Turning digital chaos into a strategy that actually works
You have built a real business. You built a website, you are running campaigns, your team is active across channels - but nothing quite connects. Requests fall through the cracks, results are hard to measure, and no one owns the full picture.
That is not a marketing problem.
It is a digital experience strategy problem.
Courtney Avila is a Digital Experience Strategist and fractional consultant, currently working as a Digital Experience Scrum Master inside an enterprise team and founder of Avila Digital Solutions. The work she does for clients is the same work she does every day at scale.
HOW I WORK
Three ways to engage
Every engagement starts with understanding your current digital experience landscape. From there, the scope depends on what you need.
Tier 1
Digital Experience Audit. A one-time project that maps every gap across your digital channels, prioritizes what matters most, and gives you a clear roadmap forward. The right starting point if you are not sure where to begin.
Tier 2
Fractional Strategy Retainer. Ongoing monthly engagement where I serve as your embedded digital experience strategist. I set direction, oversee execution, and keep everything moving without you needing to hire full-time.
Tier 3
Implementation and Optimization. Custom-scoped engagements for companies that need hands-on help executing on a defined strategy. Scope, timeline, and deliverables are tailored to what you are building.
CASE STUDY 01
Building a digital experience function from the ground up
Global manufacturing company, 3,000+ employees, 20 international regions
$2M to $25M+
Amazon channel revenue in under two years
+15% traffic lift YOY
Following SEO and content audit across 250+ pages
+12 story points
Per sprint after requirements process launched
THE SITUATION
I was brought in to build the Amazon channel, but what I found was a broader problem. The company had grown without anyone owning the digital experience end to end. The gaps were everywhere:
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No ecommerce strategy. The Amazon channel existed but had no real content, no optimization, and no ownership.
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No SEO or content foundation. Over 250 website pages had never been audited, with traffic left on the table across the entire site.
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No request process. Website enhancement requests came in through direct emails, shared inboxes, and Teams messages with no prioritization or tracking.
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No go-to-market alignment. Product launches and brand campaigns had no defined digital touchpoints, no unified messaging strategy, and no single owner driving execution across teams.
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No cross-functional alignment. Sixteen regional stakeholders had no shared forum to surface needs, align on priorities, or move work forward together.
THE DIAGNOSIS
The underlying issue was the same across every gap: there was no digital experience strategy connecting the company's goals to its digital channels. Each team was operating in isolation, reacting to whoever was loudest rather than working from a shared roadmap. Closing the gaps required building the strategy, the process, and the governance infrastructure at the same time.
WHAT I BUILT
Ecommerce channel strategy
Rebuilt the Amazon presence from scratch, overhauling listings with content that reflected how customers actually searched and bought, and establishing ownership and ongoing optimization processes.
Channel grew from $2M to over $25M annually in under two years
SEO and content audit
Audited over 250 website pages, identifying technical and content gaps across the full site. Prioritized top-performing pages for optimization and developed requirements for mid-tier pages with untapped traffic potential. Led implementation, executing updates directly where possible and bringing in resources where needed.
15% year-over-year traffic lift following audit and implementation
Go-to-market campaign strategy
Defined digital touchpoints across product launches and ongoing brand campaigns. Developed messaging and branding strategy for each channel and drove implementation across a cross-functional team of 10+ people spanning marketing, content, and web.
Unified digital channel strategy across all customer touchpoints
Global Digital Experience Committee
Designed and launched a governance committee across 10+ stakeholders in 16 regions. Created a structured intake form, ran calibration sessions against real priorities, and established biweekly reviews. Enhancement requests went from scattered inbox messages to a repeatable, transparent process.
Stakeholders across 16 regions aligned on a single prioritized roadmap
CMS migration and enablement
Led migration of multiple websites onto Sitecore, including a simultaneous 16-region EU launch. Created training documentation so content editors could work independently and troubleshoot without bottlenecking development.
+12 story points per sprint after requirements process launched
Digital experience strategy
Ecommerce growth
SEO and content
Go-to-market strategy
CMS migration
Go-to-market strategy
Cross-functional governance
CASE STUDY 02
Becoming the strategic layer that lets an agency owner focus on growth
Independent marketing agency serving medical and dental practices
3 to 4 hrs/week
Freed up for the owner to focus on his sales pipeline
5% increase
In form fills following content audit and site improvements
THE SITUATION
The owner of this agency is an operator who does it all. When we started working together, he was managing client strategy, reviewing every deliverable, handling all client touchpoints, and trying to grow his own sales pipeline at the same time. There was no strategic layer between him and the work. Everything ran through him, which meant his time and attention were the bottleneck.
THE DIAGNOSIS
The gaps were structural, not tactical. What the agency needed was a senior strategic presence that could own the review process, set direction for client work, and serve as a quality checkpoint before anything reached a client or went out the door. Freeing the owner to focus on growth meant someone else had to take genuine ownership of the work, not just execute tasks.
WHAT I DID
Content audits and site optimization
Conducted content audits for agency clients, identifying gaps in site structure, navigation, and conversion paths. Developed recommendations and oversaw implementation to improve the on-site experience.
Increase in form fills and improved site navigation following audit
Strategic oversight and quality control
Audited the existing delivery process and identified where errors were entering the pipeline. Implemented QA checklists and content standards tailored to each client, creating a consistent review framework the team could work from. Now serve as the senior quality layer across all deliverables before anything reaches a client.
Reduced errors from 10+ per week to 3 to 4 through process implementation and client-specific content standards
Client relationship and marketing strategy
Took over direct client touchpoints and strategic direction for healthcare clients, setting marketing strategy and ensuring campaign work is aligned to each practice's growth goals. The owner no longer needs to be in every client conversation.
4 to 5 hours per week freed up for owner to focus on business development
Fractional strategy
Agency operations
Content audit
Quality oversight
Campaign strategy