Marketing & Web Specialist

Turning
curious
into committed.

10 years designing web content, digital campaigns, and conversion-focused messaging for purpose-driven organizations. Strategy, copy, and design - all in one.

+18% Page view growth
+54% Session duration
72% Email open rate
View work Start a project
Excellence AwardWriting & Content Dev.
Excellence AwardStakeholder Presentations
Rachel Deffenbaugh
"Design that captures begins with understanding your audience." - Rachel Deffenbaugh

Technical Stack

Technical stack.

The design, analytics, and campaign platforms used across web strategy, creative production, CRM work, and performance optimization. This list is not exhaustive.

Design & Creative Production
Photoshop
Premiere Pro
Illustrator
InDesign
Figma
Canva
Marketing, CRM & Analytics
Google Analytics 4
Campaign Monitor
Constant Contact
Raiser's Edge
CharityEngine
Hootsuite

Education & certifications

Committed to continuous learning.

Formal degrees, professional certifications, and ongoing development in marketing, strategy, and leadership.

Western Governors University
Salt Lake City, UT
  • B.S. in Marketing
  • Certificate in Leadership
  • Certificate in Marketing
  • Certificate in Strategic Thinking & Innovation
Ashworth College
Norcross, GA
  • Certificate in Legal Studies
Professional Development
HubSpot Academy
  • Certificate in Content Marketing
  • Certificate in Email Marketing
View experience

What I do

Built around your mission.

Every engagement starts with understanding your audience, then building a strategy, creative copy, and intuitive design that provokes action.

Website editing and page planning on screen
01

Web Strategy & UX

User journey mapping, conversion-focused page structure, and strategic content placement that guides visitors from curious to committed.

Brainstorming document text on a computer screen
02

Copywriting

Audience-specific copy for web pages, email sequences, landing pages, and social content rooted in psychology and brand voice.

Email campaign open on a computer screen
03

Email Marketing

End-to-end campaign management: segmentation, A/B testing, copy development, and performance analysis to improve KPIs and optimize conversion rates.

Graphic design program open on a computer screen
04

Graphic Design

Design assets for web, email, print, and socials, for cohesive brand standards across every touchpoint.

CRM donor profile with giving history and donor data
05

Donor & Campaign Strategy

Acquisition and retention campaigns from strategy through deployment, refined by data from past performance and audience behavior.

Content strategy planning board
06

Content Marketing Strategy

Editorial planning, campaign messaging, and cross-channel content systems that keep websites, email, and social aligned around one conversion goal.

Measurable impact

Results that move the needle.

+18% Cumulative page views

Growth over two years through targeted content revisions, strategic UX updates, and ongoing performance analysis.

+54% Session duration increase

Optimized web UX and content strategy significantly improved user engagement.

72% Email open rate maintained

Consistent testing, audience segmentation, and copy refinement sustained a 72% email open rate over years of campaigns.

60K+ CRM records restructured

Rebuilt a member database of 60,000+ records and introduced streamlined reporting methods that improved team efficiency.

5+ Seminars & workshops led

Led 3 seminars and 2 workshops covering content strategy, branding, and role-specific thought leadership.

2x WGU Excellence Awards

Recognized for exceptional writing, content development, and stakeholder presentation quality.

Live sites

Webpages I've shaped.

A selection of live pages contributed to through copy, structure, and UX updates. Sites are owned by their respective organizations.

Why Affiliate - Benefits page
heartbeatservices.org · Copy & Page Updates
Why Affiliate - Benefits
Refined the affiliate benefits page to clarify the value proposition for prospective pregnancy-help organizations.
 Training Overview page
heartbeatservices.org · Learning Content
Training Overview
Structured program info so visitors find the right learning path quickly.
 Our Story page
heartbeatinternational.org · Brand Storytelling
Our Story
Sharpened the narrative voice and historical timeline to deepen organizational identity.
 Financial Accountability page
heartbeatinternational.org · Trust & Transparency Copy
Financial Accountability
Updated copy to communicate transparency and stewardship to donor audiences.

UX process & methodology

How strategy becomes results.

Every page, campaign, and email starts with the same question: what does this person need to believe, feel, or do next? These are the frameworks used to answer it.

From mapping user journeys to structuring website architecture, tests, and audience logic, every element is intentional and measurable.

