UX + Martech Planning

Overview

As Website Manager for the WNFC’s current Wix site, I’ve been leading a phased digital improvement initiative while maintaining and supporting the existing platform. Although day-to-day edits are minimal to preserve focus on strategic planning, I continue to address critical UX issues and implement targeted enhancements. Working closely with the Commissioner, CEO, and COO, I’ve created custom-designed visuals, improved visual consistency on the homepage, and developed landing pages to support key campaigns, new franchises, and league events. At the same time, I’m preparing a detailed R&D proposal to help leadership better understand the effort and cost involved in evolving the WNFC’s digital ecosystem. This includes exploring a potential migration to WordPress, outlining what's needed to build a custom portal for owners, coaches, and athletes, and assessing athlete management systems that could support future vendor partnerships.

What I’VE Learned

I've learned how to work within the constraints of an existing platform (Wix) while still delivering meaningful UX improvements and visual cohesion. I’ve deepened my ability to balance urgent tactical needs (like fixing UX issues) with long-term strategic planning, including martech research and roadmap development. Working directly with the Commissioner has strengthened my ability to communicate clearly at the executive level and translate vision into actionable digital outcomes.

WHAT’S BEEN CHALLENGING

One of the ongoing challenges has been aligning leadership’s goals with the available budget. As a freelancer, I’ve taken on the role of helping executive leadership navigate the complexities of martech, clarifying what’s possible within current constraints while still moving the digital vision forward. This has included offering short-term solutions, making thoughtful recommendations, and guiding conversations around prioritization based on long-term business impact. At the same time, working within the limitations of Wix while supporting quick-turn campaigns, franchise launches, and events has required flexibility, creative problem-solving, and a focus on laying the groundwork for scalable growth.

IMPACT & KEY RESULTS

Since May 2025, I’ve implemented incremental improvements to the WNFC’s Wix site focused on usability and brand consistency. Select updates to the homepage and newly added subpages have introduced more cohesive layouts and visuals, including a new hero carousel with clear calls to action. The navigation menu was lightly adjusted to improve clarity, including the addition of a “Join a Team” button to support recruitment. While the homepage and broader site structure still need refinement, these initial updates have enhanced the user experience and strengthened visual alignment with the brand.

In parallel, I’ve been developing a comprehensive R&D proposal to present to leadership, aimed at helping them better understand the full scope, effort, and cost associated with evolving the league’s digital infrastructure, including a potential migration from Wix to WordPress. I’ve also been tasked with researching and estimating costs for developing a custom portal for owners, coaches, and athletes, as well as exploring athlete management systems that meet the needs of potential partners and vendors.

UX + Martech Planning

Overview

What I’VE Learned

WHAT’S BEEN CHALLENGING

IMPACT & KEY RESULTS

PROJECT GALLERY