Content Design, Content Strategy, Editorial Director, Copywriter, UX Writer & Researcher
Highlights
1. Established the voice, tone, and style for a new health-tech brand to stand out as an authoritative yet approachable leader in improved health outcomes through blood sugar management. Built the brand’s website and blog, with a focus on search engine optimization to drive leads, increase awareness, and build authority. Impressions from organic search grew by 768% in my first three months.
2. Created premium content campaigns for a leading consumer packaged goods food and supplements company that acquired leads, increased engagement and community, and boosted revenue. Developed and iterated the team’s most successful campaign to date, Keto Month. Total revenue earned so far: $90k, total email subscribers: 60,000, total new additions to Facebook community: 32,200.
3. Crafted strategy and led the writing and content design for a prominent fitness video streaming brand that contributed to boosted revenue (up 236% YOY), conversion rates (up 28% YOY), and unique visits (up 28% YOY).
Specialties
-Copywriting: emails, ads, short-form social, video scripts, landing pages, human-centric website copy, SMS.
-Content design and strategy: Guide strategy development that balances business and brand objectives with user needs. Design content and task flows to feel intuitive and easy to complete.
-Content team leader: Build motivated, engaged teams. Mentor and advocate for skill and career growth.
-UX research: user research, surveys, user interviews, competitive analysis, qualitative and quantitative research.
-UX writing: App instructions, push notifications, user journey copy, activities and milestones.
-UX/UI design: Design process, prototyping, wire framing, user flows, user testing, coding, responsive design.
-Editorial writing: Long-form articles, research-based blogs, expert interviews, op-eds, essays, thought leader ghostwriting.
-Editing: Improve clarity, develop voice, correct errors, source facts, enhance readability, add uniquely human perspective.
Experience
Content Strategy & Communications Consultant, 2015–present
Clients: Better Booch, Adapt Naturals, AlgaeCal, NYRR, Zero Acre Farms & more
-Craft product descriptions, website copy, ad, email, social media, and long-form blog content to drive engagement, increase conversions, and achieve business objectives.
-Provide content design, content marketing, organizational strategy, and communication plans to clients.
-Conduct competitive analysis, user research, content performance analysis, intent-focused SEO research, and content audits to create strategic communication recommendations to focus business priorities.
-Create emotion-driven subject lines and persuasive email copy for customer win-back, loyalty, and journey flows designed to influence others to convert.
-Utilize UX/UI design skills to enhance user experience and improve overall brand perception.
Editorial Director
Everyday Health, Marketplace & E-commerce, 2023–2024
-Achieved key performance indicators by increasing organic search views by 379% in and earnings per view by over 100% in 8 months.
-Achieved key performance indicators by increasing organic search views by 379% in and earnings per view by over 100% in 8 months.
-Developed operational and editorial processes, research methodology, and implementation strategies for a new content department focused on health journalism and wellness.
-Collaborated with SEO, audience development, legal, and business development teams to refine content strategy, and align on forecasts and project schedules.
-Managed and mentored the editorial team, ensuring alignment with business goals and providing support.
-Implemented growth strategies by analyzing data and UX design, driving revenue and innovative mobile-first experiences.
-Utilized data-driven insights to optimize content performance, resulting in a 200% increase in user engagement.
-Managed the editorial creation and production process, including writing, editing, research, and medical review.
Senior Content Strategist
Kaiser Permanente, contractor from July 2023–October 2023
-Conceived and created evergreen content strategies to complement ongoing brand and library campaigns.
-Conducted quantitative and qualitative discovery such as content audits, market and competitor analysis, SEO and audience research, and content gap analysis. Translated this data into actionable content recommendations.
-Applied learnings from data to identify keywords to target, topics to cover, and content formats to leverage.
-Collaborated with creative team members on governance models and website migration deliverables, communicating recommendations and reasoning in presentations.
Editor in Chief & Lead Copywriter
Kickoff, 2022–2023
-Streamlined content creation by integrating ChatGPT into the process, resulting in more efficient workflows.
-Ensured consistent user experience by working closely with UX design and product teams to create and edit copy, while maintaining a cohesive voice across products.
-Established a strong editorial brand philosophy, tone, and research standards, which led to the development of a creative content brief, editorial calendar, and content operations process.
-Successfully grew organic traffic by 490% within 10 months, generating consistent leads and revenue from search.
