• Built and lead a large and multifaceted UX content strategy team as part of a cross-disciplinary digital experience department, creating and embedding a UX content design and capability vision and mission, establishing new ways of working, and cultivating an inclusive, effective, and productive team culture. • Direct the UX content strategy and content design discipline, building voice & tone guidelines, team OKRs and performance KPIs, mapping content modernization and evolving strategies, championing varied content types, and embedding at scale through playbooks, best practices, and internal talent upskilling. • Guide digital innovation, transformation, strategy, discovery, and execution in service of world class customer experiences by championing and embedding digital and channel best practices, piloting and embedding new underlying platforms, (e.g., modern content management systems & CRM) and evolving capabilities (e.g., chat, bots, AI/ML dynamic SMS, video, voice, digital assistants, mobile/wearables, push notifications, customization/personalization, etc.).

• Led strategically aligned digital innovation through broad-scale enablement and influencing, direct business-relationship building and consulting, and unique digital capability piloting, testing, and embedding at scale to drive business goals and quickly advance GSK’s digital maturity.• Focused directly on discovery and scoping of new and emerging digital/native channels and capabilities including voice accessibility and skills, smart digital assistants, AI/ML, chatbots, dynamic SMS, and similar conversational experiences.• Piloted GSK’s first Facebook Messenger Chatbot, addressing an established brand pain point in a new way, leading to 8k+ new qualified leads, and driving 50% greater CRM registrations than similar digital tactics, in a 3-month test program, with each new patient estimated at a ~$37K lifetime value.• Led GSK’s first Branded Instagram campaign, aligning strategy, platform capabilities, and brand goals with patient insights, to deliver 16m+ engagements, 7K+ new site visitors, and a 2% increase in patient intent to ask their doctor for GSK treatment (~1.5m patient population).• Drove broad-scale digital marketing best practice adoption across all brands and business units, including Global, through consistent creation and socialization of digital playbooks, guidelines, point of views, etc.

• Launched GSK’s first click-to-chat channel across all brand websites and portals, developed KPIs and benchmarks to measure and report successes, and drove a 600% increase in chat demand, while also leading discovery and exploration of GSK’s first advanced AI chat capability powered by IBM Watson.• Managed internal stakeholders, brand managers, and agencies to deliver new GSK website templates, providing User Experience and Content Strategy guidance and influence, to execute modern webpage updates for priority business units.• Led the global discovery, review, launch, and roll out of GSK’s first enterprise social media management platform, designed to centralize all social media activities, listening, content publication and planning, analytics, and community management.

Developing and implementing content marketing guidance, tools, strategies, programs, and processes to improve customer messaging, streamline efforts, and drive business goals. Fostering new platform and partnership usage in a heavily regulated industry.Working directly with priority brands and therapeutic area leaders to more closely align marketing efforts with business and brand goals, in order to create holistic marketing plans, with measurable outcomes. Leveraging insights and data from key sources such as SEO and Social Listening to identify content gaps. Delivering marketing, content, platform, and distribution recommendations based on such insights, and working with teams to onboard new, and manage existing partners to implement changes and measure ROI.

Led content strategy for digital marketing channels (e.g., web, mobile apps, social, email, and media), guiding content creation and distribution for 10 key products and services, based on insights from business goals, SEO, and consumer testing, to increase brand awareness, organic traffic, and sales• Built and launched Farmers’ first award-winning publishing platform, Farmers Inner Circle, collaborating with IT and User Experience teams, developing content strategy, and owning editorial calendars• Managed internal copywriters and external content and distribution partners

Created all content and managed company blogs and social platforms for a large e-commerce website, utilizing SEO tactics and tools in web content and designBuilt in-house video production studio to cost-effectively develop content that drove engagement and sales

• Researched, wrote and developed e-learning and classroom-based training courses for financial institutions• Managed 3rd party voice-over actors for course audio, recruiting and securing local and international talent• Wrote financial news articles and other press materials including white papers, RFPs, and press releases• Collaborated with Subject Matter Experts (SMEs) to create richer and more robust training courses and content

• Created sales and press materials such for published and upcoming works• Read, edited, and assessed six incoming manuscripts for the Commissioning Editor• Interview authors and literary agents for information and publicity purposes

• Developed creative headlines and bulk copy for billboards, flyers, print, and radio advertisements• Led a team of other copy writing and digital media design interns to create a client’s website• Helped to develop complete advertising and marketing campaigns for 4 incoming RFPs