Work
Selected work
A selection of projects across digital strategy, audience growth, content, analytics, e-commerce, and operations.
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Building a more useful audience segmentation and reporting system
Built and maintained roughly 40 demographic and interest-based audience segments for targeting and commercial use, while improving and automating recurring audience reporting.
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Digital Intelligence Dashboard
A working internal pilot that consolidates five separate intelligence platforms — GA4, Similarweb, Semrush, Chartbeat, and Google Trends — into one source-labeled decision interface.
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Designing an editorial layer for a short-form commerce program
Developed the editorial strategy, topic pipeline, and first 20 scripts for a short-form affiliate program across TikTok, Reels, and YouTube Shorts.
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Building a digital commerce funnel for an offline-heavy consumer brand
Developed social acquisition and paid-media plans for a consumer health brand while advising on strategies to grow online sales and strengthen its owned e-commerce channel.
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Optimizing branded-content campaigns against guaranteed performance targets
Managed native advertising campaigns across articles, social, and video, combining editorial adaptation with paid distribution and performance optimization against guaranteed targets.
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Using evergreen content to demonstrate the value of search-led publishing
Commissioned and optimized a portfolio of evergreen articles as a practical SEO pilot, using search traffic data to demonstrate the value of search-led editorial publishing.