The Challenge

Segal’s digital presence was fragmented, with several disconnected brand websites struggling to engage users and convert leads. At the same time, key channels like email marketing and social media were underperforming, limiting the company’s ability to nurture relationships with potential clients.

The mission was to address these gaps holistically: create a single, user-focused website, optimize content strategy, and improve engagement across digital touchpoints.

My Role

As Digital Strategy Director I oversaw content design and UX. I took full ownership of the project, defining the strategy, managing the team, and driving measurable results across multiple channels.

What I Did

1. Discovery: Understanding the User
   To build a product that truly served users, I began by gathering insights:

• Conducted interviews with stakeholders across the business to understand customer needs.

• Utilized consumer research on customer needs conducted by an outside agency.

• Developed three buyer personas—Service-Led, Industry-Led, and Issues-Led Buyers—to guide both website content and supporting digital strategies.

• Strategy: Building with Purpose
  My approach centered on aligning all digital content with user needs and business goals:

• Redesigned the information architecture to make navigation intuitive and decision-making easier.

• Built modular wireframes with clear CTAs, optimized for conversion.

• Expanded the strategy to include email marketing and social media as part of a cohesive customer journey.

2. Execution: Delivering Across Channels

• Website:

• Consolidated several websites into one scalable platform, with thousands of pages migrated and optimized.

• Implemented SEO strategies that ensured traffic retention and increased visibility.

• Email Marketing:

• Analyzed content design and engagement patterns, leading to a significant increase in click-to-open rates and open rates.

• Social Media:

• Optimized post content and calls-to-action, resulting in higher clickthrough rates.

• Cross-Functional Leadership: Directed sprints and standups with developers, designers, and content to ensure alignment and timely delivery.

3. Empowering the Team

• Developed a content style guide to standardize tone and approach across all channels.

• Established a sustainable content creation process in Asana, reducing inefficiencies and supporting ongoing updates.

• Embedded UX best practices into workflows, fostering a culture of user-first thinking.

The Results

The relaunch of segalco.com in January 2020 delivered tangible outcomes across the board:

• Website:

• Increased marketing-qualified leads through user-focused design and targeted content.

• Achieved Page 1 Google rankings for high-value search terms.

• Built a scalable CMS, reducing manual work and enabling efficient updates.

• Email Marketing:

• Improved click-to-open rates and open rates through better content design and alignment with user personas.

• Social Media:

• Increased clickthrough rates, driving more traffic to the site and strengthening the content ecosystem.

Why It Matters

This wasn’t just a website relaunch. It was a transformation of Segal’s digital strategy, unifying disconnected platforms, aligning content with user needs, and strengthening performance across multiple channels.

Perhaps most importantly of all, the completion of the project allowed me to coach and guide a team into greater cohesion. By improving morale, we developed a stronger, higher performing team that had more fun.

As a Digital Lead, I don’t just deliver great content—I deliver impact. This project highlights how aligning teams, optimizing user journeys, and scaling processes can drive meaningful results for businesses and users alike.