Owning the web experience. Driving enterprise growth.
Web strategy and digital experience leader with 15+ years owning enterprise web ecosystems — setting governance, architecture, and roadmaps, and leading conversion optimization and experimentation with demand generation, SEO, product, and brand teams to improve buyer journeys and drive measurable growth.
Web Strategy | Digital Experience | Growth & Experimentation | CMS Governance | Accessibility | SEO | Localization | Marketing Technology
How I work
Focused on
Partnered with teams at
The strategist who owns the platform
Web strategy. Digital experience. Systems that let teams move faster.
I own the web layer end to end — strategy, architecture, governance, experimentation, and execution. My work sits at the intersection of demand generation, SEO, accessibility, localization, and marketing technology, so teams have a platform that performs and a system they can actually use.
With 15+ years in enterprise web, I spent my last three years at CyberArk owning every web property across nine languages, including a homepage with 337,000+ visits and localized homepages drawing 67,000+ more. I led the web team in India, trained a UX designer who joined the team, managed our European localization vendor, turned a legal accessibility flag into a sitewide program that took Lighthouse accessibility from 46 to 95, and ran the A/B tests behind a Request Demo page that converted about 19% of its visitors.
Today I work as an independent digital experience consultant, advising teams on information architecture, navigation, conversion paths, technical SEO, and accessibility, and testing how AI search engines surface and cite their content.
I am most valuable when the website looks fine on the outside but the strategy, governance, or system behind it needs to be cleaner, faster, and ready for what's next.
Web Strategy
Governance, architecture, and roadmap.
Digital Experience
Fast, accessible, and measurable.
Platform Ownership
From intake to execution.
Web systems that move teams faster
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Years in Enterprise Web
CyberArk, Shorelight, and athenahealth experience across CMS, campaigns, accessibility, SEO, and web operations.
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Request Demo Submit Rate
1,200+ form submissions on CyberArk's Request Demo page, driven by A/B tests on calls to action, layouts, and forms.
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Languages Owned
Owned the website experience across nine languages, with localized homepages drawing 67,000+ visits.
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Lighthouse Accessibility, up from 46
Turned a legal accessibility flag into a sitewide program across Brand, Creative, and UX.
Featured work with results
A few chapters that show how I operate: modernize the platform, protect continuity, and grow outcomes.
CyberArk, now part of Palo Alto Networks — Enterprise web platform ownership
Owned every CyberArk web property across nine languages, including a homepage with 337,000+ visits — setting governance standards, leading the web team in India, raising Lighthouse accessibility from 46 to 95, and running A/B tests with demand generation and SEO that brought the Request Demo page 1,200+ submissions at a ~19% submit rate.
Shorelight — Global campaign web experiences
Led web execution for international student acquisition campaigns — connecting Marketo, Salesforce, SEO, and front-end development across microsites, landing pages, and web applications.
athenahealth — Brand refresh and Sitecore development
Led Sitecore web development through a major brand redesign that drove a 30% increase in site traffic, lead generation, and sales meetings.
Trusted by teams who ship
“Fernanda truly owned processes end-to-end bringing structure, clarity, and consistency that made a real difference for our team's effectiveness. She was also a standout collaborator, seamlessly partnering across our Center of Excellence, Localization, Legal, UI/UX, Design and Demand Generation to ensure alignment and amplify results.”
Jim Sabbia
Director, Web Strategy and Development at Barracuda
“What impressed me most about Fernanda was her resourcefulness and solution-oriented mindset. She never treated a challenge as a dead end. Instead, she'd dig in and come back with answers. Fernanda was someone the team could genuinely count on when it mattered.”
Anna Walsh
VP Marketing
“I knew Fernanda was a star when I joined CyberArk and we had our first 1x1 regarding the website path and track. During the two years she worked in my organization, she maintained a fantastic attitude and strategically executed a # of projects from start to finish.”
Eric Mullins
VP, Demand, Brand & Digital Marketing
“Always the first to raise her hand, she is the definition of a true team player. … she also fully took on our global localization process. This was a new area for her to learn and she absolutely killed it.”
