One of the most defining achievements of my career has been leading the strategy and launch of a new retail products microsite designed to modernize how customers discover and understand our banking offerings. The initiative combined customer journey analysis, UX design, and performance analytics to reduce friction and improve clarity in a highly regulated environment.

The microsite was supported by an integrated digital campaign and generated 31.9k clicks with a 10.72% click-through rate, while also reducing inbound service inquiries. The framework established a scalable, data-driven model for future product launches and ongoing optimization.

Through a combination of audience segmentation, media optimization, and conversion-focused landing experiences, I helped generate over $21 million in new deposits through targeted CD campaigns.

This work required involved building a disciplined measurement framework, continuously testing creative and channel mix, and translating performance data into actionable insights for leadership. The result was not only strong short-term performance, but a repeatable, data-driven approach to growth that informed future marketing investment decisions across the organization.

Another major milestone was designing and implementing automated onboarding and lifecycle marketing journeys that fundamentally changed how we engage new customers. Using HubSpot and CRM data, I built end-to-end workflows focused on onboarding, cross-sell, and long-term engagement.

These efforts consistently delivered engagement rates as high as 78%, far exceeding industry benchmarks, and helped onboard approximately 340 new customers per month. Beyond the metrics, this work established a scalable foundation for personalized, timely communication and reduced manual effort across teams. It demonstrated how thoughtful automation can improve both customer experience and operational efficiency when grounded in strong analytics and clear strategy.

One of the most high-stakes initiatives I supported was the digital communication strategy for a core banking system conversion. During this period, customers faced significant change and uncertainty, making clarity, timing, and accessibility critical.

I led the development of a dedicated conversion microsite, UX-driven FAQs, tutorials, and educational video content, generating 8,765 impressions and a 16.89% click-through rate. More importantly, this effort materially reduced inbound call center volume during the transition. This experience reinforced my belief that strong digital strategy is not just about growth, but about risk mitigation, trust building, and supporting customers during moments that matter most.

As my role evolved, one of my most meaningful achievements was establishing centralized digital analytics and reporting that supported executive-level decision-making. I became the primary owner of digital performance dashboards, integrating web, campaign, behavioral, and SEO data into clear, actionable views for senior leadership.

This work shifted conversations from anecdotal feedback to evidence-based strategy. Leaders were able to evaluate performance across paid, owned, and earned channels, prioritize initiatives, and assess ROI with confidence. In a highly regulated banking environment, I also ensured that analytics practices aligned with governance, compliance, and accessibility standards. This achievement reflects my broader focus on using data not just to report on the past, but to guide smarter decisions about the future.