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Strategy
edX Career Virtual Events Portfolio
Explore visuals from this project below.
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Revitalize and expand the edX Career Department’s virtual events portfolio by enhancing existing offerings, introducing new data-informed events, and ensuring a more engaging, personalized experience for attendees. This initiative leverages quantitative and qualitative research, stakeholder insights, and market trends to improve portfolio effectiveness, streamline workflows, and strengthen career connections for learners.
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Led the research, strategy, and development of the 2024 Career Virtual Events Portfolio, ensuring offerings are data-driven, user-centric, and aligned with audience needs and pain points.
Conducted empathy research and stakeholder interviews to identify gaps, pain points, and opportunities, synthesizing insights into actionable strategies.
Developed a phased approach, beginning with comprehensive research and ideation before refining event types, structures and workflows, and relevant content strategies.
Designed event branding, marketing assets, and content templates to ensure a cohesive visual and messaging strategy across all platforms.
Spearheaded the optimization of data collection and feedback mechanisms, working with analytics teams to refine surveys and reporting for continuous iteration.
Launched interactive and community-driven event formats, prioritizing meaningful connections between attendees and industry experts, including Speed Networking and a quarterly Coffee and Connect event.
Managed collaboration with content creators to enhance event production quality, streamline workflows, and ensure alignment with brand guidelines.
Implemented a structured framework for hosting and facilitating events, ensuring consistency in execution, scalability, and alignment with user and staff needs.
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Surveyed over 1,100 users and analyzed data from 15+ sources spanning four years, uncovering key insights into attendee needs and preferences.
Conducted 10+ stakeholder interviews across 8 teams, refining event offerings based on internal and external feedback.
Identified that 95% of attendees felt empowered to take action toward their career goals after attending an event.
Found that 95% of attendees would attend again, validating the event strategy and reinforcing demand for future programming.
Addressed gaps in the portfolio by shifting to more personalized, interactive formats—responding to feedback that events previously felt too generic and lacked networking opportunities.
Enhanced event survey design to improve data collection and analysis, equipping stakeholders with stronger insights to inform decision-making and KPI reporting.
Event schedule developed and distributed by me for our virtual semi-annual career conference.
Cover image for a new event offering. Created and templatized by me.
Resource on the 2024 career events portfolio conceptualized, developed, and distributed to relevant stakeholders and partners by me.
Cover image for the virtual semi-annual career conference created by me.
Image of me conducting empathy and research interviews during the early phases of this project.
FAQ resource created and written by me for our virtual semi-annual career conference.
Promotional image for edX ELEVATE course titled "Embracing Identity: LGBTQ+ and the Workplace." Features a smiling person holding a rainbow flag in a sunny, green outdoor setting.
Mockup of an event landing page to complement the shifts in brand appearance and the 2024 portfolio. Ideated and executed by me.
Webinar offering template designed and drafted by me in response to new brand-aligned initiatives and the debut of our refreshed events portfolio.
New events thumbnails, conceptualized and created by me.
New Speed Networking event banner image created by me.
Mockup of an event landing page to complement the shifts in brand appearance and the 2024 portfolio. Ideated and executed by me.
Workshop offering template designed and drafted by me in response to new brand-aligned initiatives and the debut of our refreshed events portfolio
edX Career Event Marketing and Outreach
Explore visuals from this project below.
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Enhance the utilization, satisfaction, and preparedness for edX's updated Career Event Portfolio, with a focus on increasing traffic to new offerings. This initiative leverages historical outreach data, ongoing content engagement tracking, and strategic planning to optimize audience targeting with tailored messaging. The goal is to enhance the marketing and outreach framework for career events, refining strategies based on data insights and iterative feedback.
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Led the research, strategy, and development of a new marketing and outreach framework for the Career Events Portfolio, aligning efforts with organizational priorities and audience needs.
Conducted empathy research and stakeholder interviews with key teams across marketing, career services, and event planning to identify gaps, pain points, and opportunities for improvement.
Analyzed over 3 surveys and observed 27 past outreach campaigns, evaluating engagement metrics like turnout rates, open rates, messaging channels, and RSVP conversions.
Developed a phased, iterative approach to outreach, combining data-driven insights and ongoing reflection to continuously improve targeting, communication content, and event strategies.
