Engineered a high-yield savings campaign that increased monthly account openings from 1.2 to 15.5 per month (+1,200% increase), generating $1.3M in new balances with a 6.32% conversion rate in 60 days.

Own end to end enterprise website strategy and governance across multiple domains, driving continuous improvement in usability, accessibility compliance, SEO performance, and conversion paths

Lead the strategic migration of the enterprise website to a new CMS, managing critical path mapping and technical SEO continuity to ensure zero loss in conversion functionality.

Architected an omnichannel customer journey funnel using Google Tag Manager, Meta Pixel, HubSpot, and Synapys CRM to trigger behavior-based journeys across web, social retargeting, and email.

Serve as primary owner of digital analytics, dashboards, and reporting; translating web traffic, campaign performance, and customer behavior data into executive-ready insights and actionable recommendations.

Developed Power Automate workflows to replace legacy manual processes and integrated Power BI/Looker Studio dashboards into executive homepages, translating complex KPI data into actionable narratives for senior leadership.

Collaborate directly with the Chief Experience Officer to evaluate and implement AI-driven tools, paid media strategy, and measurement frameworks that improve personalization and operational efficiency.

Direct content strategy and growth for all bank and subsidiary social channels; utilizes Sprout Social and Looker Studio to perform advanced data analysis on audience behavior and engagement trends.

Collaborated on enterprise SharePoint migration by conducting executive stakeholder interviews and cross-department usability testing to define functional requirements and governance structure.

Designed custom site templates and departmental workflows to improve navigation clarity, content governance, and cross-functional collaboration.

Partnered directly with developers to translate complex business requirements into scalable environment templates, ensuring structural integrity and brand consistency across all environments.

Drove $21 million in new deposits through targeted CD campaigns by leveraging audience segmentation, media optimization, and conversion focused landing pages

Managed a $58,000 monthly marketing budget, including vendor negotiations, media placement, and performance optimization

Served as core contributor to full enterprise website redesign (August 2023), leading UX/UI collaboration, wireframing, metadata strategy, digital asset management, and content migration governance.

Oversaw tagging architecture, SEO structure, and analytics implementation during rebuild to ensure performance continuity post-launch

Led UI/UX strategy for core banking conversion microsite, developing landing pages, FAQs, and tutorials that generated 8,765 impressions and a 16.89% click-through rate.

Built and optimized email marketing and automation workflows in HubSpot, achieving a 78 percent engagement rate compared to a 20 percent industry average

Designed automated onboarding journeys that captured 340 new customers per month, improving speed to engagement and customer experience

Planned and executed multi-channel campaigns across paid search, display, email, and web channels for banking, insurance, and financial services products.

Owned SEO optimization and website upkeep, including content updates, accessibility improvements, and usability testing

Conducted market research, demographic analysis, and competitive benchmarking to support campaign planning and strategic decision making

Coordinated daily output of designers and writers, ensuring all creative assets were on-brand, compliant, and delivered on time.

Supported crisis communications and high pressure initiatives, providing rapid digital execution and updates during critical events

Planned and implemented research projects relating to competitive analysis, demographics, products, services, and customer satisfaction.

Created workflows for an email marketing program and assisted with monitoring, focusing on onboarding, cross-sells, workflow optimization, and drip campaigns.

Assisted with designing marketing materials, signage, and collateral for ad campaigns, sponsorships, events, and content creation.

Developed crisis communication guidelines to ensure ease of communication in emergencies.