Empathy-driven web content leader

DSC_3609with over 15 years of professional writing and editorial experience, a history of winning collaboration with diverse colleagues, and a reputation as a natural leader and brand champion
My LinkedIn profile

PROFESSIONAL EXPERIENCE

Anthem, Inc. – (Telecommute) Andover, MA – 2018 – present

Manager of Content Strategy, Commercial Business Division

Manage a team of 12 content strategists and lead the Content Strategy Center of Excellence

  • Brought together disparate style resources; created sub-guides for digital, AI, and 3rd-party content
  • Created a set of workplace empathy guidelines and socialized it across the US and offshore
  • Driving the enterprise effort to invest in a new CMS and build in a presentation-independent content ecosystem                   

Senior Content Strategist; Broker Services & Small Group                                 

Full support from strategy to writing and design collaboration for 2 lines of business

  • Worked independently to champion good content curation and scalability practices
  • Successfully steered team away from a WYSIWYG approach toward future-friendly tagging for broker assets
  • Helped drive better design outcomes, letting the content reveal gaps in functionality and user-centricity

FIDELITY INVESTMENTS – Boston, MA, 2011 – 2017

Principal Content Strategist; Planning & Guidance Team Lead

Managed a team of 4 senior content strategists and 1 proofreader; managed staffing and all cross-portfolio content needs

  • Content lead and sole UX designer on the Rules-based Guidance program, performing full copy support and acting as a product owner on a unique, cross-discipline Agile team; produced content at roughly 6 times the rate the program had previously. Earned high-80s average scores in user surveys for tone qualities, clarity, and likelihood to drive action
  • Managed various projects, including workplace, managed accounts, and retail planning and advice

Global Program Content Lead

Content lead for team and 2 global programs; consultation with Fidelity Investments Limited (FIL) in the UK and full UX engagement with continental Europe (21 sites in 15 languages)

  • Managed a team of 4, as well as resourcing and hiring; built brand voices and contributed to design standards
  • Collaborated with design team on discovery, testing, vision, and detailed design; created and saw all British English copy through reviews and preparation for translation
  • Built FIL UK’s cross-channel editorial style guide in WordPress
  • Established UX and content strategy culture in overseas offices; created a unified company content group
  • Wrote email content that resulted in an average lift of 38% in registrations and 26% site engagement
  • Advocated for development and launch efficiencies that resulted in successful, on-time launch
  • Collaborated as part of a team that released 20 redesigned sites in 2015, earning the 2016 FIL President’s Award

Content Strategist, Fidelity.com

Led content strategy on CMS migration, redesign, and template implementation for 8 sections of Fidelity.com, including Retirement and IRA; covered content on continuous A/B testing program, with heavy design collaboration

  • Wrote new IRA overview, which showed major lifts in both account opening and click-through rates
  • Reduced page counts by 41% while delivering more robust, usable content
  • Produced creative for 20 tests in 6 months that lifted account opening and other metrics significantly

FREELANCE WORK – Boston, MA, 2009 – 2011

Contract and Volunteer Writer and Editor

Copywriting, editing, and design collaboration on various private projects

  • Clients included: Liberty Mutual, Boston, MA; Mercer, Norwood, MA; Silverlink Communications, Burlington, MA; QLegal Search Marketing, Charlestown, MA; Dhamma Cetiya Buddhist Vihara, Boston, MA; Total Performance Sports, Everett, MA.

Bank of America – Boston, MA, 2006 – 2009

Web Copywriter, Standards Designer; Assistant Vice President

Owned content on web projects in all consumer business lines, from research and concepts to developer submission. Collaborated with design colleagues and business partners to develop optimal user experiences; crafted copy, metadata, and analytics code and ensured ADA compliance

  • Managed style guide, work tools and resources, and internal sites; documented procedures, and published an internal newsletter, supporting the team and driving the adoption of Creative Suite
  • Designed and executed software training program for 100 designers, saving $50,000 over outsourcing for the kickoff effort, while also satisfying ongoing requirements at no additional cost
  • Wrote bank IRA page that encapsulated the principles of IRA investing in a tiny space and generated an immediate increase of nearly 2,000 account openings

Wellesley Information Services – Dedham, MA, 2005 – 2006

Managing Editor

Managed technical newsletters covering SAP business data systems (SAP Financials Expert and SCM Expert).

  • Planned production pipelines and schedules, managed freelance author base; worked closely with authors, technical advisors, and designers, to publish online and in print
  • Served a highly technical niche readership of 250,000 to constant accolades

EDUCATION

Master of Arts in English Literature, University of Massachusetts, Boston, MA

Bachelor of Arts in Modern Art and Literature, University Professors, Boston University

Associate of Arts in Liberal Arts, Suffolk County Community College, Riverhead, NY

RECENT COURSEWORK / OTHER SKILLS

  • User Interface Design certification (in process)
  • Illustration & Design 101
  • Managing People
  • Agile for UX Content
  • Agile Collaboration
  • Art Direction
  • Information Architecture
  • AP, MLA, and Chicago style

Memberships: American Society for Aesthetics, Usability Professionals Association, Boston Athenaeum

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