Resume/CV

Discover the most common ways I help businesses focus on experience objectives—from the development of a UX Strategy and Marketing Plan to the creation of Product Naming and an Editorial Calendar—that bring forth the desired audience action. 
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WORK EXPERIENCE
Freelance
Experience Lead  | Focused on User Experience + Content Strategy + Branding
Los Angeles
2011–2020
  • For freelance clients, I delivered experiences that balanced strategy with customer engagement.
  • In addition to Fortune 1000 clients, I developed projects for start-ups, such as: Liquidnet, Ray Super Remote, and Pellucid. 

City National Bank 
Digital Design & UX Strategy Manager| Focused on Digital Products
Los Angeles
2019–present
  • Oversee day-to-day team workload, hire new talent, and manage 8 employees and contractors.
  • Supervise multiple, multi-phased UX projects from new native app and various websites to the construction and implementation of a new design system as well as process development for the entire division.
  • Lead cross-functional brainstorms to define ideas and ensure a user-centered design is at the core of products.
  • Work with Marketing and PR teams to showcase and highlight the work being born out of Digital Channels.
  • Developed flows and wrote all copy for new native app (to be launched in Summer 2020).
  • Crafted launch materials for App Store and Google Play.
  • Developed and drove the creative digital strategy for the entire Digital Channels division.

Elastic  
Content Designer | Focused on Company Culture + Product Marketing 
Los Angeles
2017–2018
  • Developed B2B content in a variety of formats with subject matter that ranged from editorial to technical.
  • Fulfilled KPI of 25% increase in employment applications by creating content focused on company culture.
  • Designed content strategy for global employee handbook (100+ page document).
  • Worked 100% remote, collaborating daily with Marketing, Engineering, and HR teams across the world. 
                                                                                                                      
Halton Pardee + Partners
Director of Client Experience | Focused on Business Strategy + Internal Process + Company Culture 
Los Angeles 
2016–2017
  • Boosted staff retention by 35% through quantitative and qualitative analysis—developed focus groups and surveys to gather data and insights—this led to operational improvements for the sales team and reduction of CRM workflow by 50+ steps.
  • Wrote all B2C automated and lifecycle emails for customer acquisition, conversion, growth, and loyalty—communicating benefits, sales process, and company’s value proposition in helping each step of the way.
  • Introduced and wrote inbound email campaign, achieving 44% open and 6% click-through rates in first six months.
  • Designed and implemented customer segmentation strategy to drive pre-purchase brand awareness through multi-year post-sale retention.
  • Developed brand and social media strategy with editorial direction for blog posts and videos.
  • Created materials and conducted weekly CRM training for 35 sales agents.

Warner Music Group                                 
Lead Content Strategist + UX Writer | Focused on Product Development + Brand Creation (Freelance)
Los Angeles                          
2013–2016
  • Developed all content deliverables for launch of 8 mobile and desktop product applications, from taxonomies and general UX copy to branding and internal marketing.
  • Researched trends and best practices to implement globally for the business sorting through competing requirements as well as understanding international cultures.
  • Mapped user behavior and system responses for a robust Warner/Chappell product—$1.5B in transactions annually—plus created content strategy, UX copy, and training materials to support each set of new features.
  • Acted as voice of the customer to define features and shape development of an in-house social dashboard featuring single sign-on (SSO) user-flow for connecting to all WMG apps.
  • Led development and implementation for Helpdesk app of self-serve solutions—KPI results showed reduction of IT requests by 25%. Performed day-to-day project management across internal teams.
  • Worked 100% remote for the New York team, plus partnered with London and Kiev colleagues and vendors.

Viking Ocean Cruises / Phenomenon                                 
Lead Content Strategist + UX Writer | Focused on Content Development (Freelance)    
Los Angeles                        
2012–2013
  • Launched Viking Ocean Cruises, a $5mm global initiative of a new “affordable luxury” brand.
  • Determined the brand voice and storytelling across all editorial content—catalog, website, video, and apps.
  • Developed content taxonomy for all cruise options (2600+ entries), plus created 127-page messaging plan to ensure continuity across all materials.
  • Managed and provided creative direction to freelance copy team.

