Content Strategy That Connects
I lead digital strategy at the intersection of operations and brand — building the systems, campaigns, and cross-functional workflows that move organizations forward. Below are selected projects spanning content strategy, platform rollouts, partnership campaigns, and digital experience design.
Community Wi-Fi Rollout
IRT Living — Portfolio-Wide Technology Adoption Campaign
Challenge
IRT set a company goal to deploy community-wide WiFi across 50% of its properties — roughly 60 communities — within a single year. The technology was ready. Resident adoption wasn't guaranteed. A strategy was needed to drive early buy-in at scale before, during, and after rollout.
My Role
Led the marketing strategy end-to-end, serving as the connective layer between operations, technology, and communications teams.
Strategy & Execution
Designed a 15-touchpoint resident communications framework spanning social media, email, SMS, the resident portal, print collateral, and in-community signage
Mapped the full resident journey from pre-announcement through post-installation to maximize early adoption and reduce friction
Developed messaging architecture that translated a technical product change into a clear resident benefit
Coordinated content production and sequencing across channels to ensure consistent, timely delivery across all communities
Built the campaign to scale — ensuring materials and messaging could be adapted property-by-property without losing brand cohesion
Tools Used
Canva · Entrata · EliseAI · Microsoft Excel · SmartSheet · Microsoft Dynamics · Power BI
Results
Delivered a 15-touchpoint, portfolio-wide communications strategy supporting rollout to 60 communities
Positioned early adoption as the goal — driving resident engagement ahead of full deployment
Contributed directly to the company's 50% property penetration target for the year
Brand Partnership Campaign
IRT Revenue Management Team x Airbnb
Challenge
IRT partnered with Airbnb to unlock a new revenue stream for select communities — but awareness was low and host signups weren't moving. The campaign needed to educate, convert, and sustain momentum across a skeptical audience.
My Role
Served as the lead strategist and executor across digital, print, and email — coordinating between Airbnb's partnership team, internal stakeholders, and external vendors.
Strategy & Execution
Collaborated directly with Airbnb's team to align on messaging and identify the highest-leverage conversion points
Designed and launched targeted website enhancements to spotlight the partnership at the property level
Built and managed a multi-touch email drip campaign to educate prospective hosts and move them toward signup
Coordinated cross-functional production of signage and print collateral across Airbnb, print vendors, and the internal marketing team
Tools Used
Canva · Adobe Illustrator · Entrata · Google Analytics
Results
60% average email open rate sustained over 5 months
Established a repeatable campaign framework for ongoing partnership awareness
Digital Experience Redesign
IRT Human Resources Team
Challenge
IRT's "Join Our Team" page wasn't converting. It undersold the company culture and didn't give candidates a reason to apply. HR needed a digital experience that could compete for talent — and a process to get there without derailing the web development team.
My Role
Led the project from intake to launch — owning scope definition, competitive research, design direction, and cross-functional coordination with the internal web development team.
Strategy & Execution
Ran the intake process to define scope, align stakeholders, and set realistic deadlines across HR and web development
Conducted competitive research to benchmark content structure and identify gaps in IRT's existing positioning
Designed an interactive, benefits-forward page in Figma that balanced brand standards with user experience priorities
Partnered closely with the dev team to execute within platform constraints without compromising design intent
Tracked post-launch engagement in real time and optimized CTAs and landing page elements based on performance data
Tools Used
Figma · Adobe Suite · Microsoft Clarity · Dynamics 365 · Canva
Results
Delivered a fully redesigned careers page that accurately reflects company culture and supports active recruiting
Maintained stakeholder alignment and on-time delivery across a multi-team, cross-functional project
Remote Event Operations
Private Client — 100-Guest Celebration
Challenge
Produce a multi-vendor, catered 60th birthday and vow renewal event for approximately 100 guests — planned and managed entirely remotely in under 90 days.
My Role
End-to-end event strategist and remote project manager, coordinating all creative, logistical, and vendor deliverables from a distance.
Strategy & Execution
Led client intake to establish scope, priorities, and non-negotiables within a compressed timeline
Managed vendor relationships across a country club coordinator, catering, photography, video, DJ, day-of coordinator, and decorators — aligning all parties on timeline and day-of logistics
Designed all guest-facing materials: invitations, seating chart, table numbers, party favors, and event signage
Directed a small on-site team remotely on the day of the event, ensuring seamless execution without physical presence
Tools Used
Canva · Evite · Microsoft Excel
Results
100-guest event executed on time, on brand, and on budget
Full remote project management from concept to close