Digital Marketing

What I Bring to Digital Marketing

I build digital marketing programs that align business goals with audience behavior. My work focuses on:

Website relaunches that improve clarity and conversion
SEO and metadata strategies for visibility
Email flows that drive engagement
Campaigns that elevate brand messaging and execution
Insights grounded in data and analytics

Designed to support growth with clarity and structure—whether launching or scaling.

Why Digital Marketing Matters

What I Bring to Digital Marketing

Without it:

Campaigns underdeliver
Teams stay misaligned
Customers leave too early

With the right strategy:

Messaging guides action
Assets work across platforms
Sites and campaigns fuel growth—not just visibility

Strategy & Execution

Email, Content, and Lifecycle

Website relaunches (SEO, UX, content)
Messaging and navigation strategy
Organic campaign planning and rollout
ABM campaign strategy and execution
AI-assisted campaign planning and persona development
Platform support: WordPress, Shopify, Webflow, AEM

Email, Content, and Lifecycle

Blog and landing page content
Email sequences and drip campaigns
Segmentation and behavioral triggers
Seasonal, ABM-targeted, and product-driven messaging
AI-generated content drafts and subject line optimization

Measurement & Optimization

Email, Content, and Lifecycle

Measurement & Optimization

Campaign dashboards and reporting
Funnel and engagement performance reviews
SEO and content effectiveness tracking
A/B testing and continuous improvement plans
ABM metrics and account engagement reporting
Predictive analytics and AI-based performance insights

featured case studies

TÜV SÜD: Led U.S. digital GTM for a $12M lab launch using Marketo, Sitecore, and ON24. Executed 10+ campaigns, ABM pilots, and webinars, aligned with global messaging across EMEA and APAC.

NH DHHS: Redesigned digital content and UX on Drupal for a statewide site serving 1.2M+ residents. Focused on accessibility, SEO, and emergency communication—resulting in improved public engagement.

CareInsight: Built and executed digital marketing strategy using WordPress and Twilio, including blog, email, and demo flows. Directed a website relaunch to improve SEO, clarity, and payer-focused messaging, while supporting the team’s transition to Salesforce.

Annie's Hallmark: Refined digital merchandising and executed SEO strategy across 1,000+ product pages. Enhanced product discoverability using AI-generated content and optimized seasonal content strategy across a high-volume Shopify site.

Marketing & CRM

Product & Project Management

HubSpot – marketing automation & CRM
Salesforce – lead and contact management
Marketo – campaign management & lead scoring
Twilio – SMS and email APIs
SendGrid – transactional and high-volume email
LinkedIn Ads – B2B campaign targeting

Product & Project Management

Jira – backlog and sprint tracking
ClickUp – task management and automation
Confluence – documentation and team collaboration
Microsoft Teams – communication and planning
Figma – workflow mapping and cross-functional alignment

Analytics & Reporting

Product & Project Management

Analytics & Reporting

Google Analytics – web and conversion tracking
Power BI – business intelligence dashboards
Tableau – data visualization and reports
SQL – custom data queries and analysis

Content & Web

AI & Performance Tools

Analytics & Reporting

WordPress – CMS and blog content
Squarespace – templated site design
Canva – brand-aligned visuals and templates
PowerPoint – decks, demos, and storyboarding
Adobe InDesign & Photoshop – asset and layout design
Figma – wireframes, prototypes, and collaborative design
Google Workspace – content drafts and collaboration

AI & Performance Tools

ChatGPT – content generation and workflow acceleration
Claude – summarization and insight generation
Semrush – SEO insights and competitive tracking

Email Marketing Tools

AI & Performance Tools

HubSpot Email – lifecycle and nurture campaigns
Marketo Email Programs – ABM and triggered flows
SendGrid & Twilio – deliverability-focused platforms
Campaign Monitor – visual builder with segmentation
Mailchimp – small business and e-commerce support
Personalization & A/B Tools – subject line testing, dynamic content

Website Redesign

Clear strategy, clean execution. Built to perform.

I help teams redesign their websites to improve clarity, usability, and performance. My approach is structured, collaborative, and focused on aligning your site with business goals, brand voice, and user needs.

1. Discovery & Strategy

Clear strategy, clean execution. Built to perform.

Stakeholder alignment and goal setting
Competitor and market review
Site audit (UX, SEO, content, technical)
Audience and persona insights
KPI and analytics baseline

2. Messaging & Content

Clear strategy, clean execution. Built to perform.

