Strategic work at the intersection of communication, UX, and analytics
Overview
I’ve always been drawn to the kind of work where there isn’t a single obvious answer—where you have to blend research, intuition, and collaboration to find the path forward. My strategic work sits at that intersection: aligning audiences, messaging, channels, and measurement so organizations can communicate clearly and act with confidence.
This page highlights some of the strategies I’ve developed for complex environments, starting with the first full-scale communications strategy I wrote for a statewide higher-education system.
Strategy #1: Statewide Higher-Education Communications Strategy
Communications strategy for a 17-campus higher-education system
Challenge
The system office of a statewide higher-education system needed a unified communications strategy that could serve as the guiding voice of 17 institutions, diverse stakeholders, and the general public. Messaging was fragmented, internal teams were working in silos, and there was no shared framework for how to prioritize audiences, channels, and content.
My Role
I led the development of a holistic communications strategy, combining research, digital analysis, audience mapping, and content planning. I synthesized environmental factors, stakeholder needs, and organizational constraints into a clear, actionable document leadership could use to guide future decisions.
Approach
Conducted a situational and environmental scan: policy landscape, public perception, institutional priorities
Mapped primary and secondary audiences (policymakers, students, families, faculty, staff, media, and the broader public)
Developed a message architecture that balanced system-wide priorities with individual campus stories
Created recommendations for digital content, web structure, and channel use
Outcome
The resulting strategy gave leadership and communicators a shared language and structure for how to show up as a unified system while still elevating campus-level strengths. It clarified who they were speaking to, what they needed to say, and how to prioritize digital channels, storytelling, and policy communication in a more intentional way.
View the original strategy document
Additional Strategic Work
Digital Ecosystem & Campaign Strategy for a Healthcare Brand
As digital experience lead for a national healthcare organization, I created and iterated on a roadmap that connected website UX, campaign development, analytics, and automation. This work aligned internal teams around shared goals, improved critical user flows, and made our digital efforts more measurable and sustainable.
Go-to-Market Strategy for a Professional Services Organization
I developed a proposed go-to-market framework for a professional services brand, combining audience segmentation, messaging pillars, content strategy, and a channel plan spanning email, LinkedIn, search, and events. The strategy mapped the full funnel—from awareness through retention—and included a measurement plan to tie campaign performance back to revenue and engagement.