Feb 2011 – Dec 2015, Universal Technical Institute, Scottsdale, AZ

As Web Development Manager at UTI, I led the digital transformation of the company’s web ecosystem, executing three full-scale website redesigns and two CMS migrations to enhance user experience, site functionality, and lead generation effectiveness. I directed the strategic planning, implementation, and optimization of digital platforms and demand generation systems in alignment with enrollment and marketing objectives. My work modernized UTI.edu’s infrastructure, supported multiple campus initiatives, and ensured alignment with IT, creative, and marketing teams to drive measurable growth in student inquiries and conversions.

Results & Impact

• Increased lead quality and influenced a measurable uplift in student registrations through strategic website, UX, and CRM improvements
• Delivered a +3.25% increase over industry standard on-site conversion rates through enhanced user flow, landing pages, and CTA placement
• Reduced bounce rate and improved average session time by optimizing content layout and implementing targeted navigation strategies
• Reduced external vendor reliance and increased internal team efficiency by implementing scalable CMS and component frameworks
• Decreased average form abandonment rate and improved email nurture flow performance through CRM-integrated automation
• Accelerated IT and Marketing collaboration cycles, increasing web deployment speed and streamlining campus-specific page rollouts

UX and Website Performance Accomplishments
I successfully managed three end-to-end website redesigns for UTI.edu, each aimed at improving brand alignment, user accessibility, and lead generation performance. These efforts included the migration from DotNetNuke to Sitecore, and subsequently from Sitecore to Sitefinity, resulting in a more agile and scalable web environment. I partnered with design and IT teams to deliver enhanced layouts, dynamic program pages, modular landing page templates, and a refined navigation structure that aligned with evolving student personas. I applied usability best practices, improved mobile responsiveness, and established baseline performance KPIs for UX testing and optimization. My leadership ensured the website remained fully functional during large-scale transitions and provided significant lift in engagement and conversion metrics.

CRM and Marketing Automation
I played a critical role in onboarding and implementing Marketo as UTI’s CRM, configuring lifecycle stages, lead scoring models, and automation workflows that streamlined lead capture, routing, and follow-up. I worked closely with the Admissions and Marketing teams to ensure CRM workflows aligned with enrollment objectives, enabling faster handoffs and more personalized outreach. This integration improved lead nurturing effectiveness, reduced time to contact, and contributed to higher student inquiry-to-application rates. I also integrated form data, landing pages, and campaign tracking into Marketo, enabling advanced reporting and a more holistic understanding of digital campaign performance.

Cross-Functional Leadership & Team Management
I led a cross-functional team of 13, including four web developers, three creative designers, four contractors, and two external agency partners. I oversaw all digital strategy and project management efforts, ensuring seamless collaboration with IT on software integrations, campaign deployments, and compliance requirements. I championed a structured approach to digital execution while fostering a collaborative environment that encouraged creativity and adaptability. I ensured all projects were delivered on time, within scope, and aligned to strategic enrollment goals.

Legacy & Digital Foundation
My work at UTI laid the foundation for a scalable and data-driven digital ecosystem. From CMS migrations and design evolution to CRM adoption and cross-channel alignment, I helped modernize how UTI approached digital engagement. The infrastructure and systems I put in place continued to support future growth in student inquiries, brand positioning, and online experience long after my tenure.