Elevating digital experiences with strategy, creativity and prowess.
Hello. I’m a seasoned digital strategist with expertise in content and marketing strategy, UX and program management.
I enjoy solving complex digital challenges by understanding user needs, data and business objectives.
I develop customer-first strategies that increase conversion and engagement, enhance brand recognition and reduce friction.
Areas of expertise
Audits & recommendations
Competitive gap analysis
Industry research
User interviews
Data analysis
Personas
User journeys
Content marketing strategy
Workshops
Taxonomy
SEO & metadata strategy
UX writing
Message matrices
CMS
Editorial & campaign planning
Customer performance
Accessibility and inclusion
Thought leadership
Team management
Program & project management
Where I’ve worked
Industries
Fintech
Global real estate
Energy
Ecommerce
Insurance
Corporate intranet
Nonprofit
Clients & Companies
Silicon Valley Bank
AKQA
Wells Fargo
Berkshire Hathaway Home Services
Bank of America
Twitter
Walmart Grocery
Environmental Defense Fund
SapientNitro
My portfolio
Building a content strategy practice from the ground up. A summary:
Experience Strategy
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This leader in the life sciences market sought a revamped UX with personalized product offerings, targeted products and highlighted industry expertise.
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I reviewed Agilent’s experience, data and product material. I created personalized UX scenarios, upsell offerings and copy.
Competitive Audit
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This global realtor sought to modernize their digital experience and surpass the startup real estate tech market.
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Led thorough investigation of BHHS, its current experience and the market.
Included user interviews, customer surveys and data analysis.
Prepared a comprehensive content strategy with personas, journeys, content experience, SEO and URL strategy.
Personas & Journeys
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This global realtor sought to modernize their digital experience and surpass the startup real estate tech market.
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Created customer segments, personas and omni-channel journeys that resulted in a cutting-edge digital experience.
Social Media Content Marketing Strategy
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BAMS sought to establish a presence in the social media space, communicate value and trust of the bank and Square.
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Developed Instagram content marketing strategy that incorporated Square card services.
Thoroughly assessed small business social media market, created content themes and campaigns, developed editorial plan and crafted marketing copy.
Content Positioning,
Voice & Tone, UX Writing
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Twitter needed an efficient and personalized employee experience. And a digital communications experience that measured up with the innovative Twitter user platform.
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Created content positioning, on-brand voice and tone, and detailed content strategy supporting complex consolidation and implementation strategy.
Accessibility, Inclusion &
UX Writing
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Walmart Grocery needed a unified, on-brand copy experience that offered inclusion across an immense and diverse user demographic.
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Developed consistent, succinct, clear and actionable copy across the experience.
Crafted an inclusive content experience proposal for SNAP (Supplemental Nutrition Assistance Program) with content that focused on health benefits.
Content Marketing Strategy
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This active-wear retailer desired stronger customer retention and elevated brand presence through their consumer card program.
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Identified opportunities to elevate card engagement with content marketing and campaign planning.
Taxonomy & Content Strategy
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This long-standing service organization was losing membership due to a lack of digital presence and strategy.
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I modernized and energized the experience with timely, relevant content and digital engagement tools. I developed a taxonomy, SEO and metadata strategy that made every page discoverable to the right audience. I prepared a detailed content matrix with a copywriting guide.
Content Matrix
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Twitter needed a consolidated, on-brand, personalized employee experience. And a digital communications experience that measured up with the innovative Twitter platform.
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I led the creation of personas and voice of the intranet. I developed detailed content matrix, provided page-level persona-specific content