Portfolio - Projects

Led a comprehensive brand refresh to reposition ASO as a trusted authority on college accreditation.

Realigned the site’s voice, tone, and messaging to resonate with a more targeted audience, reinforcing credibility in the higher education space.
Wrote and designed key foundational pages, including the About page and Editorial Policy, to reflect transparency and editorial integrity.
Conceptualized and launched the Accreditation Hub, a content initiative focused on demystifying accreditation for prospective students.
Led a strategic content plan targeting low-competition, high-intent keywords, editing and managing dozens of articles optimized for SEO.
Results: Achieved a 40% YoY growth in sessions and 20% increase in revenue, underscoring the effectiveness of the brand and content strategy.

Developed and scaled a GEO-based content strategy across multiple education brands, driving localized engagement and SEO growth.

Invented a repeatable method for sourcing, cleaning, and structuring data from College Navigator and NCES to power college rankings and directory tables by location.
Continuously audited data accuracy and adapted the framework to support various page types, including religious institutions, private colleges, community colleges, and city/region-specific lists.
Created a universal GEO content template, informed by performance data, SEO insights, and editorial best practices, streamlining production and ensuring consistency across hundreds of pages.
Delivered presentations to business stakeholders to explain the strategy and help other teams adapt the framework to their goals.
Included custom, localized elements in the template (e.g., local job data, affordability, community features) and brainstormed creative GEO-adjacent content (like "Best College Towns" and "Weirdest Colleges Mascots in California").

Live GEO Articles:

Led UX and content updates that improved user engagement and monetization performance across key site elements.

Collaborated with SEO, engineering, and publishing teams to revamp the site’s top navigation, injecting fresher, high-intent content while enhancing overall user flow.
Spearheaded a UX refresh of monetization widgets, optimizing language, layout, and positioning based on user intent and legal compliance.
Facilitated cross-functional alignment with engineering and legal teams, evaluating even microcopy choices (e.g., “popular” vs. “featured”) to ensure clarity, trustworthiness, and SEO impact.
Developed targeted editorial language by page type, creating listings that better aligned with user search behavior and increased on-page engagement.
Results: Saw measurable improvements in user interaction and monetization effectiveness across refreshed components.