An infinitely curious,

Web Strategist

Multidisciplinary

Hi, there, I'm Emma.

I believe that great online experiences help us navigate our communities, craft meaningful conversations, and tell stories worth remembering.

During the decade I have spent in the marketing industry, I’ve transformed early passions for design, writing, and psychology into tools for crafting user-centric, accessible, and highly optimized online experiences that win customers and revenue.

Websites should be places users want to go, spend time with, and remember long after they have closed their browsers. I want to be part of that story, helping the best brands be truly seen and found by the right users at the right times.

Key Skillsets

Web & user experience strategy

9 years experience leading discussions, proposing solutions, and seeing web goals through to accessible production experiences. Specializing in information architecture, user behavior analysis, and stakeholder management.

CMS site building & management

11 years experience updating existing websites and building new sites with CMS platforms like AEM, WordPress, Craft, Drupal, and Squarespace.

Search engine optimization (SEO)

7 years experience optimizing sites for search engines: competitor analysis, metadata config, keyword research, site audits, prioritizing, reporting, training.

Operations & Scoping

6 years experience collaborating with both in-house and client project/task requesters and the developers who perform that work, including leading scope refinement discussions, estimating work, and task management.

Graphic design

9 years experience designing graphics and materials for print and digital mediums, like web elements, newsletters, emails, flyers, and advertising.

Copywriting & editing

7 years experience writing blog posts and web content, as well as editing copy or grammar, spelling, and punctuation.

Workplace Philosophies

Life is short. Make work matter.

I care deeply about time. It is our most precious resource, one we hold and manage ourselves, and one that we gift to others. We spend a massive portion of our lives at work with our coworkers working on passion projects, so we better make it meaningful, keep it light whenever possible, and dig in when it’s difficult. Seek out enriching experiences, establish sustainable rhythms, and leave an impact that lasts long past ourselves.

Empathy is king.

When challenges arise (because they will), I believe that framing deserve more spotlight than they are traditionally afforded. This means giving each other the positive benefit of the doubt - both internal and external stakeholders. The vast majority of people are trying to do the right thing at the right time; communication and prioritization can just get in the way sometimes. We are called to be stewards of ideas, facilitating conversations that get to the heart of the need to deliver the impact it deserves.

Tailored communication isn’t just for external audiences.

As marketers, we are experts at customizing messaging or external audiences to meet them where they are and prompt a specific response, but sometimes we forget to leverage those skills to enrich our in-house working relationships. Our teammates are looking for and hear different things. We wouldn’t deliver the same messaging to disparate audiences, so we also carefully craft our words for graphic designers, developers, project managers, and executives. I take genuine joy and pride in creating those messages.

Featured Web Projects

SHRM

In-house SEO & web content lead, developing new site taxonomy, prioritizing and drafting schema/structured data, informing site architecture & user experience, and supporting content rationalization and migration of 15k pages from SharePoint to Adobe Experience Manager (AEM). Also built out new landing pages in AEM and optimized key pages for SEO and performance best practices.

City Parks Alliance

Complete redesign and rebuild of ~10-year-old website. Facilitated transition to a WordPress site build. Directed and managed the request for proposals process to identify a creative/marketing agency to lead on design and web development. Lead internal stakeholder directing design and web strategy.

International Justice Mission

Lead web, SEO, and UX strategy on a Craft site overhaul, focusing on rebuilding content, design, and infrastructure from the ground up. Focuses of this project included creating keyword-rich depth of content surrounding the nonprofit’s casework types, optimizing placement and relevancy of calls to action, and creating a site navigation that reflected accurate search intent.