Built In-House Student Creative Team
Growing Demand for Creative Support
The UT Arlington Division of Student Affairs needed more design support as requests for marketing and communications materials continued to grow. Departments needed timely, high-quality creative work while maintaining a consistent brand.
Built Creative Team
I created and grew an in-house creative team from one student designer to three student designers, a photographer and a videographer, giving departments dedicated creative support while providing students with professional experience.
A Sustainable Creative Model
The team produced approximately 360 creative projects per year, expanding the division’s capacity while giving students portfolio-building experience. The model proved sustainable and continues to be used today.
Showcased Student Impact Through Storytelling
Telling the Story Beyond the Job
Healthyhorns student employees and volunteers gain valuable career experience, but their stories weren’t always visible. I created a summer storytelling series showcasing where their Healthyhorns experiences have taken them.
Connecting Experience to Careers
Each story highlighted an individual student, their role with Healthyhorns and how the skills they developed contributed to their professional or personal growth. The series was designed to showcase the value of student involvement while creating engaging, people-focused content.
Driving Social Engagement
Just in two months, the first three stories generated 72,500 views and reached more than 14,000 viewers, while encouraging deeper engagement with the content. Collectively, the posts received 98 comments, 54 shares and 55 saves and drove 78 profile visits.
Transformed Healthyhorns Website
Unified four separate websites into one cohesive digital experience, making health and well-being information easier for students to find while significantly increasing traffic and engagement.
Healthyhorns serves as the umbrella brand for University Health Services, the Counseling and Mental Health Center and Longhorn Wellness Center, but the three areas lacked unified branding and operated separate websites. I led the redesign of the three departmental sites and created a new Healthyhorns site to bring them together under one brand. The project streamlined more than 550 pages to approximately 330 and improved navigation and content.
Following the redesign, pageviews increased 44% and active users increased 36%, with the redesigned sites generating more than 1.3 million pageviews and 334,000 active users in AY 2025-26.
Before the Redesign
Three separate departmental websites with inconsistent branding and user experiences.
New Healthyhorns Site
Created a new Healthyhorns website to bring UHS, CMHC and LWC together under one umbrella brand.
~40%
Fewer Pages
+44%
Pageviews
+36%
Active Users
Redesigned Departmental Sites
Redesigned the websites with consistent branding, streamlined content and improved navigation.
Launching Jindal Connect
The Challenge
The Jindal School lacked a dedicated platform for alumni to connect with one another, expand their professional networks and build meaningful relationships.
The Approach
Partnered with Development and Alumni Relations to launch JindalConnect in late 2016. Promoted the new platform through targeted emails, social media, direct outreach and print materials to build awareness and drive adoption.
+10K
Users in Months
The Result
JindalConnect reached 10,000 users by June 2017, just months after launch. The rapid adoption established the platform as a new way for Jindal School alumni to connect and expand networks.
Bringing Healthyhorns’ Impact to Life
The Challenge
The annual Healthyhorns Impact Report showcases the accomplishments and impact of University Health Services, the Counseling and Mental Health Center, the Longhorn Wellness Center and Healthyhorns as a whole. Previous reports were primarily static, data-heavy PDFs with limited narrative content and photography, resulting in low digital engagement.
The Approach
Led a complete reimagining of the report in fall 2025, developing and organizing content from across Healthyhorns and transforming data and accomplishments into a compelling narrative. Partnered with the web manager, art director and brand manager to create a robust print report and new web experience incorporating photography, storytelling, data and accomplishments.
The Result
Transformed the Healthyhorns Impact Report from a primarily data-focused PDF into a more engaging storytelling and communications tool showcasing the breadth of Healthyhorns’ work and impact. In one academic year, the new interactive web report generated 731 pageviews and reached 429 active users, providing a more accessible and engaging way for audiences to explore accomplishments.
Recruiting the Next Class
The Challenge
SMU Undergraduate Admission needed to attract prospective first-year students, encourage them to apply and ultimately convert admitted students into enrolled Mustangs each fall through a competitive recruitment process.
The Strategy
The Execution
Led the creation and distribution of 600,000+ print and digital communications annually, including direct mail, application and admission comms, acceptance packets, email campaigns and promotional materials.
The Result
Working with admission leadership and the Office of Marketing and Communications, I helped develop and manage an integrated communications strategy supporting prospective students throughout the recruitment journey, from initial interest through enrollment.
For two admission cycles, I helped execute a coordinated communications strategy that reached prospective and admitted students at key points and supported SMU's annual recruitment and enrollment goals.
600K
Communications Distributed
Annually
Growing MBA Applications
The Challenge
The Naveen Jindal School of Management at UT Dallas wanted to increase domestic enrollment in its Full-Time MBA program and strengthen its recruitment pipeline.
The Strategy
The Execution
Targeted email and personalized recruiter outreach with new marketing channels, including print materials, DFW International Airport advertising and billboards along U.S. 75.
The Result
Partnered with MBA staff and recruiters to develop a recruitment and marketing plan focused on reaching prospective students during the enrollment journey.
The campaign contributed to a 22% increase in domestic Full-Time MBA applications for fall 2017, strengthening the recruitment pipeline.