A great site combines the right message with thoughtful navigation and design. I’ve guided the development and copy of dozens of large-scale websites, micro-sites, and web apps. Below are a few of my projects.
A leading personality test with a rich global heritage gets a makeover. We built a marketing site for US, UK, French, Dutch, and German audiences and it quickly rose Google’s rankings. Within months, we were averaging dozens of monthly inbound leads and e-commerce purchases of print manuals and product reports.
Performance Assessment Network (PAN) was the #1 pre-employment testing firm in the industry. We had great technology and 60+ assessment content partners in our marketplace. Over my four years as VP of Marketing and Education Sales, we became the platform to securely assess new hires and leadership potential. Our exclusive SHRM referral partnership added wind to our sails. We were acquired by PSI, a large professional certification company.
From 2014-2017, I led a full rebranding of PAN – hook, line, and sinker. We conveyed simplicity, midwest values, and limitless possibilities when creating the perfect candidate process on our platform. I think this version of PAN was the most memorable and playful!
The world of continuing education is constantly changing. New courses, new requirements, and state deadlines create a dynamic industry. Nurse.com is the premier resource for nurses to earn their continuing education credits. I led a team responsible for growing B2C e-commerce revenue through content marketing and seasonal email, social, and direct mail campaigns.
My first taste of corporate marketing at scale was at Pearson. In 2009, I led the naming and launch of “TalentLens”, our group’s talent brand that was adopted globally (including the updated Netherlands site featured to the left). This was a thrilling time for me as I crafted our first go-to-market message: “How do you become a Critical Thinking organization from the frontline to the boardroom?” Thousands of companies wanted the answer! Over an intense three-year period, we created hundreds of pieces on how to assess employees’ critical thinking skills and work styles.
In the early 2000s, I joined forces with an entrepreneur in San Diego to grow his publishing business, University Readers. It was an incredible opportunity for me to develop my marketing skills and help build a national print-on-demand academic publishing brand. Through hyper-personalized email campaigns using syllabi data, we grew to 300+ professors and 50,000+ student orders. Today, their master brand and company name is Cognella, and their site has grown beyond the course pack business I helped launch nationally.
Am I Job Ready?
Today’s high school and college students are digital natives but they still need good soft skills and communication to land their first jobs. I led a team in building a web application called “Am I Job Ready?” for students and job seekers. It offered fun training modules in areas such as innovation, reliability, analytical thinking, and coping with pressure. Over 30 campuses and workforce development agencies signed up in the first year.
Did you know a long commute impacts turnover more than compensation factors? WorkHere is a mobile job discovery and candidate engagement platform used by leading brands to target hyperlocal talent through geofenced and social recruitment advertising. I worked with the founders to get their message ready for investors.
How do you approach building a website for a company that’s a leader in multiple markets? You focus on shared capabilities and expertise while giving visitors a mega menu for easy access to their specific solution. I was VP of Global Marketing during a time of growth and transition for PSI. After multiple acquisitions, we created new brands for three of our core products (Bridge, True Talent, and Dimensions), and we launched a site that centralized our news, articles, and product information.