Elevating digital experiences with strategy, creativity and prowess.

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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

  • 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

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My portfolio

Content Marketing Playbook

  • An expansive guide for building an impactful strategic omni-channel content marketing program.

  • Led the overall content strategy, sourced material, crafted copy and developed graphics. Partnered with practice lead and technical writer for feedback and support.

Examples of content guideline materials

Content Strategy Guidelines

  • Highlights of building a content strategy practice from the ground up for Silicon Valley Bank.

  • Directed and produced guidelines. Managed and collaborated with content team. Consulted with design leadership, ensuring guidelines were aligned with business objectives and brand.

Content Strategy Wins

  • Building a content strategy practice from the ground up at Silicon Valley Bank. An impact summary.

  • Directed and contributed hands-on to content team activities. Prepared summary in collaboration with design team leadership for an executive readout.

Wireframe showing content, personalization and marketing strategy

Experience Strategy

  • This leader in the life sciences market sought a revamped UX with personalized content and brand trust.

  • 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 content summary table

Competitive Audit

  • This global realtor sought to modernize their digital experience and surpass the startup real estate tech market.

  • 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.

User persona and journey example

Personas & Journeys

  • This global realtor sought to modernize their digital experience and surpass the startup real estate tech market.

  • Created customer segments, personas and omni-channel journeys that resulted in a cutting-edge digital experience.

Social Media Content Marketing Strategy

  • BAMS sought to establish a presence in the social media space, communicate value and trust of the bank and Square.

  • 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.

Intranet homepage, content positioning, voice and tone

Content Positioning,
Voice & Tone, UX Writing

  • Twitter needed an efficient and personalized employee experience. And a digital communications experience that measured up with the innovative Twitter user platform.

  • Created content positioning, on-brand voice and tone, and detailed content strategy supporting complex consolidation and implementation strategy.

Example of UX writing in flow of screens

Accessibility, Inclusion &
UX Writing

  • Walmart Grocery needed a unified, on-brand copy experience that offered inclusion across an immense and diverse user demographic.

  • 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.

Card marketing strategy graphic

Content Marketing Strategy

  • This active-wear retailer desired stronger customer retention and elevated brand presence through their consumer card program.

  • Identified opportunities to elevate card engagement with content marketing and campaign planning.

Taxonomy & Content Strategy

  • This long-standing service organization was losing membership due to a lack of digital strategy and aged content. Scope included the Lions Clubs, LCI Foundation and member portal experiences.

  • Working alongside Analytics, Tech and UX partners, I modernized and energized the content experience with timely, relevant content and engagement tools. Developed a taxonomy, SEO and metadata strategy that made every page discoverable to the right audience. Prepared a detailed content matrix and copywriting guide.

Example content matrix

Content Matrix

  • Twitter needed a consolidated, on-brand, personalized employee experience. And a digital communications experience that measured up with the innovative Twitter platform.

  • I led the creation of personas and voice of the intranet. I developed detailed content matrix, provided page-level persona-specific content

Thought leadership