Experience

UX Lead, Content Design
GoodRx

Introduced content-first design practices to GoodRx’s web and native apps, and helped transform the company from a transactional utility to healthcare management platform spanning the entire patient journey.

• Service information architecture. Led the research, design, and development of a universal navigation system starting with global header and footers.

• Long-term product visioning. One of three designers invited to join a cross-functional team of engineers, product leaders, and subject matter experts to define a 5-year product vision that the company is now pursuing.

• Content design and mentorship. Regularly assist visual product designers develop the information hierarchy communication objectives of their screens; and mentor designers in user research and UX writing.

Senior UX Content Strategist
Morningstar

Responsible for the overarching content strategy of a new web app that helps people reach their financial goals and live their best life—everything from the user journey and UI copy, to marketing and communications material.

• Narrative product vision Created a comic book that told the story of a young couple who didn’t know how to save and invest for their dreams—a home, travel, starting a business. By writing it as a comic book with characters and narrative helped stakeholders see how our product could help real people and inspired the team as we built the app.

• Content-first UX design: Designed the end-to-end user journey using a content-first approach, which starts with the narrative story we want our users to move through and treats the interaction between the user and the interface as a conversational dialogue.

• Go to market strategy: Developed marketing and communications plans as an extension of the application itself so that every touchpoint with the user reinforced a consistent and compelling narrative.

Head of Integrated Marketing & Strategic Communications
Tumblr (Verizon)

Responsible for crafting and executing Tumblr’s market narrative through an integrated communications strategy.

• Marketing strategy: Designed Tumblr's short- and long-term marketing strategies, and oversaw the execution of integrated campaigns mixing editorial content, video, email/push, paid digital, and out-of-home activations.

• Executive communications: Write speeches and presentations for executive leadership, draft press statements, and advise on internal employee communications.

• Crisis communications: Oversaw Tumblr’s response to Russia's 2015-16 disinformation campaign on social media; and the platform’s approach to hate speech.

• Operations: Manage and mentor a cross-functional team of 15 marketers, writers, designers, and PR specialists; oversee $6 million annual marketing budget.

Creative Director, Copy
Tumblr (Yahoo)

Responsible for maintaining a consistent voice and style across all product and marketing touch- points, including blog content, email/push, social, website copy, and product UX.

• Lead writer/editor: Wrote, edited, and published 3-5 pieces of content each day across owned- and-operated (O&O) channels, adjusting tone for audience and topic.

• Executive communications: Wrote speeches and presentations for executive leadership, drafted press statements, and advised on internal employee communications.

• Sales marketing: Wrote case studies, thought leadership pieces, and press releases with a core focus on B2B relationships with ad buyers and partners.

• People management: Managed and mentored two junior copywriters, assigned work, edited and approved deliverables.

Senior Copywriter
Tumblr

• Wrote emails, social copy, website, press releases, and marketing collateral designed to attract and retain users and advertisers.

•  Developed and executed a content marketing strategy for Tumblr’s sales team, telling the story of Tumblr’s influential audience and “content hub” advertising solution.

• Generated $2 million in renewed ad buys from Ford, Asos, and Maynards from publishing case studies about their campaigns.

• Wrote and published 10+ blog posts, push notifications, and emails per week.