Michigan Athletics operates at a scale most programs don't — recruiting cycles, ticket campaigns, and fan engagement that runs year-round. As a short-term contractor brought in for a specific season, my focus was performance: making the pages that mattered most work harder.
I improved marketing and landing pages with a direct focus on conversion — tightening flows, improving visual hierarchy, and reducing friction in the paths that moved people from interest to action. Alongside the build work, I worked within Google Analytics to measure what was working, identify drop-off points, and inform the iteration cycle.
Improved marketing page performance with measurable analytics instrumentation in place. Left the team with clearer visibility into what their pages were doing — and a stronger baseline to build from.