SYSTEMS, SIMPLIFIED
I turn complex systemsinto experiences peopleunderstand, trust,and use.
Communications, marketing, and digital engagement leadership for mission-driven organizations. I build the strategy, the channels, the brand, and the team, grounded in what audiences actually need rather than what the calendar says.
Selected work
Case studies
Selected case studies show how audience insight, content strategy, service design, and channel thinking combine to build trust and drive adoption. Each one started with research into what people actually needed, and ended with something measurable.
CASE STUDY 01 · DoD / DEFENSE TECHNICAL INFORMATION CENTER
Everyone knew where the gated content started. Nobody had told the users.
A defense research service had not grown its user base in years. The most valuable content sat behind registration and nothing told visitors it was there. One email proved it, then the content, the interface, the segmented campaigns, and the measurement followed. Registered users grew from 33,159 to 52,589 in one year, a 59% increase.
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CASE STUDY 02 · GSA / U.S. OPEN GOVERNMENT
From data graveyard to public accountability service
Avoided $125K in annual costs and matched a full year of legacy traffic in the first 20 days post-launch by transforming the U.S. Open Government site from a dense, unorganized data source into a clearer transparency hub. Engagement on the new Public Engagement page went from 0% to 78%.
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CASE STUDY 03 · GSA / HR LINKS
Beyond conversion
Lifted engagement to 80 to 90% and cut bounce rates 4 to 18% by modernizing 125 outdated, non-compliant HR files ahead of a fixed migration deadline, delivering accessible, plain-language content for federal clients and 17K+ GSA employees.
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CASE STUDY 04 · STATE DEPT / GLOBAL TRAVEL SERVICE CX
Untangling a complex reimbursement journey
Mapped the traveler and auditor experience across a service supporting a 75,000-member workforce to reduce confusion, surface workflow breakdowns, and identify clearer paths to faster, more accurate reimbursement.
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