Fernanda Passos Walker

• Advise on corporate website strategy and performance: information architecture and navigation, conversion paths, technical SEO, accessibility, and page speed, using GA4, Search Console, and Semrush to prioritize what to fix first.
• Translate site performance data into recommendations and roadmaps for non-technical stakeholders, scoping work and defining success measures before anything gets built.
• Track how AI search and answer engines surface content, testing structured data and question-led content structure alongside traditional SEO signals.

CyberArk (NASDAQ: CYBR) is a global cybersecurity leader specializing in identity security and privileged access management. Acquired by Palo Alto Networks for $25B in February 2026.

• Promoted to own strategy and execution across all CyberArk web properties in partnership with growth and demand generation teams; managed intake and backlog prioritization of website requests across stakeholders, balancing impact and effort across concurrent workstreams.
• Translated business and campaign goals into clear requirements and user stories for developers and designers, QA'd completed work before launch, and defined success metrics to measure outcomes of shipped improvements.
• Identified friction points in forms and key conversion paths using Hotjar session recordings, heatmaps, and funnel analytics; partnered with demand operations to implement fixes, strengthening UTM tracking and campaign attribution across Salesforce and marketing automation platforms.
• Defined and enforced accessibility standards across global web properties, embedding WCAG best practices into enterprise WordPress platform governance.
• Set CMS architecture and governance standards, building a scalable design system of web templates and reusable components that kept experiences consistent and accelerated campaign launches across regions.
• Owned multilingual platform architecture and localization strategy across international markets, defining workflows and content standards and managing the European localization vendor (LanguageWire) across time zones against scope and delivery timelines.
• Led web execution and redirect strategy for acquisition integrations, including content consolidation, SEO preservation, CMS standardization, and localization, protecting traffic and rankings through high-risk migrations.
• Contributed to future-state planning for a WordPress-to-Contentful headless CMS migration, building React and Next.js knowledge to support a modern front-end stack.
• Aligned landing page strategy with campaign intent alongside SEO, paid media, and content teams, designing and executing A/B tests to improve engagement and conversion across inbound and paid traffic.

Global education company helping universities grow international enrollment through digital admissions, recruitment, and student success programs.

• Developed microsites, landing pages, and web applications supporting international marketing campaigns and student acquisition initiatives.
• Built scalable front end solutions using JavaScript, HTML5, and CSS3, translating business requirements into maintainable implementations under tight timelines.
• Implemented campaign experiences in Marketo and Salesforce integrations while partnering with SEO teams to optimize WordPress pages and improve search visibility and user experience.

Leading healthcare technology company providing cloud based solutions for electronic health records, billing, patient engagement, and practice operations.

• Delivered the athenahealth.com redesign and brand refresh driving a 30% increase in site traffic, lead generation, and sales meetings.
• Developed and maintained Sitecore web experiences using GitHub version control and structured deployment workflows.
• Built responsive user interfaces using HTML5, CSS3, JavaScript, and Sitecore templating ensuring cross-browser compatibility and code quality.
• Delivered features and improvements through agile development cycles across staging and production environments.

• Designed and implemented partner facing pages within Cliir's eCommerce platform, collaborating with management to align deliverables, timelines, and business needs.
• Maintained and enhanced website content and functionality to ensure a consistent user experience and reliable site performance.

• Led a full website redesign aligned with marketing and enrollment goals, improving site navigation and user flows.
• Developed digital enrollment forms that improved operational efficiency and reduced manual processing.