While I’ve shifted my focus back to design, my time in social media and digital strategy continues to shape my creative process today. It taught me to think beyond just making things look good and on-brand. Now I design with purpose: to understand the end goal, connect with the target audience, reflect the brand voice, and support the broader goals of everyone involved - even when that means finding smart compromises between creative vision, contractual needs, legal requirements, and data-informed insights.
​​
I bring all those pieces - strategy, voice, content, storytelling, and performance metrics -into every project. My approach is more layered now, and I’m always asking: how can this design do more than just look good?
Where Digital Strategy
Meets Design
When I took over the Philadelphia Union’s social channels in 2018, the ask was clear: a complete u-turn. New voice. New style. New strategy. I stepped into a chaotic mix of disjointed content, unclear goals, and an unengaged audience.
​​
I built a digital strategy from the ground up, establishing a cohesive brand presence while tailoring each social channel with its own content to connect with specific platform demographics.​ Through trial and error, I shaped that strategy, consistently tracking engagement metrics and fine-tuning brand voice and messaging based on real-time data. Those metrics didn’t just measure success; they guided what I designed, who I featured, and how I designed every post to maximize engagement.​​​
The Numbers
Even with a tight budget and no added resources, we saw dramatic KPI improvement from 2018 to 2020, driven by a new audience-first, analytics-informed mindset.
"Talk to Philly if you need guidance on branding, digital, broadcast or Foundation." -MLS
My time leading digital strategy taught me that design must perform beyond aesthetics: it has to be authentic to the brand, to the audience, and to the channel. This experience ingrained in me a design approach that balances creativity with clear purpose and measurable impact - showing me that truly good design goes well beyond looks.