Portfolio

Asana

Unified digital ecosystem and operations transformation

When I joined Asana, Marketing's digital operations were fragmented. Six separate teams—web, customer experience, SEO, localization, email, and web development—operated in silos with inconsistent strategies, duplicative processes, and no unified view of performance. Customers encountered disjointed journeys; internally, teams competed for resources without shared accountability. The organization needed an operator to bring clarity, alignment, and follow-through.

Over two years, I led the operational transformation that unified these teams into a single, high-performing organization with centralized strategy, standardized processes, and connected systems. I restructured the organization around customer journey stages rather than channel ownership—breaking down silos and creating shared accountability for business outcomes. I implemented unified planning and prioritization frameworks, established consistent performance management, and built integrated data systems providing a single source of truth across all digital properties. Working across Product, Engineering, and Design, I operationalized connected customer experiences from first touch through conversion.

The transformation delivered measurable operational excellence: 25% increase in roadmap capacity with no additional headcount.

Asana

BrAIn Trust: Marketing’s AI center of excellence

At Asana, AI adoption across Marketing was fragmented and low—only 19% of the team achieved consistent, high-value usage, while 40% spent 6+ hours weekly on administrative tasks. Without coordinated governance, scattered tool exploration created security gaps and compliance concerns. The organization needed structure where there was complexity, and discipline where there was noise.

As Executive Sponsor of Marketing's AI Center of Excellence (BrAIn Trust), I led the transformation of Marketing into an AI-native organization operating with precision and intent. I established cross-functional governance managing policies, use case prioritization, and change management creating the operational infrastructure for responsible AI adoption at scale. Rather than forcing adoption through mandates, I built systems that made AI obvious, easy, and sustainable: deploying AI teammates with defined roles, running bi-weekly enablement sessions, building shared prompt libraries, and creating accountability through measured outcomes.

This work became Marketing's operational blueprint and is now guiding company-wide AI deployment. Results: daily AI usage increased 257%, with an average of 4-5 hours saved per project with support from AI teammates like ATLAS, BRIEF BUDDY, and SCOUT. Engineering innovations like Figma x Cursor reduced UI implementation from days to 15 minutes. AI-powered translation achieved 50% cost savings while driving toward 90% content parity across 14 languages.

Asana

Search and discovery transformation

When AI search fundamentally disrupted software discovery—with 60% of searches ending without a click—I recognized that Asana's traditional SEO approach would no longer drive sustainable growth. As Head of Digital, I led the transformation of our entire organic strategy to meet buyers where they now start their journey: in AI tools like ChatGPT, Perplexity, and Google's AI Overviews.

I led my team in developing a comprehensive AI optimization strategy that went beyond traditional SEO, repositioning our approach around five interconnected disciplines: SEO for technical discoverability, AIO for establishing authority in AI citations, GEO for recommendation algorithms, AEO for driving qualified clicks, and SXO for converting AI-sourced traffic to trial signups and leads. I partnered across marketing, product, and engineering to implement structured data across all surfaces, accelerate content velocity through AI-powered workflows, expand presence in channels where LLMs train (Reddit, G2, YouTube), and launch native AI apps enabling zero-friction signup.

This work resulted in #1 AI visibility score and #1 AI share of voice rating among competitors, 4.5x increase in AI-attributed traffic, and 7x trial signups from AI-sourced visitors.

Asana

AI-powered trial experience and product partnership

Traditional trial experiences require users to navigate complex setup flows before experiencing value, creating friction that causes abandonment before prospects see what makes a product special. I identified an opportunity to bring the "wow moment" forward through AI, but execution required deep cross-functional alignment.

As VP, Digital, I partnered closely with Product and Engineering to launch “Create with AI” a new trial experience taking users from a single prompt to a fully working Asana project in seconds. This wasn't a handoff; it was true collaboration. I worked with Product to define the experience requirements and success metrics, partnered with Engineering on technical implementation, and owned go-to-market strategy including entry points across our digital ecosystem and experimentation frameworks for continuous optimization. The initiative became a model for how Marketing and Product operate as one team to drive product-led growth.

Early results demonstrated the power of removing friction on the website: a 120% increase in web conversion rate over our site-wide average.

