Problem: E-commerce Optimization
The e-commerce platform being utilized to sell professional education courses was not enabled to recapture customers who had abandoned their carts, with a potential loss of over $200k.

Strategy
After researching our transaction data, we recognized most purchases were made around one month after abandoning a cart, which provided us clarity in moving forward with a 1-day, 3-day, and 30-day email series.

Execution
From identifying the problem, to discovering potential solutions, to final execution, this project took around 2 years to complete. The first step was creating business requirements and identifying our needs, then working with developers to identify the right technology solution, which allowed us to move forward in creating the design and content, implementing tracking, then finally launching.

Problem - Job Board Refresh/Refine
ACS had two job boards, one for full-time, paid positions (C&ENjobs), and the other for free postings for internships, postdocs, REUs, and co-ops (Get Experience). There needed to be alignment between the job boards, alignment with ACS’s overall brand, and alignment with all career services that ACS has to offer.

Strategy

My strategy began with re-thinking our new, combined job board as a revenue generating product and member benefit that ACS provides, not an entity outside of ACS with its own logo and branding. This meant we would need a new platform vendor, look and feel, name, and a launch plan to announce this major change.

Execution

• Created requirements with an internal selection committee, researched vendors, circulated an RFP, scheduled vendor demos, selected our vendor with the committee, and negotiated our contract.

• Worked with designers (web and graphic) to develop a new look and feel that aligned with ACS’s brand.

• Created and distributed a survey to our users to decide a new name.

• Led discussions around new product offerings and package names.

• Launched the new job board in December 2024.

After launching, we had to align our in-person career offerings and activations-

• Renamed the in-person career event from Career Navigator LIVE! to ACS Career Fair to improve meeting attendee experience and alignment

• Conceptualized new revenue streams and activations through Fireside Chats with recruiters in the Career Fair, and Quick Fire Talks at ACS Spring and Fall Meetings

• Created Networking Bingo and Red Flag/Green Flag interactive games for jobseekers to engage with the new job board at our in-person events

Results
Our first full year (2025) with the new job board surpassed revenue expectations by 6%! The rebrand, announcement plan, and onsite activations were a success with jobseekers and recruiters alike. Our in-person Fireside Chats with recruiters were highly regarded, and created new revenue streams through thought leadership opportunities.

Problem - Member Renewal

The Member Renewal process at APS was bulky and wasteful, which included a mailed series of reminders and a 50-page booklet.

Strategy

The project began when a colleague asked me to assist with trimming down the content in the member renewal booklet. My strategy had to begin with examining the entire 3-month roadmap for the member renewal process, not just the booklet.

Execution

• Evaluated and prioritized content in the entire member renewal roadmap.

• Rewrote content in all emails and printed materials.

• Worked with graphic designer to update the branding on printed materials, highlighting real APS Members throughout.

• Adjusted the timeline for emails, and automated the emails through Pardot.

• Redesigned the website to simplify the join process for new members and renewal process for current members. 

Client
American Physical Society (APS)