Expereince
Content Design & Strategy Director, Practice lead
2022- 2024 | IA Collaborative, Remote
I led and grew the innovation consultancy’s content discipline not only by advocating for the power of Content Design, but by adding value across IA’s human-centered design process with new content testing methods, metrics review, auditing capabilities, SEO tactics, and good old-fashioned storytelling.
Led a $2 million engagement with a hospital system to humanize patient interactions across the revenue cycle, from pre-service estimates to collections
Prototyped a new international patient support app to boost MD Anderson Cancer Center's lagging conversion rates globally
Developed the strategic vision for FedEx notifications and mobile apps
Spearheaded business development efforts on content-driven opportunities, successfully adding fintech Stripe and Double Good popcorn to the client roster
Parachuted in to help shape the narrative of pitches and client presentations
Senior Strategy Director, Content
2017- 2022 | AKQA, Washington DC
As the only content-focused strategy lead in the studio's digital products and services practice, I did everything from write experience principles to audit content.
Managed a cohort of 2-3 strategists across accounts
Reimagined content design for AARP.org through an atomic-level redesign of the site's information architecture, page-level templates, and content components
Led experience and content strategy, including a refreshed voice and tone, for the AARP Rewards loyalty program
Developed taxonomy for and planned the migration of Mailchimp's thousands of small business resources into a search-optimized content hub
Crafted Panera Bread's Guest Experience Principles to guide every interaction the brand has with its guests, whether in digital channels or IRL in cafes
Reimagined the Panera Bread app’s meal building functionality, unlocking new choices for customers and new revenue for the business
Led UX research, content auditing, content strategy, and taxonomy workstreams to prototype Coca-Cola’s first direct-to-consumer eCommerce experience
Digital Consultant & Content Strategist
2012- 2017 | Freelance
I freelanced with agencies like Wieden+Kennedy, Webb deVlamm, and AKQA, quickly internalizing each new client’s business, audiences, brand voice, and content guidelines.
Creative Directo, Copy
1999 - 2012 | AKQA, Washington DC
I worked my way up from junior copywriter to creative director during my first stint at AKQA. Ultimately, I led a multi-disciplinary team of creatives in re-imagining digital products for Delta, USPS, VW, and other big brands.
Led creative strategy and product design on initial releases of and enhancements to Delta Airlines' iPhone, Android, Blackberry, and Windows mobile apps
Accelerated in-person check-in by 15% globally by simplified Delta's airport kiosks and streamlining the paper boarding pass
Rallied stakeholders at the U.S. Postal Service around a user-centered vision for USPS.com, then led a complete overhaul of its IA, UX, and content
Crafted content for a Clio-winning, AR-powered virtual box experience for USPS, part of a campaign boosting Priority Mail revenue by 7%
EDUCATION
Northwestern University: Content Strategy for Professionals | Coursera credential
Miami University (of Ohio) | BA in English: Journalism and BS in Mass Communications
Travel Writing Summer Program in Florence, Italy