Transforming the future of work.

The Ask.

Citrix wanted to transform its research and thought leadership into a more compelling digital destination—not just a repository of reports, but a true content hub.

The Challenge.

Good UX isn’t enough to make a publication compelling.

A content hub must do three things simultaneously:

• Establish authority

• Create narrative cohesion

• Give readers a reason to return

Citrix had valuable proprietary research. What it lacked was an editorial container strong enough to elevate it.

The Insight.

To compete in the thought-leadership space, the platform couldn’t feel like a resource center.

It needed to feel like a publication.

That meant defining a clear editorial POV, creating structured content categories, and designing campaigns that extended beyond a single long-form report.

My Solution.

In partnership with Citrix, we designed and launched Fieldwork, an experience-led editorial platform built to house and amplify original research.

I played a central role in shaping:

• The platform’s content architecture and thematic categories

• The editorial voice and tone

• The narrative framework that connected research insights to real-world business impact

Beyond the structural work, I led quarterly long-form features built around Citrix’s proprietary data—transforming technical findings into persuasive, executive-ready storytelling.

Each research drop became a coordinated campaign, including:

• A dedicated landing page

• A strategic social rollout (“drumbeat”)

• Supporting “Quick Wins” articles designed to extend engagement and surface key insights

I owned both the editorial strategy and the execution—from concept to publication.

My Impact.

• Elevated Citrix’s research from static report to branded editorial platform

• Established a repeatable campaign model for quarterly thought leadership

• Increased visibility and engagement around proprietary insights

• Positioned Citrix as a forward-thinking voice in cloud and workplace innovation

Fieldwork wasn’t just a hub; it became a narrative engine for Citrix’s research.