Selected projects focused on building scalable, data-driven customer experiences

Retail Products Microsite & Integrated Growth Campaign 

I led the strategy, design, and launch of a new retail products microsite to modernize how customers discover and evaluate our banking offerings. The project addressed fragmented product pages, inconsistent messaging, and high customer friction by re-centering the experience around customer decision-making rather than internal product structure.

The microsite was built with accessibility, clarity, and conversion in mind and supported by an integrated digital campaign designed to drive qualified traffic into the experience. The result was a scalable, compliant framework that generated 31.9k clicks with a 10.72% click-through rate, improved product comprehension, and reduced inbound service inquiries. The structure has since supported additional product launches and ongoing optimization.

Automated Customer Onboarding & Lifecycle Marketing System

I designed and implemented an automated onboarding and lifecycle marketing system to improve early customer engagement and scale personalized communication. The initiative focused on replacing manual outreach with data-driven workflows tied to customer behavior, lifecycle stage, and product adoption.

Using marketing automation and CRM data, I built onboarding, nurture, and cross-sell journeys that consistently achieved engagement rates up to 78% and supported the onboarding of approximately 340 new customers per month. Beyond performance, the system reduced operational effort across teams and established a foundation for scalable, analytics-led personalization.

Core Banking Conversion Digital Communications Hub

During a core banking system conversion, I led the digital communications strategy to support customers through a high-risk, high-impact transition. The goal was to reduce confusion, proactively answer questions, and minimize operational strain on frontline teams.

I developed a centralized digital hub featuring UX-driven FAQs, tutorials, and educational video content, supported by targeted digital communications. The initiative generated 8,765 impressions with a 16.89% click-through rate and contributed to a measurable reduction in inbound call center volume during the conversion period. This project reinforced the role of digital strategy in trust, clarity, and risk mitigation.