Digital Marketing

Below are selected projects that showcase my work in strategic marketing, campaign development, and brand management. These examples highlight how I apply leadership, data-informed decision making, and creative direction to drive marketing success.

Higher Endeavor: Strategic Video Campaign

In this project, I supported the development of a branded video spotlighting our Gates Foundation-funded Higher Endeavor initiative. I played a key role in shaping the narrative and managed the video’s production from initial concept and storyboarding through filming, editing, and final delivery. The video was created to amplify awareness and engagement around the initiative’s mission and impact.

Skills Demonstrated:

  • Story Development & Narrative Strategy – Shaped the core message and storyline to align with initiative goals and audience engagement.
  • Project Management – Oversaw the full production lifecycle, ensuring timely execution from concept through final delivery.
  • Creative Direction – Guided visual storytelling and collaborated with videographers and editors to maintain brand alignment.

  • Stakeholder Communication – Coordinated with internal teams and external partners, including funders and production vendors.

  • Strategic Messaging – Framed complex initiative goals into a compelling, audience-friendly video format.

  • Branding & Visual Identity – Ensured consistent application of organizational branding throughout the video.

  • Content Marketing – Contributed to content designed to drive awareness, engagement, and visibility for a major grant-funded initiative.

Financial Aid Campaign: Digital Advertising Strategy

To address the unique needs of Inland Empire students—including Latinx, first-generation, Spanish-speaking, and undocumented populations—Growing Inland Achievement (GIA) launched a bilingual regional financial aid campaign. Supported by ECMC Foundation grant funding, this campaign aimed to boost awareness and applications for FAFSA and the California Dream Act (CADAA) amidst a challenging national FAFSA rollout.

Skills Demonstrated:

  • Audience-Centered Messaging: Crafted culturally relevant, bilingual messaging targeting both students and parents.

  • Rapid Campaign Development: Launched a multi-platform digital campaign (TikTok, Meta, Spotify, programmatic) within 30 days.

  • Performance Marketing: Achieved 21.9M impressions, 5.1M reach, and 61.6K clicks, with a 22% engagement rate.

  • Data-Driven Insights: Identified top-performing content types (UGC-style videos), audiences (Spanish-speaking parents), and channels (TikTok).

  • Strategic Planning: Synthesized findings to inform future campaign optimizations, including mobile-first design and retargeting.

CASA of San Bernardino: Volunteer Recruitment & Awareness Campaign

To support CASA of San Bernardino County’s mission of serving youth in foster care, I led multi-channel marketing efforts to drive volunteer recruitment, donor engagement, and brand visibility. By localizing the national “Change a Child’s Story” campaign and launching targeted digital strategies, we expanded our reach across underserved communities in the Inland Empire.

Skills Demonstrated:

  • Campaign Localization: Adapted national creative to reflect local demographics, community values, and regional messaging priorities.

  • Integrated Marketing: Deployed paid Meta ads, email campaigns, landing pages, and organic social media content to drive recruitment leads.

  • Lead Generation Strategy: Designed and optimized lead forms, increasing CASA volunteer interest and inquiries through tracked conversions.

  • Stakeholder Alignment: Collaborated with internal teams and board members to align campaign goals with programmatic and development needs.

  • Analytics & Optimization: Used performance data to refine messaging, segment audiences, and improve cost-per-lead over time.

Optima Health: Website Redesign & Brand Refresh

To elevate Optima Health’s digital presence and better reflect its mobile primary care model, I led a comprehensive website redesign project. The goal was to create a user-friendly, mobile-optimized platform that clearly communicated services, improved lead generation, and aligned with the brand’s mission to provide accessible, compassionate care.

Skills Demonstrated:

  • Website Strategy & UX Design: Developed site architecture and user flows centered on patient navigation, appointment scheduling, and service clarity.

  • Brand Alignment: Refreshed copy, tone, and visual elements to reflect Optima’s values and unique care model.

  • SEO & Content Optimization: Rewrote and restructured web content with keyword-rich copy and metadata to improve search visibility.

  • Cross-Team Collaboration: Coordinated with developers, designers, and leadership to ensure goals were met across technical and brand needs.

  • Conversion Focus: Integrated lead forms, CTAs, and analytics tracking to support measurable outcomes and ongoing optimization.