Building Engaging Content Experiences
Enterprise Content Strategy Lead, writer and user experience advocate with a history of success using written communication, research and social media as a bridge between brand awareness, audience engagement and product development.
Passionate about combining content and social strategies to create delightful user experiences, cultivating conversations with consumers to build brand advocacy and positively impact KPIs, including Search Engine Optimization (SEO), Net Promoter Scores (NPS) and overall customer satisfaction.
Enterprise Content Strategist, Anthem (Consultant)
January 2018 - Present
Enterprise content strategist focused on creating seamless content and user experience journeys, with the goal of increasing conversions and reducing abrasion for those who travel through the funnel of the Medicare online experience on Anthem.com and related digital properties.
Senior Content Strategist, Practice Lead (Consultant)
2015 - 2018
Senior-level content strategist leading the establishment of an enterprise-wide content strategy practice at Kaiser Permanente, one
of America’s leading health care providers.
Coordinating a team of content strategists who, working in collaboration with UX, IA, Marketing, User Research, and CMS team members, apply strategic thinking to deliver thoughtful content solutions that balance business goals with user needs, while establishing business-wide processes for content governance, including responsive best practices and content re-use.
Content Strategist | UX - Sensis
2013 - 2015
Successfully established in-house content strategy practice within the agency's digital experience group. Worked closely with visual design and user experience, implementing and executing strategies using a variety of content types to build experiences across client information channels that are both engaging and useful.
Applied proven methodologies to help clients understand how to create and curate content that met both business goals and the needs of users, establishing benchmarks to help define meaningful outcomes, and in some cases, simultaneously managing and meeting stringent regulatory requirements.
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.
Creation of and adherence to editorial style and tone 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
As part of the Consumer Experience team, developed and executed content strategies based on business objectives, balancing SEO and usability for comScore Top 50 consumer-facing, local search Web site and related mobile apps. Collaborated on site-wide content initiatives with cross-functional teams and recommended third-party content providers for procurement.
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