Strategic Works

These case studies reflect structural marketing work completed within active organizations. Each example demonstrates how operational clarity, disciplined measurement, and strategic decision-making strengthen performance over time.

The focus is not on campaigns alone, but on the systems behind them. Sustainable growth requires visibility, accountability, and structure that can hold up under pressure.

How Pressure-Testing the Brief Created a Stronger Campaign Context

This campaign was developed at DistiNCtly Fayetteville, where I currently manage paid digital strategy alongside broader marketing operations and performance reporting.

The original recommendation to management was clear and reasonable: launch a retargeting campaign to re-engage recent site visitors and drive incremental conversions.

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Measurement Systems, UTMs & Attribution Discipline

This project focused on addressing nonexistent and inconsistent UTM usage across campaigns and partners at DistiNCtly Fayetteville. Prior to this work, performance data was fragmented, externally controlled, and difficult to access, making timely and accurate reporting nearly impossible.

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SEO Foundation & AI Optimization (AIO Readiness)

This project focused on addressing long-standing SEO debt while preparing the site for emerging AI-driven discovery. The goal wasn’t to chase rankings alone, but to ensure the content could be understood, surfaced, and reused accurately by both search engines and AI assistants.

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Case Study: From Murals to Movement Designing the Painted Path Visitor Experience

Public art had been expanding across Fayetteville for years. Murals appeared in several neighborhoods, often commissioned at different times and promoted individually. Each piece created a moment of discovery, but those discoveries rarely extended beyond the single location where they occurred.

Visitors might encounter a mural while walking downtown or see a photo shared on social media, but there was no clear connection between the pieces. From a visitor perspective, the murals existed as individual stops rather than part of a larger experience.

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