Portfolio - Projects

Brand Development & Content Strategy | Accredited Schools Online (ASO)

Led a comprehensive brand refresh to reposition ASO as a trusted authority on college accreditation.

  • Realigned the site’s voice, tone, and messaging to resonate with a more targeted audience, reinforcing credibility in the higher education space.

  • Wrote and designed key foundational pages, including the About page and Editorial Policy, to reflect transparency and editorial integrity.

  • Conceptualized and launched the Accreditation Hub, a content initiative focused on demystifying accreditation for prospective students.

  • Led a strategic content plan targeting low-competition, high-intent keywords, editing and managing dozens of articles optimized for SEO.

  • Results: Achieved a 40% YoY growth in sessions and 20% increase in revenue, underscoring the effectiveness of the brand and content strategy.

GEO Content Strategy & Data Innovation | BestColleges & Affordable Colleges Online

Developed and scaled a GEO-based content strategy across multiple education brands, driving localized engagement and SEO growth.

  • Invented a repeatable method for sourcing, cleaning, and structuring data from College Navigator and NCES to power college rankings and directory tables by location.

  • Continuously audited data accuracy and adapted the framework to support various page types, including religious institutions, private colleges, community colleges, and city/region-specific lists.

  • Created a universal GEO content template, informed by performance data, SEO insights, and editorial best practices, streamlining production and ensuring consistency across hundreds of pages.

  • Delivered presentations to business stakeholders to explain the strategy and help other teams adapt the framework to their goals.

  • Included custom, localized elements in the template (e.g., local job data, affordability, community features) and brainstormed creative GEO-adjacent content (like "Best College Towns" and "Weirdest Colleges Mascots in California").

UX Refresh & Monetization Strategy | BestColleges

Led UX and content updates that improved user engagement and monetization performance across key site elements.

  • Collaborated with SEO, engineering, and publishing teams to revamp the site’s top navigation, injecting fresher, high-intent content while enhancing overall user flow.

  • Spearheaded a UX refresh of monetization widgets, optimizing language, layout, and positioning based on user intent and legal compliance.

  • Facilitated cross-functional alignment with engineering and legal teams, evaluating even microcopy choices (e.g., “popular” vs. “featured”) to ensure clarity, trustworthiness, and SEO impact.

  • Developed targeted editorial language by page type, creating listings that better aligned with user search behavior and increased on-page engagement.

  • Results: Saw measurable improvements in user interaction and monetization effectiveness across refreshed components.