From large-scale fundraising campaigns to cross-channel marketing initiatives, I specialize in coordinating strategic, results-driven campaigns that engage audiences and drive action. Below are some standout projects showcasing my expertise in web content strategy, digital marketing and campaign execution.
*International Women's Day landing page
Objective: For International Women’s Day (IWD), our organization sought to leverage this globally recognized moment to highlight our mission and work, reinforcing the essential connection between gender equality and girls' rights. While IWD traditionally focuses on women, our strategy ensured that our content aligned with the event’s broader themes while centering our advocacy for girls as the foundation of long-term change. The goal was to drive engagement, increase visibility, and encourage support through a cohesive and intentional digital experience.
Strategy & Execution:
The execution of the IWD appeal required a dual focus: one that balanced the strategic messaging to fit within the IWD narrative while maintaining our core mission. My role was pivotal in shaping this approach, ensuring that content placement, messaging, and assets worked seamlessly to create a unified user journey across all digital touchpoints.
Content Strategy & Messaging Alignment:
Developed and refined messaging to ensure our IWD communications were relevant, timely, and aligned with the global IWD theme while reinforcing our unique positioning on girls’ rights.
Collaborated with internal teams to craft a landing page experience that educated visitors on the intersection of IWD and girls’ rights, ensuring a compelling narrative that resonated with both new and returning audiences.
*Sitewide pop-up that ran from February 28 through International Women's Day on Saturday, March 8, driving visitors to the IWD landing page
Digital Asset Coordination & Cohesion:
Worked with design and content teams to produce a suite of campaign assets, including homepage banners, social media graphics, email templates and paid media creatives.
Ensured consistency across all assets to create a streamlined and engaging experience, reinforcing our key message at every digital entry point.
Website Integration & User Experience:
Oversaw the placement of IWD-specific content on high-traffic areas of our website, including homepage features and blog content, to enhance discoverability.
Utilized analytics insights to optimize content positioning and refine call-to-action placements for improved engagement and conversion rates.
Cross-Channel Execution:
Partnered with email marketing and social media teams to align content rollout, ensuring a synchronized and reinforced appeal across all channels.
Coordinated with the paid media team to ensure ad creatives aligned with the organic content strategy, providing a seamless user journey for visitors arriving via social and search campaigns.
Performance & Insights:
Monitored engagement metrics to assess content performance and identify opportunities for optimization.
Provided post-campaign insights on how IWD messaging resonated with our audience, informing future content strategies for similar advocacy-driven appeals.
Impact:
By taking a holistic approach to the IWD appeal—integrating strategy with execution—I was able to ensure that our content was both mission-aligned and compelling. The cohesive user experience strengthened our engagement levels and reinforced our position as a leader in advocating for girls' rights within the broader conversation of gender equality.
This initiative not only enhanced our digital presence during IWD but also provided key learnings on how to effectively bridge our core mission with broader global awareness days, positioning us for future strategic activations.
Photo by Tim Mossholder | Unsplash
Objective: Ensure a cohesive donor experience across web, social, email, and paid media for a multi-channel Giving Tuesday campaign.
Strategy & Execution:
Led web content execution, aligning messaging with campaign objectives.
Coordinated with social media, email marketing, and paid media teams for consistent messaging and donor engagement.
Developed optimized landing pages and donation flows.
Ensured seamless integration between web experiences and other digital touchpoints.
Results
19% YoY increase in Giving Tuesday revenue directly attributed to web. Fundraising success of campaign doubled in total cross-channel revenue YoY.
Objective: Maximize donations during the critical year-end giving season by creating a seamless web experience that complements social, email, and paid media efforts.
Strategy & Execution:
Managed the website’s donor appeal strategy, ensuring alignment with broader marketing initiatives for this appeal.
Coordinated with email, social, and paid teams to unify messaging and CTAs, creating urgency in timing.
Integrated SEO and UX insights to enhance donation page performance.
Results
27% increase in fundraising revenue attributed to web marketing tactics YoY
Photo by Nico Smit | Unsplash
Giving Catalog 2024: Continuously lead web content execution and coordinate with internal and external teams to ensure a seamless donor experience in regard to symbolic gifts.
Little Treasures & Sunny Days franchises: Manage web strategy and collaborate with cross-channel teams for consistency in messaging to ensure child sponsors understand they are able to send their sponsored children gifts and messages.
Cause Marketing Initiatives: Guide web-based co-marketing efforts with corporate partners, such as Kimberly-Clark and Paramount, to ensure digital content is aligned with broader brand messaging.
Need strategic web content marketing that ensures a cohesive user experience?
Let’s connect and create something extraordinary together!
