Building Engaging Content Experiences
As an Enterprise Content Strategist, I help organizations identify and articulate the tactical content components needed across digital and traditional channels to create and inform a single set of content guidelines to support engaging user experiences.
Working closely with multidisciplinary teams of UX designers, developers, product and project managers, I help balance meeting user needs with a framework for creating and maintaining strategic content that also supports business goals.
Book Synopsis: Rosenfeld Media
CV Portfolio: ClearVoice
Speaker Profile: Women Talk Design
Senior Content Strategist + Community of Practice Lead – Agile Six Applications
Supporting the VA.GOV Digital Experience Front End Office in a transition from a government-centered user experience to one that is Veteran-centered, in accordance with federal plain languages guidelines and the U.S. Digital Services Playbook, while improving the authoring experience of content editors migrating from a TeamSite legacy system to Drupal CMS.
Enterprise Content Strategist – Anthem, Inc.
January 2018 - September 2020
Created content solutions that supported seamless user experience journeys, while increasing conversions and reducing abrasion for users of Anthem’s Medicare and Medicaid websites, including shoppers, members, and providers. Worked with compliance, legal, sales, SEO, and other partners to inform content requirements for scrum teams, and to define holistic user experiences.
Content Strategy Practice Lead
2015 - 2018
Led a UX-focused content strategy practice, providing direction and oversight for collaborative processes with multi-disciplinary colleagues to facilitate delivery of thoughtful content solutions. Established business processes for content governance, from intake to assessment, and from implementation to optimization, with a focus on creating performance-driven, reusable content.
Content Strategy Lead | UX - Sensis
2013 - 2015
Built a content strategy practice to augment an established agency digital experience team. Instituted an end-to-end process framework to enhance collaboration among UX and other disciplines, both in-agency and with clients. Implemented and executed strategies to create award-winning digital experiences across client information channels that were both engaging and useful. Managed contract content specialists hired for project support and led client-side marketing and editorial teams.
Content Strategist | UX and Engagement - Freelance
2012 - 2013
Holistic content strategist and user engagement specialist, providing digital strategy, editorial and copywriting solutions to creative agencies and large consumer-facing websites, with a focus on enhancing the consumer experience. Created voice and tone guidelines consistent with the brand story to support and increase engagement across digital platforms.
Product Manager | UX and Engagement - YP.COM
2008 - 2012
Built and implemented an online community as an insight tool to augment usability testing, research, and product innovation. Created an engagement strategy to build brand loyalty and recognition among members, while gleaning actionable insights on products and features. Also conducted onsite testing in a dedicated usability lab to inform and improve product development.
As a product owner and user advocate, applied creative, strategic, and analytical skills to create and ship consumer products for web and mobile properties including YP.COM and YPmobile for iOS and Android.
Senior Writer | Content - YELLOWPAGES.COM
2006 - 2008
Developed and executed content strategies based on business objectives, balancing SEO and usability for comScore Top 50 consumer-facing, local search website and mobile apps. Collaborated on site-wide content initiatives with cross-functional teams ,and recommended third-party content providers for procurement.
Skills and Tools
Interaction Design Foundations
WCAG 2.1 Standards
Rutgers, The State University of New Jersey -
New Brunswick, NJ
BA - Sociology
UCLA Extension - Los Angeles, CA
Certification - Journalism, Print & Broadcast
Content Strategy for Professionals: Engaging Audiences for Your Organization