strategy

shaping practical solutions

My strategic initiatives often begin when a project stalls or I notice repeated friction. I pay attention to where communication breaks down, where tools create obstacles, or where a process prevents progress. When I see those gaps, I take ownership of the problem and adjust the approach, learning new tools or reshaping the project to move the work forward. The case studies below highlight moments where adaptability helped unblock a project and improve how information flows. A more detailed portfolio can be shared upon request.

Case Study #1: Website Design

restructuring a digital presence

CRAFT’s previous website design was outdated, and the navigation was cumbersome. The site did not showcase the depth of their professional capabilities—namely their innovative and collaborative engineering processes. From a technical standpoint, the website frequently produced loading errors. The team relied on an outside consultant to upload and update content, creating a costly and time-consuming dependency. Initial external redesign efforts proved cumbersome and frustrating, making it difficult to move the project forward.

Challenge

The redesign process began with an internal reevaluation of the company’s ethos and philosophy, narrowing in on how their digital presence could better showcase their capabilities. To make effective use of leadership’s limited time, I moved quickly into hands-on design and prototyping.

Key actions included:

  • learning Figma to prototype the site directly

  • iterating through dozens of layouts and functional structures

  • selecting and coordinating the outside designer and developer

  • continuing design iterations during development

  • shaping an easy-to-learn backend and asset structure

Solution

Case Study #2: Sales-Enablement Content

moving beyond the PDF

Sales conversations were frequently slowed down by fragmented presentation materials. Demonstrating firm capabilities required switching between multiple tools and software environments to explain complex concepts, which made impromptu conversations difficult and broke momentum during live calls. The website, while effective as an online presence, was not designed to support real-time sales pitches. Teams relied on ad-hoc presentations and scattered files and links rather than a centralized, easily accessible resource.

Challenge

I repositioned the website to function as a customer-facing tool that could support live sales conversations, not just top-of-funnel marketing.

Key actions included:
• coordinating with engineers to create technical imagery for the site


• integrating technical visuals into web pages for immediate reference


• structuring pages so complex concepts could be explained during live calls without auxiliary materials


• enabling engineers to walk through projects naturally during on-the-fly conversations


• eliminating reliance on static decks and fragmented files

Solution