Spearheaded digital transformation projects that increased audience size, engagement, and identity.

Website Redesign

Participant prioritized redesigning the website to showcase the company’s impactful filmography and drive advocacy. I led the redesign process from vendor RFP and evaluation to managing the design and building the site pages.

The project involved a strategic design process, ensuring the new website reflected our commitment to storytelling that drives positive change. The redesigned website offered an enhanced user experience, shining the spotlight on Participant's acclaimed films and the critical social issues that they illuminate.

The website also includes a custom WordPress- based landing page creator for creating film- specific branded pages that highlight advocacy opportunities, extending their mission to drive issue awareness and impact.

Results:

  • Engagement time increased by 29%

  • Views per user increased by 20%

  • Reduced bounce rate by 11%

  • Lowered costs by 30% year-over-year

Email Marketing

I managed a multi-phase newsletter audience segmentation strategy project, using data insights to enhance audience engagement.

Utilizing Salesforce Marketing Cloud, the project involved uniting disjointed email lists, creating an incentivized contest survey, and using first, second, and third-party data to segment and build profiles for subscribers.

Results:

  • Increased email open rates from 19.7% to 53.3%, with peaks at 60% and 65%

Social Media

Planned, developed, and executed performance analytics across digital platforms, providing insights from creative trends and audience data to develop the go-forward brand strategy

Managed creative team processes across video production and design ensuring timely delivery of creative content. 

Led a brand and marketing social media transformation, transitioning followers across brands to a unified brand voice and collaborating across teams to develop content and user-acquisition growth marketing strategies.

Results:

  • Grew digital audience from 3 million to 7 million

  • Increased audience growth by 96% on TikTok

  • Increased audience growth by 85% on Instagram

  • Grew social platform engagement by 77%