Director of Content & Lead Copywriter
Signos, 2021–2022
-Led UX writing effort to humanize the Signos app, enhance the user experience, educate and delight, and motivate users to complete activities.
-Led and implemented search engine optimization program to drive leads; increased organic search sessions by 768% in my first three months.
-Led copy and strategy efforts for email flows, website and landing page copy, and more. Created and executed content strategy to grow the Signos blog into a destination site for enhanced health and wellness through stable blood sugar levels. Total uniques grew by 76% in my first three months.
-Devised editorial philosophy and style handbook that outlines the company’s stance on key issues, tone and voice, quality standards, and brand’s unique selling proposition.
Lead Content Manager
Kraft-Heinz | Primal Kitchen, 2018–2021
-Created premium campaigns that acquired leads, increased engagement and community, and increased revenue. Developed the team’s most successful campaign to date, Keto Month. Total revenue earned so far: $90k, total email subscribers: 60,000, total new additions to Facebook community: 32,200.
-Developed and led a team to achieve brand and parent company goals. Monitored content performance closely and pivoted as necessary to exceed goals.
-Led copywriting efforts for supplements, product labels, product pages, ads, product promos on social, email, and more. Managed social media, copywriting, editorial, and video teams.
-Led content efforts to support and promote new product launches. Owned the Primal Kitchen recipe and content strategy.
-Oversaw content direction for the founder's personal brand.
-Led creative and project management processes for site redesigns, new page launches, and product copy for 2 e-commerce sites and 1 content site.
-Worked with Kraft-Heinz regulatory team to ensure all product and marketing copy was in compliance with FDA and parent company regulations.
Senior Manager, Content Strategy & Marketing
Beachbody, 2016–2018
-Contributed to communication strategy to prevent churn, retain users, and introduce segmentation and personalization to emails, content, and products.
-Crafted strategy to build content programs that contributed to boosted revenue (up 236% YOY), conversion rates (up 28% YOY), and unique visits (up 28% YOY).
-Managed a team of editors and writers. Managed monthly content budget; assigned and edited content. Developed strategy and execution for content experiences that grew leads from organic search, enriched the product experience for users, and helped users achieve their goals.
Managing Editor
Under Armour | MyFitnessPal | MapMyFitness, 2015–2016
-Created content strategy, execution, and production processes for MyFitnessPal (6–9.5M monthly uniques) and MapMyFitness (1–2M monthly uniques) blogs.
-Worked with the product team to define and test opportunities to promote content in the app; began work on surfacing user-specific content in the app based on user behavior and preferences.
-Defined and executed integrated marketing strategy to build brand awareness, promote campaigns and Under Armour athletes to increase consumer purchasing by 20% in three months.
-Managed $100K annual editorial budget including 40 writers, copy and nutrition editors. Managed advertiser-sponsored custom content programs.
-Led redesign project for blogs; managed blog maintenance and bug troubleshooting.
Interim Editorial Team Leader, Content Strategist & Senior Editor
Active.com, 2012–2015
Senior Editor
Competitor.com, 2011–2012
Web Editor
Rodale/Runningtimes.com (now merged with runnersworld.com), 2010–2011
Editor
New York Road Runners, 2007–2010
Associate Production Manager
Hearst Magazines, 2004–2005
Education
UX/UI Design Bootcamp, UC Irvine
-User-centered design thinking, quantitative and qualitative research, decision and journey mapping, testing
-Interface design, accessibility, usability, heuristic evaluations, branding
-Prototyping and interaction design
-Coding, styling, and responsive design
Bachelor of Arts, English Honors Program
George Mason University; graduated with honors & distinction
George Mason University; graduated with honors & distinction
Skills and Tools
-Content design, content strategy, content marketing
-Copywriting
-UX writing
-User research, testing, design process
-D2C, B2C, digital, partner, product content
-Data analysis
-Search Engine Optimization (SEO)
-Social media strategy
-Build and manage editorial calendars
-Create brand style guides and advise on tone and voice for brands
-Scale, focus, grow, lead content teams
-Video storyboards, scripts, creative direction
-Project management, campaign management
-Figma, Shopify, WordPress, CMS, Contentful, Webflow
-JIRA, Scrumworks, QA Testing, code conversational
-Klaviyo, SendGrid, Miro, Trello, Asana, Basecamp
-Vendor relations and agency management