Asana

Intelligent personalization at scale driving sales and marketing alignment

At Asana, the majority of website traffic was anonymous—Marketing served generic experiences to everyone from solo entrepreneurs to Fortune 500 procurement teams. Closing this gap required alignment between Sales, Marketing, and Data Science on how we identify and engage high-value buyers with relevant, personalized experiences.

I led the initiative to transform our one-size-fits-all digital experience into a dynamic personalization engine tailored by business segment. I partnered across teams to align on ideal customer profiles and define distinct journeys for enterprise buyers versus SMBs—from personalized web offers to targeted help center engagement that triggers automated, contextual support outreach. On the backend, I worked with Enterprise Technology to integrate our tech stack for real-time visitor identification and collaborated with Data Science to surface accounts most likely to convert.

The work delivered an average enrichment match rate 5-10% above industry benchmark, and our personalization pilot is driving measurable lift in web conversion and meetings booked with CSMs through personalized outreach—proving the model for how Marketing, Sales and Support operate as connected partners driving shared revenue outcomes.

Asana

AI translations: Achieving global content parity

Due to declining translation budgets, Asana's non-English digital properties had fallen significantly behind—some languages were only 40% in parity with English content. This gap directly impacted our ability to compete in international markets and limited organic discovery for non-English speakers, a massive growth opportunity for product-led growth.

Recognizing that traditional translation couldn't achieve the scale we needed within budget constraints, my team led the implementation of LARA, an AI-powered translation system. As Head of Digital, I partnered with localization, engineering, and content teams to develop a solution that could achieve 90% content parity across all 14 languages while reducing costs by 50%. We designed a phased rollout prioritizing Tier 2 and Tier 3 languages first, established quality frameworks combining AI efficiency with human oversight, and repositioned the program as a strategic growth investment by reinvesting cost savings into achieving content parity.

This initiative is projected to deliver 50% cost reduction in FY27, increase traffic, drive incremental trial signups, and deliver 90% content parity across all languages.

Salesforce

New product pages

Our heavy portfolio expansion over the years resulted in different narratives, hierarchies, depth, sales methodologies, and structures across our product and industry offerings on salesforce.com. These complexities were exposed through digital channels to our end users. As part of our One Salesforce initiative, we re-platformed our website and reimagined our product pages as part of the migration.

As the digital strategy lead for our product content on salesforce.com, I led my team and collaborated closely with the UX, engineering, creative, and product marketing teams to reimagine and transfer our product content to our new web platform.

Our goal was to make it easy for buyers to understand, learn, and try our products. To achieve this, we enabled our migration teams on the new platform, helping deliver an amazing experience that was: simple, consistent, outcomes-focused, data-centric, and scalable globally.

To ensure a smooth transition, I also led executive communications, planning, and agile process optimizations of the program in close partnership with program management. I worked closely with each product team to ensure efficient content production and a seamless shift to the new platform.

We conducted an A/B test on our new Sales product pages, and the results were exceptional. We observed an increase of 21% in the Click-to-Chat Rate, a 27% rise in the Form View Rate, and a 21% improvement in the Form Conversion Rate.

As a result, we are swiftly migrating the remaining product pages and anticipated similar performance enhancements.

Salesforce

Product page optimizations

In partnership with the EVP, Product Marketing, I set the vision and roadmap to elevate our website and transform our customers' experience. Our mission was to deliver exceptional experiences across all our product and industry solutions content. With my guidance, our team optimized our pages at lightning speed by focusing on three critical areas. We streamlined our messaging to prioritize clarity and value propositions upfront, while also eliminating any irrelevant details. We also deliberately designed graphics that put our customers first and showcased our products with pinpoint accuracy. Finally, we developed a consistent user experience throughout all our sales efforts, campaigns, and the entire website.

This work resulted in 10% improvement in form views, 11% improvement in form completions, and 6% in SEO page views pre vs. post change.

Salesforce

Salesforce Essentials website

I was handpicked by the SVP, SMB Marketing, to craft a digital experience that would drive growth in the small business sector. With the launch of our first product, Essentials, I created a mobile-first approach that would simplify the user experience while effectively communicating how we could solve common problems small businesses face. I had a clear vision for success, and to achieve it, I partnered with leadership to carve out a budget and headcount in order to assemble a team of talented individuals who shared my passion and drive. Together, we utilized a content-driven strategy to attract more trial subscribers and supercharge product growth. Our innovative digital platform allowed us to quickly build, test, and refine the website, giving us the edge we needed to establish Essentials as a top-performing website at Salesforce. By creating a seamless buying journey from the website to sales to adoption, we built a cohesive experience that truly set us apart.

