Ashley W. Email & Phone Number

Mclean, Va, Us

Develop and implement content strategy that enhances the vision for the data, decisioning, and AI (DDAI) team’s data ecosystem, driving the culture, product narrative, and roadmap, and balancing near and long-term impact for the business and customersCollaborate with design, product, research, and technology teams to craft strategic recommendations for improving data management and use for partners, influencing outcomes and driving measurable resultsLead conversations with partners to find consensus and build timelines to reinvent and pilot new content frameworks to improve partner data management experiencesLead strategic initiative to improve data management through culture, process, and system changesCreate user research plans, conducting research and extracting insights about usability, user experience, and user sentiment from qualitative and quantitative data to recommend product or feature improvements based on findings

Mountain View, Ca, Us

Led ground-up creation of content metadata and system definition with partners, the first taxonomy for support content across Google, enabling teams to understand, categorize, measure their support content corpus, mapping that content to business metricsDefined high-level criteria, process, and measurement of success for transitioning a product’s content to be single topic, customer first, and AI-ready for humans and machines (LLM/AI)Set standard for content strategy within support tools, influencing systematic SEO improvements for workflows, supporting launch of new content types in CMS, field relationship descriptors (FRD), and AI-guided support experiencesLed executive comms for content strategy providing monthly updates to HeX leadership including, managers of engineering, user experience (UX), and product

Mountain View, Ca, Us

Led strategy, research, and requirements for new component library, giving authors tools to evolve our support content experience to more digestible, actionable, and consumable contentDefined system requirements and guidelines for components and provided insight to engineering team of scale and adaptability Refined content models through quantitative experiments that made Google Ads help center content more accurate, comprehensive, consistent, and discoverable across multiple platforms and surfaces Introduced content design framework and principles through interactive workshops

Indianapolis, Indiana, Us

Collaborated with stakeholders, compliance, and other scrum team members to craft content and web experiences that reimagine the Medicaid and Medicare provider experienceCreated a seamless user journey through strategizing new content and web experience informed by audits, benchmarks, and research

Memphis, Tn, Us

Oversaw all aspects of the new digital single sign-on experience from development to execution, including strategic and editorial direction, content development, marketing, product support, and user experienceUtilized analytics, A/B and user testing to determine taxonomies and user flow, establishing branding and governanceLiaised with product owners, developers, UX designers, and stakeholders across the organization to brainstorm and design features consistent with user and business goals in an Agile environmentWrote and optimized content for multi-channel distribution, including SEO, mobile, email, and social media

Nashville, Tennessee, Us

Lead content strategist for landing pages and emails that drive awareness of health care services at Vanderbilt University Medical CenterWrote copy for Vanderbilt Health print and radio ads for sports medicine, children’s specialty care, and sponsorshipsDeveloped and refined content team processes for website updates, multi-channel marketing campaigns, emails, and landing pages Created templates and workflows for efficiency that encourage collaboration and accountability among stakeholdersProduced and published content for VanderbiltHealth.com, implementing content updates and general maintenance

Wrote monthly music and concert reviews Maintained website by proofreading for and correcting HTML errorsDeveloped and created original content for a monthly column, Brown Suga, which celebrated music artists and their contributions to the music industry and my personal journey

La Vergne, Tennessee, Us

Developed enterprise blog and its strategy, including ideation and research of topics, content calendar, scheduling, promotion, and contributions from internal full-time and external contract employeesPartnered with creative team, marketing managers, and leadership to project manage website redesigns by assessing websites, proposing a user-friendly content layout, and managing approvalsTracked and analyzed digital analytics for monthly marketing and other internal dashboards, reporting progress and conversionsBuilt and executed paid and organic social media and digital marketing campaigns for Facebook, Twitter, LinkedIn, YouTube, and Google Ads, maximizing budget and conversions by 70%Supported brand/content marketing managers with the execution of marketing plans, strategies, and programsExecuted the goals and objectives outlined in the overall annual integrated marketing communications plan using resources available through online marketing, content marketing, PR, partnerships, promotions, and traditional outbound pushesPart-time swag goddess who produced three t-shirts (Publish Indie, Talk Dewey to Me, and 1440) and other merchandise for special company initiatives and programs

Nashville, Tn, Us

Led and coordinated QA process for websites across four browsers, ensuring accuracy and usabilityManaged and updated web content and digital assets within Joomla!, WordPress, and other custom-built content management systemsCreated, edited, and proofed print and digital custom content, including brochures, InDesign files, magazines, newsletters, and websitesCurated and edited copy for monthly and bimonthly e-newslettersManaged and uploaded digital media assets to global ad server, Zedo for roadking.com Created reports for web browser usageLaid out two quarterly newsletters for national organizationsResearched and scheduled photographers for magazine stories

Memphis, Tn, Us

Supported development department with signature fundraiser, Freedom Award, that generates over $1 million, which included coordinating logistics, such as ticket distribution, will call, and seating arrangementsIdentified foundations and organizations whose missions align with the museum’s for its capital campaign

New York, Ny, Us

Supported five brand managers in book publishing initiatives for Cooking Light, Coastal Living, Health, Southern Living, and Sunset, which included conducting market and sales researchCreated and oversaw seasonal ad schedule for General Mills newsstand publicationsWrote copy for and edited catalogs, fact sheets, proposals, and other sales materialsGathered images, recipes, and samples for marketing and PR campaigns, including mass mailings and media inquiries

Bachelor Of Arts, Journalism

Certificate, Publishing

Study Abroad