Building a Digital Foundation for Growth
Digital Experience & Content Strategy
Education Forward Arizona operates across a complex ecosystem, engaging hundreds of partners while reaching thousands of students, families, and community members. Its digital presence must serve several distinct audiences including community partners, policymakers, business leaders, educators & education leaders, community members, and students & families.
The opportunity was to transform that complexity into a more intuitive digital experience while creating infrastructure that could support the organization's evolving strategy, expanding public voice, and long-term growth. The work was structured across two strategic phases.
➜ Phase 1 reimagined the core website experience, aligning brand, content, audience pathways, and organizational priorities within a stronger digital foundation.
➜ Phase 2 extends that foundation through a centralized Resource Hub, creating a scalable approach to how the organization structures, manages, and delivers high-value content.
Together, the two phases establish a digital ecosystem built not only around what the organization needs today, but around where it is going next.
From Foundation to Scale
Phase 1: Website Redesign
Phase 2: Audience-Segmented Resource Hub
Website Redesign: Building the Foundation
Phase 1 repositioned the website as a more strategic expression of the organization, its priorities, and its audiences. The redesign brought the refreshed brand and evolving strategic direction into a cohesive digital experience while creating clearer audience pathways and a more flexible content foundation.
I led internal alignment around digital priorities, messaging, and content, partnering with executive leadership, internal stakeholders, partner agency, and web developer to move the work from strategic direction through implementation and launch.
The resulting experience strengthened how Education Forward Arizona communicates its mission, workforce alignment focus, resources, and expanding public voice, including a comprehensive refresh of copy, imagery, and design across 40+ priority webpages.
Resource Hub: Scaling the Content Experience
Phase 2 builds on the redesigned digital foundation by creating a centralized Resource Hub for Education Forward Arizona's growing portfolio of reports, polling data, whitepapers, tools, guides, and resources.
The strategy moves beyond publishing more content. It establishes a scalable framework for organizing, governing, and delivering high-value information based on audience needs, making resources easier to discover while creating infrastructure for continued growth.
As the internal content owner, I lead content strategy, resource architecture, inventory, content development, organizational decision-making, and approvals while partnering with partner agency on experience strategy and design and our developer on technical implementation.
The Hub extends the website from a communications platform into a more dynamic organizational resource designed to support audiences, initiatives, and content well into the future.
My Role
Digital & Content Strategy
Set the strategic direction for the digital experience, connecting audience needs, organizational priorities, brand, and content to create a scalable platform capable of supporting evolving initiatives and long-term organizational growth.
Executive Alignment
Partnered with executive leadership to translate organizational strategy into digital priorities, align stakeholders around critical decisions, and ensure the experience reflected the organization's direction, audiences, positioning, and expanding public voice.
Cross-functional Implementation
Directed alignment across internal stakeholders, agency partners, and web development resources, establishing priorities, navigating decisions and approvals, and maintaining strategic continuity from initial planning through implementation, launch, and ongoing evolution.
Content Leadership
Led content strategy and governance across the experience, establishing messaging priorities, resource architecture, and content standards that strengthened audience relevance while creating a sustainable framework for ongoing management and future expansion.
Result & Outcome
50%
Increase in website traffic
200
Pages across the broader digital ecosystem
40+
Priority webpages strategically refreshed across content, imagery, and design
8
Distinct audiences served through a more intentional digital experience