My experience as a magazine editor gives me a unique perspective on content strategy, and I've worked closely with interdisciplinary teams to create purposeful, approachable content for a wide range of brands.
In 2018, I joined Redfin’s Seattle headquarters as the first ever content strategy leader. Our small team has transformed Redfin’s brand tone of voice to be more approachable without losing the directness that the brand is known for. As Redfin has grown, so has its presence as a content creator, and I’ve built bridges throughout the company to drive better writing that doesn’t lose sight of the customer’s needs and desires. Highlights include:
-Creating the first ever company-wide writing guide to unify brand voice. I also hosted an all-day training on the guide.
-Building a digital video team from the ground up, producing 60 videos in our first year for on-site, TV, and digital.
-Redesigning the brand’s main marketing pages, driving a fresh look and feel with design partners and exceeding engagement and conversion metrics set by product partners.
After nearly a decade working on magazines, I jumped ship to create branded content at Weber Shandwick New York. My first project was building a content strategy for Excedrin.
The goal was to educate potential buyers on the specialized nature of headaches and the difference between headaches and migraines while offering empathy and support for both conditions. I worked with a mix of medical and lifestyle writers to achieve an editorial calendar that was equal parts educational and entertaining, and I heavily edited all of the articles and wrote many myself.
That first year we pushed out 120 articles and the strategy was deemed a huge success, leading to a new project: relaunching the Excedrin website.
I led the content strategy for that project as well, establishing the tone of voice; writing the display copy; and partnering with the design, UX, and IX teams to create the overall look and feel of the site.
The results were astounding: 5% lift in trust and 27% lift in purchase intent overall.
Role: Editorial Director
The goal of this full site relaunch was to simplify the site architecture, push users further into the purchase funnel, and build trust. We also had to contend with a set of third-party tools and find a way to further integrate those tools meaningfully.
I approached the content strategy by recasting alli as a supportive, empowered, proactive, and positive partner in the weight-loss journey. Building on the success of the digital video project, we were able to create a more authentic site that served up essential product information in a transparent and trustworthy way.
Overall, we were also able to reorganize the site to uncover useful information to those curious category entrants who were nervous to try the product, modernizing the brand in the process. In this project and for Benefiber, I was able to act in a dual role as a creative and editorial direction, driving success from a combined UX and copywriting team.
Role: Editorial Director and Associate Creative Director
Benefiber, a prebiotic fiber supplement, had a two-fold need when they approached us to relaunch their website: 1. Modernize the brand. 2. Make fiber relevant to those looking for natural, healthy solutions.
Through the user persona, content strategy, and design processes, I led interdisciplinary teams to create a site that is vibrant and authentic, with simplified site architecture and educational content that speaks to how fiber fits into everyday life.
I was also able to marry our social strategy to the look and feel of the site, creating "super articles" that use illustrations to keep readers entertained while learning about prebiotic fiber.
We saw a 20% lift in overall site satisfaction, and the site won a Shorty Award.
Role: Editorial Director and Associate Creative Director