Elevating digital experiences with strategy, creativity and prowess.
Hello! I’m a seasoned digital strategist with expertise in content and marketing strategy and UX.
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
Thought leadership
Team leadership
Program & project management
Audits & competitive gap analysis
Industry & customer research
User interviews & workshops
Data analysis
Persona development
Customer journey/funnel mapping
Content marketing strategy
Content patterns & systems
Content guidelines
LLMs and GenAI for content strategy
Taxonomy
SEO & metadata strategy
UX writing
Content matrices
CMS
Editorial & campaign planning
Performance analysis
Accessible and compliant
Where I’ve worked
Industries
Fintech
Global real estate
Energy
Ecommerce
Insurance
Corporate intranet
Nonprofit
Clients & Companies
Silicon Valley Bank
AKQA
Wells Fargo
Hero Digital
Lions Clubs International
Berkshire Hathaway Home Services
Bank of America
Twitter
Walmart Grocery
Environmental Defense Fund
SapientNitro (Now SapientPublicis)
My portfolio
Content Marketing Playbook
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An expansive guide for building an impactful strategic omni-channel content marketing program.
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Led the overall content strategy, sourced material, crafted copy and developed graphics. Partnered with practice lead and technical writer for feedback and support.
Content Strategy Guidelines
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Highlights of building a content strategy practice from the ground up for Silicon Valley Bank.
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Directed and produced content guidelines with support of content team and collaboration with leadership.
Content Strategy Wins
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Building a content strategy practice from the ground up at Silicon Valley Bank. An impact summary.
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Directed and contributed hands-on to content team activities.
Experience Strategy
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This leader in the life sciences market sought a revamped UX with personalized content and brand trust.
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I reviewed Agilent’s experience, data and product material. I created personalized UX scenarios, upsell offerings and copy in partnership with design and program leads.
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. Conducted user interviews, customer surveys and data analysis with Analytics and Research leads.
Prepared a comprehensive content strategy with personas, journeys, content experience, SEO and URL strategy in close collaboration with UX, Creative and Technology leads.
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, grant applicants, and donations due to a lack of digital strategy and dated content. The scope included Lions Clubs, LCI Foundation, and member portal experiences.
Qualitative content audit -
Working with Analytics, Tech, and UX, I revamped the experience with relevant content, engagement tools, a taxonomy, and SEO/metadata strategies, ensuring page discoverability for the target audience.
Topics included programs, membership, donations, grants and communications.
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