Portfolio

Strategy Portfolio

Here you’ll find examples of the strategies I’ve developed, the challenges they addressed, and the measurable results they achieved. From increasing website traffic to boosting engagement and driving conversions, these projects showcase how thoughtful planning and execution can turn ideas into success.

LinkedIn Strategy

Overview

In April of 2024, I was tasked with revamping Exela’s social strategy. The social strategy focused on building community, driving engagement, and increasing brand visibility across LinkedIn. By leveraging targeted campaigns, visual content, employee features, and interactive posts, we achieved measurable growth.

Process

As part of Exela’s rebrand, I focused on highlighting the human side of the company by increasing content that showcased employee stories, celebrations, and fun, engaging moments. To diversify the content, I incorporated videos, polls, GIFs, and other interactive formats to keep the audience engaged.

This strategy required close collaboration with leadership, the communications and HR teams, and outreach to employees willing to share their thoughts and photos for social media. Together, we created a relatable and dynamic social presence that strengthened Exela’s brand identity.

Results

After one month:

Boosted LinkedIn followers by over 20%
300% increase in post engagement within one month
Increase followers by minimum 5% month over month

After three months:

51% increase in followers
123% increase in impressions
128% increase page reach
121% increase in post clicks
92% increase in engagement

Website Revamp

Overview

In 2023, the Exela website was revamped to enhance user experience, improve navigation, and align with modern UI/UX principles. The redesign highlights Exela’s innovative solutions, driving engagement and supporting lead generation with a user-friendly, responsive platform.

RCM Solution Options Page

Case Study on Site

Blog Post Page

Process

Once leadership outlined their desired website organization, I immediately began planning the content strategy. Collaborating with the SEO team, we conducted a comprehensive website audit to identify pages that needed refreshing or removal. Following this, we performed in-depth keyword research for each page, developing a dynamic keyword list for ongoing optimization.

Partnering closely with the design and website teams, the content team worked to streamline the UI/UX, ensuring a modern and user-friendly experience. During content creation, I collaborated with subject matter experts to ensure each solution was accurately and effectively represented.

Results

Increased website visitors by 389% within six months of website launch
Average engagement rate of 64% over 90 days

Thought Leadership Strategy

Overview

In 2023, I took over the planning and execution of PluggedIN, a thought leadership publication designed to provide insightful, engaging, and industry-relevant content for our audience. This project required close collaboration with the design team, company leaders, and subject matter experts (SMEs) to ensure each issue delivered valuable perspectives and high-quality content. Like a digital magazine, PluggedIN serves as a trusted resource, offering in-depth articles, trend analysis, and expert insights tailored to our audience’s interests.

Process

To elevate PluggedIN, I implemented a structured content strategy focused on quality, consistency, and audience engagement. I began with in-depth market research to identify trending topics and areas of interest, ensuring each publication aligned with audience needs. I collaborated closely with SMEs and company leaders to source expert insights and develop well-researched articles that positioned the brand as a thought leader. Managing the editorial process, I ensured all content was clear, engaging, and aligned with brand messaging before working with the design team to enhance visual appeal and readability. To maximize reach, I developed targeted promotion and distribution strategies, leveraging social media, email marketing, and company channels to increase visibility and engagement.

Results

58% increase in views after implementing a structured content strategy
36% increase in clicks, demonstrating improved audience engagement
Strengthened brand authority by featuring industry leaders and expert insights
Enhanced publication design and readability, making content more accessible and appealing
Improved distribution strategy, leading to a broader and more engaged readership

Content Portfolio

Below you’ll find a variety of content I’ve written. The topics I write vary greatly and I’m always open to taking on new projects in other industries. Feel free to peruse my portfolio and click the links to be taken directly to the post.