Résumé

PROFESSIONAL EXPERIENCE


CX Content Strategy Consultant, TIAA (for Granite Solutions Groupe), remote   May 2025–present
Leading customer-first solutions for a digital product transformation initiative. Helping individuals achieve lifetime financial stability through clear, accessible and on-brand content and customer experiences.

  • Creating innovative and regulatory compliant content flows, copy, guidelines and patterns for multiple tracks of work, at every stage of the customer funnel, in an agile environment and under tight deadlines.

  • Collaborating with product, design, technology and legal to ensure the highest-quality experience.

  • Improving the LLM for a GenAI content tool, increasing content efficiency, consistency and accuracy.

UX/CX Strategy and Content Lead, Marketing Consultant, American Family Insurance, Apr 2024–Feb 2025
Established and directed a content practice, team and strategy that significantly increased conversion, cross-sell, and internal efficiency across digital content channels.

  • Drove operational maturity by defining processes, establishing enterprise content guidelines (component specs, lexicon, accessibility, customer journey stages, voice and tone) and gaining senior leadership buy-in through data-backed strategies.

  • Significantly improved business outcomes: Led the customer account communications strategy, reducing call center activity by 25% and increasing application, quote and bind completion rates by 5-10% with each content iteration.

  • Evaluated and implemented best practices for content tools including Ditto, Figma, Confluence, Jira, Sitecore and GenAI.

  • Managed and guided content strategists, writers, and partnered with leaders across design, product, marketing and data analytics.

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, consistently exceeding KPIs.

  • Drove content maturity by evangelizing strategy, process, governance and a customer-first approach, which increased consistency and efficiency across the organization.

  • Spearheaded the creation of core content assets including the digital style guide, reusable content and design system (editorial, component guides, taxonomies, lexicons), leveraging tools like Figma, ZeroHeight, Jasper AI and Confluence; maximized operational efficiency.

  • Integrated digital touchpoints that created consistency and aligned with the customer journey.

  • Significantly improved business results and customer experience:

    • Directed a CMS communications strategy that reduced customer service calls by 50% and increased internal efficiency by 75%.

    • Led customer support content strategy that increased self-service by 25%.

    • Increased online card activation and virtual card adoption by 80%.

    • Increased completed application rates and reduced completion time through Agile iteration.

  • Managed, mentored and inspired a team of content strategists to achieve goals and develop new skills.

  • Collaborated with leadership, product, design, and marketing on customer-first, on-brand solutions.

  • Analyzed performance using Medallia, Tableau, and Quantum Metric.

  • Previous SVB roles: UX Content Strategy Lead and Senior Content Strategist.

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

  

Consultant, Content Strategist, Customer Experience Design, Wells Fargo, San Francisco,  2019–2020
Drove content strategy (discovery to delivery) for a high-profile digital innovation initiative in commercial banking, partnering with CX, Product, and Research.

  • Created content strategy, lexicons, message matrices and copy based on requirements, guidelines, Tableau user data, research and banking industry knowledge.

  • Ensured content met extensive accessibility standards by elevating skills through training courses.

 

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

Led omni-channel digital content marketing strategies and UX initiatives for Agilent, Bank of America, Berkshire Hathaway, Chevron, Lions Clubs, Twitter and Workday. Managed writers, collaborated with partners and clients.

  • Analyzed customer and business needs to discover strategic opportunities.

  • Reviewed data and reports, conducted audits and competitive analyses, led client interviews and workshops, stayed current with industry trends and emerging technologies.

  • Created personas, journeys, content marketing strategy, KPIs, frameworks; copy, campaigns, editorial guides, SEO and URL strategy, metadata, taxonomy, CMS-ready content matrices for AEM and Sitecore

  • Crafted thought leadership blog posts and highly-detailed capability guides.

  • Evaluated performance with Adobe Analytics, Google Analytics, Moz Pro and Tableau.

Manager UX Content Strategy, Global e-Commerce, WalmartLabs, San Francisco Bay Area, 2015–2017
Created clear, concise, user-first content for the largest U.S. grocer within a fast-paced, agile product design team.

  • 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 recommendations and UX copy that was consistent, accessible, inclusive, aligned with business objectives, customer analytic data and user test results. Increased checkout rates with each iteration.

  • Created processes and connected content matrices across desktop, mobile, iOS and Android.

  • Founded and led division-wide content strategists’ community that fostered collaboration.

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

  • Conducted content inventories, audits, gap analysis; analyzed industry research and data.

  • Created data-driven recommendations, requirements, sitemaps, taxonomies, SEO keywords and metadata, CMS-ready content matrices, 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

Owned and ensured high-quality, on-time and within-budget delivery of digital experiences for a range of clients including AT&T, Cigna, Sallie Mae, Target and Verizon. Consistently met or exceeded profitability margins.

  • Developed accurate 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.



CONSULTANT & EARLIER EXPERIENCE

Content, Digital Strategy and Content Marketing Manager roles, San Francisco and New York
AKQA, clients PayPal and Meta
Extractable, Inc. clients Patelco and Golden 1 credit unions
GE Capital/Synchrony Financial client Gap, Inc. consumer cards
Environmental Defense Fund
AIG (American International Group)
Deutsche Bank
Pratt Institute, part-time instructor

                                                                                                                                                                          

EDUCATION & TRAINING

UX Content Collective AI Content Strategy Playbook workshop

Pratt Institute, Master of Science, Communications Design 

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

 

VOLUNTEER ACTIVTIES

SVB, Ally Chair for and member of the Black ERG 2020-2024

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