2. Messaging & Content

Page structure and content planning
Messaging hierarchy and voice refinement
SEO keywords and metadata
Copywriting for clarity and conversion
Visual content and asset planning

3. UX & Design

5. Launch & Optimization

2. Messaging & Content

Journey mapping and page flow
Wireframes and layout concepts
Mobile and accessibility updates
Visual design enhancements
Collaboration with design/dev teams

4. Build & Integration

5. Launch & Optimization

CMS setup (WordPress, Webflow, etc.)
Hosting and domain configuration
Redirects and SEO preservation
Page builds and content uploads
CRM, forms, and tracking setup

5. Launch & Optimization

QA and pre-launch review
Soft launch or A/B testing
Redirects and index readiness
Post-launch tracking and fixes
Ongoing UX and SEO improvements

Account-Based Marketing in Action

Strategy & Setup

Multi-Channel Execution

I build ABM and digital programs that support growth across new and existing accounts.

Define Ideal Customer Profiles (ICPs) and segment target accounts for 1:1, 1:few, and 1:many outreach
Conduct research and stakeholder interviews to guide messaging
Align cross-functional teams on goals, timing, and priorities
Build scalable frameworks and execution roadmaps tied to campaign KPIs

Multi-Channel Execution

I manage ABM campaigns across platforms to balance personalization and scale.

Email & Paid Media: Marketo, HubSpot, LinkedIn Ads, Google Ads, Meta, programmatic
SEO & Social: Landing pages, content hubs, and multi-touch content across organic and paid channels
Events: Campaigns aligned with product launches, webinars, and roundtables
Deliver sales enablement tools—messaging guides, templates, and follow-up content

Business Impact

Tiering Structure

Higher engagement with key accounts
Improved sales-marketing alignment
Data-driven decisions using CRM insights and stakeholder feedback
Faster execution through repeatable systems
Scalable programs rolled out across teams and regions
Better prioritization of time and resources across account tiers

Tiering Structure

I use a three-tier ABM model to match campaign effort to account value:

Tier 1: 1:1 ABM — High-value accounts with tailored content, custom landing pages, and direct sales outreach
Tier 2: 1: Few ABM — Segment-based programs with shared messaging, targeted ads, and industry-specific webinars
Tier 3: 1: Many ABM — Scalable outreach using role-based nurtures, paid media, and SEO-driven content hubs

This structure balances personalization with scale—ensuring resources are used where they’ll matter most.

EMAIL MARKETING

Email Programs That Drive Engagement

Email remains one of the most effective ways to engage, convert, and retain your audience—when it's done well. I help teams build structured, data-informed email programs that align with business goals and customer behavior.

Lifecycle campaigns with clear entry and exit points
Nurture sequences triggered by behavior or segment
Seasonal, product-driven, or ABM-targeted messaging
Seamless handoffs between marketing and sales

My approach focuses on clarity, segmentation, and optimization—whether building from scratch or improving what’s already there.

Strategy, Automation, and Results

Email Programs That Drive Engagement

Strategic Support

Campaign planning and content mapping
Email calendars aligned to key initiatives
CRM and list segmentation setup

Execution & Optimization

Drip sequences, triggered flows, and transactional emails
Copywriting, subject line testing, and template feedback
A/B testing and engagement analysis

I work with platforms like Twilio, SendGrid, HubSpot, and Marketo, delivering high-quality campaigns that convert—without overwhelming your audience or team.

E-Commerce

Scalable content systems for visibility, speed, and growth

Retail and e-commerce teams need structure to scale. Disorganized catalogs, last-minute campaigns, and manual workflows slow teams down.

With experience across Shopify, Webflow, WordPress, and Adobe Experience Manager, I build merchandising and content frameworks that support SEO, UX, and operations, whether managing 500 or 50,000 SKUs.

Common Results:

Faster campaign execution with fewer delays
Improved product discovery through filters and search
Consistent experiences across site, store, and catalog
Cleaner handoffs between content, marketing, and ops

E-Commerce Services Include:

Scalable content systems for visibility, speed, and growth

Content Architecture & Metadata

Tag audits and cleanup
SEO-ready filters, email, and search setup
Standardized naming and structure

Merchandising & Campaign Enablement

Homepage and collection planning
Seasonal tagging and segmentation
Campaign-ready email and ad mapping

Platform Implementation

Shopify, Webflow, WordPress, and AEM setup
Schema markup and PDP optimization
QA and rollout support using Figma/dev tools

Workflow & Documentation

Internal SOPs and process docs
Ticket cleanup and backlog reduction
Cross-team alignment across ops and content