Roles
Lead Digital Strategist
Writer/editor
Graphic Designer
Tools
Adobe InDesign
Overview
This Digital Content Strategy guides how Yellowstone National Park uses digital media to achieve its strategic priorities and advance the National Park Service mission. Further, it informs digital workgroup priorities and helps keep all digital content effective and nimble. By laying out specific goals, park staff are be able to measure successes and adjust to evolving needs.
When I arrived at Yellowstone, there was no unified approach guiding the park’s digital presence—multiple teams were creating content independently, often duplicating efforts and working without shared goals or communication. Recognizing the need for alignment, I led the effort to create the first Yellowstone Digital Content Strategy—a comprehensive framework that brought every work group together under a single vision.
I began by establishing the Yellowstone Digital Team, uniting staff from across divisions and facilitating bi-weekly meetings to coordinate priorities, share knowledge, and rebuild trust. Through an inclusive, collaborative process, we defined the park’s digital priorities, clarified roles and responsibilities, and developed standards for style, accessibility, and workflow. The final strategy encompasses the Yellowstone website and NPS App, guiding everything from editorial planning to web design, analytics, and content governance.
After leading the writing and editing process, I also designed the strategy document itself—an approachable, visual guide that now serves as our shared foundation. The completed plan was approved by Yellowstone’s Senior Leadership Team and is used daily to align our digital work, measure success, and ensure we’re collectively advancing the NPS mission through a cohesive, user-centered digital experience.