Selected work

Case studies and work samples.

A closer look at how I connect audience insight, content, customer journeys, marketing systems, and measurement to solve complicated growth problems.

Peak Financial Wellness campaign displayed on the First Bank mobile homepage

Campaign shown on the First Bank mobile homepage

Integrated campaign

Peak Financial Wellness

Vice President, Content Marketing & Analytics Manager at First Bank

Led a four week campaign build across 113 branches, the corporate website, display, email, and social to grow awareness and leads for Business Elite checking.

700%Increase in Business Elite landing page lead generation

The challenge

Unexpected constraints moved the full campaign in house on an accelerated timeline. The team needed to create the concept, messaging, collateral, and digital execution from scratch while protecting the launch date.

My leadership

Set the campaign direction, guided benefit led messaging, coordinated the internal creative team, and orchestrated delivery across every branch and digital channel.

Additional impact: 62% more QR code scans, 10% more landing page traffic, and print collateral delivered to all 113 branches on time.

Campaign strategy
Content
Cross channel execution
Team leadership

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Good to Know customer education platform

Website restructuring

Good to Know Content Platform

Vice President, Content Marketing & Analytics Manager at First Bank

Helped transform a library of financial education into a clearer, scalable content experience that supports acquisition, lifecycle engagement, and customer connection.

The challenge

Financial education needed to feel trustworthy, useful, and easy to navigate while still connecting visitors to relevant next steps in a regulated environment.

My leadership

Served as the internal project lead with Rivers Agency, defining goals, guiding audience focused messaging and UX, coordinating compliance and product feedback, and connecting the platform to email and nurture efforts.

Impact: Established a durable content foundation for acquisition and engagement, strengthened customer focused brand messaging, and created room for ongoing campaign and newsletter growth.

Content strategy
Lifecycle
Customer experience
Agency leadership

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First Bank Wealth Management

Wealth AnswersResources to build wealth with confidence

Digital education experience

Wealth Answers Center

Vice President, Content Marketing & Analytics Manager at First Bank

Rebuilt an outdated wealth education experience as three guided learning paths for clients, prospects, and advisor conversations.

27Unique advisor contact submissions in the first half of 2026

The challenge

The prior vendor supported experience was outdated. Wealth Management needed a current, compliant resource that could educate different audiences, support advisors, and preserve the separation between the bank and wealth brands.

My leadership

Led UX, content inventory, vendor management, information architecture, SEO, WordPress production, analytics, stakeholder review, and compliance coordination. Organized 30 courses into three focused playlists and created a path to advisor contact.

Additional impact: Traffic across pages with wealth in the title increased 57.56% year over year, while the Wealth collection outperformed the bank's general learning content in course starts and time spent.

Wealth marketing
Content platform
SEO
Regulated marketing

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Let’s connect

Want to talk marketing, customer journeys, or a complicated growth problem? I’m always happy to connect.

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