Sean Galliher
VP of Marketing at Second Front Systems
“Fernanda is a team-oriented hard worker who is always willing to step outside the bounds of her job description to assist. … Fernanda truly seized the opportunity that transition presented to leverage her teaching abilities, training both technical and non-technical colleagues on how to use the Sitecore CMS.”
Stephanie Saia, PMP
Web Strategy & Digital Product Management
“What stood out most was her combination of creative skill and professional reliability. She took ownership of every project, came with solutions rather than problems, and communicated clearly throughout. You always knew where things stood and that the final result would be something to be proud of.”
Carlos Condado
Sr. Product Marketing Manager for Red Hat AI
“Fernanda's ability to juggle multiple web projects was unlike any I have seen before and made a dramatic difference in the productivity level of our Marketing Operations team. Even under the tightest deadlines, Fernanda always met them and did it with a smile.”
Christina Ciampa
Owner/Founder of All She Wrote Books
“…she has been an incredible teammate and teacher. Fernanda took tremendous care in ensuring I got up to speed when I joined the team. She was patient in training me on our CMS and internal processes.”
Rachel Park-Fleming
Project Management | Strategy and Operations
“Fernanda exemplifies everything you want in a coworker. She's driven, dedicated, talented, flexible, a true team player and just a real joy to be around. During our time working together on athenahealth.com, she showed tenacity and patience, and really kept her cool under a tremendous amount of pressure.”
Jake Sargent
Staff Content Designer, Netflix
“Fernanda truly owned processes end-to-end bringing structure, clarity, and consistency that made a real difference for our team's effectiveness. She was also a standout collaborator, seamlessly partnering across our Center of Excellence, Localization, Legal, UI/UX, Design and Demand Generation to ensure alignment and amplify results.”
Jim Sabbia
Director, Web Strategy and Development at Barracuda
“What impressed me most about Fernanda was her resourcefulness and solution-oriented mindset. She never treated a challenge as a dead end. Instead, she'd dig in and come back with answers. Fernanda was someone the team could genuinely count on when it mattered.”
Anna Walsh
VP Marketing
“I knew Fernanda was a star when I joined CyberArk and we had our first 1x1 regarding the website path and track. During the two years she worked in my organization, she maintained a fantastic attitude and strategically executed a # of projects from start to finish.”
Eric Mullins
VP, Demand, Brand & Digital Marketing
“Always the first to raise her hand, she is the definition of a true team player. … she also fully took on our global localization process. This was a new area for her to learn and she absolutely killed it.”
Sean Galliher
VP of Marketing at Second Front Systems
“Fernanda is a team-oriented hard worker who is always willing to step outside the bounds of her job description to assist. … Fernanda truly seized the opportunity that transition presented to leverage her teaching abilities, training both technical and non-technical colleagues on how to use the Sitecore CMS.”
Stephanie Saia, PMP
Web Strategy & Digital Product Management
“What stood out most was her combination of creative skill and professional reliability. She took ownership of every project, came with solutions rather than problems, and communicated clearly throughout. You always knew where things stood and that the final result would be something to be proud of.”
Carlos Condado
Sr. Product Marketing Manager for Red Hat AI
“Fernanda's ability to juggle multiple web projects was unlike any I have seen before and made a dramatic difference in the productivity level of our Marketing Operations team. Even under the tightest deadlines, Fernanda always met them and did it with a smile.”
Christina Ciampa
Owner/Founder of All She Wrote Books
“…she has been an incredible teammate and teacher. Fernanda took tremendous care in ensuring I got up to speed when I joined the team. She was patient in training me on our CMS and internal processes.”
Rachel Park-Fleming
Project Management | Strategy and Operations
“Fernanda exemplifies everything you want in a coworker. She's driven, dedicated, talented, flexible, a true team player and just a real joy to be around. During our time working together on athenahealth.com, she showed tenacity and patience, and really kept her cool under a tremendous amount of pressure.”
Jake Sargent
Staff Content Designer, Netflix
Let's talk about your web strategy
If your web platform needs cleaner governance, stronger conversion, or a strategy that ties to growth — let's talk.