CAMPAIGN
I am a Phoenix
Reimagining the Student Journey
My team deployed a fully integrated marketing campaign designed to improve brand perception, unify messaging across channels, and drive measurable increases in enrollment and engagement. The initiative combined traditional, digital, broadcast, and content marketing with refined UX and lifecycle automation to create a cohesive student experience from first touchpoint to enrollment.
The Challenge
The University of Phoenix had strong brand awareness but struggled with fragmented messaging and inconsistent engagement across its digital ecosystem. Our challenge was to reposition the brand narrative. Shift from transactional marketing toward purpose-driven storytelling while optimizing conversion pathways across web, video, and CRM systems.
Outcome
The integrated campaign transformed how the University of Phoenix communicated with prospective students — replacing disjointed outreach with a unified, student-first narrative supported by cohesive creative and data-driven automation. The result was a measurable lift in engagement, improved lead quality, and a revitalized brand experience that positioned the University as a trusted partner in lifelong learning.
-27%
Bounce Rate
Reduction in bounce rate on key program pages following the campaign rollout.
2.4X
Time On Page
Increase in average time-on-page from integrated video and content engagement.
6% YOY
Increased Leads
Growth in qualified lead conversions attributed to the new lifecycle automation.
From Insight to Execution
1. Discovery
Conducted a full audit of marketing and enrollment journeys. Collaborated with data and insights teams to define key personas and map behavior-based triggers to student motivations.
2. Define
Created an integrated messaging framework aligning paid media, web content, and CRM touch points. Partnered with academic and enrollment teams to ensure message consistency across departments.
3. Design
Produced a consistent design and motion system that simplified complex program information through clear visual storytelling, while maintaining brand integrity and compliance.
4. Launch & Optimize
Oversaw cross-channel campaign spanning video, web, email, and paid media. Monitored performance and enrollment data post-launch, identifying conversion efficiency and reduce cost per lead.
Campaign Strategy Creative
Where Creative Vision Meets Strategic Growth
I believe great marketing design isn’t just about how it looks — it’s about how it works. Every decision I make is backed by purpose, driven by audience insight, and aligned with brand and business strategy. From campaign creative to UX to performance branding, I focus on building experiences that convert, connect, and scale.
My philosophy is shaped by real-world results, continuous learning, and a deep respect for storytelling as a strategic business tool.
Strategic Brand Leadership
Audience-Driven Growth
Creative Performance Execution
Cross-Functional Alignment
Silver Addy Award
Catch Larry Campaign
CUNA Diamond Award
DFCU Website Redesign
CUNA Diamond Award
Shine On Campaign
Diverse Magazine Award
UOPX "I am a Phoenix"