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U.S. Army
Increased sign-ups on GoArmy.com by optimizing site content to help Army meet recruitment goals.
Role: Associate Director of Content Strategy Agency: Critical Mass Brand: U.S. Army
•Led optimized content strategy to enable more recruits to find and sign-up on GoArmy.com by tailoring the site to data-driven insights, user research, SEO, a rebrand, and a redesign.
•Delivered +48% conversions YoY; +28% organic visits YoY; 78% owned AI search results; 95% reduction of site footprint.
•Gained client buy-in to launch content ops and train creative-tech team on integrated system of Content Workflow by Bynder, Airtable, Figma, AEM, and Atlassian products (JSM, JPD, Jira).
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