Divine Mercy University

At Divine Mercy University, I served as the Digital Creative Director, leading a full-scale transformation of the university’s digital presence across internal and external platforms. My responsibilities spanned UX strategy, brand alignment, content design, and technical implementation for web, portal, and CRM systems.

I directed the redesign of the student portal, applying user-centered design practices to streamline access to academic, financial, and support services. This involved conducting internal stakeholder interviews, mapping workflows, and identifying key usability improvements to boost student engagement and reduce administrative overhead.

In parallel, I led the redesign of the university’s marketing website, aligning visual identity and messaging across digital and print channels. I developed a refreshed digital brand system, collaborated closely with enrollment and communications teams, and designed multi-channel marketing campaigns including email outreach, social media assets, and digital ads targeting prospective students.

I also managed and mentored a team of three marketing designers, three admissions staffers, and one videographer, ensuring cohesive creative output and alignment with the university’s goals and mission. My leadership helped establish scalable marketing processes and elevated the visual and strategic impact of internal and external communications.

Key accomplishments:
Directed all marketing and communications efforts for the organization, successfully launching 225 campaigns in 18 months, achieving an average open rate of 28% and an 11% click-through rate

Boosted lead generation by 35% monthly by implementing targeted local, national, and international marketing campaigns tailored to audience segments

Analyzed performance data and marketing analytics to optimize campaign outcomes and allocate a $950K annual marketing budget with precision and ROI focus

Oversaw brand consistency and vendor relations, maintaining productive partnerships with 38 creative vendors and managing Other Direct Costs (ODCs) for maximum output

Increased website traffic by 18% through strategic UX/UI improvements based on user journey mapping, stakeholder interviews, and persona development, improving engagement and program visibility

Applied Google Analytics and big data to develop SMART goals, ensuring visual and digital content was delivered 100% on time and within scope

Mentored and trained internal design staff on tools including Adobe Creative Suite (Acrobat, Bridge, Illustrator, InDesign, After Effects, Photoshop), WordPress, Google Ads, Facebook Ad Manager, and CRM platforms such as InfusionSoft, Salesforce, and HubSpot

Executed media bookings and directed video productions for Hulu, Comcast, and social channels, boosting audience reach and classroom video content distribution

Maintained Section 508 compliance and adhered to AP Stylebook guidelines, ensuring accessibility and editorial accuracy across all content