Industries
Four sectors where I have run websites, content and campaigns from the inside, plus the start-ups I have advised pro bono. The patterns transfer. The review cycles, audiences and launch rhythms do not, and I plan for each.
Healthcare and Biotech
I spent four and a half years at UnitedHealth Group as Digital Marketing and Content Manager, owning the website roadmap and running programs across email, social, display, SEO and SEM. Every piece of content had to meet strict regulatory, risk and security standards before it could publish.
In 2022 I managed multichannel campaigns for Bio-Techne as a contract Campaign Manager, coordinating landing pages, tracking and A/B tests inside an Agile team. Life sciences marketing has its own review cycles and its own technical audience, and the campaigns have to respect both.
Powersports and Consumer
As a contract Digital Producer at Polaris, I set strategic direction for campaigns and content on consumer-facing web properties and wrote the requirements and design briefs that development teams built from.
Consumer brands live on a launch calendar. I aligned website initiatives with product launches and campaign priorities alongside product, creative and marketing teams, and kept dashboards current so roadmap decisions were made on data.
Digital Media and Publishing
At TN Marketing I ran subscription-based instructional web communities, including the Ultimate PhotoGuide and Personal Defense Network communities, overseeing CMS publishing, on-page SEO, UX and video production.
Subscription publishing is a discipline of acquisition and retention. I led both through multichannel and direct-mail campaigns and through partnerships with industry leaders, and the search traffic those communities depended on was earned page by page.
Agency and E-commerce
My search marketing started on the agency side: SEM and online media at Colle+McVoy, digital media planning at FRWD@Bain, and internet marketing at Pyron Technologies before that. Agency work taught me to manage many accounts carefully and to report clearly.
A former colleague credits me with helping implement their digital strategy and assisting in the creation of an e-commerce and subscription-based system. That experience still shapes how I think about conversion, landing pages and the path from a search to a sale.
Start-ups
During a career break from 2019 to 2022 I consulted pro bono for start-ups. Early-stage companies usually need a roadmap more than a campaign: which pages to build first, which channels to test, and what to measure before spending more.
If you are early-stage, start with a conversation. A short, well-scoped engagement often does more good than a long one.
Working in one of these sectors?
Tell me which one, what the website needs to do, and where the friction is today.