Fitness App
The YMCA’s app lacked core features to deliver a personalized member experience. I surveyed members to learn the features they most wanted in an app and identified white-label solutions that would meet the needs of a modern fitness facility.
Website Project Lead & Digital Content Strategist
I led the YMCA’s side of a major website redesign, translating organizational strategy and brand requirements into an actionable digital experience while managing an external agency through execution.
After launch, I evolved the website from a newly built digital property into an actively managed acquisition channel by developing and executing a strategic SEO optimization program focused on high-value business pages.
Afterschool Care
The YMCA’s Afterschool program existed in a highly competitive market with restrictive policies around advertising to parents.
I developed an outreach strategy around segmented audiences and targeted geocaching surrounding afterschool locations.
Estate Sale: Applying Project Management Principles to a Complex Family Liquidation
When faced with a complicated, resource-constrained problem, I created structure, identified workstreams and audiences, built a plan, executed it, measured it, and closed it out.
Photography
Photography taught me to see both the big picture and the details required to bring an idea to life. Every photograph begins with a vision, but achieving it requires problem-solving, planning, adapting to constraints, and making dozens of decisions along the way. Working as a photographer has taught me how to deconstruct a desired outcome and determine what needs to happen to make it tangible.
That same mindset makes me an effective project manager. I can envision the end goal, break complexity into manageable pieces, anticipate obstacles, coordinate the moving parts, and adjust when circumstances change. Photography taught me that great results rarely happen by accident. They come from knowing what you’re trying to create and thoughtfully bringing all the pieces into focus.
