My Work
A selection of projects spanning content strategy, web, and digital marketing, built from scratch, measured obsessively, and designed to drive decisions.
01
Website Redesign
Platform Migration, Content Strategy, Project Management
I identified a CMS inefficiency, made the case for a platform migration, and led the redesign of two flagship destination websites from sitemap to launch. The result: 15M+ annual views and 71% session growth in the first year post-launch.
02
Content Strategy, SEO, Editorial
Built a destination marketing blog from zero and scaled it to 957K+ annual pageviews in three years. Every post starts with a question: what are people actually looking for?
03
Content, Editorial, Earned Media
San Antonio became the seventh city in the United States to launch on Google Arts & Culture. I wrote the content, sourced the photography, and obtained the rights. The project earned press coverage from two outlets.
04
Product, Launch Management
Identified the opportunity, secured executive buy-in, and launched Visit San Antonio's first-ever mobile app. 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
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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.