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: Digital Audit & Local Growth Framework

The Challenge

As a beloved local pizzeria in a competitive dining landscape, Urban Pie needed to ensure their digital footprint was converting online interest into physical foot traffic and takeout orders. The primary hurdle was identifying gaps in their current digital strategy that were preventing them from capturing a larger share of the nearby East Atlanta Village, East Lake, and Oakhurst audiences.

The Strategy

A deep-dive digital audit was performed to assess the effectiveness of their current online presence and provide a roadmap for sustainable growth.

• Performance Audit: Analyzed existing social media engagement and website traffic to identify where potential customers were dropping off in the "discovery-to-dining" funnel.

• Local SEO Optimization: Focused on hyper-local keywords and Google Business Profile optimization to ensure Urban Pie remained the top choice for "pizza near me" searches in the Western and Southern Metro fringes.

• Strategic Framework: Developed a content and digital outreach plan that prioritized organic visibility and community-centric messaging over aggressive, transactional advertising.

The Results

• Data-Informed Roadmap: Provided a clear, actionable strategy for upcoming seasonal campaigns based on past performance data.

• Operational Efficiency: Identified specific technical improvements for the online ordering flow to reduce friction for the customer.

• Market Positioning: Reinforced Urban Pie’s status as a community-first establishment through a refreshed approach to local digital advocacy.

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.