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Featured Projects
Rachael brings measurable value through strategy-informed, human-centered content and technical documentation.
Explore featured projects showcasing project management, SEO strategy, technical copywriting, UX content, and creative marketing solutions. Each case study highlights a unique challenge and approach.
National Lab + University Research Collaboration
Rachael collaborated with a senior technical copywriter to shape the SEO and content strategy for a high-profile partnership between a U.S. national laboratory and a leading university. She helped interview engineers and Ph.D. scientists to translate complex research into SEO/UX-optimized wireframes with clear calls to action.
Her work included writing keyword-rich metadata and image alt text across all assets, ensuring accessibility and visibility. By aligning structure and content to AI-driven search behaviors, Rachael helped the project earn citations in generative AI outputs, increasing reach and authority.
National Scientific Research Library
Rachael partnered with a federally funded research lab to support visibility for cutting-edge AI and machine learning projects. She worked closely with the Senior SEO Strategist to conduct technical SEO audits and implement on-page solutions. Together, their efforts helped optimize consulting domains and strengthened content performance across a custom CMS.
Key contributions included identifying internal and external linking opportunities, earning Wikipedia citations, and improving “sticky content” through strategic cross-linking. By combining tools like SEMrush, Google Analytics, Google Console, and Site Improve, Rachael helped ensure breakthrough research reached the right audiences.
AI Software Case Study & Open Source Adoption
Rachael partnered with subject matter experts to transform highly technical AI case studies into compelling, market-ready narratives. She identified and framed advanced features—including NLP, computer vision, data extraction, tensor networks, and neural network technologies—as clear selling points for enterprise audiences.
To expand visibility, she optimized content for search and promoted the software’s open-source release on GitHub, encouraging developers to build AI-enhanced tools for big data analysis. The campaign showcased the team’s R&D 100 Award win—dubbed the “Oscars of Innovation”—and continues to earn multiple AI citations, strengthening the project’s authority and reach.
Enterprise Scientific and Engineering Consulting Firm:
Rachael joined a distributed team of contractors assigned to assist a global consulting enterprise restructure and optimize its extensive digital presence. She worked in cross-functional teams to create long-form capability pages spanning 20+ engineering and scientific domains, while also shaping new nomenclature, taxonomy, and website hierarchy to strengthen clarity and alignment across disciplines.
To maximize visibility, she conducted in-depth competitive research, and set synonym requirements to enhance the firm’s newly integrated YEXT AI-assisted internal search tool. She worked under tight deadlines to help the team clarify practice domains and capabilities, develop UX optimized wireframes, write copy, and enter into a new Drupal CMS. She helped to position the firm’s consulting capabilities to stand out in a highly competitive technical marketplace.
Founder/President: Texas lifestyle magazine and digital media company:
Rachael founded and served as Publisher for a regional media company, taking the concept from ideation to seven years of high-growth operations. She built the business from the ground up—creating the brand identity, operational systems, and scalable sales processes for multiple regions.
She recruited top talent and assembled a strategic leadership team to manage editorial, distribution, marketing, digital, and sales operations. Rachael led sales teams to penetrate new markets, developed go-to-market strategies for each territory, and trained teams to deliver first-generation social media, WordPress, and blogging services. Under her leadership, the brand grew sustainably and attracted an acquisition opportunity after seven years.
Agency Support & Strategic Consulting
Rachael can provide senior-level support to agencies as an account manager, SEO strategist, and UX-focused copywriter. She works with clients across SaaS, software, IT, industrial products, local service industries, and enterprise energy markets, helping agencies deliver measurable results and optimized content strategies.
Platforms & Tools: WordStream, Screaming Frog, SEMrush, Google Analytics, Google Looker Studio, WordPress, WIX, Squarespace, Hootsuite, Sprout Social, Google Teams, Microsoft Teams, Asana, Pro-Workflow, and more.
Brand development and multi-channel tools
Rachael collaborated with a new leadership team to create a full suite of branded assets, including logos, taglines, messaging, and marketing campaigns that honored tradition while introducing innovation. She led project planning, brand strategy, and content development across multiple channels, from website copy to radio, video, and social media.
Tools: Microsoft Word, Excel, video and audio production software, Adobe Pro (for outsourced logo design).
