Medical University of South Carolina / MUSC Health

Senior Executive Director, Web Strategy
March 2025 - Present Day

Director, Web
October 2022 - March 2025


Accomplishments

  • Designed and led the upcoming launch (Nov 2025) of MUSC’s enterprise website, modernizing the digital ecosystem for improved UX, accessibility, and performance across all devices and audience segments.

  • Directed a comprehensive provider and location data clean-up and optimization, enabling accurate, user-friendly search and scheduling through Dexcare.

  • Established and implemented MUSC’s first formal web governance policy, reducing inactive content editors by 35% and ensuring long-term content integrity.

  • Transitioned MUSC’s public-facing domain to www.musc.edu, strengthening brand presence and SEO authority.

  • Integrated enterprise search (Coveo) and online scheduling tools (Dexcare) to create a more seamless, personalized user experience.

  • Partnered with Digital Transformation to implement the Amelia chatbot, improving self-service capabilities and reducing call center load.

  • Developed and executed an assembly-line content migration process that improved migration efficiency by 40% and significantly reduced QA defects.

Responsibilities

  • Serve as the enterprise leader for digital experience strategy, driving a multi-year transformation of a 12,000+ page website to deliver an intuitive, accessible, and conversion-focused experience for patients, students, researchers, and community audiences.

  • Lead a high-performing, cross-functional Digital Web Services team (content, SEO & analytics, UX/UI design, development) to deliver unified, user-centered experiences that align with institutional goals and the ONEMUSC brand strategy.

  • Partner closely with Digital Transformation, IT, and senior leadership to envision, design, and launch enterprise tools and platforms, including the Amelia chatbot and Dexcare-powered “Find a Doctor” system.

  • Oversee enterprise provider and location data strategy, ensuring accuracy, optimization, and seamless integration to improve search, scheduling, and overall customer experience.

  • Act as UX champion and liaison for all new enterprise digital initiatives, embedding user-centered design principles into platform roadmaps and product decisions.

  • Establish enterprise-wide web governance, workflows, and role-based access controls to ensure compliance, brand integrity, and operational efficiency for 300+ content editors.

  • Manage large-scale vendor relationships, budgets, and contract negotiations to maximize ROI and reallocate resources for strategic priorities.

  • Leverage analytics, SEO, and usability testing to inform design decisions, enhance discoverability, and drive measurable improvements in engagement and conversions.

Adelphi University

Director - Digital Development and User Experience
August 2018 - October 2022


Accomplishments

  • Launched an ADA compliant, mobile responsive, modern and streamlined website just two years after joining the University.

  • Helped increase the demographic of our enrollment from 20 states to 33 with a program-first approach and reputation-building within the website.

  • Launched a home-grown student app focused solely on the student experience and student success in August 2021. Apple /Android

  • Broke down silos across departments and schools within the University to create one Continuing Education site for the user.

  • Built trust with our campus clients and maintained team spirit and productivity throughout our transition to remote work.

Responsibilities

  • Manage a team of six: Digital Developer Manager, UX Designer, UX Developer, Manager of Web and Mobile Technologies, Back-End Developer and Digital Traffic Coordinator.

  • Oversee the ongoing development, maintenance and improvement of content, design, functionality and UX of the Adelphi website and apps.

  • Develop and manage project plans to ensure effective use of resources and timely, successful project completion.

  • Champion each academic and administrative unit’s unique needs for their digital presence, while maintaining Adelphi’s visual and editorial standards and ensuring brand consistency.

  • Develop and maintain open and productive working relationships with faculty and staff across all Adelphi departments.

  • Evaluate existing internal processes and develop new processes as needed to ensure optimal team efficiency and efficacy.

  • Track competitive landscape to identify trends and opportunities within higher education.

AQR Capital Management

Vice President - Digital and Design
November 2017 - August 2018


Accomplishments

  • Managed the redesign and transformation of AQR’s website, career site and fund site.

  • Worked with HUGE, a Fortune 100 digital agency, and in-house engineers on the development of AQRs site using both Agile and Waterfall processes.

  • Helped develop and launch AQRs social media presence for LinkedIn, Twitter and Glassdoor.

  • Lead the transformation of AQRs intranet site.

  • Audited team’s internal processes and created a formal structure with detailed job briefs and workflows.

Responsibilities

  • Worked with Creative Director in establishing the creative direction, budget and schedules for key projects.

  • Translated complex concepts and data into working prototypes and optimized to maximize the UX.

  • Worked with internal teams, external agencies and freelancers to develop overall interactive and brand design vision.

  • Lead the design team, established creative direction and created campaigns, interactive digital assets, infographics and email communications across all touch-points and channels.

Macquarie Capital

Co-Lead - Marketing and Communications, Americas
2016 - 2017

Design Manager
2012 - 2016

Senior Graphic Designer
2009 - 2012

Graphic Designer
2006 - 2009

Office Manager
2001 - 2006


Accomplishments

  • Worked directly with RGA, an American international advertising agency, on researching, creating and implementing Macquarie Capital’s CVP.

  • Drove exponential improvement on social media CTR with the use of marketing personas and data visualization.

  • Grew client relationship engagement with the redesign of quarterly newsletters.

  • Significantly decreased website bounce rate over the course of a year by switching to a responsive site platform and A/B testing.

  • Spearheaded the company’s digital credentials.

  • Founder and Chair of Families@Macquarie circa 2015. A diversity, equity and inclusion group focused on enabling people to unlock their potential while unequivocally supporting their family, personal and carers responsibilities.

Responsibilities

  • Established the creative direction, budgets and schedules for all major projects.

  • Responsible for staff management, training and recruitment.

  • Managed the development and execution of thought leadership articles and video case studies for industry specific conferences (Real Estate, Infrastructure, FinTech, etc).

  • Managed creative direction and team deliverables.

  • Promoted the Marketing and Communications team internally,

  • Produced wireframes and managed UX for Americas website.

  • Directed design for both print and digital assets.

  • Advanced the use of data visualization and infographics.

  • Developed and maintained senior management relationships, including our CEO.

  • Contributed as a senior designer.

My Education

Providence College
BS in Accounting

General Assembly
Digital Marketing

NYU
Branding and Typograhy

SVA
Graphic Design

I like to work with

Adobe CC
Adobe XD
GA4
Google Workspace
Honest Individuals
Microsoft Word, PowerPoint, Excel, Teams
SketchUP
Zoom