Professional experience
Senior content strategist and UX-focused product designer skilled at crafting coherent technical, editorial, and marketing experiences for high impact outcomes.
Content Design
Intuit
September 2024 – November 2024
Large content management system (CMS) migration and update to Intuit global HR benefits portals.
- Leveraged Writer’s AI capabilities trained on Intuit’s voice and tone standards to enable content creation and update workflows at scale across ServiceNow and Google Doc
- Created Figma prototypes working with existing design system and pattern library components
- Organized content by region and employee types based on relevant policies
- Published 15-20 business requests weekly in collaboration with line of business stakeholders, UX, visual design partners, and subject matter experts (SMEs)
August 2018 – March 2019
Part of the QuickBooks Online (QBO) core team building new project profitability insights previously available only on desktop software and launching for general availability to all QBO customers.
- Usability testing and research for refinement of the new customer insights dashboard enabling transparency for business owners into projected and actual job costs within QBO
- Discovery and ideation for launch and follow-on feature explorations
Autodesk
July 2019 – February 2024
Partnering with UX designers, information architects, product managers, research, and eCommerce, led a reimagination of self-service and agent-assisted pre- and post-purchase customer lifecycle phases.
- New Payment Center boosts engagement 122%, with a 32% rise in tools usage, and a 12% increase in revenue due to a corresponding drop in expired subscriptions
- Fusion product center increases trials by 20% resulting in an 8% rise in orders
- UX writer for new payment model nomenclature for agent facing pricing configurators
- A reimagined user journey for educational institutions IT admins simplifies onboarding workflow with new pattern library components for quicker deployment
- Product gateways and universal navigation launches to reduce complexity across domains while maintaining strong SEO keyword prominence for organic search results
Content Strategy
Wells Fargo
September 2017 – August 2018
Digital Branch and ATM team developing initiatives to reimagine and simplify banking.
- Development and testing of the Wells Fargo Conversations proof of concept – a scripted guide for retail bankers to help customers set and achieve common financial goals and build trust
- Modernization of legacy credit/debit card management using streamlined flows in Salesforce
- Explorations and analysis into ways to simplify management of product and marketing silos
PayPal
May 2016 – April 2017
Content strategist on the PayPal.com product team building an end-to-end CMS redesign and launch.
- Created a responsive, SEO-ready CMS to serve marketing groups in over 200 countries
- Provided UX writing, product design collaboration, microcopy, and content style guides
- Regular contributor in ideation and workshops resulting in patent opportunities
- Prototyping, QA, UI, and taxonomy support for web templates and pattern library components
- Product development gap analysis based on adoption goals and research with SMEs
- Applying atomic design principles and agile scrum methods for a customer first user journey
Kaiser Permanente
December 2015 – April 2016
Content strategy discovery in preparation for a complex, enterprise-wide migration from legacy CMS platforms to Adobe Experience Manager for kp.org.
- Brainstorming sessions with tiger team of content strategists, web engineering, and publishing
- Content audits for high-visibility opportunities for improved messaging and process clarity
- Draft notifications and messaging systems guidance and principles based
Razorfish
April 2015 – May 2015
Content strategy advertising consultant for B2C hospitality and B2B fintech clients.
- Holland America Line – Content strategies to leverage eCommerce KPIs on tactical messaging display ad optimization of lower funnel activity using an A/B testing framework
- Authorize.Net – B2B developer content design audits and strategies to improve engagement
eCommerce Management
Landmark Hotels Group
October 2010 – February 2015
Content design and demand generation marketing for multiple hospitality properties.
- Display advertising and content optimization to drive SEO and web traffic
- Project management, editorial, and administration support of multiple content migrations consolidating from legacy and mobile sites to responsive HTML
- Email campaigns targeting meeting & incentives, luxury and business travel partners, and family destinations in Hawaii, Mexico, and Napa
marketing consulting
nCipher, Thales
February 2008 – April 2009
Led integrated content marketing and a brand strategy relaunch for nCipher, a global B2B data encryption provider and enterprise authentication company, resulting in a successful acquisition by Thales.
- Launched successful reactivation campaigns targeting legacy customers of acquired product in financial banking services resulting in accelerated ROI
- Project lead for a new website launch (built by Solution Set), and stakeholder management
- Created case studies featuring our leading service partners to illustrate industry compliance and success resulting in significant market growth
- Rebranding following the acquisition by Thales
Wells Fargo
December 2007 – January 2008
Identified best practices for effective proposals and prioritization to executive management.
- Curated stock library and wiki for digital asset management
- Distributed branded templates and application guidelines
UDEX, GXS
February 2005 – March 2007
Marketing director and web producer for a FTSE-listed data supply chain service, UDEX with a complex value proposition leading up to acquisition by GXS.
- Repositioned UDEX for rapid US expansion targeting the largest retail, consumer packaged goods, and entertainment companies with content marketing and integrated lead gen
- Published thought leadership white papers, webinars, blog, ads, email, and editorial media targeting key decision-makers in retail supply chain
- Redesigned brand and relaunched the B2B marketing website, in collaboration with Method, and stakeholders from BOD, corporate, professional services, and sales
Exact Software
January 2003 – February 2005
Product redesign, and B2B marketing demand generation for the acquired ERP manufacturing software suite, Max for Windows.
- Regional digital direct email marketing campaigns to reactivate legacy accounts
- SEM/SEO campaigns to capture legacy traffic following an acquisition
- Redesign and rebrand of the browser-based user interface
- Built demo using Adobe Captivate to illustrate key product features to manufacturing segment
- Created product support intranet portal resulting in significant reduction to call center