Multichannel marketing
Developed audience-focused content strategies for scientific and technical audiences, translating complex research into clear, accessible communications across print, web, email, video, and events.
Work
Case studies in measurable clarity.
These case studies show the same method applied to different problems: find out what people actually need, design the service and content around it, prove it works, and build the standards that keep it working after launch. Service design, content strategy, and communications are not separate practices here. They are the same practice at different altitudes.
Case study 01 · DoD / Defense Technical Information Center
Everyone knew where the gated content started. Nobody had told the users.
Grew registered users 59%, from 33,159 to 52,589, at an agency whose registration had not moved in several years. That is more than four times the previous record annual increase. Built the agency's first segmented lifecycle marketing program, recovered 2,303 lapsed users at a 21.3% response rate, and put measurement underneath all of it with a 27-tag, 57-data-point tracking system the metrics team later adopted as its own reporting template.
- Role
- Marketing and communications lead; user research, content strategy, service design, lifecycle marketing, measurement
- Year
- 2016 to 2019
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Case study 02 · GSA / U.S. Open Government
From data graveyard to public accountability service
Avoided $125K a year by turning a dense data source into a clearer transparency hub and moving it onto GSA's own content management system. The new site matched a full year of legacy traffic in 20 days.
- Role
- Project manager and content designer
- Year
- 2024
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Case study 03 · GSA / HR Links
Beyond conversion
Modernized 125 outdated, non-compliant HR files ahead of a fixed migration deadline. Engagement rose to 80 to 90% and bounce rates fell 4 to 18%, for federal clients and 17K+ GSA employees.
- Role
- Content strategy and modernization lead
- Year
- 2024
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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, surfacing where the workflow broke and what a faster, more accurate reimbursement path would take.
- Role
- Customer experience strategist; planned and led the cross-functional engagement and mapped the end-to-end journey
- Year
- 2025
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Featured projects
Brand, campaign, and creative work
Brand systems, integrated campaigns, and audience-centered storytelling for federal, scientific, and community audiences. This is the communications and marketing craft the case studies above sit on top of.
Visual storytelling and audience-centered messaging
Led creative strategy for the U.S. Navy's first emergency preparedness campaign, Operation Prepare, reaching 100K+ service members, civilians, and families across posters, brochures, factsheets, wall calendars, children's activity sheets and bookmarks, educator and public affairs toolkits, blog pages, and websites. It runs today as Ready Navy. Its success won an expanded follow-on contract to build the Army's own program, Ready Army, where I also led creative strategy.
Customer outreach and events
Founded JobFest, Arlington County's first large-scale career fair: 400+ job seekers, 25 employers, 10+ sponsors. Built workforce programs connecting job seekers with training, including the county's first free medical coding program.