Digital Experience & Web Strategy Leader | UX, Accessibility & Analytics

Digital experience and web strategy leader specializing in enterprise web platforms, UX, accessibility, analytics, and integrated digital marketing. Combines advanced technical expertise—a Master’s in Information Technology focused on web-based applications and a BA in Professional Studies (Psychology and Business Marketing)—with human-centered design, web application development, CRM-integrated marketing technology, and WCAG 2.2 accessibility.

Leads complex, multisite digital environments, optimizing user journeys, strengthening web governance, standardizing platforms, and implementing data-informed strategies that improve engagement, conversions, and overall digital performance. Partners cross-functionally with marketing, IT, communications, and organizational stakeholders to align digital experiences, marketing technology, operational processes, and business objectives.

UX & Accessibility Design Focus

Lead the design and optimization of user-centered, accessible digital experiences through information architecture, content strategy, interaction design, responsive development, and WCAG 2.2 accessibility standards. Apply UX research, behavioral analytics, usability evaluation, and accessibility testing to identify friction, improve navigation, and create intuitive, inclusive experiences across complex enterprise web environments.

Integrate UX and accessibility into website governance, content management, and digital operations, establishing scalable standards and workflows that support consistency, usability, and continuous improvement. Translate complex business requirements and audience needs into practical digital solutions through cross-functional collaboration with marketing, IT, communications, and organizational stakeholders.

Connect digital experience strategy with integrated marketing initiatives across search, email, social media, and digital advertising. Leverage analytics, conversion optimization, and customer journey insights to improve engagement, content effectiveness, and measurable business outcomes.

Areas of Expertise

  • Enterprise Web Strategy & Digital Platforms (WordPress, Drupal, Webflow, HTML, CSS, JavaScript)
  • UX, Accessibility & Design Systems (WCAG 2.2, information architecture, responsive design, pattern libraries)
  • Digital Experience Optimization & CRO (A/B testing, user journeys, conversion funnels, personalization)
  • SEO & Generative Search Optimization (GEO), SEM, and performance-driven acquisition strategies
  • Marketing Technology & Automation (Salesforce, Pardot, HubSpot, CRM integration, lifecycle marketing)
  • Analytics & Data Strategy (GA4, dashboards, KPI tracking, behavioral analytics, insight generation)
  • Integrated Digital Marketing & Omnichannel Campaigns (web, email, search, paid, social)
  • Platform Governance & Multi-Site Architecture (multi-domain environments, DNS, hosting, standardization)
  • Vendor Management & Cross-Functional Leadership (marketing, IT, communications, product, external partners)
  • Agile Delivery & Operational Execution (roadmap planning, intake, prioritization, QA/UAT)

Career Experience

Simbex, Lebanon, NH
March 2026 – July 2026

Marketing Manager (Temporary Assignment)

Led digital marketing, website management, content strategy, analytics, campaigns, and marketing operations for a medical technology consulting firm serving highly technical B2B audiences. Managed digital initiatives across the company’s WordPress website, email marketing, webinars, thought leadership, events, and lead-generation activities, using performance data and audience behavior to inform ongoing optimization.

  • Managed and optimized the company’s WordPress website, including content updates, landing pages, forms, SEO, UX, accessibility, and ongoing site administration.
  • Wrote and edited website, email, campaign, event, webinar, and thought-leadership content for technical audiences.
  • Used GA4, HubSpot, search data, and website performance insights to evaluate traffic, engagement, content effectiveness, user behavior, and conversion opportunities.
  • Developed and coordinated integrated digital content supporting consulting services, webinars, industry events, email communications, and audience engagement.
  • Applied SEO, UX, accessibility, and content strategy principles to strengthen organic visibility, usability, and overall digital experience.
  • Managed marketing workflows spanning research, content development, campaign execution, stakeholder input, quality assurance, reporting, and deadlines.
  • Managed HubSpot marketing activities and digital lead-generation touchpoints connecting website activity, forms, email communications, and campaign performance.

Geisel School of Medicine at Dartmouth, Hanover, NH
February 2017 – March 2026

Web Designer/Analyst (Digital Accessibility & UX Lead)

Served as a digital experience and web strategy lead for Dartmouth’s Geisel School of Medicine, co-leading web strategy, governance, intake, web operations, and CMS management across a WordPress Multisite ecosystem supporting nearly 200 academic, research, departmental, and administrative websites. Led UX, information architecture, digital accessibility (WCAG 2.2), technical SEO, analytics, content strategy, and web standards to deliver scalable, user-centered digital experiences aligned with institutional goals.

