Resume Case Studies

Challenge:

We were preparing to relaunch the newly expanded 2.0 version of our flagship professional learning product, the Model of Instruction (MOI). My challenge was to create a high-impact digital campaign that would build momentum, drive registrations, and convert interest into revenue.

Strategy:

• Designed a webinar series targeting K-12 instructional leaders.
• Built SEO-optimized landing pages and conversion-focused ad creatives.
• Launched paid LinkedIn and Facebook ads, using audience segmentation by role, state, and engagement history.
• Set up a full nurture funnel in HubSpot to keep leads warm post-webinar.
• Tracked performance daily with Google Analytics and adjusted spend dynamically for the highest ROAS.

Execution:

• Managed all moving parts — CMS (WordPress) updates, ad campaigns, email drip sequences, and CRM tracking through Salesforce.
• Ran A/B tests on landing pages and ads to constantly refine results.

Results:

• 1,316% return on ad spend (ROAS)
• $140K+ revenue directly attributed to the webinar series in 90 days
• 42% of attendees converted into paying customers
• 38% increase in website sessions during the campaign

Challenge:

In January 2025, we were tasked with relaunching the Instructional Empowerment website and pivoting away from a planned ABM strategy to an SEO-driven content marketing strategy. My role was to architect a comprehensive digital funnel that attracted, educated, and converted prospects across all stages.

Strategy:

• Relaunched the website on WordPress with enhanced UX, mobile optimization, and faster load times.
• Shifted content focus to SEO-optimized blog articles, each tied to high-intent keywords aligned with educator pain points.
• Created a new content funnel: blog post → newsletter or lead magnet → demo or discovery call.
• Integrated organic and paid social (LinkedIn & Facebook) to amplify blog reach and capture new leads.
• Designed PPC ad sets aligned with funnel stages—top-of-funnel (pain points), mid-funnel (case studies), and bottom-funnel (demo requests).
• Set up HubSpot workflows to track engagement, deliver content, and score leads for sales handoff.

Execution:

• Managed cross-functional coordination with design, copy, and dev teams to launch on-time.
• Built and scheduled a bi-weekly newsletter to share new blog content and lead magnets.
• Created UTM tracking and dashboards in HubSpot to monitor content performance and funnel progression.
• Monitored and optimized based on bounce rate, time on page, and conversions across all touchpoints.

Results (90 Days Post-Launch):

• 64% increase in page views sitewide
• 52% increase in average time on page
• Bounce rate dropped by 37%
• Generated 145 net new marketing-qualified leads (MQLs)
• Achieved an industry-high 11% MQL-to-opportunity conversion rate
• Closed business from new leads reached $87K in revenue, directly tied to content funnel engagement

Challenge:

We needed to relaunch the Marzano Evaluation Center brand with a fully updated website experience that would reposition the platform as a modern, research-driven solution for educator evaluation and professional growth. My role was to lead the digital strategy to improve UX, SEO, and lead generation from the ground up.

Strategy:

• Led a complete site overhaul on WordPress, focusing on user experience, brand clarity, and conversion optimization.
• Worked cross-functionally to restructure the information architecture for better navigation and deeper user engagement.
• Developed SEO-focused content strategy to drive organic traffic, including keyword research, updated messaging, and blog integration.
• Created wireframes and managed a clean design system reflecting Marzano’s academic authority and Instructional Empowerment’s brand consistency.
• Implemented HubSpot forms and workflows for lead capture and automated follow-up.

Execution:

• • Managed project from concept through launch — overseeing design, development, copywriting, and testing.
  • Ensured mobile-first responsiveness and optimized site performance across browsers.
  • Integrated Google Analytics and HubSpot tracking for real-time performance monitoring.
  • Conducted user testing and feedback sessions with internal stakeholders and target audiences to fine-tune usability.

Results:

• 46% increase in website traffic within the first 60 days post-launch
• Bounce rate dropped by 31%, signaling better UX and content engagement
• Lead form submissions doubled, improving qualified pipeline for sales
• Stakeholder praise for clarity, professional design, and user-friendly layout

Challenge:

The Centr needed to reposition itself from being perceived solely as an accounting outsourcing firm to a full-suite virtual assistant provider offering sales, marketing, HR, IT, and accounting services. My task was to lead a full rebrand, redesign the website, and build a scalable marketing funnel around a new category: Teamsourcing.

Strategy:

• Led the rebranding effort, including visual identity, value prop, and content strategy to reflect the full-service Teamsourcing model.
• Rolled out a new website design using WordPress initially, then migrated and rebuilt the site on HubSpot CMS for enhanced tracking and sales funnel integration.
• Oversaw implementation of HubSpot Marketing & Sales Hubs, integrating CRM, email automation, and lead scoring.
• Had copywriters trained in StoryBrand methodology, which we applied across website copy, social content, ad campaigns, and email flows.
• Developed a content-driven funnel: lead magnets addressing VA-related pain points (TOFU) → webinars and weekly Facebook Lives (MOFU) → demo requests and sales consults (BOFU).

Execution:

• Managed project timelines across brand, design, dev, and content teams.
• Created and promoted lead magnets through SEO, social media, and paid campaigns (Google & Facebook Ads).
• Produced weekly live video content with the CEO and in-house experts, repurposing clips into blog posts, social content, and nurture emails.
• Built performance dashboards using HubSpot and Google Analytics to track engagement across the funnel.

Results (6-Month Snapshot):

• 87% increase in page views and 63% increase in average time on site
• Bounce rate decreased by 42%, indicating improved UX and messaging clarity
• Generated 1,120 new marketing-qualified leads (MQLs) from lead magnets and live content
• Facebook Live and webinar engagement up 76%, with replays gaining traction on social and email
• Achieved a 12% MQL-to-opportunity conversion rate (above industry benchmark)
• Closed business attributed to the funnel reached $340K+ in new revenue over 6 months

Challenge:

At NPE Fitness, we needed to create a smarter, more segmented way to attract and guide fitness business owners based on their revenue level, business type, and growth stage. My role as Senior Web/Graphic Designer was pivotal in aligning visual strategy with messaging and customer journey across multiple global markets.

Strategy:

• Segmented fitness business owners into six distinct stages based on annual revenue, membership size, and gym type (boutique studios vs. multi-location gyms).
• Collaborated with marketing and strategy teams to launch a global campaign across the U.S., Europe, and Australia.
• Customized messaging to reflect regional nuances and business maturity stages.
• Built six distinct funnels:
  • TOFU: Lead magnets to educate and capture interest.
  • MOFU: Virtual trainings and deep-dive resources tailored by business stage.
  • BOFU: Consultations with certified Fitness Business Coaches.
• Designed a Stage 7 invite-only program (“Fitness Mogul Mastermind”) to reward and nurture top-tier clients, supported by a referral strategy to continually warm the top of funnel.

Execution:

• Designed and optimized all landing pages, lead magnet assets, and campaign visuals to match both geographic and stage-specific messaging.
• Supported the email nurture journeys and lead scoring integration with marketing automation platforms (Keap known as Infusionsoft at the time)
• Worked closely with copywriters to ensure all campaign visuals reinforced the customer’s progression from stage to stage.

Results:

• Company revenue grew from $1.3M to $4M in under 12 months — a 208% increase.
• Student enrollment scaled from 50 to 350 — a 600% increase over the course of a year.
• Increased lead-to-customer conversion at every funnel stage through stronger segmentation, targeted creative, and aligned journey messaging.
• Created long-term brand affinity and customer retention via a visually driven, personalized experience.