Content Strategy

My content strategy experience spans over two decades, specializing in audience and revenue growth for businesses. My approach revolves around meticulous data analysis to understand target customers, unravel challenges, and craft engaging narratives that convey brand values and give audiences what they want. 

Projects I’ve worked on involve building and managing the foundations necessary to scale content production, multi-channel content marketing activities, international strategy and localization, and good old fashioned storytelling. Below are some examples where I've plied my trade over the years. 


NIKE

As the Director of Organic Growth Content, my remit was creating the strategy, team, and content production processes to substantially increase organic traffic to Nike digital properties by serving customer interests and needs. Over a two-year period, my team developed a go-to-market content strategy, hired 7 FTEs, and executed a large scale content production program that saw creation of 600+ unique, data-driven product and activity guides distributed in 10 languages to more than 50 countries. By year two, Nike Organic Growth Content was pacing to drive more than 20 million unpaid organic visitors and $10 million in incremental annual demand.


Sundae

As Head of Content for Sundae, I was responsible for content strategy, SEO, PR, and social media at a rapidly growing real estate technology startup. My team’s core responsibilities were driving organic traffic growth, building brand awareness, and generating a healthy influx of qualified leads across four lines of business (homeowners, property investors, buyers, and agents). My work required developing a long-term vision, winning organizational buy-in for the value of content and organic growth, and building a team and operations foundation. Projects included sourcing and managing creative talent, designing and launching blogs and new content pages, extensive backlink building, securing live media coverage in relevant local markets, executing a social media strategy across more than 12 social channels, and building an organic traffic and attribution measurement dashboard.


Apartment GuideIn my position as Director of Content for RentPath, a leading rental real estate company, my team implemented a complete redesign of the blog at ApartmentGuide.com, revamped editorial guidelines, recruited and managed dozens of conten…

Apartment Guide

In my position as Director of Content for RentPath, a leading rental real estate company, my team implemented a complete redesign of the blog at ApartmentGuide.com, revamped editorial guidelines, recruited and managed dozens of content creators, scored original press coverage across hundreds of media outlets and more than doubled organic traffic to editorial content via social and search.


Business Circle by AT&TIn 2014, AT&T launched Business Circle, an online destination where business owners can find advice, tips and valuable info to help them grow their bottom line. From planning, design, categorization, and content creati…

Business Circle by AT&T

AT&T Business Circle is an online destination where business owners can find advice, tips and valuable info to help them grow their bottom line. From planning, design, taxonomy, and content creation of dozens of articles and case studies, my team managed the content strategy that helped the site win the Content Marketing Institute’s award for Best Tech Publication in 2015.


Marcus Autism CenterAs one of the largest autism centers in the United States, Marcus needed a hand in 2019 expanding its message from a mostly regional footprint to a national audience. This meant a quick and cost-effective digital redesign and hel…

Marcus Autism Center

As one of the largest autism centers in the United States, Marcus needed a hand in 2019 expanding its message from a mostly regional footprint to a national audience. This meant a quick and cost-effective digital redesign and help with a new taxonomy, site map, and migration of hundreds of pages of content, as well as recommendations on content creation and press outreach.


Intel Device PagesWhen Intel redesigned and relaunched its online device portfolio, the company needed an overarching strategy to display the breadth of technology, features and benefits of products powered by Intel processors. We developed an order…

Intel Device Pages

When Intel redesigned and relaunched its online device portfolio, the company needed an overarching strategy to display the breadth of technology, features and benefits of products powered by Intel processors. We developed an orderly, consistent and aesthetically-appealing presentation and structure to promote more than a dozen Intel-powered devices.

Rent.comWorking with another RentPath brand, Rent.com, I led a growth-based team that developed and executed plans in 2018 and 2019 that saw double digit year-over-year site growth (on a base already in the millions of user sessions per month). This…

Rent.com

Working with another RentPath brand, Rent.com, I led a growth-based team that developed and executed plans in 2018 and 2019 that saw double digit year-over-year site growth (on a base already in the millions of user sessions per month). This comprehensive strategy combined new content creation, existing optimization, SEO best practices, link-building, social media, PR and much more.


UPS Knowledge CenterWhen UPS set out to build the top online resource for answering logistics questions, it faced the herculean task of consolidating thousands of pages of content from dozens of different experiences into one seamless digital experi…

UPS Knowledge Center

When UPS set out to build the top online resource for answering logistics questions, it faced the herculean task of consolidating thousands of pages of content from dozens of different experiences into one seamless digital experience. The result, UPS Knowledge Center, was the culmination of 2 years of work embedded with the UPS marketing, UX and technology teams.


RentPath Social MediaRentPath’s digital portfolio is made up of four large rental real estate brands: Rent, Apartment Guide, Rentals and Live Lovely. From 2018 to 2019, we executed a social media growth plan that saw our total audience on Facebook, …

Rent Social Media

Rent’s digital portfolio is made up of four large rental real estate brands: Rent, Apartment Guide, Rentals and Live Lovely. From 2018 to 2019, we executed a social media growth plan that saw our total audience on Facebook, Instagram, Twitter, Pinterest and YouTube go from less than 300,000 to more than 700,000, generating hundreds of thousands of site referrals per month.


TastemadeTastemade is one of the world’s largest and most visited digital food outlets, with a library of thousands of videos related to food, travel and recipes across a wide international distribution network on YouTube, Facebook, Apple TV, Snapch…

Tastemade

Tastemade is one of the world’s largest and most visited digital food outlets, with a library of thousands of videos related to food, travel and recipes across a wide international distribution network on YouTube, Facebook, Apple TV, Snapchat and other social media. In the lead up to the site’s launch, I consulted the founding team on the site’s voice, tone and social content strategy.


AT&T Internet of ThingsAs devices and machines become smarter and more connected, AT&T’s communications network is increasingly vital in providing the infrastructure needed for business to run smoothly. Together with design and technology te…

AT&T Internet of Things

As devices and machines become smarter and more connected, AT&T’s communications network is increasingly vital in providing the infrastructure needed for business to run smoothly. Together with design and technology teams, I helped devise a content strategy for the creation of a new online presence dedicated to the company’s Internet of Things product portfolio.



eHow InternationaleHow is one of the most widely-read websites on earth, with thousands of articles, videos and resources to help people learn how to do anything. As Director of Editorial, I was responsible for efforts to build out the site's large …

eHow International

eHow is one of the most widely-read websites on earth, with thousands of articles, videos and resources to help people learn how to do anything. As Director of Editorial, I was responsible for efforts to build out the site's library of thousands of articles, including the creation and launch of international versions in Spanish, Portuguese, German and British English.