager
Lucid Fusion

My Roles: 

Strategy, wireframes, UX/UI, cross-functional team leadership (designers, developers, etc.), account management, app naming, copy editing, testing, brand approval

Challenge:

Sage Software commissioned a mobile app and back-end CMS to use to communicate a wide variety of Sage ERP X3 product information to end-users via push notifications.

Goal: 

Design and build an elegant, functional iOS app that delivered often visually uninteresting product updates, support, payroll and tax information, new version notifications, newsletter articles, and special offers to Sage ERP X3 customers who were considered not tech-savvy. 

Strategy: 

Leveraged clean design, brand-approved category color coding and animation to package and display the information in an organized and visually engaging way. Followed usability best practices from shopping and flash sale apps, e.g., Gilt and MyHabit, to enhance swipe and tap navigation for intuitive browsing between categories. 

Position:

Manager, Digital Experience
SchoolsFirst Federal Credit Union

My Roles:

Championed usability research, designed and facilitated pre-development user testing, created UX research programs and presented UX testing demos at events for employees, senior leadership, supervisory committees and the board of directors.

Challenge:

Shift thinking from technology/solution-focused processes to human-centered design practices.

Goal:

Demonstrate the value of making digital decisions based on user needs.

Strategy:

Employ a variety of techniques based on project phases, e.g., on-site surveys, card sorting, focus groups, in-branch Member testing “Innovation Labs,” etc.

Results Highlights:

Improved execution, more decisions based on UI/UX needs, allowance for user research in project timelines.

Position:

Manager, Digital Experience
SchoolsFirst Federal Credit Union

My Roles:

Social media marketing and advertising strategy, creative direction, agency leadership, content publishing and all compliance and business logistics.

Challenge:

Social media had only been in place for a few years and the organization was searching for ways to use those platforms to serve and engage with Members as their numbers and geography expanded.

Goal:

Make Members feel close, connected and cared for wherever they are.

Strategy:

Increase quantity and quality of content within the credit union’s caring brand voice, and cross-promote channels at all touch points.

Results Highlights:

Grew social media communities from a few thousand to over 100k followers, maintained strong content engagement.

Position: 

Advertising Manager
Verizon Wireless

My Roles: 

Market analysis, focus groups, messaging strategy, media planning, creative collaboration, model casting, photo shoot supervision.

Challenge:

Address the perception that the Verizon brand and its products aren't relevant to the young adult market segment in Seattle.

Goal: 

Increase Verizon's penetration into the young adult market in Seattle. 

Strategy: 

Promoted the launch of the brand's newest device by leveraging innovative media selection and creative tactics, with special focus on Seattle's trendy downtown core. Instead of relying on standard creative, we used fashion advertising as our inspiration for this new campaign, and featured custom-shot models with penetrating eyes to draw consumers to the device. Media dollars were allocated to targeted, non-standard platforms like alternative weekly publications, LED-lit mobile billboards that circulated through nightlife areas, and we produced club-like special events. 

Results Highlights:

Increased gross sales
Growth in the targeted group
Wide adoption of new media selection practices
Public recogntion from the region's president

Position: 

Digital Marketing Manager
Lucid Fusion

My Roles: 

Strategy, account management, campaign workflow, content scheduling, cross-functional team leadership (writer, designers, developers), Eloqua testing, copy editing.

Challenge:

Create and launch an email campaign to nurture leads for Sage Software's HRMS product. 

Goal: 

Drive conversions by offering solutions to prospects' pain points by delivering role-targeted (HR and payroll professionals) emails that are linked to value-added white papers and case studies, and host all assets in a campaign website.

Strategy: 

Launched a six-month campaign centered around the theme of ROEI (Return on Employee Investment). Once-per-month emails contained linked assets that were selected according to the recipients' job roles and positions in the sales process. To drive open rates and the perception that Sage provided immediate content value to recipients, email creative was designed rely on a strong infographic-styled header images, and copy was kept light. When asset links were clicked, users were taken to the cover page of the content as an overlay with other compelling content on the "ROEI Knowledge Hub" campaign page visible in the background. 

Position: 

Digital Account Supervisor
Modal Digital Agency

My Roles:

Strategy, account management, creative direction, project scheduling, copyediting, social media promotion, Facebook ads, contest design, winner drawings, analytics and recap.

Challenge: 

Drive awareness and sales of Motorola devices in conjunction with on-campus experiential marketing events.