"The presentation is a model of excellence in nearly every aspect. The topic immediately hooks the audience, while the fluid incorporation of compelling evidence flawlessly supports the central claim." - Evaluator, WGU Excellence Award
User journey mapping
1
Awareness
Audience discovers the brand via search, social, or referral
2
Consideration
Landing page copy addresses motivations and objections
3
Decision
Clear CTA reduces friction and drives the intended action
4
Retention
Email sequence maintains relationship and deepens commitment
5
Advocacy
Impact Report and storytelling turn supporters into champions
Website architecture design
Homepage
Why Join
Donate
Resources
About
1
Define business goals
Align page types and conversion points with the primary outcomes the site needs to drive.
2
Map core user paths
Identify the fastest routes for prospects, donors, members, and returning visitors.
3
Build page hierarchy
Organize navigation, subpages, and supporting content so visitors always know what comes next.
4
Plan content relationships
Connect proof points, FAQs, forms, and secondary resources to the pages where intent is highest.
5
Validate and refine
Review analytics, search behavior, and conversion drop-off to strengthen the structure over time.
CTA anatomy
Example:
Ready to make a difference?
Join 400+ pregnancy help organizations equipping communities nationwide.
Become an affiliate
Headline: action-oriented, addresses identity/aspiration
Body: social proof + specificity reduces objection
Button: verb-first, outcome-implied, directional cue
A/B testing best practices
1
Test one variable at a time
Keep the change isolated so the winning result points to one clear lesson.
2
Start with the biggest friction point
Prioritize subject lines, headlines, forms, and CTA language before lower-impact details.
3
Use a meaningful sample size
Wait for enough traffic or sends to avoid reacting too early to noise.
4
Measure the right success metric
Judge results by the downstream action that matters most, not just opens or clicks.
5
Document and reuse learnings
Turn winning patterns into future copy, layout, and segmentation decisions.

Optimization focus: build a test queue, rank ideas by impact, and keep iterating on the pages and campaigns closest to conversion.

Segmentation optimization
Core message strategy
ProspectsEducation-first content and lighter CTAs.
Active donorsImpact proof, urgency, and next-step asks.
MembersRetention updates, resources, and deeper engagement.
Lapsed audienceReactivation messaging and lower-friction re-entry.
1
Segment by behavior first
Use engagement, giving history, content interest, and lifecycle stage before relying on broad demographics alone.
2
Define message intent for each group
Clarify what each audience needs to hear, feel, and do before writing the campaign.
3
Tailor cadence and offers
Adjust send frequency, CTA strength, and supporting proof to match readiness and relationship depth.
4
Watch segment drift
Refresh lists regularly so lapsed, active, and new audiences do not receive outdated messaging.
5
Compare performance by audience
Review opens, clicks, conversions, and retention patterns to sharpen future targeting.

Optimization focus: treat segmentation as a living system and refine definitions whenever audience behavior, goals, or campaign performance shifts.

Content hierarchy framework
Primary message
One clear purpose per page
Supporting evidence
Stats · social proof · specifics
Objection handling
FAQ · trust signals · guarantees
Call to action
Single, friction-reduced action

Professional experience

10 years. One direction.

Research → Strategy → Results

05/2023 - Present
Heartbeat International
Remote
Communications & Marketing Specialist
  • Redesigns and optimizes web pages using user journey mapping, clear CTAs, and conversion-focused copy to increase sign-up rates.
  • Manages end-to-end email campaigns: segmentation, copy, A/B testing, and performance analysis to improve open rates and click-to-conversion ratios.
  • Leads donor acquisition and retention campaigns from strategy through deployment.
  • Produces design assets for web, email, print, and social in Adobe Creative Suite.
  • Edits and produces video content for campaigns and organizational storytelling.
03/2019 - 05/2023
Florida State Elks Assoc.
Umatilla, FL
Trust Fund Marketing, Administration & Accounting
  • Redesigned web pages and email campaigns to improve clarity, navigation, and audience engagement.
  • Maintained a 72% email open rate through consistent testing, segmentation, and copy refinement.
  • Developed and launched a B2B training program with web-based resources for organizational leaders.
  • Restructured a CRM database of 60,000+ member records for improved efficiency.
  • Launched and managed the annual Impact Report for stakeholder audiences.
02/2013 - 03/2019
Genesis Printables
Remote
Business Owner
  • Built and grew an e-commerce brand through content marketing, web copy, and social media strategy.
  • Created custom graphic design assets and managed contracted writers producing daily published content.
2018 - 2019
Barker Law / Cohen Law Group
Leesburg & Maitland, FL
Paralegal / Legal Assistant
  • Managed case communications, composed and filed legal documents, scheduled hearings and depositions, and reconciled accounts.

Let's work together

Start a conversation.

Tell me about your mission and audience. I'll respond within two business days.