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UNIVERSITY OF GEORGIA
EXPERIENCE OVERVIEW
While my site highlights my freelance client work, I also worked several years full-time as a Growth Marketing Manager at the University of Georgia, leading large-scale digital initiatives for one of the nation’s top public universities.
In that role, I supported institution-wide growth efforts, including:
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Multiple website redesigns and digital optimizations
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High-performing social campaigns, including viral videos with 1M+ views
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Data-driven growth strategies across content, engagement, and conversion funnels
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Collaboration with cross-functional teams to scale impact across departments
Because this work was completed as part of my full-time role, it’s housed separately from my freelance portfolio.
PORTFOLIO
REELS & TIKTOKS
= VIRAL
For a reel or TikTok to be considered viral, it must hit over 100K views.
STUDENT AFFAIRS | UNIVERSITY OF GEORGIA
In my full-time role, I took over our account of 7,000 followers and have grown it to 30,000 followers within three years. Below is more rational of which videos performed well for various marketing goals.
HITTING ONE MILLION
1 M
Total Reach
78,327
Total Likes
27,766
Total Shares
192
New Follows
ANTICIPATING & ADAPTING TRENDS
106,922
Total Reach
3,417
Total Likes
1,018
Total Shares
47
New Follows
TAYLOR SWIFT'S ERAS TOUR
PROVIDING VALUE = FOLLOWS
81,930
Total Reach
2,935
Total Likes
1,478
Total Shares
118
New Follows
SHAREABLE CONTENT
CAPTURING A NEW TARGET AUDIENCE
197,000
Total Reach
6,025
Total Likes
5,005
Total Shares
186
New Follows
STORYTELLING IN 8 SECONDS
376,000
Total Reach
27,193
Total Likes
6,544
Total Shares
36
New Follows
LAUNCHING A NEW EVENT
The University of Georgia was launching its first ever Family Weekend. Since there was no awareness, we knew we had to make a big splash and drum up excitement. This campaign resulted in over 1,500 webpage visits, and 600 conversions to sign-up.
101,147
Total Reach
3,396
Total Likes
508
Total Shares
132
New Follows
HOLDING ATTENTION THROUGH CAROUSELS
Video content is king, but carousels have proven to be equally effective. With a max of 20 photos, and the potential to tag 20 accounts, my approach was to incorporate as many high quality images as possible that tell a compelling visual story and engage our audience through fun "shout outs" via tags. Here are some of my successful series I developed with my team.
GRAD GUY WITH A SIGN
96,129
Total Reach
6,140
Likes
949
Shares
42
Follows
PASS THE PHONE
53,867
Total Reach
4,151
Likes
106
Shares
11
Follows
CAUGHT ON FILM
41,532
Total Reach
2,984
Likes
74
Shares
4
Follows
LAUNCHING LINKEDIN | UNIVERSITY OF GEORGIA
I successfully launched a new LinkedIn page from scratch, driving 430 followers in just six months through strategic content, engagement, and organic growth tactics. By leveraging audience insights and compelling storytelling, I built a strong foundation for brand visibility and community interaction.
10,019
Total Reach
340
Likes
1,604
Clicks
2,250
Total Reach
75
Likes
413
Clicks
3,344
Total Reach
51
Likes
93
Clicks
WEBSITE DESIGN & REDESIGN
FULL SITE BUILDS
UGA — University Campaign
SITE REDESIGNS
UGA — University Campaign
WEB COPY & GROWTH CAMPAIGNS
WEB COPYWRITING CASE STUDY: DAWG CAMP | UNIVERSITY OF GEORGIA
Project: Web Copy Rewrite for 5 Camp Landing Pages
Timeline: March–April 2025
Role: Messaging Strategy, UX Copywriting, Voice & Tone Optimization
THE CHALLENGE
Dawg Camp struggled with low registration numbers for their summer programs. Despite offering five unique, high-value camps designed to help new students connect before fall semester, their 2023 registration capped at 240 students — with only 32 attending "Camp Classic City."
In 2024, registrations dipped below the previous year — totaling just 212 across all camps, with 20 registered for "Camp Classic City."
THE STRATEGY
Dawg Camp hadn’t done any marketing or promotion to support enrollment. I was brought in to revamp their website content — rewriting camp descriptions, headlines, and overall messaging to:
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Clarify messaging to convey the value of Dawg Camp in easy to understand terms
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Highlight the unique vibe and benefit of each individual camp
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Simplify call to action and reduce friction points in the sign-up process
The new copy was published to their site in March 2025.
DAWG CAMP
BEFORE
WHY IS DAWG CAMP THE PLACE TO BE?
Become a part of one of UGA's most memorable traditions by attending Dawg Camp Extended Orientation! Our programs allow you to meet other incoming students and connect with the Athens community while immersing yourself in school spirit and traditions over the course of multiple days.
Each camp has a different focus, but every new student encounters a similar small group experience, facilitated by two amazing student counselors and a faculty/staff mentor.
You'll want to discover what it means to be part of our Big Bulldog Family!
AFTER
WHY IS DAWG CAMP THE PLACE TO BE?
