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 audiences actually need, design the content and channels around it, and build the standards that keep it working after launch. Communications, content strategy, and service design 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.
A defense research service had not grown its user base in years, and leadership believed the market was simply small. The most valuable content sat behind registration and nothing said so. One email proved the point, 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.
- 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 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, migrating it to GSA's own content management system and training the client's staff to maintain it. Engagement on the new Public Engagement page went from 0% to 78%.
- Role
- Project manager and content designer
- Year
- 2024
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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Lifted engagement to 80 to 90% and cut bounce rates 4 to 18% by modernizing 125 outdated, non-compliant HR files ahead of a fixed migration deadline, delivering accessible, plain-language content for federal clients and 17K+ GSA employees. The publishing standards and maintenance workflows agreed during the project outlasted it.
- 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 to reduce confusion, surface workflow breakdowns, and identify clearer paths to faster, more accurate reimbursement. Fifty-plus stakeholder interviews and co-creation sessions became a service blueprint executives could make investment decisions from.
- 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
Two decades of 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 direction for the U.S. Navy's first emergency preparedness campaign, 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. Its success won Battelle an expanded follow-on contract to build the Army's own program, Ready Army, and I led creative direction for that campaign as well.
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.