My Story
I create content experiences that delight your customers from their first interaction with your brand through conversion and account management.
I believe that good content enables users to find the answers they seek to take action online and that wasting the user's time is the biggest mistake we can make in service design. It all starts with discovery. By asking the right questions to fully understand your business, I can then distill your service concepts into clear value propositions that translate to all your customer touch points.
I bring deep knowledge and diverse skills to all my projects. I’ve worked on teams in marketing, product development, UX, service design, sales, and IT, and I'm equally at home on the strategic or creative side of a project. My clients include B2B and B2C companies from startup to enterprise.
How Did I Get Here?
I started my career as a journalist but quickly moved into the business world as the owner of a small marketing communications agency. In that role, I created print collateral to help hundreds of business owners acquire more customers. I also spent 5 years as a successful million-dollar account executive in the publishing industry, using my persuasive communications skills to win sales. My formal sales training taught me to listen and react to my customer's needs – a valuable skill used today in client discovery sessions.
In 2006, I moved fully into the digital world and became the lead voice and senior copywriter for the Network Solutions ecommerce website. Working on a web team led to my fascination with the end-to-end process of defining the optimal online user experience.
I continued to hone my skills on the job and became a certified UX strategist through courses in interaction design with companies like NN/G, EightShapes and Coursera (via UC San Diego).
I began consulting in 2008 and have helped clients in many industries achieve their online and digital strategy objectives.
View work examples >
I believe that good content enables users to find the answers they seek to take action online and that wasting the user's time is the biggest mistake we can make in service design. It all starts with discovery. By asking the right questions to fully understand your business, I can then distill your service concepts into clear value propositions that translate to all your customer touch points.
I bring deep knowledge and diverse skills to all my projects. I’ve worked on teams in marketing, product development, UX, service design, sales, and IT, and I'm equally at home on the strategic or creative side of a project. My clients include B2B and B2C companies from startup to enterprise.
How Did I Get Here?
I started my career as a journalist but quickly moved into the business world as the owner of a small marketing communications agency. In that role, I created print collateral to help hundreds of business owners acquire more customers. I also spent 5 years as a successful million-dollar account executive in the publishing industry, using my persuasive communications skills to win sales. My formal sales training taught me to listen and react to my customer's needs – a valuable skill used today in client discovery sessions.
In 2006, I moved fully into the digital world and became the lead voice and senior copywriter for the Network Solutions ecommerce website. Working on a web team led to my fascination with the end-to-end process of defining the optimal online user experience.
I continued to hone my skills on the job and became a certified UX strategist through courses in interaction design with companies like NN/G, EightShapes and Coursera (via UC San Diego).
I began consulting in 2008 and have helped clients in many industries achieve their online and digital strategy objectives.
View work examples >
My Clients
Eversource - work on the customer portal (post login), embedded with a UX design team for this 3-state energy provider
Lupl - creating UX microcopy and flows for this legal practice mobile and desktop app
Liberty Mutual Insurance - worked on internal development projects, embedded with a UX design team supporting IT
Tendo Communications - full-service B2B content agency (Keysight.com project)
Brivo - premier provider of building security systems - helped the marketing team redesign their website including new IA
Celerity - enterprise digital strategy agency (CFA Institute project)
American Military University - online university for military, veterans, and non-traditional adult learners (aka American Public University System)
Energy Physical Therapy - regional provider of in-home physical therapy
Ekahau - designer of Wi-Fi network management software
Neustar - provider of local search marketing services and identity solutions
Latista Textura - construction industry software developers (purchased by Oracle)
BuySafe - guaranteed shopping resources and identity theft software
Tata Communications - global provider of communications technology and cloud services
Parallels - virtualization experts in the cloud services/hosting industry
Network Solutions - web hosting and domain services
Sapient - interactive design agency (Sallie Mae loan application redesign project)
Aegis Mobile - mobile website and mobile apps developers
Gannet Digital Media - online media publishers (now USA Today brand)
Sprint XOHM - mobile broadband (the XOHM service is no longer part of Sprint)
Lupl - creating UX microcopy and flows for this legal practice mobile and desktop app
Liberty Mutual Insurance - worked on internal development projects, embedded with a UX design team supporting IT
Tendo Communications - full-service B2B content agency (Keysight.com project)
Brivo - premier provider of building security systems - helped the marketing team redesign their website including new IA
Celerity - enterprise digital strategy agency (CFA Institute project)
American Military University - online university for military, veterans, and non-traditional adult learners (aka American Public University System)
Energy Physical Therapy - regional provider of in-home physical therapy
Ekahau - designer of Wi-Fi network management software
Neustar - provider of local search marketing services and identity solutions
Latista Textura - construction industry software developers (purchased by Oracle)
BuySafe - guaranteed shopping resources and identity theft software
Tata Communications - global provider of communications technology and cloud services
Parallels - virtualization experts in the cloud services/hosting industry
Network Solutions - web hosting and domain services
Sapient - interactive design agency (Sallie Mae loan application redesign project)
Aegis Mobile - mobile website and mobile apps developers
Gannet Digital Media - online media publishers (now USA Today brand)
Sprint XOHM - mobile broadband (the XOHM service is no longer part of Sprint)
My Skills
UX Content Strategy | Information Architecture
- Run site audits, assessments, gap analysis, and heuristic studies to identify opportunities to improve experiences and enhance online conversions.