Served as a primary web partner to faculty, staff, and academic stakeholders, independently evaluating requests, identifying underlying user and business needs, and translating often-ambiguous requirements into effective web and content solutions. Partnered with communications, IT, and technical teams to balance stakeholder objectives with UX, accessibility, institutional, and technical requirements.

  • Led UX and information architecture initiatives across a complex multisite environment, improving navigation, mobile experiences, content structure, and key user journeys through analytics and user-centered evaluation.
  • Designed, developed, maintained, and optimized responsive WordPress experiences using front-end technologies including HTML, CSS, JavaScript, and PHP.
  • Developed reusable web patterns, processes, and governance standards to improve consistency, accessibility, and scalability across the WordPress Multisite ecosystem.
  • Planned and executed migrations of legacy websites to WordPress, including content assessment, information architecture, migration, QA, accessibility review, and post-launch support.
  • Applied UX research and evaluation methods, including heatmap analysis, task-flow evaluation, content audits, and analytics, to inform redesigns and content decisions.
  • Advanced digital accessibility practices by applying WCAG standards, advising stakeholders on accessible solutions, conducting reviews, and incorporating accessibility into ongoing web processes.
  • Developed and delivered faculty and staff training on WordPress, accessibility, SEO, and web content best practices, creating documentation, video tutorials, and scalable resources.
  • Partnered with IT, communications, academic stakeholders, and technical teams on web infrastructure, integrations, security requirements, platform standards, and institutional digital initiatives.

Commonwealth Care Alliance, Boston, MA
2022 – 2025

Marketing Webmaster (Web Operations & Digital Accessibility Specialist)

Defined and executed a prioritized digital platform roadmap for a multi-site healthcare organization, leading UX optimization, CMS governance, accessibility, analytics, integrations, and platform development across consumer-facing digital properties. Drove accessible, data-informed experiences that improved user journeys and conversion paths while strengthening brand consistency across a regulated ecosystem.

  • Managed and optimized WordPress Multisite and Wix web properties, landing pages, forms, content, integrations, and customer journeys.
  • Directed multi-domain website architecture, WP Engine hosting environments, DNS routing, and security operations to support platform stability, scalability, and performance.
  • Led analytics and optimization activities using GA4, GTM, Search Console, behavioral analytics, A/B testing, and performance reporting.
  • Applied UX/UI, responsive design, accessibility, SEO, and conversion principles across website and campaign experiences.
  • Led a successful Salesforce integration, partnering with Sales and IT to connect Gravity Forms and related systems for end-to-end lead capture.
  • Managed website implementation, QA, UAT, and release across browsers, devices, forms, integrations, and tracking.
  • Partnered cross-functionally with marketing, IT, engineering, communications, clinical, compliance, agencies, and vendors.

Cache the Wave, LLC, Hanover, NH
2021 – 2022

Founder & Digital Marketing Director (UX & Accessibility Consultant)

Founded Cache the Wave, LLC to provide small businesses in the Upper Valley with accessible, scalable web design and digital marketing services. Led website strategy and development, digital campaigns, advertising, analytics, and creative direction with a strong focus on accessibility and user-centered design.

  • Designed and developed optimized WordPress websites incorporating UX, SEO, responsive design, and WCAG accessibility practices.
  • Managed Google Ads, search/PPC campaigns, analytics, and performance reporting to improve campaign effectiveness.
  • Built CRM workflows and marketing automation using HubSpot and Salesforce.
  • Executed email marketing, content strategy, and paid and organic social media initiatives.
  • Provided creative direction for branding, visual identity, messaging, and multimedia content.

SCORE Mentor Subject Matter Expert
2020 – 2022

Digital Marketing & Web Development Specialist

Provided consulting and mentorship to startups and small businesses, focusing on website development, digital strategy, and accessibility compliance. Delivered website builds, implemented marketing automation workflows, and supported backend infrastructure management across diverse hosting environments.

  • Designed and built accessible, SEO-optimized websites for startups and growing businesses.
  • Implemented branding, content strategy, and digital marketing improvements.
  • Advised clients on analytics, SEO, marketing automation, and UX enhancements.
  • Managed domain transfers, hosting configurations, phpMyAdmin databases, and backend system administration.

Bio X Cell, West Lebanon, NH
2015 – 2020

Digital Marketing Manager

Led omnichannel digital marketing and web strategy for a biotechnology company, driving customer acquisition, engagement, and conversion through integrated campaigns and platform optimization. Managed vendor relationships and performance analytics while leveraging SEO, paid media, and data-informed strategies to support sustained growth, improve user experience, and optimize digital funnels.

