Amanda Pope

About Amanda Pope

I’m a UX and digital strategist who had never planned on working in UX and digital strategy! I started in marketing, writing copy and running campaigns, but kept getting pulled into the messy middle – the part where people struggled to navigate a site, where a product’s positioning didn’t match how customers actually talked about it, where a company spent thousands on a website that didn’t do what they needed it to do. The funnel was leaking at all ends, and I wanted to fix it.At Duke Corporate Education, I led a website transformation that restructured our content and user experience around how Fortune leaders think, evaluate and act. I established feedback loops through user research, stakeholder interviews and analytics to uncover unmet needs and shape both content and global marketing strategy. I also overhauled our marketing operations by launching Hubspot, automating manual workflows, centralizing data sources and creating a more cohesive design system that eliminated hours of repetitive work and enabled faster, smarter decision-making.Earlier in my career at G&S and previous agencies, I partnered with clients in healthcare, technology, agribusiness and manufacturing to design digital products and omnichannel experiences that supported the full user journey. From website redesigns to email flows to LMS implementations, I collaborated across teams to deliver connected, user-centered solutions. I facilitated workshops to untangle product complexity and translate it into journeys people could actually follow – clear, intuitive and outcome-driven. Whether refining site structure, improving accessibility or optimizing search performance, I focused on aligning every touchpoint with how people actually engage.Across every role, I’ve worked in the gray space – where UX meets marketing, product meets design and engineering, and strategy meets execution – bringing clarity and cohesion across teams.Outside of work, I’m currently training for the Chicago Marathon and performing improv. Both keep me sharp, creative and ready to lead with energy, curiosity and focus.Gallup StrengthsFinder: 1) Strategic 2) Learner 3) Ideation 4) Communication 5) Command

Experience

1. Director, Global Marketing

   Duke Corporate Education

   Jul 2023 — Present · Durham, NC, US

   Lead the global digital strategy, driving web experience, UX, and marketing initiatives to strengthen brand visibility and engagement across four international markets Oversee cross-functional teams and agency partners across multiple time zones, ensuring seamless execution of large-scale digital projects, website initiatives, and marketing campaigns Launched the new DukeCE.com, achieving a 35% increase in traffic and a 25% reduction in bounce rates Conducted user research initiatives, collaborating with executive and regional leaders to uncover client needs and develop a 3-5-year roadmap with stakeholder interviews, discovery workshops and client surveys Designed end-to-end customer experiences for global event registration, integrating HubSpot and hapily to enhance online and in-person check-in processes, delivering a seamless experience for attendees Produced the flagship \"Lead with Her\" event in Europe, convening 250+ attendees and 35+ speakers to discuss gender diversity and inclusive leadership, boosting brand reputation and global influence

Education

• North Carolina State University

  Bachelor of Arts (B.A.), Communication-Public Relations, Graphic Communication