Making digital experiences better!

Director, Web Solutions and User Experience

University of Rochester, Central Office of Marketing and Communications
April 2021 – Present

In my current position, I am charged with planning and executing critical elements of integrated digital strategy and web operations for the University at an enterprise level that have significant impact on the institution’s national and global reputation. My role informs the institution’s long-term vision for digital and web, developing and implementing multi-year plans for innovation, growth, risk management, and enterprise governance. I work closely with executive and senior leaders in key administrative, academic, and research units to identify web and digital business needs, assess risk exposure, and design custom solutions that support targeted digital content and marketing strategies and campaigns.

I lead a multidisciplinary team of managers, web developers, designers, and web specialists, who oversee and support a growing suite of complex tools, products, databases, and systems. I continually practice advanced management skills and expert knowledge of several related fields, such as web operations, digital design, project management, information technology, and digital marketing.

Scope of work includes oversight and governance of the enterprise WordPress environment and custom themes, components library, and digital design system; the central web environment (www.rochester.edu); web services and solutions; core web development and UX/UI program; and enterprise tools and workflows. Advises and influences directors and senior managers in other divisions within and outside the job family on execution and implementation of web and technical solutions.

Strategic planning and digital transformation:

• Collaborate with senior leadership to develop and execute key elements of multi-year strategic plan for University-wide digital transformation, marketing, and governance with an emphasis on protecting and strengthening the University’s reputation and brand regionally, nationally, and globally.
• Areas of responsibility and focus include web architecture, web development and code repositories, data and web security, user experience/user interface design (UX/UI), quality assurance, technology solutions and integrations, databases and content management systems, project management, strategic enablement and training, and shared services program.
• Partner with digital marketing and cross-functional teams to develop and execute campaigns, improving user engagement and driving increased site conversion that supports revenue generation.
• Lead team to create one holistic and actionable view of key target audiences, and put solutions in place that provide insights into user behavior and engagement.
• Advise, influence, and collaborate with directors and managers within and outside job family to drive transformational change and align digital strategy with institutional strategy for branding, reputation management, and risk mitigation.
• Lead complex enterprise change management efforts to achieve significant and lasting improvements to University-wide processes and systems in digital strategy and web operations.
• Serve on the University’s Web Governance Council, and lead project working groups.

User Experience:

• Establish and supervise work to maintain a data-informed, audience-focused strategy for user experience/user interface design (UX/UI) that reflects industry best practices and the most current methodologies and research.
• Lead a team that serves as a center of excellence for UX/UI design, and help nurture a community of practice across the University to support development and adoption of enterprise approaches, tools, best practices, guidelines, and policies.
• Develop and maintain University digital brand standards, visual identity, and design system.
• Direct and oversee creation of digital wireframes/prototypes, templates, University brand guidelines/style guides, and branded digital content for websites, social media, email, digital screens, and presentations.
• Lead execution of University-wide digital experiences, including for Commencement and other large-scale events and programs for faculty, staff, and students.
• Track and report user engagement and results.
• Champion digital accessibility policies and standards in all aspects of digital UX/UI design.

Web architecture, development, and governance:

• Oversee and direct a web development team that is responsible for supporting, maintaining, and governing the University’s central web environment (rochester.edu), core WordPress environment, and more than 100 top-level directories that see millions of visitors each year–and are critical to the University’s reputation and to central research, academic, administrative, and operational functions.
• Plan and coordinate all activities associated with the architecture and technical infrastructure with internal and external engineering teams as required to ensure continual service with few critical failures or outages. Manage execution of frequent quality assurance and performance tests of custom WordPress themes on dozens of device types and browsers.
• Oversee continual improvement cycles and code releases to maintain optimal performance.
• Direct the team to develop and implement custom web solutions at the enterprise level in collaboration with directors and senior managers in University IT, URMC, and other academic units and divisions.
• Respond to time-sensitive requests from senior leadership for support and design solutions to complex and challenging issues.
• Lead a center of excellence for WordPress and web development, web architecture, performance testing, and quality assurance to support adoption of enterprise approaches, tools, best practices, guidelines, and policies.
• Champion digital accessibility policies and standards in all aspects of web development.
• Lead development of on-demand training and education programs for all University WordPress administrators (staff, faculty, and student employees) and raise awareness to ensure consistency and compliance.

Custom solutions, business practices, and project management:

• Review, evaluate, propose, design, and implement solutions to complex issues and emerging.
• Drive scalable web production processes and workflows that achieve operational efficiency, productivity, and effectiveness for University Communications and other digital teams across the University.
• Build and maintain collaborative relationships with communications directors and senior leaders across the institution to align efforts with strategic priorities and to meet emerging needs for web and digital solutions.
• Develop and communicate directly with stakeholders regarding project scope, schedule, and deliverables. When possible, align business practices across the University and proposes enterprise solutions.

Senior Front-end Developer

University of Rochester, Central Office of Marketing and Communications
January 2020 – March 2021

Assistant Director, Internet and Digital Technology

University of Rochester, Office of Advancement and Alumni Relations
September 2017 – January 2020

Web Specialist, Internet and Digital Technology

University of Rochester, Office of Advancement and Alumni Relations
July 2016 – September 2017

Marketing and Communications Specialist

Coolfront Technologies
April 2015 – July 2016

Education

Foundations in Design Thinking Certificate, June 2023

IDEO, Global design and education firm

Certified ScrumMaster (CSM), April 2021

Scrum alliance

Web Governance Certification, August 2016

Siteimprove

Roberts Wesleyan University, May 2015

Bachelor of Science in Marketing with concentrations in computer science and graphic design.