National Aquarium Web & Digital Marketing

  • Led website redesign project, delivering within schedule and quality, working closely with exec. leadership, stakeholders, vendor partner.
  • Created / executed multichannel acquisition / engagement campaigns (73% increase in social media followers; 3K increase in SMS subscribers).

I was the client-side business lead for a year-long project to redesign the National Aquarium’s website. The new website, which launched in March 2012 includes: an interactive animals learning tool; an updated trip planner tool to help you make the most of your visit; a fully integrated events calendar; and tools to share content on your favorite social media platforms.

Website Experience Redesign

I worked closely with contractors and internal stakeholders to develop a strategy for combining two websites (Baltimore and DC locations) into a single site, as well as to create key deliverables including IA site map, high-fidelity wireframes, content analysis document, and prototypes for presentation to project manager and leadership committee. I also developed strategies and wireframes for improving usability of online shopping cart to increase sales.

Mobile Innovation

I managed and implemented a project to improve onsite user experience and acquire new email and mobile subscribers by integrating multi- and social-media components into existing exhibitions using QR codes.