Created scripts and storyboards for a variety of video marketing projects (including assets for Google One and the Pixel 6 phone) for The Visual Lab, an in-house production team. Developed a script concept for Google Street View’s 15th anniversary celebratory video in partnership with design studio Masonry NYC.

As part of an ongoing retainer, provide marketing and business development services to a Houston-based litigation boutique firm. Services include creation and implementation of social media channels, quarterly firm newsletter, planning and distribution of thought leadership, miscellaneous recruiting materials, development of formal diversity fellows and summer associate programs, oversight of external vendors, and successful Chambers USA submissions.

Mapped out new site architecture for Columbia Law School’s website redesign to optimize audience segmentation and boost enrollment. Developed new editorial voice/tone in alignment with the school’s brand pillars and rewrote all webpages accordingly. Created top-level messaging to define and showcase the school’s key differentiators.

Developed and executed messaging and top-level content for the university’s new Community Citizenship Initiative.

Developed new site architecture and content strategy for the admissions, business office, financial aid, fellowships, grants, and sponsored research sections of the school’s website.

Helped propel a rigorous research and discovery process that led to the creation of a comprehensive strategic plan as well as a full website overhaul. Because the firm was facing succession issues, focused on developing strategies to attract a new, younger generation of clients and recruits while leveraging its longstanding brand equity.

Led stakeholder content workshop to identify content needs for BronxWorks' (the largest nonprofit social services organization in the Bronx) website redesign. Spearheaded persona development process to effectively segment the organization’s diverse audience types and create intuitive, targeted user pathways. Developed new site architecture, webpage wireframes, and style guide as well as all top-level messaging for the website.

Conducted website audit to identify gaps in service and solicited feedback from key stakeholders to more effectively tailor content to the college’s prospective audiences. Recommended changes to site architecture and design to highlight faculty research, boost enrollment, and optimize user flow. Wrote new content in tandem with site’s redesign, including top-level landing, diversity and inclusion, FAQ, and department pages.

For graduate admissions, conducted an audit of email comms campaign for the current admissions cycle, then delivered a report with recommendations to aid Enrollment Management in converting applicants to admits and ultimately optimizing yield.

For undergraduate admissions, created narrativized content for custom viewbook to replace decentralized, unbranded material supplied by individual academic departments.