Marketing Strategy

Research. Write. Design. Send out to the world. Learn. Repeat.

Marketing is a huge passion of mine. Marketing lets me be a detective, uncovering patterns and insights that tell a story, and making meaningful connections through truly understanding who I’m talking to.

81% feel that they do a good job following their treatment plan
Amber pump bottle, glass candle and aluminum tin packaging design

branding systems

Brand is one of my specialties. My process starts by getting to know what my client’s aspirations are, their vision for their presentation to the public, and how they’re going to use the final product, be it a logo, a website, printed materials or their social media presence.

I have done brand systems and collateral material for hundreds of clients. The examples below are just a sample but more are available upon request.

Arrive Therapy website mockups on laptop and phones

arrive therapy conversion campaigns

I built a new website for Arrive that brought in 23% more conversions year-over-year. In that process, I analyzed performance data patterns, tested and SEO-optimized for 3 audience segments using Google Analytics, set up a benchmarking process and tracked social media metrics. 

In addition, I redesigned an existing weekly email newsletter with 1608 subscribers and 43.6% open rate to drive a campaign to increase conversions: I established 3 content pillars and built a content library and guidelines around each. All email content is linked to the blog and featured areas on the website. That same content is reformatted to be posted on social media.

These tactics will increase SEO and traffic and ultimately, conversions, while establishing Arrive Therapy as a thought leader in the space. 

UX Dash Sketches

ux department dashboards

I completed 4 custom dashboards for the Creative department that would help us measure the performance of our work on Health Union’s sites and on socials. I also tracked performance of specific images.

  • Onsite Performance Analysis
  • Facebook Performance Analysis
  • Image Performance Analysis
  • Custom Version of Searchable Content
a circle image featuring a woman holding her head in her hand

multi channel campaigns

At Health Union, I was responsible for concepting and executing campaigns for virtual events, awareness months, and promoting surveys and mini sites. These assets spanned media and included:

  • Email headers, ads and widgets
  • Facebook posts and paid ads
  • Instagram images and carousels
  • In house, onsite ads
  • Article enhancement assets like quotes, data visualizations, and spot illustrations.
National Gay Men's HIV Awareness Day Instagram image

Advocacy-Focused Campaigns

I’ve been lucky to have a chance to work on campaigns that are close to my heart.
Showcased here are a few that focused on empathy, celebration of diversity, and representation.

Atlas Mockup

ux dept data help desk

It is my goal to answer engagement questions using data. To that end, at Health Union I used Looker and custom dashboards to optimize our image database, solve what links were being clicked in emails, and track the performance of our menus, among other things.

SIPP Dash mockup


The Production Department took it upon themselves to fill in gaps in our imagery, and wanted to track the performance of the enhanced posts. I created 2 dashboards: One to find posts that could be optimized, and one to track the performance of said posts 3 months before and 3 months after the optimization

  • SIPP Post finder
  • SIPP Results



dashboards created





2023 help desk

questions answered


Working with Luci:

“Luci is a data, numbers, and analytics champ and a delight to work with. She is always ready to help you learn new skills, to show you how you can use data to improve, and her excitement to see how images help our communities grow is amazing. “

two hands

Brooke Pelczynski, Art Director at Health Union

“It’s rare to find a visual storyteller as skilled as Luci who is also so comfortable working with data, and this is one of the areas where she has had the greatest impact on our team. Luci took the initiative to learn our business intelligence tools and then turned around and brought our whole team up to speed. She gave everyone the tools they needed to integrate data into their day-to-day workflow, helping us meet our goals as a team and deliver more effective creative.”

two hands

Stacey Toseland, Creative Director, Health Union