Résumé

PROFESSIONAL EXPERIENCE

UX Content Lead and Manager - Consultant, American Family Insurance, April 2024–present

Leading the creation and expansion of a high-quality content strategy practice by:

  • Establishing content strategy processes, on-brand digital content editorial and style guide. Includes information architecture, taxonomy, content framework

  • Providing content strategy leadership across UX, product marketing and enterprise teams

  • Partnering closely with design, product, research, product marketing, customer experience, data analytics and technology to reach business KPIs and ensure customer satisfaction

  • Leading a team of content practitioners and providing skill development

  • Driving product awareness, evaluation, conversion and engagement with impactful content

  • Developing holistic, data-driven, user-centric and on-brand content through data and SEO analysis; content audits, matrices, frameworks and guidelines

Senior Manager, UX Content Strategy, Silicon Valley Bank, San Francisco and remote, June 2020–present

Elevate customer content experience and internal practice by leading large-scale initiatives that provide positive customer impact across startup and commercial banking programs and applications.

  • Evangelize content strategy practice, driving consistency and efficiencies across a complex organization that is in the early stages of content design maturity.

  • Lead the creation of content strategy, style guide, information architecture, taxonomy, content framework, lexicon and onboarding materials utilizing Figma and Microsoft Suite.

  • Manage all aspects of content strategy – from client onboarding to sprint activities to long-term initiatives and highly-detailed documentation.

  • Measure and refine user experience, meeting business objectives and KPIs through data and AI-driven solutions with Jasper AI, Medallia and Quantum Metric.

  • Collaborate with key stakeholders across the organization, including visual designers, product managers, marketing and brand owners, user researchers and technologists.

  • Manage content strategists, providing guidance, mentoring and skills development.

  • Champion diversity, inclusion and accessibility through volunteer service as Black ERG Ally Chair and Women’s ERG member.

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

 

Associate Strategy Director – Content Strategy Lead AKQA, San Francisco, 2020
Led the content strategy and collaborated on the overall strategy for large-scale digital strategy proposals, including Meta and PayPal.

 

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 multiple, large-scale omni-channel initiatives for Bank of America, Berkshire Hathaway, Chevron, Lions Clubs International, Twitter, Workday and more.

  • Conducted content audits and competitive landscape gap analyses; user interviews and surveys; studied industry trends and forecasts

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

  • Led stakeholder interviews and strategy workshops

  • Developed strategic KPI, content strategy, personas, journeys and data-driven recommendations

  • Delivered omni-channel SEO, URL and content marketing strategies, content frameworks, campaigns and editorial guides

  • Wrote thought leadership blog posts and detailed capabilities guides

  • Proficient in 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 and frameworks for pilots of highly visible programs such as on-demand ordering, crowd-sourced delivery, native app geolocation, and online payments

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

  • Created extensive content and file mapping matrix–connecting vast number of wireframes, visual comps and copy decks across desktop, mobile and apps (iOS and Android)

  • Founded and led division-wide Content Strategists’ Community Forum

 

Manager, Content Strategy, SapientNitro, New York, 2010-2014
Created content strategies that improved user experiences and met business goals for a variety of industries and clients including McGraw-Hill Professional, New York Life, Target and Verizon for this leading global agency.

  • Conducted detailed content inventories, audits, competitive assessments, gap analysis and stakeholder interviews supporting business objectives, industry research and analytic data

  • Developed content recommendations and requirements; built sitemaps and taxonomies, SEO keyword and metadata strategies, and detailed content matrices

  • Built content governance models, editorial guides and calendars

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

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

Managed engagements and creative teams of up to 40, 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

 

ADDITIONAL EXPERIENCE

Lead Content Strategy Consultant, Extractable, San Francisco
Led content strategy and taxonomy for financial services and healthcare design initiatives.

Senior Manager, Digital Properties, Content Marketing – Gap, Inc.
GE Capital/Synchrony Financial, San Francisco                                                           

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

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

Silicon Valley Bank DE&I Program. Black ERG Ally Chair. 2020-present

Pratt Institute, Vice Chair Board Of Directors, Bay Area Alumni Network Planned and hosted local alumni community events. 2020–2022