Digital Marketing & Web Optimization Initiative

🕒 2026 | Digital Marketing & Web Optimization Initiative

🔹 Challenge:

The digital ecosystem included outdated website infrastructure, disconnected marketing workflows, inactive lead-generation assets, underutilized digital channels, and limited campaign automation. The organization needed a more integrated digital marketing foundation to support its visibility, engagement, and lead-generation initiatives.

The following initiatives were developed and executed within approximately two months as part of a rapid digital optimization and marketing modernization effort.

🚀 Strategy:

Audited and optimized legacy website code, plugins, and front-end assets to improve performance, usability, and overall site health
Improved website speed and user experience through technical cleanup and platform refinements
Developed and launched new HubSpot-integrated forms and workflows to modernize lead capture and marketing automation
Retired outdated or inactive web forms and streamlined conversion pathways
Established and optimized the company’s Google Business Profile to improve digital discoverability
Reintegrated dormant video marketing assets by publishing delayed YouTube content and embedding channel visibility into the website experience
Developed a gated webinar campaign centered on FDA regulatory pathways, including landing page development, video integration, HubSpot workflows, and lead capture strategy
Collaborated cross-functionally with executive leadership, commercialization, regulatory, and clients to develop technical marketing content and campaign messaging
Designed and refined a client-facing case study page focused on UX clarity, accessibility, and stakeholder alignment
Developed SEO-informed blog content from executive presentations and subject matter expert discussions
Improved newsletter engagement through content optimization and campaign refinement

⭐️ Impact:

✅ Improved website performance, digital organization, and operational efficiency
✅ Modernized marketing workflows and lead-generation infrastructure using HubSpot automation
✅ Expanded the digital visibility across LinkedIn, Google Business, and YouTube
✅ Accelerated deployment of previously stalled marketing assets and campaigns
✅ Created scalable infrastructure for future webinar, content marketing, and lead-generation initiatives
✅ Strengthened alignment between marketing, regulatory, commercialization, and leadership teams

🛠 Tools & Skills Used:

🔗 Behind the Build: FDA Pathway Webinar
🔗 Behind the Build: FDA Pathway Hub