  • Designed, customized, maintained, and optimized WordPress websites using Divi, creating responsive layouts aligned with brand and business requirements.
  • Managed WordPress and WooCommerce websites, product content, landing pages, navigation, ecommerce experiences, and customer journeys.
  • Led omnichannel digital marketing strategy across email, web, paid media, and social channels to drive lead generation, brand awareness, and customer acquisition.
  • Developed and executed SEO and SEM strategies to increase search visibility, improve inbound traffic, and support sustained growth.
  • Built and managed marketing automation workflows supporting lead nurturing, segmentation, and customer engagement.
  • Created website graphics, email creative, social content, and marketing collateral using Adobe Creative Suite.
  • Analyzed campaign performance and user behavior to inform data-driven optimization and improve marketing effectiveness.
  • Partnered with vendors, creative teams, and senior leadership to deliver integrated digital initiatives aligned with business goals.

Freelance | Remote
June 2009 – April 2015

Web Designer & Digital Marketing Consultant

Provided end-to-end web design and digital marketing consulting for small businesses, educators, and healthcare professionals, helping clients establish effective digital presences through website design, UX, SEO, content, and digital marketing. Designed, developed, and maintained websites across multiple platforms while translating client goals into user-centered digital experiences.

  • Designed and developed websites across WordPress, Drupal, Wix, Squarespace, and custom HTML/CSS to support diverse client, audience, and business needs.
  • Led UX and information architecture, including user flows, navigation, content structure, and responsive layouts to improve usability and clarity.
  • Implemented SEO, local search optimization, and content strategies to strengthen organic visibility and website performance.
  • Developed email marketing programs using Mailchimp, Constant Contact, and CRM-integrated tools to support audience engagement and customer communications.
  • Advised clients on branding, digital content, and multi-channel marketing to create cohesive digital experiences across web, email, and other channels.
  • Provided ongoing website maintenance, security updates, troubleshooting, and platform enhancements to support performance and stability.

Education

Master of Science in Information Technology – Web Design and Development
Southern New Hampshire University, Manchester, NH

Bachelor of Arts in Professional Studies – Psychology and Business Marketing
Johnson State University, Johnson, VT

Associate of Arts – Education
Community College of Vermont, White River Junction, VT

Certifications

  • Adobe Creative Cloud Suite Certification
  • AI for SEO Certification – Yoast SEO Academy
  • Contentsquare Expert in Web Analysis
  • Digital Advertising Certification – HubSpot
  • Digital Marketing Certification – SkillsPath
  • Fundamentals of Digital Marketing – Google Skillshop
  • Google Analytics Certification
  • Google UX Design Professional Certificate
  • Google Ads Display Certification
  • Google Ads Search Certification
  • Social Media Certification – HubSpot
  • Social Media Marketing Certification – SkillsPath
  • Web Design Accessibility Certification

Technical Proficiencies

  • Accessibility Compliance: WCAG 2.1/2.2, ARIA roles, accessibility reviews, site audits, screen reader testing
  • CMS & Web Platforms: WordPress, WordPress Multisite, Divi, WooCommerce, Drupal, Wix, Squarespace, Shopify, Webflow, Adobe Experience Manager, HubSpot
  • CRM & Marketing Automation: Salesforce, Pardot, HubSpot, Gravity Forms, APIs, Mailchimp, Constant Contact
  • Design & Creative Tools: Adobe Creative Cloud, Photoshop, Illustrator, InDesign, Premiere Pro, Figma, Adobe XD
  • Digital Marketing & Analytics: GA4, GTM, Search Console, Google Ads, SEMrush, Contentsquare, Hotjar, Looker Studio, SEO, CRO, A/B testing
  • Project Management & Collaboration: Asana, Monday.com, Jira, Trello, Slack
  • UX & Prototyping: Figma, Adobe XD, Miro, user flows, information architecture, wireframing, usability testing, interactive prototypes
  • Web Development & Infrastructure: HTML, CSS, JavaScript, PHP, MySQL, Git/GitHub, phpMyAdmin, cPanel, WP Engine, hosting, caching, migrations, domain and DNS configuration

Honors, Awards & Memberships

  • Professional Member – International Association of Accessibility Professionals (IAAP)
  • The National Society of Leadership and Success (MSIT Program)
  • Certificate of Academic Achievement (BA Program)

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