My Work
A selection of projects spanning content strategy, web, and digital marketing, built from scratch, measured obsessively, and designed to drive decisions.
01
Platform Migration, Content Strategy, Project Management
I identified a CMS and content workflow inefficiency, advocated for a platform migration, and led the redesign of two flagship destination websites from sitemap through launch. The result: 15M+ annual views and 71% session growth in the first year post-launch.
02
Content Strategy, SEO, Editorial
Built and scaled an SEO-driven content program from zero to 957K+ annual pageviews in three years by aligning content strategy with audience intent and organic search demand.
03
Content Strategy, Editorial, Stakeholder Coordination
San Antonio became the seventh U.S. city featured on Google Arts & Culture. I led content development and cross-organizational coordination for the project, managing exhibit content, photography sourcing, and rights approvals across multiple collections.
04
Product Strategy, Launch Leadership
Identified the opportunity for a mobile-first visitor experience, secured executive buy-in, and led the launch of Visit San Antonio’s first mobile app. Drove 16K+ downloads, 763K+ business listing pageviews, and a 4.9-star rating within six months.
05
AI Implementation, Visitor Experience
Brought an AI chatbot solution to the organization that automated 72% of visitor inquiries and cut response time from 24 hours to under 2 minutes. One of several AI tools I've identified and implemented.
06
Editorial, Publishing, Production
Every year, I write and produce a 105-page official destination guide in partnership with Texas Monthly, managing everything from member coverage planning to final proof — solo, on deadline, every time.
07
Content strategy, information architecture, campaign execution
​
Launched a seasonal campaign hub aggregating 80+ animal experiences across five major San Antonio attractions. Built the full page architecture, wrote all editorial content, and structured the experience to serve both organic search and direct campaign traffic.