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.
