As the Web Content Strategy & Conversion Team, we champion the experience of our website visitors. We’re relentless in the pursuit of optimal site content and a seamless path to purchase, with a focus on key areas—relevancy, expertise, and customer empowerment. Our mission is to provide website visitors with the best information, resources, and products needed to accomplish their goals. To do so, we collaborate across teams, utilize analytics and research, and measure performance to identify new areas of opportunity—all with a central focus on the website visitor’s experience.- Content strategy for $1mm+ product launches- Content and UX wireframing in Figma- Identify gaps and opportunities throughout the customer journey and define how to fill/leverage them- Conduct primary and secondary research, including audits, evaluations, and competitive reviews to gather insights and align goals- Analytics and reporting (Adobe Analytics, Moz, GSC, ContentSquare)- SEO research, tracking and reporting- Stakeholder guidance, collaboration, education, and training- Web copywriting and content optimization- Content personalization strategy and implementation using Adobe Target- Product/resource EOL Strategy- Team best practices documentation in Confluence

- Lead core marketing segments (content marketing, brand marketing, product marketing, advertising)- Develop full-scale content marketing strategies (inbound and client campaigns)- Lead and expand content marketing channels- Consumer segmentation analysis and content strategy alignment- Utilize and optimize marketing tech stack: HubSpot, Airtable, AdRoll, Google Marketing Platform, Ahrefs, Mixpanel, social ad platforms

Led content strategy and digital marketing initiatives for a global medical device/digital health company.• Launched 130-page mobile-first consumer website. Implemented and utilized extensive data analytics to align content strategy with patient journey stages. Added robust multimedia, patient tools, locator resources, 300+ blog articles. Drove 3 million visits in the first 4 months• Led social media strategy and execution. Developed 3-month content strategy and calendar, worked with social agency and in-house customer service teams to provide helpful resources directly to consumers via inbound messages. Increased followers 11% and social CTR 10% YOY• Managed blog content strategy and execution: worked with in-house clinicians, product teams, medical/legal affairs, and consumer insights teams to develop SEO-optimized blog content appealing to consumers at various stages of their patient journey. Developed content roadmap, focus areas, and creative execution, including wireframes & content outline of new blog. • Initiated and implemented Sharepoint cloud platform across multiple teams, leading to greater collaboration and communication with global marketing teams• Launched online tools to engage consumers, generate leads (quizzes, tip sheets, store locators)• Managed multiple high-visibility projects: 30+ new patient videos, website SEO optimization, webpage tagging taxonomy, online asset repository, & more.

Responsibilities:• Grew Ballast Point social accounts 269% across all channels to 510k+ followers. Refined content strategy and social approach drove 608% increase in total impressions and 1.3M engagements.• Shot, edited, and produced almost all social videos and photos. • Secured and managed influencer relationships, brand partnerships, PR outreach, and media coverage with local and national outlets.• Integral role in multi-million dollar omni-channel brand & product marketing campaigns• Led multiple social product launch campaigns, including Summer of Sculpin social sweepstakes campaign (visual assets, copy, social ad execution) which earned 3M impressions and reached 2.5M targeted fans in 10 target markets.• Revamped e-newsletter and built email list to 20k+ subscribers. Updated to mobile-friendly template, updated content buckets based on commercial objectives, created monthly e-newsletter content. Additional subscribers & promotion led to increased e-commerce sales and location traffic.• Owned brand voice and tone, ensuring consistent communication across all touch points by fostering collaborative cross-department relationships with Retail, National Sales, Brewing, and Marketing teams. Sole copywriter for website, email, product descriptions, and packaging

- Lead copywriter for website, emails, seasonal campaigns, blogs and paid ads- Established and maintained consistent brand tone of voice across all channels- Lead writer for nationally recognized omni-channel campaigns which earned 200MM impressions & coverage.- Utilized realtime A/B email copy testing to increase open/conversion rates and online sales.