Digital channels work best when they are designed as a system, not managed as separate outlets.
I think about websites, newsrooms, email, social media and multimedia as connected parts of the same audience experience. A strong story should be able to move naturally across channels, reach the right audience in the right format and lead people toward a meaningful next action.
That requires more than good content. It requires thoughtful user journeys, strong publishing systems, clear governance, useful data and teams with the capacity to create work worth sharing.
The goal is not simply more content. It is a connected communications ecosystem that makes every channel more useful.
Rebuilding the Digital Experience of a Statewide League
Texas Interscholastic Mountain Bike League | Associate League Director
At TX NICA, the digital experience is part of the participant experience. Families use our website to decide whether to join, register for the season, prepare for race weekends, navigate unfamiliar venues, understand schedules and policies, and stay connected throughout the year.
I led a complete overhaul of the league website and digital experience, reorganizing content around the questions users were actually trying to answer. That included clearer information architecture, redesigned venue pages and maps, improved mobile usability, more consistent race-weekend information, and better pathways for coaches, athletes and families.
As our communications matured, I also led our move into HubSpot and began mapping communications around the audience journey. New riders, parents and coaches now receive different onboarding messages based on what each audience needs to know next, and we use engagement data to refine content over time.
Recent targeted coach emails have produced open rates around 40–45% with click rates above 11%, while our automated new-coach welcome email has reached a 58.6% open rate and 14.3% click rate.
The goal is a connected experience that helps people know where they are, what they need and what to do next.
Building an Integrated Digital Publishing Ecosystem
Texas A&M AgriLife | Director of Marketing & Communications
Texas A&M AgriLife produces an enormous amount of useful information, from research discoveries and agricultural expertise to student stories, educational programs and resources for communities across Texas. The challenge was not simply creating more content. It was making sure strong stories could move effectively through a complex digital ecosystem.
I helped lead a strategy that brought our newsroom, websites, social channels and multimedia resources into much closer alignment.
That included redesigning AgriLife Today, our central news platform, and creating stronger connections between newsroom content and the College of Agriculture and Life Sciences and AgriLife Extension websites. Instead of treating news as content that lived in one place, we developed systems that allowed relevant stories to surface naturally across the broader digital experience.
Our social strategy evolved alongside it. Social media became less about filling a publishing calendar and more about extending the reach of strong journalism, identifying stories with audience potential and directing people toward deeper content and resources.
That strategy depended on investing in the content itself. Expanding our photography and multimedia capabilities gave the newsroom and social teams a much stronger library of original visual storytelling to work with.
We also revisited newsletter strategy, looking more intentionally at audience, content selection and the role email played within the larger communications ecosystem.
The result was a more coordinated publishing model in which web, newsroom, social, email and multimedia strengthened one another instead of operating as independent channels.
1,200+
Websites managed across Texas A&M AgriLife
254
Texas counties served by AgriLife Extension
873 + 556
TX NICA athletes and coaches supported in 2026
My role: Communications strategy, digital publishing strategy, newsroom integration, social strategy, web strategy, team development, stakeholder leadership and governance.
Reimagining Extension Around the User
Texas A&M AgriLife Extension Service | Director of Marketing & Communications
AgriLife Extension serves every county in Texas, which creates an unusual communications challenge: people rarely arrive wanting to understand the organization itself. They arrive with a question.
How do I identify this insect? Who can help with my pasture? Where is the nearest 4-H program? What should I plant? Who is my county agent?
AgriLife Extension serves every county in Texas, but its size and decentralized structure created a difficult digital challenge: how do you help someone quickly find the information, expertise and local people relevant to their needs within an organization serving 254 counties?
Rather than beginning with page layouts, we began with research. I led the internal strategy while partnering with an outside web firm on competitor analysis and user journey mapping. Our team worked with stakeholders across Extension to understand their audiences, priorities and content needs, then developed a comprehensive taxonomy to guide the new experience.
That research became the foundation for a redesigned Extension website built around connections. Users could move more naturally between statewide programs, timely news and resources while also finding the county agents and local expertise available in their own communities.
Behind the scenes, we also improved content organization, governance and publishing workflows so the experience could remain useful as the organization continued producing large volumes of information.
The result was increased website traffic and engagement, stronger connections between statewide and local content, and a digital system that was easier for both users and internal teams to navigate.
My role: Strategy, stakeholder engagement, vendor leadership, taxonomy, UX direction, content strategy and governance.
