CONTEXT

Following my resignation, Cushman & Wakefield engaged me directly to support the launch of The Sierra Chelsea. With no in-house marketing director in place, they required an experienced, locally informed consultant to lead the development of a market-ready website for an institutional real estate client with a national portfolio.

Scope of Work
I was brought on as a strategic consultant to fully own the website execution from concept through delivery. This included:

• Website strategy and information architecture
• Full web design direction and layout
• Complete website copywriting and content development
• Positioning the asset to meet institutional standards while resonating with the local renter demographic

APPROACH

The website was intentionally designed to balance polish and performance—pairing clean, timeless design with clear leasing pathways and neighborhood-forward storytelling. Emphasis was placed on intuitive navigation, strong visual hierarchy, and concise messaging to support conversion while maintaining the credibility expected of an institutionally owned asset.

OUTCOME

The resulting website delivered a durable, leasing-optimized digital presence that has remained largely unchanged for over two years—an indicator of strong performance, clarity of positioning, and long-term usability. The project reflects Cushman & Wakefield’s confidence in our ability to lead both strategic thinking and execution at a critical moment for a new client.