Strong digital platforms do more than publish content. They guide attention, support business goals, and create smoother user experiences.
My work in website and platform strategy has focused on managing high-traffic digital environments, improving content visibility, strengthening engagement, and using analytics to make smarter platform decisions. Across media and membership organizations, I’ve worked on both the front-end experience and the operational systems behind it.
Key Platform Impact
- Managed content distribution across 18+ newspaper websites
- Oversaw 100+ homepage placements used to drive traffic and engagement
- Supported digital platforms reaching 435M+ monthly visitors
- Managed website operations in WordPress and built pages using HTML
- Implemented Google Analytics to track engagement, traffic, and on-site behavior
Case Study 1: Homepage Distribution Strategy Across 18+ Media Platforms
Hearst Media
Situation
Hearst operates a large network of local newspaper websites where homepage placement directly affects traffic, engagement, and visibility. With limited premium placement space and constant content turnover, distribution decisions needed to be made quickly and strategically across multiple markets.
Strategy
I treated homepage placements as a distribution system, not just a publishing task. My focus was to identify which content had the strongest engagement potential and position it where readers were most likely to interact with it.
Execution
- managed 100+ freeform placements across 18+ newspaper websites
- used Google Analytics and Chartbeat to monitor clicks, CTR, time on page, and engagement
- ran A/B tests on headlines and imagery
- adjusted placements daily based on market behavior, editorial timing, and content performance
- consistently promoted high-interest content, including mapicles, across multiple markets
Results
- strengthened visibility of high-performing content across 18+ media markets
- increased traffic to strategic content through data-informed homepage placement
- improved engagement through daily testing and optimization
- supported platform performance across digital properties reaching 435M+ monthly visitors
Case Study 2: Website Management for a Global Membership Organization
Association of International Energy Negotiators (AIEN)
Situation
AIEN’s website served as the central hub for membership resources, events, registrations, and e-commerce, but needed stronger management, clearer content, and better visibility into user behavior. The organization also lacked digital analytics infrastructure, making it difficult to understand how members were engaging with the site.
Strategy
My goal was to make the website more useful as both a member engagement platform and an operational business tool. That meant improving content, supporting user access, managing store functionality, and introducing analytics to guide better decisions.
Execution
- managed the site in WordPress
- built and updated pages using HTML
- wrote blog posts and website content to support engagement
- managed the organization’s online store and digital transactions
- supported members with logins, password resets, and access issues
- implemented Google Analytics to track website visitors, traffic sources, and time on page
- used engagement metrics to identify ways to improve user experience and content visibility
Results
- improved website functionality across content, store, and member access
- gave the organization its first real visibility into website performance through analytics
- strengthened the website’s role as both a communication platform and operational resource
- supported broader membership engagement through better content and platform management