PEOPLE & PRODUCT MANAGEMENT / LEADERSHIP PROFILE
Enlighten | Transformation Strategy, UX & Product
Strategy + Experience Design + Transformation
Enlighten was an independent digital agency designed to help clients navigate the complex middle ground of digital transformation, where strategy, UX, technology, media, analytics, and client service came together before clear categories existed. The agency’s main goal was to help national brands turn complicated digital opportunities into practical, coordinated programs. This involved aligning senior stakeholders, defining business and user needs, shaping UX architecture, planning delivery, and building models for web platforms, content, CRM, digital media, mobile, analytics, and ongoing optimization. At its core, this was early transformation work: digital strategy delivered with discipline, creative thinking supported by structure, and user experience tied directly to business results. Over time, this approach made a real difference for key clients: during my tenure, web engagement rates rose by up to 35%, digital campaign conversions improved by 20%, and platform projects saw fewer launch delays and lower maintenance costs. Clients also saw better stakeholder alignment and faster decision-making, which helped drive marketing revenue and satisfaction with digital investments.
Featured transformation film
OPERATING MODEL + GOVERNANCE
Transformation Strategy -
Clarified complex digital opportunities and translated them into actionable client programs.
Program Leadership -
Connected strategy, scope, schedule, budget, quality assurance, risk management, and change control.
Stakeholder Alignment -
Leveraged discovery, interviews, requirements definition, and decision frameworks to build shared direction.
UX Architecture -
Shaped navigation, personas, information architecture, wireframes, modular content structures, and user-centered platform logic to improve user experience.
Digital Operations -
Supported integrated delivery across web, CMS, CRM, mobile, applications, media, SEO, analytics, and ongoing optimization.
Measurement and Analytics -
Linked digital programs to KPIs, reporting, behavioral and path analysis, dashboards, and marketing investment decisions.
Transformation evidence
Leadership evidence details
As digital became central to customer acquisition, audience engagement, and performance measurement, many organizations struggled to translate ambition into executable programs. With business goals, customer needs, legacy systems, internal stakeholders, and pressure for speed, they needed structure most.
At Enlighten, I worked on projects across media, healthcare, financial services, insurance, automotive, retail, CPG, and consumer brands. In these roles, I led strategy, discovery, and UX architecture by running stakeholder interviews, guiding customer research, and defining personas, information architecture, and wireframes. I also managed cross-disciplinary teams through CMS planning, digital media integration, SEO strategies, analytics, and platform development, making sure each step turned strategy into real results.
The main challenge was helping clients understand digital transformation. They needed clear answers on what to build, why it mattered, how it would help users and business goals, and how teams could deliver while managing scope, budget, timeline, and quality.
To solve this, we needed a model that linked strategy to execution. Discovery helped identify business priorities, customer needs, stakeholder limits, technical requirements, content needs, and measurement goals. UX architecture made complex offerings easier for users, and delivery planning set the scope, schedule, budget, resources, risks, change control, and quality checks.
For clients such as Tribune Media Group, the goal was to build better online brand experiences for media sales prospects, improve navigation based on visitor needs, support lead generation, and give internal teams a clearer platform structure. We used this approach across other agency projects in digital marketing, CRM, web platforms, mobile applications, analytics, and content systems.
The aim was practical transformation: clearer decisions, better user experiences, stronger delivery, and digital systems built for growth.
Enlighten’s approach gave client teams a clearer digital strategy, stronger structures, and better customer experiences. Discovery and research helped build understanding. UX architecture and content strategy guided how users found information and made choices. Project management kept scope, timeline, budget, risk, quality, and changes under control. Analytics and reporting created a solid base for post-launch improvement.
The biggest benefit was organizational clarity. Clients got practical tools for digital decisions, customer acquisition, content management, platform planning, lead generation, measurement, and long-term growth.