- Interview stakeholders and clients and facilitate service design workshops and discovery sessions to understand user needs and tasks.
- Create or edit online content that offers an intuitive user experience on both desktop and mobile and is optimized for search (SEO).
- Manage content in AEM (Adobe CQ), Site Executive, Sitefinity, WordPress, and other content management systems.
- Deliver user flows, sitemaps, wireframes, and prototypes using InDesign, InVision, Photoshop, SnagIt, Sketch, and other interaction design tools.
- Perform user research and usability testing with online, unmoderated, crowdsourced testing services like UserTesting.com, Optimal Workshop and UserZoom.
- Advocate for the user, follow design thinking best practices, and stay on top of the latest trends for effective design.
- Develop taxonomies to organize, categorize, and optimize content based on business rules and user needs.
- Move and track legacy content to new systems and platforms for site migrations or redesign.
Product Management | Marketing
- Research and identify customer needs, perform competitive analysis and strategize positioning to help bring new services to market.
- Develop communications strategies for vertical marketing of products and services across a variety of channels.
- Create key product pillars, value propositions, and messaging frameworks targeted to audience personas.
- Research and craft user personas and customer profiles to position products to customer journeys and pain points.
- Execute online marketing campaigns and brand promotions, email nurture campaigns, technical auto responders, and base customer communications.
- Manage agencies, vendors, and employees on design and development teams.
Copywriting
- Research and create original content for any industry product or service and distill the message into copy the average user can understand.
- Ensure all customer-facing content aligns with approved market positioning and brand style.
- Write microcopy for service operation portals, dashboards, mobile apps and forms that helps users intuitively navigate the product.
- Write compelling, empathetic copy in a “you” tone and voice to persuade online conversions.
- Write or edit white papers, ebooks, blog articles, and other long-form content marketing to provide thought leadership and to attract prospective customers.
- Develop resources for pre- and post-sales support: knowledge-base articles, case studies, user guides, FAQs, data sheets, video scripts, presentations, and more.
- Write creative copy for print materials: ads, billboards, brochures, etc.
Soft Skills
- Collaborate with business, project managers, product owners, developers, and engineering throughout the project, always mindful of their technical, time and budget constraints.
- Use detailed, visual communications to present recommended strategy, design ideas and project status to team members and stakeholders.
- Communicate early and often with stakeholders and leadership to gain support and achieve common goals within the confines of the project.
- Remotely interact with coworkers using video, sharing and industry standard communication tools.
- Provide excellent customer service using skills acquired from years as an account executive where I learned to empathetically listen and react to my clients’ needs.
Tools & Applications
- Design: InDesign, InVision, Figma, Sketch, Adobe Cloud, HTML/CSS
- Content Organization: Excel, Word, Smartsheets, SharePoint, Google
- Content Management Systems (CMS): Adobe AEM (CQ), eGain, Site Executive, Sitefinity
- Analytics: Google Analytics, Adobe Analytics
- PM & Collaboration: Mural, Slack, Teams, Zoom, Jira, Google, Confluence, RoboHead, SharePoint
- Usability Testing: UserZoom, UserTesting.com, Optimal Workshop, Validately