Simmons University
When I started at Simmons, there was no playbook for digital or online marketing success. So I had to invent it. Over the course of an 18 year career, I built Simmons' online presence through multiple launches and refreshes, across nine major web properties and many smaller sites and online services. At the same time, I oversaw the creation of a dynamic online marketing team, responsible for content marketing, online advertising, SEO/SEM, videography, and email marketing. Our award-winning work extended the reach of the Simmons brand, increased engagement, and supported a 13% increase in enrollment.
A Comprehensive Digital Presence
Over time, I created an integrated digital marketing and design team. This included web designers and front-end developers, a social media manager, a videographer, an email marketing designer/manager, online advertising specialist, and a content management system administrator. This team was responsible for supporting brand awareness, enrollment, and student services across web, email, social media, and online advertising.
We not only designed these digital experiences, we also supported them, incentivizing us to create the most focused, efficient, and effective production and support processes. The team I built was incredibly dedicated and talented. Team members went on to careers at Adaptive Path, MIT, Mullen Advertising, edX, and Vigit.
Under the leadership of VP of Marketing Maria Kadison, my team played a key role in supporting a turnaround at Simmons. From flagging admissions to record enrollments, our in-house web, email marketing, and content marketing capabilities were essential components of this dramatic transformation, with the College winning several CASE awards in the process (including "best" website).
While at Simmons, I also taught web design, motion graphics, and advanced design in the Department of Communications. This was not only rewarding in its own right, it gave me crucial insights into the student experience, which played a central role in the effectiveness of our work.
The last design I led at Simmons included a comprehensive update to the information architecture and design system to engage prospective students, support current students and faculty, and connect with alums. This effort was paired with ongoing content and email marketing along with CRM integration.
Role
Online Strategy
Design, Information Architecture, Creative Direction, and HTML/CSS Production
Digital Marketing Lead
Key Achievements
Unified Online Brand
Early to Go Mobile
Early Adoption of Web Standards
Established Accessibility Team
Established Email Marketing
Established Social Media Strategy
Established Content Marketing Strategy
Developed Web Services Master Plan
Adopted College's First CMS
CRM Implementation
