Featured Work

Project Overview: Brand Refresh & Digital Modernization

The Challenge

While established as a staple in the Kirkwood community, the digital presence for Taproom Coffee did not fully reflect the quality of their craft or the warmth of the physical space. The existing website and social media channels lacked a cohesive visual identity, making it difficult to communicate their unique value proposition, high-quality coffee and a well-loved rotating schedule of guest roasters.

The Strategy

The goal was to bridge the gap between "neighborhood haunt" and "specialty destination" through a comprehensive rebrand.

• Visual Identity: Developed a modernized aesthetic that maintained the shop's approachable vibe while leaning into the precision of specialty coffee culture.

• Digital Infrastructure: Led a full website overhaul focused on mobile-first user experience, essential for customers looking for quick menu access or shop hours on the go.

• Content Alignment: Streamlined organic and paid social media messaging to balance technical coffee knowledge with community-focused storytelling.

The Results

• Unified Brand Voice: Established a consistent look and feel across all digital touchpoints, increasing brand recognition within the Intown Atlanta market.

• Enhanced Discovery: Improved local SEO performance through updated website architecture, ensuring the shop appears prominently for neighborhood-specific searches.

• Community Engagement: Increased social media interaction by moving toward more "earnest" and "down-to-earth" content that resonates with Kirkwood locals.

Project Overview: Website Remodel & Digital Footprint Expansion

The Challenge

As a community arts studio rooted in Grant Park, Arts Beacon had the programming and passion, but their digital presence wasn't keeping pace. An outdated website and fragmented online footprint made it difficult for neighbors, students, and potential supporters to find, trust, or engage with the organization.

The Strategy

The work focused on two interconnected goals: a ground-up web remodel and a structured expansion of their digital footprint to build credibility and discoverability in the Grant Park community and beyond.

• Web Remodel: Rebuilt the site with a mobile-first approach, prioritizing clarity for first-time visitors — clear and descriptive event listings, accessible program information, and a visual identity that reflects the energy of the organization.

• Digital Footprint: Audited and strengthened cross-platform presence — including Google Business Profile and Instagram — to ensure Arts Beacon surfaced consistently for relevant neighborhood and arts-related searches.

• Content Alignment: Established a messaging framework that communicated Arts Beacon's community value in an accessible, inclusive tone.

The Results

• Improved Local Discovery: Strengthened SEO and business profile presence resulting in a 26.9% increase in business interactions in the first 60 days as well as Arts Beacon appearing in 42.4% more search results compared to the same period the year prior.

• Cohesive Digital Identity: A unified look and feel across web and social builds credibility with new visitors and reinforces trust with the existing community.

• Lowered Barrier to Participation: Streamlined site architecture makes it easier for residents to find programs, attend events, and get involved.

Digital Marketing Strategy & Community Growth for Georgia’s largest animal welfare organization

During my six-year tenure at LifeLine Animal Project, I served as a core driver for the organization's digital voice and performance-based outreach. My work focused on transforming high-volume communications into a cohesive, data-backed engine that supported both urgent operational needs and long-term adopter, foster, volunteer, and donor retention.

Key Strategic Pillars

• Annual Content Ownership: Managed the comprehensive editorial calendar, ensuring a consistent brand voice across email, web, and paid media platforms for multiple shelter locations.

• Performance-Driven Email Marketing: Owned the content strategy for all email channels, specializing in lifecycle marketing, internal communications, and donor journeys that balanced storytelling with clear calls to action.

• High-Stakes Campaign Execution: Led the digital marketing strategy for flagship events and seasonal fundraising campaigns, aligning mission-driven narratives with specific ROI and performance goals.

• Data-Informed Optimization: Utilized performance analysis to refine messaging and engagement tactics, ensuring organic visibility remained high during critical "clear the shelter" periods and crisis-response moments.

Professional Impact

• Scalable Communication Frameworks: Transitioned the organization from reactive messaging to a proactive, multi-channel strategy that maintained engagement throughout the year.

• Enhanced Community Connection: Leveraged an earnest and down-to-earth communication style to build authentic relationships with the Greater Atlanta community, moving beyond transactional interactions to deep-rooted advocacy.

• Cross-Functional Leadership: Worked closely with the development team to integrate digital strategy into the broader fundraising and operational ecosystem, ensuring all touch points were optimized for user experience and conversion.