SELECT WORK SAMPLES

Website redesign + content strategy, Cook for Your Life

  • Situation: In 2019 Fred Hutch acquired Cookforyourlife.org, a homespun healthy cooking website founded by a 3x cancer survivor who loved to cook. 
  • Task: Needed to modernize look and feel, improve UX, clean up science-based content, make site + brand worthy of parent organization—all on a shoestring budget.
  • Action: Partnered with a digital marketing agency instead of traditional web design agency to save funds, mentored a team of unpaid nutrition and marketing interns for manpower, and leaned in hard to every aspect of redesign using stakeholder interviews, Google Analytics, and survey data, plus past web expertise to guide content + UX decisions. Added robust filtering system, new recipe categories, shoppable recipe pages, and multi-media landing page experiences for the stage of the cancer continuum, plus most common treatment side effects.
  • Result: Modern, mobile-first site launched at end of 2020. Engagement up 50% YoY, cancer continuum "life boats of hope" landing pages top clicked modules on homepage; revenue-generating + in-kind partnerships initiated, ability to serve the cancer community and clinicians vastly improved.

Site experience, Paula's Choice Skincare

  • Situation: Paula’s Choice website was not particularly user-friendly, and product category pages were siloed from editorial content. Long list of products with basic organization. Bounce rate high, conversions low.  
  • Task: Redesign product category pages by introducing better user experience, social proof, connect two sides of the site to better inform and educate user while driving them to cart.
  • Action: Overhauled product category pages by implementing left rail navigation + filtering system, and ability to sort by star ratings and reviews. Added more social proof with "best seller", "award winning" and "fan favorite" bugs on product tiles + added a Best Sellers product category page. Also added content blocks driving to relevant content, popup videos, skincare quiz, discounts, and deals. 
  • Results: Best Sellers page #1 click on site top navigation, sales up 15% MoM after redesign launched, created brand loyalists by educating users and giving them a full 360 skincare experience. 
“The Good Fight” brand campaign, Paula’s Choice Skincare
  • Situation: Paula Begoun, best-selling author and founder of Paula’s Choice Skincare, started her career as a beauty myth-buster and cosmetics industry renegade. Coined “The Cosmetics Cop” by Oprah after multiple TV appearances, Paula’s whistle-blowing-no-matter-the-cost origin story had become dated and buried in a sea of emerging flavor-of-the-month beauty brands and faces.
  • Task: Broadcast how Paula turned her early debilitating skincare struggles into a career fighting for women, plus amplify the brand's “Truth in Beauty” mission while also giving back.
  • Action: Launched the brand's first-ever multimedia brand campaign, The Good Fight, aligning Paula with a pair of sister celeb activists to help tell her story of fighting transparency for 30+ years.
  • Result: Enjoyed 5.5M video views, 1M over forecast plus 70%+ clicks to site experience over forecast. 10% of proceeds went to chosen charities, exceeding donation goals. 
 Picture

​Paula Begoun, Founder, Paula’s Choice Skincare, joined forces with Jackie Cruz and Jaimie King to inspire us all to fight for the greater good. 


​THE GOOD FIGHT campaign donated 10% of all proceeds to select women's causes and won an esteemed Webby award.
“Know Your Farmer” brand campaign, Crowd Cow
  • ​Situation: Pre-pandemic, it was an uphill battle to convince the average grocery shopper to stray from their usual routine of cheap, mass-produced mystery meat at their local store.
  • Task: Open consumers' eyes to the myriad of ways farm-direct craft meat is better for their health, the cows, the land, the farmers, and their local economies--with the ultimate win of an astonishingly delicious end result; when all those components are in harmony, the higher price tag worth it.
  • Action: Crafted the new tagline of “Know Your Farmer, Eat Better Meat” plus produced a series of digital videos and local 30-second-TV spots that aired during Seattle Mariners baseball games. Emotionally resonated with the audience by featuring intimate conversations with hard-working farmers, plus showcasing cows relaxing in pasture, happy people eating incredible product in nature. Branded early and often (name and logo graphics + voiceover) plus offered a $25 discount driving back to the site.
  • Results: Website traffic spiked ~30% during and just after each spot aired, with direct traffic and conversions trending up for 2-3 days after each airing. Increased brand awareness plus sales of Crowd Cow's signature "Steakburgers" at the Mariners Hit It Here Cafe.
Genius Kitchen Hacks, Food.com
  • As a founding member of Food.com, I created and launched Food’s video strategy, which became the most socially engaging, viral and monetizable content in the history of Scripps, now Discover Networks.
  • From ideating to scripting to storyboarding to producing, I touched every component of our delightfully silly Genius Kitchen Hacks video series. So successful and beloved, Food.com misguidedly rebranded as GeniusKitchen.com for a period of time after my departure. The brand has since gone back to Food.com.
LET’S CONNECT