Kick off your UGA journey with Dawg Camp, one of UGA’s most unforgettable traditions. With five unique camps to pick from, each one is designed to help you find your people and have a support system before classes even start.
No matter which one you choose, you'll gain insider tips from experienced UGA students, and a built-in community for your first year.
Ready to start college with confidence? Come discover why students have long claimed Dawg Camp as “the place to be."
WHAT CHANGED?
POSITIONED THE CUSTOMER AS "THE MAIN CHARACTER"
WHY IS DAWG CAMP THE PLACE TO BE?
Kick off your UGA journey with Dawg Camp, one of UGA’s most unforgettable traditions. With five unique camps to pick from, each one is designed to help you find your people and have a support system before classes even start.
No matter which one you choose, you'll gain insider tips from experienced UGA students, and a built-in community for your first year.
Ready to start college with confidence? Come discover why students have long claimed Dawg Camp as “the place to be."
Swapping 3rd person for 2nd person "you" and placing them as the subject of the action.
ACTIVE VOICE THROUGHOUT
REMOVED JARGON
When's the last time you used the words "extended orientation" and "facilitated" in your every day life?
ADDRESSING TARGET AUDIENCE'S CONCERNS
TOO MANY SLOGANS
They previously used both "Dawg Camp is the place to be'" and "Big Bulldog Family." We chose one signature tagline, and also provided more context.
ADDRESSING WHAT'S IN IT FOR THEM
WITH ZERO MARKETING PROMOTION
240
212
352
TOTAL SUMMER CAMP REGISTRATION
We can confidently attribute this jump in registration to new website marketing copy.
2023
2024
2025
Read more about my previous marketing campaign in 2024— when my clients came to me with their "oh crap!" moment one month before registration closed— to understand the full campaign strategy we will implement with even more success in 2025.
DAWG CAMP | CLASSIC CITY
BEFORE
Dawg Camp Classic City is a weeklong Athens-immersion program for 20 incoming first year students per session that offers a unique understanding of Athens and what makes it “home” for students beyond the UGA campus.
Throughout the week, participants will explore the community by working alongside local nonprofit organizations, visiting local restaurants, exploring campus, and touring local music venues to learn about the city’s rich history and culture.
Campers also get the unique opportunity to meet local UGA alumni to learn more about their experiences and why they love UGA!
AFTER
Immerse yourself like a local in our beloved “Classic City”– your new home Athens, Ga. This weeklong camp takes 20 students on an adventure to explore the city’s vibrant food scene, famous music venues, quirky culture, and our tight-knit community.
You’ll volunteer with local nonprofits, discover your new favorite restaurant, and participate in Athens’ largest annual summer musical festival, “AthFest.” If you want to make Athens feel like home (and discover your new favorite coffee shop along the way), this is the camp for you!
WHAT CHANGED?
POSITIONED THE CUSTOMER AS "THE MAIN CHARACTER"
Swapping 3rd person for 2nd person "you" and placing them as the subject of the action.
ACTIVE VOICE THROUGHOUT
REMOVED JARGON
Weeklong Athens-immersion program is just a fancy way of saying "camp."
BETTER CONVEYING THE VALUE
ADDRESSING WHAT'S IN IT FOR THEM
Immerse yourself like a local in our beloved “Classic City”– your new home Athens, Ga. This weeklong camp takes 20 students on an adventure to explore the city’s vibrant food scene, famous music venues, quirky culture, and our tight-knit community.
You’ll volunteer with local nonprofits, discover your new favorite restaurant, and participate in Athens’ largest annual summer musical festival, “AthFest.” If you want to make Athens feel like home (and discover your new favorite coffee shop along the way), this is the camp for you!
This camp is a foodies and music buffs' paradise.
COLLOQUIAL BUT STILL ILLUSTRATIVE
WITH ZERO MARKETING PROMOTION
32
20
40
SOLD OUT
TOTAL SUMMER CAMP REGISTRATION
We can confidently attribute this jump in registration to new website marketing copy.
2023
2024
2025
Read more about my previous marketing campaign in 2024— when my clients came to me with their "oh crap!" moment one month before registration closed— to understand the full campaign strategy we will implement with even more success in 2025.
THE IMPACT
The updated web copy alone helped drive an immediate boost in engagement and conversions:
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195 total registrations within a month — already surpassing half the previous year’s total
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Camp Classic City at 34 campers within a month.
Why it worked? Clearer messaging means less confusion, more action. Emotional storytelling reframed the camps as exciting, essential first-year experiences. Personalized language helped students see themselves there.
SMS MARKETING
WELCOME UGA | UNIVERSITY OF GEORGIA
An SMS campaign promoting 11 signature events through 11 individual text messages optimized to send 24 hrs - 4 hrs before an event, resulting in huge surges of attendance.
11
Messages in campagin
30,230
Individuals reached
6,806
Total Replies
26%
Total Event Attendance Increase from Year Prior
LEADERSHIP CONFERENCE
An SMS campaign promoting University Leadership Conference resulting in record number of registration totals
29K
Individuals reached
318
Total Replies
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Those who replied but did not register were tagged as high interest and sent a follow up message sent two weeks later.