Over 2 years the website delivered 310K organic visits,  avg 7% organic form view rate, avg 32% organic form completion rate, and 6.5K organic trial sign ups.

Salesforce

Essentials quick start guide

Our mission was to revolutionize the user onboarding experience for our Essentials product by empowering individuals to adopt our technology seamlessly. By harnessing the power of digital Quick Start Guides, we successfully minimized the need for sales and adoption team support, thus enabling our users to navigate the onboarding process effortlessly. These meticulously crafted guides have been tailored to users' unique business functions, ensuring that individuals of all skill levels can effortlessly configure their Essentials instance and experience its full potential. 

This work resulted in an average of 20% repeat visitors; Visitors spent an average of 3 mins per visit.

Salesforce

Program management and operations

I led the initiative to transform our one-size-fits-all digital As a Senior Digital Program Manager at Salesforce, I took on a leadership position where I provided direction and guidance to the project management team. I oversaw strategic initiatives to propel salesforce.com to even greater heights of success.

One of my most significant achievements was leading the creation of a unified process site for the Marketing organization, which harmonized the workflow between different disciplines. This initiative was met with overwhelming positivity and expanded to regional teams, thus fostering collaboration and increasing efficiency.

I also implemented a systemized approach to enable new teams and regions to adopt new program management tools and processes. This effort greatly simplified their onboarding process, allowing them to integrate seamlessly and hit the ground running.

Furthermore, I developed standardized reports for senior leadership that showed project status and resource capacity, greatly enhancing work transparency. This allowed the organization to optimize its resources and track its progress with greater clarity, thus enabling more informed decision-making at the highest levels of leadership.

DigitasLBi

Nissan and Infiniti AEM migration

As the Associate Director of Project Management, I took on a leadership role, working closely with my SVP to build a team of over 30 multi-disciplinary professionals across Nashville and Atlanta. Our goal was to lead the charge in migrating the USA Nissan and Infiniti websites onto Adobe Experience Manager, a massive undertaking involving over 1,000 pages in three languages, three brands, eight integrations, and more than 138 customer features.

To ensure the success of this initiative, I spearheaded the Nissan/Infiniti client's PMO, leading by example and setting a high bar for excellence. I optimized our ways of working and managed the program's risks and overall health, earning my colleagues and clients' trust and respect.

I was also directly responsible for managing the budget and project management team and designing new working methods between our regional teams and clients. I created powerful systems to report on project status and risks, defined clear escalation paths, and implemented agile working methodologies.

Pandora

CMA country radio experience

As a Senior Digital Producer at Pandora, I had the honor of partnering with the Country Music Association to bring the CMA Country Experience station to life. This innovative initiative showcased custom mixtapes and artist interviews to highlight the CMA's most significant events, including the CMA Music Festival, CMA Awards, and CMA Country Christmas Special.

As a leader, I brought my vast expertise in providing invaluable user experience design, content development, and thought leadership to the project. But my leadership didn't stop there. I was also responsible for managing stakeholder relationships, working closely with clients and artists to capture the necessary content and ensure the project's success.

With a keen eye for detail and a deep understanding of product development practices, I also led the development team, driving them to optimize and test the listener experience to ensure it met the highest standards of quality and excellence.

The program exceeded targets, with 285K unique listeners, 136K+ hours of listening time, and 28 minutes of average listening per user.

Pandora

Thumb Moments

In my role as a Senior Digital Producer at Pandora, I spearheaded the groundbreaking Pandora Thumb Moments program, which marked Pandora's first-ever paid media campaign. This innovative initiative took personalization to a new level, allowing fans to connect with their favorite artists by "thumbing up" a song on Pandora. We carefully selected artists like Fall Out Boy, Lindsey Stirling, Matt Nathanson, and Nick Jonas to engage listeners and record their experiences, which we then used to create compelling ads on and off the Pandora platform.

