Sr. Director of Creative, Content, and Web Strategy
Jump to: Website | Paid Social Content | Landing Pages | Social Carousel | Reports, Presentations, One-Sheets
Golden Gate University Website
Website Redesign & CRM Integration
Overview: As Sr. Director, Creative, Content, & Web Strategy, I led a full-scale transformation of Golden Gate University’s digital ecosystem (ggu.edu) — relaunching the WordPress platform in four months, under budget, while modernizing UX, CMS architecture, and CRM infrastructure.
Role: I led the initiative while remaining deeply hands-on — personally driving and contributing to the strategy, design, copy, vendor management, and Salesforce/Marketing Cloud integration, aligning marketing, IT, analytics, and academic leadership around a scalable, performance-driven platform.
- +27% RFI conversions
- +13% new domestic starts
- +33% overall enrollment growth
- +8 minutes average time on site
- 90% reduction in lead response time
Results: A scalable, AI-optimized, full-funnel enrollment engine built for agility, measurable performance, and long-term institutional growth.
Golden Gate University Paid Social Content
Paid Social Creative Direction & Performance Strategy
Overview: With a limited production budget, I built a scalable, type-driven creative system designed to stop the scroll across Facebook, Instagram, X, Threads, LinkedIn, and TikTok. Every asset was engineered for multi-platform deployment, optimized across aspect ratios and placements to maximize reach and engagement.
Role: As Creative Director for Paid Social, I led strategy, copy, and design across all performance-driven campaigns at Golden Gate University—while remaining hands-on in concept development, copywriting, and execution.
Results: A high-impact, performance-focused paid social engine that elevated brand presence and expanded programmatic reach—without reliance on costly interview shoots or large-scale video production.
GGU Landing Pages
Optimized Landing Page Ecosystem for Paid & Organic Campaigns
Overview: Built a scalable WordPress ecosystem for landing pages and microsites, designed for speed, flexibility, and conversion. Modular templates enabled quick campaign launches, brand consistency, and easy customization. Integrated with Salesforce and Marketing Cloud, the system provided real-time analytics and robust tracking, allowing rapid optimization across programs.
Role: Led the project end-to-end—design, copywriting, and project management. Leveraged internal CMS to reduce costs, improve data quality, and gain control over content and workflows. Focused on UX and information architecture, creating Golden Gate University’s highest-converting lead acquisition channel.
Results: Delivered significant conversion improvements through A/B testing, analytics, and data-driven optimization. Real-time insights enabled fast iteration, refined user experiences, and maximized ROI, establishing the platform as GGU’s most effective and measurable recruitment channel.
Paid Social Carousel Example
Role: Copywriter, Designer
Reports, Presentations, One-Sheets, and Briefs
Role: Copywriter, project manager, design support, and data visualization.
Overview: Every organization relies on reports, presentations, dashboards, and briefs to communicate insights effectively. For these, I led the end-to-end process as strategist, copywriter, project manager, and data visualization specialist, ensuring clarity, impact, and visual engagement across all deliverables.