QUALIFICATIONS
:
-
Six years of content strategy experience
-
Over four years in designing systems to enhance user experience on a national and global scale.
-
Over three years of project management, managing an average of 10 project environments with up to four team members.
-
Created client care systems in place to manage an unlimited about of help tickets, built UX-optimized knowledge base to front face for an exceptional user experience.
-
Experience with analytics, CMS (Drupal, proprietary), Google Analytics,
-
PM system work in: Basecamp (2,3), Trello, Asana.
-
Co-Organizer of Philly Content Strategy (over 800 members)
-
Speaker on corporate content strategy and hybrid governance for digital environments
-
Management experience in past four positions with teams ranging from 4 to 16 direct reports
-
Work in health care journalism as graduate research fellow for health care think tank (see below)
RECENT/RELEVANT WORK EXPERIENCE:
May 2014-present Produce Marketing Association Newark, DE
Director of Digital Content
-Lead team (3 direct reports and 6-10 contractors) in charge of digital presence in multimedia, social, and web for global member organization of over 33,000 members on six continents
-Budget manager for Digital Content team
Content Strategy: Lead content strategy redesign of over a dozen internal sites, and two external partner sites. Includes: linking strategy, governance, style guides and web standards, taxonomy and tagging, SEO and metadata considerations. Worked in traditional and agile environments to achieve measurable KPIs for sites.
User Experience: Lead collaborative internal and external (member) user experience projects, including discovery, user flow, heat mapping, rough and digital prototyping, senior management presentation of recs and workback plan, and execution of plan.
-
Projects include:
-
eat brighter!™ (in partnership with Sesame Street and Partnership for a Healthier America
-
PMA Fruittrade redesign (in partnership with NORD, Fedafruita, and Yenzen)
-
PMA.com membership redesign (Q3 2016)
-
Global Digital Strategy: Create phased content strategy approach for Global Strategy Task Force including web strategy, regional mobile-first strategy URL/metadata considerations, and content considerations for countries. Approved and began execution in 2016.
-Social Media Strategy: Create phased social media strategy for PMA channels including personal/professional handles, create social recommendations for Global Strategy Task Force, work with floral staffers to create floral social pilot (2016), presented the “Future of Social for Floral” to industry leaders at Global Floral council meeting (Feb 2016)
Collaboration/Innovation: Work on cross-functional teams, including product development and review teams, to bring content strategy and user experience lens to conversation
March 2013-April 2014 EggZack Bethlehem, PA
Director of Operations
Service Design: Lead “Help Ticket” system rebuild; Decreased turnaround time by 27 hours, created online trainings and personalized customer experiences through “EggZack U” training modules keeping client retention at over 95 percent, created internal support structure for business development reps, digital onboarding manual
User Experience: Created customizable template experience to help small business owners with a stress-free website build experience, which decreased project turnaround dramatically. Prototyped a account manager portal to make sales to AM handoff more defined, then collaborated with front-end designers to execute.
Content Strategy and development: Collaborated on iterative templates for clients, looking at user flow, discovery, and metrics to help inform strategy. Wrote as well as oversaw freelance team to create digestible digital content for sites. Worked with high-level partnerships in real estate, aquatics, and tires to create free website templates for their clients
November 2010-March 2013 AOL (Patch) Lehigh Valley, PA
Southern Lehigh Editor (uppersaucon.patch.com)
-Oversaw editorial content for daily news website with 19,000 readership goal (98% of the market) while consistently hitting 200 to 500 percent over goal.
-Recognized leader in using analytics to inform editorial decisions-brought in to teach other teams within AOL best practices
-Oversaw staff of up to 16 freelancers and photographers, work within parameters of monthly editorial budget
-Wrote and published 5-9 articles daily, seven days a week
-Maintained editorial calendar
-Maintained all social media, including Facebook, Twitter, and our website
-Designed and executeed community events under AOL banner, including coffee days, concerts, and “meetups”
-Worked closely with upper regional management to maintain brand and quality of work
-Worked with regional advertising staff
July 2010-November 2010 Health Care Ledger Springfield, MA
Editor in Chief
-Oversaw editorial content for monthly print health care magazine with 50,000 readership
-Assigned articles to 4-6 freelance journalists per month
-Oversaw new media and social networking outlets, including Facebook, Twitter, and our website
-Used basic analytics tools to inform social media strategy including Google Analytics
-Met with board of directors quarterly to decide editorial content
-Acted as liaison for senior staff, freelancers, advertising, art, and the publisher
-Worked with layout using InDesign
January 2010-November 2010 Health Care Ledger Springfield, MA
Managing Editor
- Oversaw marketing and advertising department for monthly health care magazine with 50,000 readership
- Wrote weekly market summaries of data collected
- Worked with publisher on market-share initiatives
- Acted as liaison for advertisers, salespeople, and publisher
May 2008-January 2010 Minnesota 2020 Minneapolis, MN
Graduate Research Fellow-Health Care
- Wrote between 1000 and 5000 word articles weekly on Minnesota's health care system
- Wrote one to two 500-800 word articles daily using extensive knowledge of search engine optimization (SEO) techniques
- Used of Microsoft Office Suite
- Intensive research on legislative actions and the health care system in the past 40 years
- Intensive research on Minnesota's health care system, from the inception of public options through the present day.
- Wrote articles to inform the public about their health care options, and any changes to Minnesota's health care system.
- Represented MN2020 at social functions as the graduate research fellow
- Cold called and interviewed legislators, members of the press corps, and other public figures for produced stories and videos.
- Created spreadsheets of data as given
- Copyedited undergraduate articles weekly