Marketing Specialist, Web & Digital (Term — Maternity Leave Coverage) at University of Victoria – Continuing Studies

Content & strategy: Redesigned the ELC home page and key program pages by restructuring navigation around user intent and improving heading structure for search visibility. Developed an SEO strategy plan targeting a 10% lift in organic traffic and 5% improvement in enrolment conversions, including a GA4/SE Ranking measurement framework. Used heat map analysis to identify UX friction points and inform content layout decisions, improving page clarity and engagement. Operations & platforms: Managed day-to-day web content operations in Umbraco CMS across competing stakeholder priorities. Provided SharePoint support and development for internal team workflows.

Web Content Strategist (Term — Maternity Leave Coverage) at University of Victoria

Strategy & analytics: Guided copywriters and communications officers on page structure and UX to improve landing-page effectiveness. Conducted keyword research using Search Console and Semrush to support content planning and campaign goals. Used heat map data to diagnose engagement failure on an international student recruitment landing page. Repositioned calls to action above the fold and resolved cookie banner interference that had been suppressing response. Used analytics to identify performance gaps and recommend targeted content improvements.

Web Administrator at Capilano University

Leadership & training: Led, trained and supported approximately 100 departmental and faculty content editors to meet the university's editorial standards. Coordinated web publishing across four institutional properties with Marketing & Digital, Curriculum, and the Registrar's Office. Operations: Identified a content engagement shortcoming in the international student recruitment campaign; advised the department on the issue and led the content restructure that resolved it. Managed CMS workflows and publishing processes; troubleshot issues and recommended improvements to content structure and UX. Worked with external design agencies to align site architecture and content strategy with institutional requirements.

Principal Consultant, Web Strategy, Content & Analytics at Pharos Internet Solutions

Client engagements: Ran targeted Google Ads campaigns for North Shore Wellness and Sport Seats International, managing strategy and performance reporting. Managed the email marketing program for CHIP Hospitality, producing 10+ monthly newsletters for hotel properties including subscriber list management and delivery reporting. Strategy & delivery: Led engagements to improve how client websites were organized, maintained and measured; translated organizational goals into actionable website changes and content governance frameworks. Delivered information architecture improvements to help users find information and complete key tasks more efficiently. Principal responsibilities included analytics, measurement, and long-term maintenance planning.