STRATEGY
Here are some examples of companies I’ve worked with to lift their digital presence—be more useful, better organized and fully optimized. I also ensured that site-wide architecture, content strategy and usability were optimized and met best-practice and accessibility standards. All of the copy in these examples were either written by me or met my approval.
ROUNDABOUT THEATRE COMPANY
During my tenure as Director of Content at Roundabout Theatre Company, I oversaw the redesign and relaunch of their $22 million per year eCommerce site that fully integrated with a proprietary CRM that operates under arcane and esoteric business practices, a project the company had wanted to complete for more than two decades. The result was an increase of online revenue by $10M and engagement by 40% over the course of 7 years. I also laid the groundwork to integrate the website with a treasure trove of artifacts, media and ephemera contained in a digital archive of more than 50 years of the company’s history. Before I left, we launched Rewards by Roundabout, the theater industry’s first company-specific loyalty program. I oversaw the UX, which, again, had to comply with very specific business rules and a rigid CRM.
FRANKLIN TEMPLETON
I was initially hired by Legg Mason (now Franklin Templeton) to create two microsites for a recently acquired affiliate that was about to launch a revolutionary new investment product. The project was very time-sensitive and confidential, and all written content and web design had to go through a rigorous approval process with the compliance department, not to mention the approvals of executives at the affiliate and those at Legg Mason. The project (www.activeshares.com) launched on time and under budget. In addition to the launch of the sites, I also assisted the digital team with relaunching other efforts, such as a private real estate investing site (www.cpreif.com) with input from major stakeholders in the company. I advised on current best practices and worked with their Client Experience team to bring the new site up to date. Everything was done according to best SEO and accessibility practices.
THE ENTERTAINMENT COMMUNITY FUND
Working with the communications team and the company leadership, as well as third-party designers and developers, I restructured and re-launched the website for The Entertainment Community Fund (then called The Actors Fund), the nonprofit organization supporting performing arts professionals all over the country. It is an amazing organization with resources for housing, legal aid, medical insurance, career development, and more. With so many entertainment professionals out of work with no government assistance due to Covid-19, The Actors Fund is currently the most important lifeline to tens of thousands of people. I initiated a complete content audit of their decade-old site and retrofit into a new mobile-responsive layout with a new CMS (Drupal). By editing writing, and rewriting, I made information easier to parse and comprehend and raised the profile of their services for fundraising efforts.