Spearheaded the establishment and growth of State Fund's User Experience practice, implementing a comprehensive design system that standardized and elevated the digital brand experience. Led strategic transformation of the organization's digital ecosystem, including successful deployment of Salesforce CRM to streamline customer relationships and operational efficiency.Key accomplishments:• Architected and championed digital accessibility initiative, achieving WCAG 2.1 AA compliance across external websites• Relaunch corporate website, StateFundCA.com, boosting SEO traffic by over 10% in the first year, and a 500% average increase to key pages associated with business partner goals• Drove data-driven optimization of content and email marketing programs, resulting in enhanced engagement metrics and automated customer journeys• Orchestrated end-to-end digital experience strategy across multiple touchpoints, fostering consistent, user-centric interactions throughout the customer lifecycle

Evolve State Fund's Publications Unit into the Digital Experience team, focusing on increasing traffic to websites, improving content and user experience, and supporting business partners to reach their objectives. Develop, author, and gain approval for digital marketing strategies to include social media, content marketing, website development, SEO campaigns, CRO campaigns, and marketing automation programs. Recruit, onboard, and mentor team focused on digital experience. Implement digital tracking programs to gain new insights on user interactions to inform decisions, collaborate across departments to align digital strategy with business goals, and implement newest technologies to accelerate digital marketing outcomes. • Increase user traffic by 290% year over year, launching SafeAtWorkCA.com website and amplifying search, social, and email marketing techniques• Implement automated quote follow up email campaign, replacing the need for manual follow up, and achieving 15% conversion rate for new policies• Boost SEO by 400% year over year, utilizing Google Analytics and Moz• 100% success replatforming two websites to the cloud, meeting timelines and staying within $1M+ budgets• Improve employee engagement scores by 20%+ year over year • Realize 100% increase in program participation and decrease application time by 60% with highly customized automated email campaign• Recruit, hire and develop team of 5 marketing specialists, creating leaders in digital space and achieving 100% retention• Automate metric reporting for all web properties, advancing real-time data to inform and improve decision making• Earn subject matter expert status, presenting marketing seminar for 300+ people at Digital Marketing for Financial Services Summit• Author web content guidelines and content auditing process, training staff to optimize content based on “See, Think, Do” model and promoting content consistency

Oversaw ideation, strategy, script writing, and production of videos to support marketing efforts and to enhance internal and external stakeholder engagement. Assisted in early efforts to initiate and grow digital marketing outreach.• Realized 40% reach with video marketing strategy, vastly outperforming other communication methods• Built and managed website and app for annual conference• Delivered 20+ long and short-form marketing videos annually, on-time and within $100K budget• Expanded influence across 5+ departments, collaborating with executives to design digital strategy aligned with department and enterprise goals• Selected for Emerging Leaders Program, competing with 500+ candidates; selected for High Performance Team Training opportunity for senior leaders and select employees

Advised and supported 25+ marketing campaigns as digital marketing consultant for government agencies and non-profits. Produced videos from start to finish and spearheaded product offering expansion to include web design, content vision, and social media marketing strategies. Strategized for website optimization and social media marketing effectiveness.* Built, managed, and optimized client websites, plus developed YouTube presence with engaging and effective videos* Directed project budgets up to $50K+, maximizing marketing spend to deliver exceptional results* Retained 90% of clients over 8 years, providing premium customer service and establishing strong relationships