Résumé

PROFESSIONAL EXPERIENCE


UX Strategy and Content Lead - Consultant, American Family Insurance, April 2024–present
Responsible for a content strategy that increased digital engagement and conversion, elevated cross-sell and upsell, and reduced calls to customer service. Brought success by:  

  • Establishing a content strategy practice and leading a content team

  • Preparing in-depth content audits and analysis, data-driven SEO and keyword strategy

  • Directing content strategy across UX, product marketing and enterprise teams

  • Developing an enterprise content editorial guide with on-brand, reusable content that included content framework, lexicon, accessibility standards, voice and tone

  • Managing content from concept through development with GenAI, Ditto, Figma, Confluence, Jira and Sitecore

  • Leading customer account communications strategy, reducing call center activity by 25%

  • Reducing friction in the customer application quote and bind experience, and increasing completion rates by 5-10% with each iteration

  • Partnering with leaders in design, product, research, product marketing, customer experience, and data analytics to reach KPIs and ensure customer satisfaction

Senior Manager, UX Content Strategy, Silicon Valley Bank, San Francisco and remote, 2020–April 2024

Directed large-scale digital content initiatives across commercial banking products. Exceeded KPIs. Established and led content strategy practice and team.

  • Evangelized the content strategy practice and process, drove consistency and efficiency across a complex organization that was in the early stages of content maturity

  • Created digital content editorial guide, taxonomies, content frameworks, lexicons, message matrices and onboarding materials using Figma, ZeroHeight, Jasper AI, Confluence and Jira

  • Directed communications strategy. Aligned hundreds of messages, established process for email, SMS and push notifications for CMS initiative. Reduced customer service calls by 50%.

  • Refined the customer applicant experience and increased completed applications and reduced completion time with each Agile iteration

  • Led customer support content strategy and chat launch. Reduced offline customer service calls and increased self-service by 5-10% with each iteration.

  • Increased online card activation and virtual card adoption by 80% with strategic content

  • Analyzed performance through Medallia, Tableau and Quantum Metric

Previous positions at SVB: UX Content Strategy Lead and Senior Content Strategist

 

Associate Strategy Director – Content Strategy Lead AKQA, San Francisco, 2020
Led content strategy and collaborated on overall strategy for large-scale digital proposals, including Meta and PayPal. COVID-19 caused client losses and employee furloughs.

 

Consultant, Content Strategist, Customer Experience Design, Wells Fargo, San Francisco,  2019–2020
Developed, executed and managed UX content strategy across a highly-visible digital innovation initiative serving commercial customers and employees.

  • Provided content design concepts and direction based on detailed requirements, design and content guidelines, user data, research, and banking industry knowledge

  • Led UX and content discovery workshops

  • Created detailed content plans, lexicons, message matrices and copy decks

  • Ensured content met extensive accessibility standards

 

Director, Content Strategy, Marketing & Customer Insights, Hero Digital, San Francisco, 2017–2019

Led omni-channel digital content initiatives and for Agilent, Bank of America, Berkshire Hathaway, Chevron, Lions Clubs, Twitter, Workday and more. Included branding, SEO, CMS, content strategy to copywriting.

  • Conducted content audits and competitive landscape gap analyses

  • Analyzed user and keyword data; developed SEO strategy, metadata and taxonomy

  • Led stakeholder interviews and strategy workshops

  • Developed personas, journeys and data-driven recommendations, content marketing strategies, KPIs, content frameworks, campaigns and editorial guides, CMS-ready content matrices

  • Crafted thought leadership blog posts and capabilities guides

  • Managed content and evaluated performance through Sitecore, AEM (Adobe Experience Manager), Google Analytics, Moz Pro and Tableau

Manager UX Content Strategy, Global e-Commerce, WalmartLabs, San Francisco Bay Area, 2015–2017
Established UX content strategy for Walmart Grocery program, the largest U.S. grocer, as the sole SME within a fast-paced, Agile program using Jira.

  • Developed content strategies for pilots of highly visible products: on-demand ordering, crowd-sourced delivery, native app geolocation, and digital payments; resulted in 75% success rate

  • Prepared content audits, recommendations, requirements and UX copy that aligned with business objectives, customer analytic data and user test results tracked in Jira and Confluence

  • Created content processes and matrices that connected large number of mockups and copy decks across desktop, mobile, iOS and Android apps

  • Ensured an accessible and inclusive content experience

  • Founded and led division-wide content strategists’ community forum

 

Manager, Content Strategy, SapientNitro, New York, 2010-2014
Created content strategies that improved user experiences, created processes, established efficiencies and exceeded business goals for a variety of industries and clients including McGraw-Hill, New York Life, Target and Verizon.

  • Conducted content inventories, audits, competitive assessments, gap analysis and stakeholder interviews; analyzed industry research and data

  • Developed recommendations, requirements, sitemaps, taxonomies, SEO keyword and metadata strategies and CMS-ready content matrices

  • Built content governance models, editorial guides and editorial calendars

  • Developed project estimations and plans; led content strategy sales presentations

Previous roles at SapientNitro: Manager and Senior Associate, Program Management

Managed successful engagements with teams of 12-80 people. Ensured high-quality, on-time and on-budget delivery for a wide range of clients including AT&T, Cigna, Sallie Mae, Target and Verizon.

  • Developed project estimations, sales presentations and plans for budgets up to $1.4 million

  • Reduced risk, resolved conflicts and swiftly reprioritized activities in a fast-paced setting

 

ADDITIONAL EXPERIENCE

Lead Content Strategy Consultant, Extractable, Inc. San Francisco
Led content strategy and taxonomy for financial services and healthcare design initiatives. Clients included Patelco and Golden 1 credit unions and Stanford Healthcare

Senior Manager, Digital Properties, Content Marketing – Gap, Inc. San Francisco  
GE Capital/Synchrony Financial client Gap, Inc. consumer cards                                                       
Web Producer, Marketing Communications, Environmental Defense Fund, Washington, DC and New York                                   

Content Manager, Corporate Communications, AIG (American International Group, Inc.), New York                                                    

                                                                                                                                                    

EDUCATION

Pratt Institute, Master of Science, Communications Design 

State University of New York at Buffalo, Bachelor of Arts, Studio Art and Art History

 

VOLUNTEER ACTIVTIES

Pratt Institute Alumni Board, Plan and host alumni engagement events. 2020-present 

Free Arts Arizona, Mentor in arts program supporting abused children. 2023-present

Taliesin West, Scottsdale Arizona. Arts and culture volunteer. 2022-present