National Fertilizer Company
Rachael served as project manager and creative director, partnering with stakeholders to update the brand’s positioning and refresh its identity. She developed new taglines and slogans and designed a modernized logo that could be seamlessly applied across thousands of product packages, ensuring consistent brand recognition at every touchpoint.
Coldwell Banker Franchisee
Rachael partnered with a Coldwell Banker brokerage to implement digital marketing strategies during the launch of their new global IDX platform. She collaborated closely with the brand’s international marketing coaches to learn how to develop a roadmap focused on increasing online visibility, fostering community engagement, and driving organic lead generation. This was the early day of social, and it was fun! Rachael excelled as a front line social media engagement strategist and content producer – helping this client dominate in local SEO and social reach.
Regional HVAC Air Conditioning Company – “From Zero to Hero”
Rachael conducted a full SWOT analysis and competitive research to define the company’s market position. She wrote SEO-optimized page copy targeting industry verticals and local search terms, and built a fully integrated WordPress website designed for maximum visibility. Over the following decade, her strategies helped the client dominate local search results and generate consistent leads.
Platforms & Tools: Microsoft Word, Google Suite, WordPress (with plugins), Google Console
Regional Stone and Soil Yard – “From Legacy to #1”
Rachael collaborated with the company founder and COO to identify key product and service verticals and build a first-generation WordPress website. She wrote SEO-optimized copy, refining it through multiple revisions to ensure relevance and clarity. Her work helped the client achieve top rankings across all product categories, maintaining local search dominance for over a decade.
Local AAU Youth Sports Team – “Set It and Forget It Funnel”
Rachael scoped project requirements and wrote SEO-optimized content, then built a fully integrated WordPress website with client intake forms and online payment processing. She implemented automated email triggers notifying parents of each track meet and crafted detailed instructions for every event, creating a seamless “set it and forget it” registration funnel. Parents praised the ease of use and streamlined functionality, while the club dominated inbound leads from organic search.
Texas Racehorse Breeding Facility – “Should We Expand?”
Rachael conducted competitive research to help stakeholders evaluate opportunities and plan next-step investments for expanding a Thoroughbred racehorse breeding and training facility, providing actionable insights to guide strategic growth decisions.
Texas Luxury Resort & Restaurant Marketing
Small Business Launch – Massage Therapy Brand
Rachael partnered with a massage therapist entering a new market to build a compelling brand from the ground up. She created a logo, conducted a SWOT analysis to develop a clear branded narrative, and provided technical consultation to integrate third-party payment and marketing platforms with the client’s industry-specific website.
Nonprofit 501(c)(3) – Anti-Human Trafficking Organization
Rachael was retained by a nonprofit dedicated to comprehensive triage and long-term care for victims of sexual trafficking and abuse. She provided strategic project management for website and full-stack integrations and served as the senior content producer. She scoped and developed the website, designed full-funnel strategies, and edited grant proposals, helping the organization increase donations and volunteers by more than 40%.
Nonprofit Gala Fundraising – “Doubling Impact”
Rachael led the digital marketing strategy and served as project manager for website development for a major nonprofit gala. She collaborated with senior leadership to scope timelines and budgets, identified key partnerships, and integrated the nonprofit CRM with WordPress to streamline event marketing, ticketing, raffle donations, and volunteer sign-ups. She wrote video and radio advertising scripts, developed web landing pages and CTAs, managed printed publications and PR, and coordinated press releases and public appearances. Her efforts doubled both donations and participation from the previous year.
Digital Strategist & Communications Specialist – Community Mission 501(c)(3)
Rachael integrated into the leadership team to assess daily operations and identify IT, communications, and fundraising needs. She scoped website development projects, created first-generation email campaigns, wrote radio advertising scripts, and partnered with local influencers to maximize brand exposure and volunteer engagement. These strategies and optimized funnels doubled volunteer sign-ups, gala attendance, and donations.
Direct Sales – Family Heritage Life Insurance Co.
Rachael launched her career at Family Heritage Life Insurance Co., working in a 100% commission sales environment. She quickly mastered prospecting, consulting, closing, and asking for referrals, eventually achieving personal success and expanding her skills to recruit, train, and manage distributed sales teams.
