As Associate Director of Digital Strategy for University of Washington Athletics, I oversee the department’s flagship digital platforms, including @UWAthletics, @GreatestSetting, and @Dubs_UW, while guiding a cohesive strategy across 16 sport-specific accounts. My role combines content strategy, copywriting, and day-to-day execution with a focus on revenue-driving storytelling, NIL activations, and brand growth.
In the 2025 calendar year, and since joining UW, @UWAthletics ranked second in the Big Ten Conference in engagement rate (4.01%) and organic posts (4,003), while also ranking fourth in organic posts and top 10 nationally in engagement rate among all Power Four programs. These results were achieved during Washington’s first full year of Big Ten competition, with the department currently ranking as the nation’s 25th athletic program by valuation, according to CNBC.
I manage and mentor a team of five Digital Strategy Assistants, leading event coverage, delegating tasks, and supporting professional development, while also directing content and notification strategy on the Huskies Gameday App. On the web side, I support backend management of GoHuskies.com, overseeing CMS operations, feature page development, and site maintenance.
Since stepping into this role in March 2025, I have reset UW Athletics’ digital strategy to maximize exposure and unlock new monetization opportunities, highlighted by a 769% increase in impressions across all platforms within my first 90 days. Across 19 athletics department social channels, our content generated 400,933,237 views/impressions and $9,275,275 in social value (Zoomph) in 2025, reflecting both the scale and impact of our refreshed digital strategy.