As part of a multi-year digital transformation effort, I led the overhaul and consolidation of the Tampa Bay Chamber’s website, the primary digital platform serving a 15,000-member organization and more than 130 annual programs and events.
The initiative focused not only on redesigning the site, but on unifying multiple disconnected systems into a centralized, scalable CMS that could support long-term growth and day-to-day operational use across departments
The Challenge
The Chamber’s digital presence was distributed across separate platforms for events, news, membership, and blog content. Publishing workflows were inconsistent, and many materials were print-first assets rather than structured digital content.
The objective was to simplify the ecosystem, consolidate systems, and build a sustainable content architecture that departments could confidently manage over time.
Strategy, Architecture & Build
- Consolidated events, news, membership, and blog systems into a centralized CMS-driven platform, personally architecting and configuring the CMS structure and reusable content modules
- Designed and implemented content architecture and taxonomy to support member directories, dynamic news feeds, and a high-volume event calendar.
- Structured intuitive user journeys aligned with organizational priorities, member engagement, and program visibility.
- Directed UX/UI strategy in collaboration with design partners, translating brand standards into responsive, accessible digital frameworks.
- Project managed a third-party web/database provider while maintaining operational continuity during the rebuild.
Governance & Operational Execution
- Conducted hands-on QA and cross-departmental testing to ensure reliability and usability across all site modules.
- Expanded site content by 400% over five years by converting traditionally print-based publications into structured, searchable digital formats.
- Authored and managed site content, embedded multimedia assets, and implemented strategic calls-to-action to support events, initiatives, and member services.
- Ensured brand consistency, accessibility compliance, and performance optimization across devices.
Impact
- 137,000+ annual users
- 600,000+ sessions per year
- 14% increase in content engagement
Stakeholder
Tampa Bay Chamber
Collaboration
Accrisoft Corporation – Database integration, Website/CMS Host
Sr. Director, Communications & Marketing – Content provider, editor and strategy support
COO and Department heads – Content providers