Strategic Direction: Set the strategic north star and multi-year roadmap for Thrivent Bank, aligning stakeholders to near-term priorities and long-term growth opportunities.
Customer Experience: Lead end-to-end journey and funnel strategy, optimizing awareness-to-advocacy touchpoints to improve conversion, retention, and brand loyalty.
Brand & Business Development: Owned go-to-market strategy for Thrivent Bank’s launch, translating research into positioning, KPI framework, and paid/social plans to drive awareness and acquisition.

Customer Journey Development: Owned Mitsubishi journey strategy and optimization, building segmentation for acquisition, retention, and conquest to drive conversion and loyalty.
Campaign Creation: Lead campaign strategy for brand and sales—translating objectives into briefs, guiding cross-channel execution, and optimizing through launch.
Client-Facing Lead: Influence stakeholder decisions with executive-ready briefs and POVs—building alignment, accelerating approvals, and unlocking growth opportunities.

Sales Strategy Development: Owned acquisition and retention strategy, optimizing the funnel end-to-end to drive demand while protecting and growing the existing customer base.
Creative Development: Lead creative and social asset strategy for Nutrien, streamlining budget and resourcing to maximize performance and efficiency.
Subject Matter Expert: Facilitated strategic workshops to align cross-functional teams, accelerate decision-making, and build thought leadership and capability across the organization.

Customer Journey Ownership: Owned end-to-end digital customer journey strategy for Ford and Lincoln vehicle ownership apps.
Customer Experience: Led digital CX definition for FordPass and Lincoln Way, grounding experience decisions in customer needs and value delivery.
CRM Lead: Lead CRM strategy development and implementation to drive engagement, retention, and loyalty.

Digital Experiences: Set mobile/web experience strategy across accounts, aligning customer needs to business goals and guiding cross-functional teams from concept to delivery.
Customer Experience (CX): Built segmentation, personas, and journey maps for Trinity Health and Cedars-Sinai—aligning patient, family, and provider needs to a cohesive digital experience strategy.
Content Strategy: Built content governance frameworks and standards across clients, enabling consistent, scalable experiences and stronger content operations.

Career Progression: Progressed from Project Manager to Content Strategist on the General Motors account, expanding scope from delivery to strategic content leadership.
Project Management: Managed GM projects across strategy, UX, creative, and technology—driving alignment, scope, and delivery across cross-functional teams.
Content Strategy: Supported content strategy for GM, including governance and optimization in Adobe Experience Manager (AEM) as SME for content and asset management.