Work

Representative examples of my work across industries and activities.

Pollsition
Fractional Chief Content Officer

I am serving as the fractional Chief Content Officer for this app. The app is designed for U.S. citizens to more deeply involve themselves in our democracy by making their views on the issues known, the can choose to share their participation socially and with their representatives.


In the initial phases, I not only provided a scalable content strategy using publicly available sources organized in a citizen focused structure, but also established a voice and tone to align with the overall forward-looking brand.

Tactically, Inprovided a messaging framework to align with the brand and strategy, along with key messages for pre and post launch in the app stores. Finally, I provided UX writing oversight and support for the app.

Genesis.com

Content model for AEM relaunch of Genesis.com

I was tasked with completing the content model for the relaunch of Genesis.com on the latest version of Adobe Experience Manager (AEM).

How the content model played out on the pages

I designed the content architecture for Genesis.com's relaunch on Adobe Experience Manager (AEM), balancing business goals with user needs over eight months. The design included:

  • 6 reusable widgets that could be incorporated into core components
  • 3 content fragments that could be called throughout the site
  • 4 experience fragments for commonly used content blocks
  • 9 page templates to ensure the design integrity of the experience
  • 29 content components for presentation on those templates

I also created authoring guides for each template type, contributed to page-level content strategies, and led a team of content authors to ensure on-time launch in August 2023.

Not Unmindful: A complete campaign digital strategy

A call for change at Washington & Lee

This suite of experiences represents a comprehensive content and experience strategy that uses all the tools that I bring to bear from both a user-facing experience, as well as back-end considerations.

It was created as a pro-bono project for a group of like-minded alumni from my alma mater. I designed a story-driven approach to advocate for change at Washington & Lee University.

I approached this to this not only as a problem to be solved, but also as a stakeholder as an alumnus. In our current time, we believe that any association with the confederacy will act as a millstone around our University’s neck. Formed in early June 2020, a group of alumni began advocating for change at the University to increase diversity, inclusion, and equity–starting with the name of the school and the confederate baggage it entails.

It included the following:

  • A new brand that fit the group's goal while resonating with the history of the school
  • A standalone website creating a new brand, while using reminiscent elements of the University's brand
  • Integrated social channels (Facebook, Twitter, Instagram)
  • Strategic content taxonomy for alumni stories
  • WordPress content modeling and technical implementation
Digital footprint for Not Unmindful


On Twitter and Instagram, we were constantly active, tagging the university’s feeds and keeping the pressure on—all while driving traffic to the main site. 

The Results
While the university retained the name, they implemented structural changes to increase diversity and reduce associations with Lee, including renaming Lee Chapel to University Chapel. Through it all, our digital strategy served as an information hub and platform to organize alumni action.

NAPA Online: content discovery and strategy

Consolidating GPC's flagship digital property

For Genuine Parts Company, I conducted a complete discovery project to improve NAPA Online's content strategy. The process included:

  • Full inventory and audit of digital properties
  • 20+ stakeholder interviews and store walks
  • Competitive analysis of auto parts space and best-in-class experiences

The resulting content strategy addressed ecosystem consolidation, content quality improvements, maintenance processes, and identified new content needs to modernize the digital experience for all audiences.

Kennesaw State University: comprehensive content strategy

Matching a growing university's content experience to it's evolution as a premier school

For the better part of 2020, I created a comprehensive, end-to-end content strategy for KSU's digital presence.

  • Complete inventory and content audit
  • Stakeholder research (approximately 40 interviews)
  • Voice and tone guidelines within editorial standards
  • Page-level content strategies for all templates
  • Key audience messaging frameworks
  • Foundational taxonomy and metadata strategy
  • Streamlined governance model with roles and workflows
Content strategy artifacts for KSU

Cerence: product launch content strategy

Voice and tone, copywriting and UX writing

I supported Cerence, the AI vehicle solutions leader, with content strategy including voice/tone development and page-level strategies. We implemented a repeatable product-launch content process for press releases, web content, and white papers.

Site copy and white paper for new product

This resulted in successful launches with new content representing approximately 75% of Cerence.com's product section, covering:

  1. Core technologies
  2. Cloud services
  3. Voice and beyond
  4. Mobility platforms
  5. Platform developers

NASCAR: end-to-end content strategy

Creating a new fan-engagement experience

NASCAR had spent many years outsourcing it’s main digital presences to third-parties, foregoing any syndication and advertising opportunities and ceding editorial control of it’s wealth of existing content to that third party. NASCAR sought to reclaim control of their digital presence.

A new experience for NASCAR.com

Content experience

  • Comprehensive audit informing UX and visual design
  • Voice and tone development for NASCAR's digital brand
  • Editorial guidelines for content creation and maintenance

Content delivery

  • Content model guiding AEM development
  • Taxonomy and tagging strategy for personalized content
  • Metadata tagging strategy and specification

Content governance

  • Governance model with recurring content audits
  • Centralized model with staffing plan for non-race content
  • Comprehensive editorial workflows and processes to support site content and quickly updating race-news content
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