Quick Links
I believe in cultivating a spirit of lifelong learning and improvement. As a former TV producer and journalist, I’m used to learning about complex topics and digesting them quickly into plain English. Transitioning into digital marketing and then project management reinforced the idea that processes can always be improved. If we are fine with the status quo, we’re already behind. In each role I’ve had over the years, I’ve worked hard to improve communication, boost team morale, and mitigate risk.
While I’ve found a deep passion for project management work, I also find joy in content management and SEO strategy. I’ve managed large site-wide efforts to improve technical SEO, created content calendars, organized DAMs, written articles about complex topics, and coordinated SMEs.
I have made award-winning contributions to website upgrades and crisis communications.
I thrive on:
- catching the issues before they pop up
- taking full advantage of already-available resources that have been overlooked
- finding a faster, more efficient way to accomplish things
I’m a self-starter, type A personality ready to get the job done.
My Project Management Experience
I have seven years of project management at Baystate Health, the largest healthcare system in Western Massachusetts. I’ve led website redesign and upgrade projects, health month campaigns involving multiple teams, and digital content projects.
I’m skilled in:
- Waterfall, Agile, and hybrid PM methodologies
- Stakeholder management
- Resource allocation
- Risk Management
- DAM management
Projects I’m Proud Of
I served as the project manager for Baystate Health’s external site upgrade and redesign project.
My Role
- Managed project timeline and tasks from the Baystate Health side
- Organized and managed ticket backlogs
- Reviewed designs and web templates
- Reviewed data from user testing and stakeholder interviews
- Helped organize content migration
- Served as main contact for vendor
Project Outcomes
- YoY Modeled Traffic increased by 146% (Based on Conductor data)
- Since Jan. 2024, Page 1 search rankings increased by 28% (Based on Conductor data)
- Won two eHealthcare Leadership Awards (Best Provider Directory – Distinction/Best Overall Internet Site Award – Platinum)
I served as the project manager for the intranet content migration project that look place after the intranet’s upgrade.
My Role
- Conducted a content audit of more than 40 department sites
- Developed project timelines, identified stakeholders, created plans to sunset unused sites
- Created processes to train more than 300 site editors
- Developed training materials, including an intranet site, documents, and videos
- Worked with stakeholders to reorganize and rebuild more than 40 department sites
- Curated data analytics reports to aid in data-driven content creation
Project Outcomes
- More than 40 rebuild department sites on the new platform
- Automated data reporting for high traffic departments
- A department editor stakeholder directory
- A training site for current and future editors
I served as the project manager for the health month marketing campaigns Baystate Health ran three times a year.
My Role
- Created and maintained a project template, updated based off time tracking and previous project takeaways
- Developed a communications strategy to connect several teams within Marketing & Communications, including Digital, Marketing, Public Relations, Social Media, Loyalty Programs (Events) and Internal Communications
- Identified and mitigated project risks
- Compiled project oucome data for teams’ review
- Instituted a lessons learned meeting to help improve future projects
Project Outcomes (Example from one project)
- New and refreshed content secured Page 1 search results for three critical phrases and added 150+ keywords and several AI Overview results (Based on Conductor data)
- Combined digital ads reached 1.5 million impressions
- Organic social media content reached 160K impressions
My Writing and SEO Content Strategy Experience
I have ten years of professional writing experience, with a focus on SEO strategy and web optimization.
I’m skilled in:
- SEO-optimized content writing
- Medical writing
- Content calendar creation and management
- Keyword tracking
- Technical SEO
- Data analytics
Education & Certifications
Thriving as a Project Manager in the Age of AI | LinkedIn Learning | July 2024
Project Management Foundations | LinkedIn Learning | June 2024
Google Analytics 4 (GA4) Essential Training | LinkedIn Learning | August 2023
B.A. in Broadcast Journalism | Quinnipiac University | Hamden, CT
B.S. in Economics | Quinnipiac University | Hamden, CT
Some Of My Volunteer Experience
Board Member | Girl Scouts of Central and Western Massachusetts | June 2023 – Present
Foster Parent/Member | House Rabbit Connection | May 2023 – May 2026
Volunteer | New Women’s Center | 2010-2012
Neliana Ferraro 