back to projects

Terri L White

Terri White is the first African-American President & CEO of the Charlotte Museum of History, an executive leader, entrepreneur, and doctoral candidate in business administration. Her career spans national cultural institutions, executive development, entrepreneurship, and public leadership. With experience at organizations including the Smithsonian Institution, Carnegie Science Center, and the Senator John Heinz History Center, Terri operates at the intersection of culture, business, and leadership. She required a digital platform that reflects her executive stature while serving as a strategic showcase for her speaking and media presence.

THE LAUNCH PLAYBOOK

Terri’s credentials are extensive. She holds an MBA from the University of Pittsburgh Katz Graduate School of Business, a Master of Arts in Arts Management from George Mason University, and a Certificate in Distilled Spirits Business from the University of Louisville. She is currently pursuing her Doctor of Business Administration at UNC Charlotte’s Belk College of Business. In addition to leading the Charlotte Museum of History, she is the President & Founder of Sugar Top Spirit & Beverage Company and serves in leadership roles within organizations such as the Junior League of Charlotte and Teach for America. Despite this depth of experience, her digital presence did not fully communicate the breadth of her leadership, academic rigor, entrepreneurial pursuits, and public visibility. The platform needed to function as an executive authority hub and a professional speaking and media showcase.

background:

The Challenge:

Terri’s work spans executive leadership, entrepreneurship, and cultural development. Without intentional structure, the scope of her accomplishments could feel fragmented.
She needed:

A clearly structured executive resume
A centralized media archive
A professional speaker’s kit that highlights her speaking topics and themes
Testimonials reinforcing credibility

The challenge was to present her as a historic leader and thought partner while making it easy for conference organizers, institutions, and corporations to understand her speaking value.

Solution:

Executive Brand Refinement: Elevated her personal brand to reflect her role as a historic CEO, founder, and doctoral scholar.
Website Strategy & Authority Architecture: Structured the site around core pillars: Resume, Media, Speaking, and Testimonials to create intuitive engagement pathways.
Speaker’s Showcase Development: Designed a dedicated speaking page that functions as a speaker’s kit — clearly outlining her speaking topics, leadership themes, and value to organizations. The page positions her as a thought leader rather than simply listing booking information.
Speaker’s Kit Integration: Added a downloadable speaker’s kit to streamline press and event inquiries.
Executive Resume Integration: Created a structured resume section highlighting institutional leadership, board service, academic credentials, and entrepreneurial ventures.
Media Archive Organization: Centralized interviews and media appearances to reinforce public visibility and credibility.
Full Website Build & SEO Foundation: Managed branding, technical build, backend configuration, and SEO optimization to support long-term visibility.

Key wins included:

Every element was designed to reinforce executive presence while supporting speaking and engagement opportunities.

Terri’s platform needed to communicate executive authority immediately while clearly showcasing her thought leadership.

The Result:

Terri White now has a refined executive platform that reflects the full depth of her leadership and public presence. Visitors can immediately understand her role as the first African-American President & CEO of the Charlotte Museum of History, explore her media appearances, review her resume, and engage her for speaking opportunities.

The speaking showcase positions her as a strategic voice in leadership, culture, and business, while the media archive reinforces credibility and visibility.

What was once a basic online presence is now a cohesive authority platform aligned with her executive stature and expanding influence.