Goal: 

Engage college students on-site at partner university events, and the general market everywhere through an engaging, branded, online experience housed in Verizon's lifestyle hub. 

Strategy: 

Piggybacked on the self-assessment quiz trend in social media to provide a humorous, entertaining method of sweepstakes entry that generated socially-shareable, meme-style results. "Discover Your Roomie Reputation" stepped users through a brief multiple-choice quiz that incorporated product-related answer choices, and delivered handwritten note images from their hypothetical future roommates that addressed their personality type based on their quiz responses. Entrants were encouraged to share the note image via social media for extra contest entries, which drove additional traffic to the sweepstakes site.

Results Highlights:

22K+ entries
101K pageviews
1.04MM impressions
Above average social sharing

Position: 

Digital Account Supervisor
Modal Digital Agency

My Roles:

Strategy, account management, creative direction, project scheduling, copyediting, social media promotion, Facebook ads and promoted posts, contest design, winner drawings, analytics and recap.

Challenge: 

Create demand for the new DROID RAZR M and increase Verizon's presence on Pinterest through user-generated content.

Goal: 

Launch an online contest that goes beyond filling out entry forms and that drives the key benefit of the new device, the larger screen. In parallel, launch an employee product knowledge quiz contest.

Strategy: 

Invited entrants to experience, virtually, the large screen of the DROID RAZR M by uploading a photo. Their photo was placed in a DROID frame, and users were invited to pin their image to Pinterest for additional entries. Images were re-pinned by Verizon to drive interest in the brand's new Pinterest page. The contest site featured cross-promotional banner ads linked to the purchase path for other Motorola products. 

Results Highlights:

11K+ pageviews
500+ entries
8.5MM impressions

Position: 

Digital Account Supervisor
Modal Digital Agency

My Roles:

Strategy, account management, creative direction, talent asset coordination, project scheduling, copyediting, social media promotion and community management, contest design, winner drawings and notifications, analytics and recap.

Challenge: 

In celebration of Hispanic Heritage Month, and to drive Verizon's brand affinity in the Latino market, create an aspirational contest that gives winners once-in-a-lifetime experiences with celebrity role models of their choosing. Facilitate the availability of different celebrity prize days in two different parts of the U.S., and effectively communicate a wide variety of prize packages and destinations. Describe the dream day experiences in appealing ways before exact details were known.

Goal: 

Execute an online contest that gives entrants a chance to win a day of their dreams with a Latino celebrity, while making the variety of packages, destinations, and limited geographical availability appealing and easy to understand. 

Strategy: 

Created a state-gated site that directed users to the list celebrity options that were appropriate to their place of residence; certain celebrity prize packages were only offered to winners in Verizon-specified geographical areas to minimize winner travel costs. Developed entry forms that enabled user selection of their preferred dream day celebrity. Area-specific entry confirmation pages served text short code retail bounceback offers. Prominently featured celebrities' Twitter handles, and encouraged celebrity social media interaction with fans to drive contest buzz. 

Results Highlights:

4,245 entries; 112% over goal
18,788 pageviews
1.7MM impressions
Good celebrity-fan social enagement

Position: 

Digital Account Supervisor
Modal Digital Agency

My Roles:

Strategy, account management, creative collaboration, project scheduling, copyediting, photography coordination, analytics and recap.

Challenge: 

Drive Verizon Pinterest followers by creating new branded content, but with a very low budget.

Goal: 

Use the recent launch of Jellybean, the new Android operating system, as inspiration for new content. 

Strategy: 

In line with the prevalence of Pinterest users' photos of DIY projects, and leveraging that "Andy the Android" is an open-source brand asset that is allowed to be freely characterized, produce, photograph, and pin Android mosaics made from actual jellybeans. Create a new Pinterest board called, "A New Flavor of Jellybean," describe each scene with pin caption copy, and use the board to re-pin users' jellybean-themed pins.

Results Highlights:

1,274 followers of new Pinterest board
839 new followers to Verizon's brand board
Many jellybeans eaten in the office

Position: 

Digital Marketing Manager
Lucid Fusion

My Roles:

Strategy, account management, workflow, wireframes, UI/UX, creative direction, copywriting, form field definitions, development leadership, testing.

Challenge: 

Sage Software's developer partner program was facilitated through multiple paper forms, faxes, and emails, so they were in need of a more streamlined process that made submitting and reviewing applications easier for all involved.

Goal: 

Automate a paper-based process for Sage's complex software developer partner program with multiple application paths.