LG / Publicis Modem                             
Lead Content Strategist + UX Writer | Focused on Customer Engagement (Freelance) 
New York                   
2010–2011
  • Increased post-purchase engagement via delivery of a product education campaign highlighting key features, and benefits—surveys showed an 8% increase in customer satisfaction.
  • Revised technical user manuals to be more step-by-step for an easy-to-use experience.
  • Conducted audit of 1,000+ page website and prioritized elements that informed the overall creative strategy. 
  • Provided creative direction and project management to internal copy team. 

Grey Worldwide                                        
Creative Director | Focused on Creative Strategy + Team Management
New York                                 
2008–2009
  • Led B2C creative initiatives for accounts including E*Trade, Playtex (infant care), Lilly (Evista), Purolator (oil filters), Pantene, and Penguin Books, while managing 12+ direct reports.
  • Defined the increasingly important role of digital within the agency’s framework—steering overall strategy, vision, and features for all of the agency’s digital projects.
  • Drove video and chatbot  innovation aimed at increasing patient engagement for a pharmaceutical brand, while managing features with a strict concern for industry compliance.

Digitas                                            
Associate Creative Director | Focused on Creative Strategy + Team Management 
New York                         
2005–2008
  • Produced digital solutions for a variety of American Express B2C and B2B properties such as Personal Cards, OPEN, and Labs, while ensuring consistency across brand, marketing, and product.
  • Steered the vision of a one-year, $1MM 3-D immersive video project—defined strategy, employed the voice-of-the-user, aligned business requirements, established features, developed creative, managed internal teams, vetted and hired outside development team, plus teamed with producer on all aspects of on-set production.
  • Pioneered first mobile architecture for AmericanExpress.com (pre-smartphone era).
  • Improved user-flow of a card selector/comparison tool; guided requirements gathering and prototyping process, supervising a team of five writers. Delivered the content solution within a six-week timeline, which went on to gain client buy-in and approval from every personal and business card team.
  • Managed 7 copywriters and allocated all departmental content resources across 20+ projects each week.
  • Won 2007 “Spark Award” for my ability to build confidence and inspire the best work in colleagues.
  • Created a twice-monthly mentoring program for junior copywriters and designers.

Early Career: Producer / Senior Engagement Manager with Organic in both San Francisco and New York, Communications Director for Amalgamated Bank’s Trust & Institutional Investments division, plus Editorial Producer / Copywriter at Good Company in San Francisco. 


SKILLS    
Expertise
  • Content Strategy + User Experience
  • Research + Requirements Gathering
  • Competitive + Trend Analysis
  • Process Improvement + Resource Allocation
  • Surveys + Focus Group Development
  • Presentation + Workshop Design
  • Team & Relationship Building
  • Timelines, Roadmaps, + Strategic Planning

Working Familiarity 
  • Python (Py)
  • Javascript (JS)
  • Cascading Style Sheets (CSS)
  • Hypertext Markup Language (HTML)
  • Structured Query Language (SQL)
  • Tableau Dashboards
  • Confluence, JIRA, and Github
  • Agile + Waterfall Methodologies

EDUCATION    
University of Southern California, Viterbi School of Engineering
Certificate in Data Analytics
 
Boston University, College of Communication
Bachelor of Science in Broadcasting & Film              
 
California Association of Realtors; Los Angeles, CA
Real Estate Agent License

Workshop Participant
  • Drucker Institute un/workshop
  • SPIN Workshop
  • Digitas, Management Training Program
  • Upright Citizen’s Brigade, Improv

Personal Projects
  • The Secret City, current Board Member
  • Data Con LA, current Volunteer

CLIENTS + AGENCIES
Working on significant projects in a variety of industries helped me learn the fundamentals for many businesses.

Clients:
  • American Express
  • Bausch + Lomb
  • Chase
  • Compact Media Group
  • Creative Artists Agency (CAA)
  • francesca’s
  • Flat Rate Moving
  • Freedom Debt Relief
  • Hearst Interactive Media
  • Impact Radius
  • LG
  • LAKANA
  • Liquidnet
  • Men’s Warehouse
  • NBC Local Media
  • Paige USA
  • Panadol
  • Pellucid
  • Philips TV
  • Prudential
  • Publicis-Modem
  • Ray Super Remote
  • Roots & Wings
  • SEIU-32BJ
  • Time Warner
  • Toyota
  • Viking Ocean Cruises
  • Warner Music Group (WMG)

Agencies:
  • Dentsu
  • G2
  • Grey Worldwide
  • HUGE
  • PHENOMENON
  • Ogilvy
  • Organic
  • Publicis-Modem
  • Siegel + Gale