Our Keypath squad for American International College led a repositioning initiative for the EdD program, and I managed the content.

My goal was to align messaging with key pillars, sharpen differentiation, and elevate value props to better resonate with personas.

Highlights:

• Animated ads for Spotify

• Updated webpage copy

• Empathy map exercise

• New paid display ads

The result: improved performance across channels, plus positive feedback from the partner and leadership.