Strategy: 

Although the functionality of such a multi-layered, job application-like process is complex by definition, the user experience needed to be friendly and simple. To accomplish this, we planned for clean graphics and simple animations. After poring over pages of paper forms, asking several process questions, getting rid of unneeded details, developing and editing user flows, and leading creative and dev teams through production, we created a tool that made becoming a Sage development partner seem easy to approach. Furthermore, a new backend CMS and process were created, which streamlined the client’s internal review and partner notification process.

Position: 

Digital Marketing Manager
Lucid Fusion

My Roles:

Strategy, account management, campaign key message, proposal development, client pitch, wireframes, brand approval, copyediting, photography selection. 

Challenge: 

The product manager for Sage One, an entrepreneur-focused simple accounting and invoicing product, requested a lead generation campaign that "didn't look like the Sage brand," although the company's brand guidelines are typically strictly enforced. 

Goal: 

Launch a campaign site for the U.S. and Canada in French and English that pushed the boundaries of the usually "corporate" Sage brand so that it appealed to the product's "non-corporate" target audience of micro-businesses and sole proprietors. 

Strategy: 

Produced an enticingly animated site that spoke to a variety of small business users' discomfort with the financial chores of running their own businesses, and presented the two versions of the Sage One product (Invoicing and Accounting) as the simple solutions. Implemented a large auto-rotating carousel banner with model-free images to enable entrepreneurs to identify with the headline, "Because you're a ________, not an accountant." Facilitated user toggling between the two product versions with large tabs at the top and scrolling smaller tabs that followed the users as they browsed. Provided simulated interaction with product features with hovers and callouts, and encouraged deeper product exploration further down the page. Maintained focus on the call to action through the use of a sticky header that always stayed at the top of the screen. Secured buy-in from the Sage North America brand team on the new look and functionalities by personally presenting the creative to all stakeholders. 

Results Highlights:

5.87% conversion rate
30+ new leads in the first two weeks
Positive feedback from the Sage Brand team: "...could serve as a case study for how to handle brand reviews..."
Favorable reviews from live user testing

Position: 

Digital Account Supervisor
Modal Digital Agency

My Roles:

Strategy, account management, creative direction, project scheduling, copyediting, social media promotion, Facebook ads, contest design, winner drawings, prize fulfillment/winner travel, analytics and recap.

Challenge: 

Verizon was looking for a flexible, unified place to present their wide variety of multicultural programs including contests, PR campaigns, and employee recruitment. 

Goal: 

Launch a multicultural hub within the larger Verizon Insider lifestyle hub, with an initial focus on the African American market, but with flexibility to adapt to other cultures as needed.  

Strategy: 

Produced the Inspired Connections hub with a variety of modular features, including scrolling carousel banners, nav menu, content category tiles, and ad banners to facilitate both long-term and limited-time programs. Used modularity to prioritize and promote hub traffic-driving efforts like the ESSENCE Festival tweet-to-win contest and the Alicia Keys tour ticket giveaway, and built separate pages for programs based on those campaign's specific needs, sponsors, and stakeholders. 

Results Highlights:

10k+ pageviews
500+ contest entries
42MM+ impressions
Passionate social engagement

Position: 

Digital Account Supervisor
Modal Digital Agency

My Roles:

Strategy, account management, creative direction, project scheduling, copyediting, social media promotion, Facebook ads, contest design, winner drawings, analytics and recap.

Challenge: 

Verizon was about to launch an online video competition for HBCU (Historically Black Colleges and Universities) Kings and Queens. Contestants would campaign for financial support for their community service causes.

Goal: 

Produce a multiphase website that enabled contestant registration, video uploads and profile creation, public video viewing and voting, and winner announcements. 

Strategy: 

Created a branded site that was modified over time according to the phases and audiences (e.g., registration phase targeted to contestants, voting phase targeted to supporters). Encouraged social engagement through a right-rail social media feed, and generated excitement by featuring vote counts a dynamically updated leaderboard. Provided individual contestant pages to facilitate direct linking from social media campaigning from the contestants' supporters and universities. Drove repeat site traffic by allowing daily voting, and by launching a "Vote, Tweet, Win" random prize drawings for voters. 

Results Highlights:

38,883 votes
212k pageviews
11MM+ impressions
4k+ social shares from site
Passionate social engagement

Position: 

Advertising Manager
Verizon Wireless

My Roles:

Management of a variety of integrated multicultural, B2B, OOH, print, TV, sponsorship, and event projects.