I single-handedly directed the development and production team, overseeing technical development and conducting artist interviews on set. I also served as the driving force behind the project, providing strategic guidance and inspiring the team to deliver outstanding results.

Comrade

Bank of the West online banking optimization

As a Senior Project Manager at Comrade, I was entrusted with one of the most significant projects the firm had ever undertaken, a complete redesign of Bank of the West's core online banking platform. It was a challenging project that required me to bring all my leadership skills to bear.

From the outset, I knew I would need to lead the efforts of multiple groups, including business stakeholders, off-site development teams, and user experience teams. With the teams located in various locations, I knew keeping everyone aligned would be a challenge. To address this, I took proactive measures to ensure that everyone was on the same page by holding daily scrum meetings and using online chat and video conferencing. I also divided the teams into sprint teams to create a more focused effort across the 30+ functional groups that were involved in the project.

Throughout the project, I provided leadership and support to ensure that Bank of the West delivered customers a robust and compliant user experience. I set clear goals and expectations for my team, provided timely feedback and guidance, and motivated everyone to work toward the project's success.

Comrade

iHealth website redesign

I spearheaded the iHealth digital experience overhaul. With a small team, we collaborated with iHealth to redesign their website with a new responsive design. I provided guidance in developing a defined visual style tile, user experience strategy, and messaging platform through multiple working sessions with both teams.

In addition, I contributed as a designer, creating assets for the iHealth online store. I also led the team to solve a significant issue with the provided iHealth photography assets by overseeing an inexpensive photoshoot using internal Comrade employees.

My hands-on approach didn't stop there; I even participated as a model in the photoshoot, ensuring that every project detail was executed seamlessly. The result was a beautifully designed and user-friendly website that provided iHealth's customers an enhanced online experience.

Thismoment

Disney Parks “Let the Memories Begin” website

As a Strategic Project Manager at Thismoment, I consistently demonstrated my leadership skills through successful project launches for top global brands. One of my most notable achievements was the development and launch of the Disney Let the Memories Begin website. From scoping to wireframing and designing, I managed the development of the mobile site and impressed the client with the outcome, leading to a two-year contract renewal.

Additionally, in 2012 and 2013, I oversaw the successful launch of more than 52 projects for various global brands.

Eveo

Reclast national sales meeting materials

As the Project Manager and later the Director of Strategic Planning at Eveo, I demonstrated strong leadership skills in multiple projects. I oversaw the development of various print, interactive, and video programs for the Reclast client. I also collaborated with the client and led the creation of materials for their National Sales Meeting, which won a 2010 Telly Film/Video Bronze award, demonstrating my ability to deliver high-quality work.

I further showcased my leadership by leading the development of Eveo's first proprietary patient, physician, and sales iPhone and iPad applications.

As Director of Strategic Planning, I led the creation of successful pitch projects, which resulted in 11 new accounts and generated $3M in sales revenue. To improve our business, I implemented a system to analyze the profitability of pitches against projects over time. I also oversaw the editing and streamlining of capabilities presentations, which helped us better position our products against competitors.

iVillage

iGo Green sweepstakes

As a Sales Marketing Producer at iVillage/YourTotalHealth, I created the iGo Green sweepstakes to launch the iVillage web portal. I used various promotional channels across NBC Universal web properties to increase brand awareness, resulting in over 58K unique visitors, a 12% return rate, and over 1.3MM page views. To improve the sweepstakes, I collaborated with development resources to create a short-form entry method, leading to a 10% increase in return entries.

I also developed the sales marketing department's first training manual to speed up onboarding for new Producers. I facilitated relationships between GlaxoSmithKline brand managers and YourTotalHealth Account Executives, increasing sales revenue from $200K to $1.2M.

Glaxosmithkline

1on1Health print and web materials

As the overseer of the 1on1health patient education campaign at GlaxoSmithKline, I managed the development and updating of content for 27 disease states on 1on1health.com and corresponding print booklets.

I managed vendors, created yearly budgets, and led the creation of ads to boost site traffic. Our SEO campaign resulted in a yearly visitor increase from 250,000 to 480,000. Our patient-friendly content within the 1on1health print booklets (English, Spanish, and Mandarin) increased sales representatives’ average time with physicians by 2.4 minutes.