Unified a Fragmented Digital Presence

As Director of Digital Experience, I was responsible for the university’s flagship website and its strategic role across marketing, research, and institutional storytelling. My job was to focus on both the pixels and the overall brand strategy for over 8,000 websites.

Problem

Northeastern had a fragmented digital presence, with disconnected sites for its 10 colleges, 13 campuses, and dozens of departments. The result was brand inconsistency, duplicated efforts, and user confusion.

Solution

Unify the digital experience under a cohesive strategy that balanced institutional goals with local flexibility; while making it easier for users to find and engage with content.

Execution

  • Large increase in users and sessions year over year

  • Significant improvements in bounce rate and engagement metrics

  • Clearer brand expression across hundreds of pages

  • Stronger collaboration between central and college-level marketing teams

Results

  • Built a cross-functional team and hired key talent to lead UX, content, development, and digital strategy

  • Created a governance model and design system to support distributed teams

  • Rolled out redesigned pages aligned to brand, accessibility, and conversion best practices

  • Partnered closely with marketing, enrollment, and academic leadership to align goals