Work
A few examples of what I do. Each one shows the problem, what I did and what changed.
Embedded Files
WEBSITES · CONTENT
Website redesign, newsletter management and a virtual museum for an Ottawa non-profit
Website redesign, newsletter management and a virtual museum for an Ottawa non-profit
10×
more new visitors a day since the redesign
52%
newsletter open rate over the past year (industry average is about 36%)
9%
of readers who opened it clicked through
"I always enjoy working with Natalie. She is flexible and hard working."
Ana Villegas, Executive Assistant to CHES
The situation. The Centre for Holocaust Education and Scholarship (CHES), an Ottawa education non-profit, needed someone to run its website and email being an organization predominantly run by volunteers. I've been working with them since 2022.
What I did.
Ongoing, since 2022. I produce and send their newsletters and special bulletins in Constant Contact and keep their WordPress site updated.
Website redesign, 2023. I reviewed the site and reorganized the navigation to put education front and centre. I mocked up an initial design, worked with the team to finalize it, and built it in WordPress. It launched on April 17, 2023, and I continue to manage and update the site.
Virtual museum, 2025. I planned and built a virtual museum website in WordPress, where families share heirlooms and documents.
The result. Compared with the two years before the redesign, the site now gets about ten times as many new visitors each day, and teachers download its lesson plans and other files 23 times as often. Over the past year their newsletter had a 52% open rate (the non-profit average is about 36%) and 9% of the readers who opened it clicked through.
WEBSITES
Set up a simple website with a clear handover guide for a private practice
Set up a simple website with a clear handover guide for a private practice
“I can’t thank you enough for the clear instructions that make this possible even for someone so not tech intuitive – like me…”
Lauren Shaps, MSW, RSW
The situation. Lauren Shaps was starting a private practice and wasn't sure how to begin with a website and wanted something very simple she could get up and share.
What I did.
Content. I worked with Lauren to plan the pages: Home, About, Contact, and Fees and Coverage. I wrote initial drafts of the text from our conversations.
Build. I helped design the look around her business card colour palette and built a simple WordPress site.
Handover. I prepared comprehensive instructions, a mix of written guides, screenshots and video screencasts, so she could make updates and manage the site on her own.
The result. Lauren has been very happy with her site and manages it on her own.
AUDIENCE INSIGHT · CONTENT
Original research and customer stories for a travel marketing software company
Original research and customer stories for a travel marketing software company
~40%
newsletter open rate, January to May 2026 (industry average is 22%)
7%
of readers who opened it clicked through
The situation. CrowdRiff makes software for travel and tourism marketers. As Content Marketing Manager, I created content to build trust and awareness for the product and to engage and celebrate current customers.
What I did.
Trends Report. I led the yearly Travel Marketing Trends Report, a research report readers sign up to download, built on original research from a survey of CrowdRiff’s own community of destination marketers. I drafted the survey, pulled the results together, wrote the report and helped launch it. It’s the same listen-first, then publish approach I use for Audience Insight.
Case studies. I wrote customer case studies from interviews.
Customer showcase. I built a customer showcase site, the Inspiration Showcase, that helped Sales and account managers show how customers use the product.
Email. I sent monthly newsletters to customers and prospects, plus other ad hoc sends and automated email sequences.
The result. The Trends Report was one of the company’s biggest drivers of new business. From January to May 2026 the monthly customer newsletter had an open rate of nearly 40% (the software average is about 22%) and about 7% of readers who opened it clicked a link. It had high engagement, led to opportunities to expand with existing customers and became a channel for product feedback.
More of my work
More of my work
Take a look at my full portfolio with customer case studies and community content.
Not sure where to start?
Not sure where to start?
Tell me what you need and we can talk it through together.
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