Quick wins
I translate editorial, business, and SEO needs into intuitive, scalable digital experiences that drive engagement and revenue—built in short time frames with lasting impact.
We often need to find the lowest level of effort to get these experiences stood up within weeks of the ask from our business and ad revenue partners. So I determine: What can we re-use from our editorial and data design libraries? What, if any, custom modules can we simplify while still providing a valuable user experience? It’s a balancing act. My role centers on shaping product strategy, defining user flows and interaction patterns, and partnering cross-functionally to deliver high-impact solutions on tight timelines.
Celebrity pages launched in August 2025 and generated more than 34K page views in the 10 weeks following the launch. Pages with an existing section front saw an average of 15% of traffic from search, a 60% increase from the weeks prior to updating to the new template.
The new design optimized for SEO while creating a more immersive, content-rich experience for highly searched personalities. The result was a streamlined, scalable system that boosted search discovery and drove increases in traffic, opens new opportunities for advertisers and sponsors, with featured placements and branded content opportunities that align seamlessly with the page’s premium feel.
In a six week time frame, I led the UX redesign and structural overhaul of the USA TODAY Coupons & Deals ecosystem, aligning page templates and content strategy with SEO best practices and high-intent search behavior. The relaunch quickly produced meaningful revenue, strong organic search performance, and a scalable foundation that will support expansion to 500+ brand pages.
The section is currently generating almost 11K weekly search visits from Google. Mobile engagement has been exceptional, representing 68% of total traffic and demonstrating stronger growth momentum than desktop. Next phases: Scale to 500+ pages based on search demand analysis, advancing more queries into top-3 positions, and preparing for Q4 holiday traffic.