Case studies in strategic ownership and market expansion

Led an end-to-end rebrand of the Philippines study abroad program as a CEO-facing core team member, rebuilding the business model and reconstructing content strategy and URL architecture around the new funnel.

Led 0-to-1 expansion into the Korean market as the first hire on that market, owning entry strategy and localization, then building the SEO and inquiry-to-enrollment scheduling infrastructure behind it.

Designed and led an AEO/GEO strategy to close content visibility gaps across AI-generated search results, building a citation-monitoring system and scoring model from scratch to diagnose performance before it showed up in acquisition.

Instrumented conversion tracking across acquisition channels and shipped responsive marketing sites from Figma designs, building the attribution layer that made funnel performance measurable by channel.

Built a live, automated reporting dashboard to replace manual reporting with continuous visibility into performance.