Digital & Web
I treat websites as evolving systems, not finished products. My work focuses on clarity and continuous improvement, using analytics to refine content and structure over time.
The examples below show how I apply this approach across organizations with different goals, audiences, and platforms.
Website Ownership
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At the Newtown Theatre, I’ve owned the website end-to-end, managing content, structure, ticketing integration, analytics, and ongoing optimization. I built the site and continue to evolve it, treating each season as an opportunity to refine how people discover events, evaluate options, and complete a purchase.
My work includes designing and maintaining event pages, integrating ticketing flows, and continuously adjusting layout, copy, and calls to action based on audience behavior. Rather than making large, infrequent changes, I focus on steady iteration informed by performance data and real-world use.
This approach allows the site to remain flexible, current, and responsive to shifting programming and audience needs, while consistently supporting ticket sales and engagement.
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Rewriting and Redesigning High-Value Pages
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In a multi-campus Life Plan Community environment, I led the rewrite and redesign of high-value service pages within an existing WordPress platform and established brand system. These pages support complex, emotionally weighted decisions and required clarity without oversimplification.
Working in collaboration with an external SEO agency, I focused on restructuring content to better match how prospective residents and families seek information. This included clarifying service distinctions, improving hierarchy and scannability, and aligning language with both brand standards and user intent.
The result was a set of service pages that better support conversion and understanding without requiring a full site rebuild or departure from existing systems.
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AI Optimization
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As part of my digital ownership at the Newtown Theatre, I led an AI optimization effort focused on improving visibility in conversational search and AI-driven discovery tools. This work centered on clear content structure, consistent entity signals, and well-defined event information, not just traditional keyword tactics. I also published and maintained a Wikipedia entry for the theatre to strengthen its presence in high-authority knowledge sources and reduce ambiguity across platforms.