Project Overview
As part of my full-time role at Unite America, I helped lead a complete digital transformation of the organization’s brand presence — from the website relaunch to a full social media and content strategy overhaul. While my title didn’t reflect it, I served as the de facto content and communications lead for this work, managing cross-departmental input, vendor coordination, and performance strategy.
I worked closely with external developers and internal stakeholders to align our new site with the organization's evolving mission as a philanthropic venture fund. After launch, I drove SEO improvements, content optimization, and platform-wide digital growth — creating record traffic, engagement, and visibility across channels.
Scope of Work
Website Redesign & Project Management
- Represented the communications team in cross-functional strategy meetings, ensuring content alignment across programs, research, and fundraising.
- Worked with external vendors to guide the design, development, and launch of a new brand-aligned website.
- Managed internal workflows, deliverables, and approvals across departments to meet timeline goals and stakeholder needs.
SEO Optimization & Content Overhaul
- Rewrote core web pages and optimized site structure to enhance search visibility.
- Led SEO strategy that more than doubled the site’s SEO score in under 60 days.
- Created a high-performing article, "Can Independents Vote in U.S. Primaries?", which became the #1 most-viewed page on the site, outperforming the homepage with 2.67K views in a 30-day period.
Social Media Strategy & Growth
- Took full ownership of Unite America’s social media platforms beginning in 2024, developing a tailored strategy for each channel.
- Generated record growth across all four platforms through high-performing organic content, despite a very minimal monthly ad budget:
- X: 391K impressions (↑9,657%), 373 new followers (↑37,200%)
- LinkedIn: 68K impressions (↑4,120%), 741 new followers (↑210%)
- Facebook: 145K impressions (↑581%), 1K+ post clicks (↑2,958%)
- Instagram: 195K impressions (↑3,338%), 850 engagements (↑331%)
Storytelling Campaigns & Partnerships
- Launched a cross-platform campaign showcasing grantee work, with original multimedia storytelling, interviews, and content partnerships.
- Highlighted groups such as New Mexico Open Elections, Oregon Ranked Choice Voting, and Veterans for All Voters, which drove significant increases in engagement and visibility.
- Created targeted email and social campaigns to unify messaging around grantee impact and reform priorities.
Design, Publishing & Data Visualization
- Produced digital publications, branded reports, and marketing materials using Figma, Canva, and InDesign.
- Integrated Flourish to turn complex political data into clear, compelling visual narratives.
- Created ad graphics, quote cards, video scripts, and promotional content for digital launches and national events.
Key Results
- 126K website views and 316K events in 2024 YTD, more than tripling total engagement from 2023 (41K views, 93K events).
- SEO-optimized pages now dominate top-performing site traffic, including #1 search result visibility for primary reform content.
- Social media platforms saw multi-thousand percent growth in impressions, engagement, and follower count within 6 months.
- Internal and external stakeholders now operate from a cohesive brand voice and digital presence that reflects the organization’s national leadership role in political reform.
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