YMCA of Greater TorontoWebsite Redesign + Email Ecosystem
Role: Digital Content Marketing Specialist/Advisor
The YMCA of Greater Toronto was undergoing a major digital transformation to better engage its diverse community online. Their website and email communications were outdated, fragmented, and difficult to scale. I was brought on to help elevate the YMCA’s digital experience, leading efforts across website redesign, email marketing, microsite launches, and content management.
Homepage Redesign & Personalization Strategy
Co-Lead for UX/UI & Content Architecture
As part of a broader public website refresh, I co-led the homepage redesign. We introduced a tile-based layout to support dynamic content and structured the experience around Sitecore personalization, allowing logged-in users to see custom content based on their interests and membership status.
What I did:
- Worked closely with a third-party dev team to implement Sitecore personalization rules
- Proposed and implemented tile-based design for flexible content blocks
- Led UX planning and created wireframes that prioritized mobile-first engagement
- Built internal documentation and trained staff on using the new CMS
Content Management & Microsite Development
Main Web Publisher & Launch Partner
As the main website updater, I was responsible for keeping the YMCA’s digital content timely, accurate, and engaging across all web properties. I also spearheaded the creation of microsites for newly launched health and fitness centres, customizing content for local communities and streamlining new centre onboarding.
What I did:
- Maintained daily content updates across the full YMCA website
- Created and launched microsites for new locations, each with unique programming
- Ensured all content adhered to AODA accessibility standards and brand guidelines
Impact: - Kept critical public information current and community-centered
- Improved efficiency of web publishing across teams
- Enabled faster launches of new YMCA centres with dedicated digital hubs
Email Ecosystem Overhaul
Lead Designer + Campaign Strategist
To bring consistency and impact to YMCA’s email communications, I redesigned and deployed campaign templates using Campaign Monitor. Each email template was built for accessibility (AODA compliant), optimized for mobile, and customized for department needs while maintaining brand standards.
What I did:
- Designed branded, modular email templates for multiple departments
- Created automated flows and drip campaigns for memberships, events, and programming
- Trained team members on best practices, segmentation, and reporting
- Standardized email design across the organization for consistency and clarity
Impact:
- Boosted open rates by 18% and improved click-through rates with clearer CTAs
- Enabled non-design staff to deploy emails using branded templates
- Strengthened brand identity across more than a dozen program areas
