Selected Work
Work across strategy, systems,
communication, and execution.
Healthcare Workforce Buyer Proof
Developed buyer-facing communication around a healthcare workforce initiative, translating program structure, workforce need, and outcomes into evidence that could support future employer and institutional conversations.
Buyer Proof · Workforce Strategy · Sales Enablement
Institutional Digital Experiences
Developed digital experiences for organizations with very different audiences, content needs, and commercial objectives.
The work ranged from a university partnership microsite to a full WordPress experience, requiring decisions around content architecture, user flow, messaging, and implementation.
Digital Strategy · Information Architecture · Web Experience
Commercial Storytelling & Multimedia
Developed visual and multimedia experiences designed to communicate products, ideas, and propositions more clearly.
The work included animation, explainer content, product storytelling, and promotional video designed around what the audience needed to understand.
Commercial Storytelling · Content Strategy · Multimedia
Selected Case Studies
A closer look at projects where the work extended beyond a single deliverable into the underlying commercial strategy, operating model, or buyer experience
B2B Lead Lifecycle & Automation Architecture
Developed a lifecycle architecture connecting acquisition, qualification, nurture, automation, Sales ownership, and opportunity progression within one commercial operating model.
The work established clearer logic for how buyer fit and intent were evaluated, how prospects progressed through the lifecycle, and where automation could improve execution without replacing commercial judgment.
Capabilities:
Commercial Operations · CRM Strategy · Lifecycle Design · Automation
Healthcare Workforce Commercial Narrative
Helped shape the commercial narrative around the buyer problem, solution structure, differentiated value, implementation considerations, and the evidence needed to support a decision.
The work translated a multi-part offering into a more coherent story for employer and institutional conversations.
Capabilities:
Positioning · Buyer Strategy · Commercial Narrative · Sales Enablement
Institutional Healthcare Proposal
Developed the commercial structure for a major healthcare workforce proposal, bringing together the buyer context, solution model, implementation approach, supporting evidence, and executive communication.
The objective was to make a complex partnership easier to evaluate and move forward.
Capabilities:
Proposal Strategy · Buyer Proof · Executive Communication · Institutional Sales
Multi-Audience Commercial Experience
Redesigned the website around the distinct needs of learners, employers, workforce organizations, and institutional partners.
The work included buyer journeys, information architecture, commercial messaging, conversion pathways, and AI-assisted development to create a clearer and more scalable digital experience.
Capabilities:
Buyer Journey · Information Architecture · Commercial UX · Digital Strategy · AI-Assisted Development
What are you working torward?