Designed and executed event-specific marketing assets, including emails, audience lists, and accessible resources, ensuring clear messaging aligned with the new event portfolio.
Collaborated closely with cross-functional teams, including content, communications, and event management, to ensure cohesive execution of outreach strategies.
Launched a marketing and outreach tracker to monitor key performance indicators (KPIs) such as RSVP conversions, engagement rates, and audience feedback.
Optimized post-event communications to boost survey response rates, capturing valuable insights for future event planning.
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Analyzed survey data from more than 3 event-related surveys and conducted over 4 informational interviews with stakeholders from 4 different teams, extracting key qualitative and quantitative insights.
Discovered that 95% of attendees found pre-event communications and resources helpful for our semi-annual career micro-conference.
Introduced new outreach strategies, leading to a 15% increase in RSVP-to-attendee conversions compared to previous events.
Observed a 10% increase in audience engagement across multiple communication channels, validating the impact of targeted, personalized outreach efforts.
Identified a need to clarify event expectations to attendees, which led to the development of more explicit communications, reducing anxiety and improving attendee preparedness.
Addressed gaps in prior marketing efforts by enhancing content with clearer messaging about event goals, preparation, and benefits, resulting in increased satisfaction rates.
Successfully managed the development of a comprehensive marketing and outreach plan, significantly improving event visibility and engagement.
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Comprehensive marketing and outreach plan, tailored for all events within the Career Events Portfolio.
A robust marketing and outreach tracker for monitoring conversions, audience engagement, and content performance.
Event-specific marketing emails, audience lists with conversion metrics, and post-event communication resources.
Data-informed recommendations for future outreach improvements based on survey findings and iterative analysis.
Email outreach banner created by me.
Email outreach banner created by me.
Email outreach banner created by me.
Email outreach banner created by me.
Event landing page icon. Collage created by me.
Email outreach banner created by me.
Promotional flyer resource created by me.
Informational event resource created and distributed by me.
FAQ event resource developed and distributed by me.
Event landing page image created and implemented by me.
Informational event resource created and distributed by me.
Event schedule. Conceptualized and created by me.
Event preparation resource created and distributed by me.
Informational event resource created and distributed by me.
Informational event resource for employer partners created and co-conceptualized by me.
Email outreach banner created by me.
Email outreach banner created by me.
Email outreach banner created by me.
Event preparation resource created and distributed by me.
Email outreach banner created by me.
Writing
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Make It Past the Resume Reader: How ATSs Work
Now a key player in hiring, the Applicant Tracking System (ATS) adds a layer of complexity to catching a recruiter's attention. In this article, I’ll demystify this elusive part of the job search.
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The Power of Input: Why Embracing Feedback Can Amplify Your Career
In the ever-evolving landscape of professional development, possessing the ability to harness feedback is pivotal. This article explores the tangible significance of embracing feedback as a catalyst for career development.
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Making an Impact: The Art and Skill of Offering Professional Feedback
Great ideas rarely start out great—they take care, input, and iteration to truly shine. This article explores how feedback sets ideas apart and how mastering the art of giving and receiving it can set you apart.
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Mastering Your Professional Narrative: Tips for Skill Articulation
No matter your professional goals, clearly articulating your skills is key to success—especially in today’s competitive, ever-evolving job market. Whether connecting with colleagues, employers, or collaborators, how you communicate your value makes all the difference.
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Standing Out: The Power of Personal Projects in a Depersonalized Job Market
In today’s digital job market, standing out means showcasing both your skills and a unique professional brand. In this article, we chat with Jaspreet Khela, the 2023 Alumni Next Level Contest (ANLC) winner, who shares insights on how personal projects can enhance career growth and development.
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The Art of Emotional Labor: Tips for Balancing Humanity, Productivity, and Professionalism
Life’s challenges don’t stop at the office door, and emotional labor—managing personal feelings while meeting professional demands—can take a toll. In this article, career experts share strategies to help you balance emotional labor, productivity, and well-being in the workplace.
Learning + Development
Professional Development Session: Design Intersections
This section highlights a professional development presentation I created and delivered at edX. It explored how different types of design—specifically spatial design and content design—can inform each other, offering valuable lessons to enhance our work. The presentation incorporated this video to illustrate key concepts. View the presentation below.
