Audience Growth & Digital Strategy
This section shows how I've built and sustained audience growth across digital channels — through strategic content decisions, UX improvements, accessibility standards, and systems that compound over time.
CTL Website: Ongoing Digital Strategy
Treating a technology commercialization website as a living strategic asset — continuously auditing, improving, and optimizing based on traffic data and audience behavior.
Strategic Approach
Led initial redesign coordinating a 10-member cross-functional team and external vendor.
Prioritized high-traffic, high-value pages for redesign and continuous improvement based on performance data.
Implemented SEO best practices across key pages to improve organic discoverability and search quality.
Applied WCAG 2.1 AA accessibility standards across all redesigns — color contrast, alt text, and semantic structure built in from the start.
Used GA4 and Google Search Console to monitor performance and inform ongoing content and UX decisions.
In Progress — Answer Engine Optimization (AEO)
Implementing Answer Engine Optimization strategies, including FAQ page development, structured content formatting, conversational query targeting, and Schema.org markup, to position CTL content for AI-powered search discovery.
CTL Social Media: Data-Informed Content Strategy
Understanding what a highly specific B2B audience actually responds to — and building a content strategy around that evidence rather than assumption.
Strategic Approach
Audited content performance to identify engagement patterns — discovering people-centered stories, quotes, and carousels significantly outperformed institutional announcements.
Shifted strategy toward human storytelling — featuring inventors, founders, and licensees as the primary narrative vehicle.
Identified optimal posting times and maintained consistent cadence to build algorithmic momentum across LinkedIn and X.
Used Meltwater for social listening to identify content opportunities beyond CTL's owned channels.
Built and maintained monthly performance dashboards tracking platform KPIs to inform leadership and guide content decisions.
UF Employee Advocacy Program
Extending social media reach beyond owned channels by activating the people already inside the organization, turning occasional participation into consistent advocacy.
Strategic Approach
Led cross-functional training sessions connecting individual sharing to organizational goals.
Created a content curation system making participation low-effort — ready-to-share content, suggested captions, and clear timing guidance.
Managed the program across departments, coordinating non-marketing staff with no prior professional social media experience.
Monitored performance and refined content and guidance based on what drove the most amplification.