As Lead Strategist, I work with our elite B2B tech clients to plan and build websites that balance business goals with end-user experiences.I also head up a small but passionate team dedicated to client strategy and experience across all of our web engagements.

Kestrel Strategy is a boutique management consulting firm specializing in digital marketing teams. As the primary consultant, I serve small and medium-sized businesses that struggle with the operation and effectiveness of their marketing teams, as well as how those teams deliver on the company's strategic goals.Kestrel Strategy, LLC also operates under the trade name The Content Hiring Company to provide tactical support to our clients and other businesses that need high-quality, specialized freelance support.

As a senior strategist, I worked closely with clients to build website strategies that give them the tools to accomplish their goals — and prioritize the experience and needs of end users. Every project is different (and that's what makes them fun!), but this often included:- Sitemaps and content architecture- Messaging framework- Brand voice and tone- Mobile and desktop UX- Copywriting and SEO- UX design and wireframes (Ok, I mostly collaborate on wireframes. But I can edit them pretty well!)- Designing and building HubDB databases- Incorporating integrations- Cross-platform experiences

As Media Junction's content strategist, I worked with clients on the messaging framework, brand voice and tone, content architecture, and SEO strategy behind their website content.This involved everything from StoryBrand bootcamps, copywriting, and on-page optimization to managing the content collection process across all web clients, including structured content like databases.

During this contract role, I was as a part of a small multidisciplinary virtual team on a confidential project involving cloud storage and computing. We worked independently with 11 different component and service teams and numerous SMEs to explore technical implications of project constraints in their areas. Daily tasks included:- Drafting and editing project documentation, including more than 215 troubleshooting guides, standard operating procedures, and presentations- Developing and documenting processes for future technical writers on the project- Exploring possible collaborations with related efforts, including automation and content distribution tools and platforms

As an Inbound marketing strategist, I was responsible for defining, documenting, and reporting on all inbound strategy activities for my dedicated clients. This included creating editorial calendars and tracking ongoing optimizations of content across multiple platforms, as well as buyer persona development and mapping content to the buyer’s journey.

As the senior content strategist, I worked with each department to bring together different perspectives, interests, and data sources to build content strategies for dozens of websites. Each of our brands served a unique audience, and involved building organic and paid traffic, email marketing, affiliate and partner relationships, and the integration of our own proprietary software. I worked with our content and design teams to plan and create highly-targeted videos, site pages and posts, infographics, downloadable resources, and any other type of content that would be helpful to our audiences.

As head of content strategy for VIEO and our clients, I led the content team to plan and create a wide range of digital and print materials, including blog posts, website copy, videos, marketing emails, lead-generation offers, social media content, presentations, collateral materials, print advertisements, and internal documentation. Much of my work was content strategy consulting that results in detailed, long-term marketing plans based on available analytics, client interviews, brand assets, competitive analysis, and all other available resources. Key responsibilities included:- Maintaining up-to-the-minute knowledge of content marketing, SEO, UX, and conversion optimization best practices. - Managing and serving as the primary contributor to the VIEO blog, which currently ranks #31 on Feedspot’s Top 100 Inbound Marketing Blogs alongside brands like Moz and Copyblogger. - Serving on the leadership team, troubleshooting issues and helping to determine company direction, service offerings, hiring choices, and more. - Establishing scope and processes for a range of new content services, and making ROI-driven suggestions about services to downplay or eliminate.- Cultivating relationships with industry influencers to secure reviews and promotions for clients.

I joined VIEO Design as a part-time copywriter with no formal job title, the first member of the fledgling content department. It was largely up to me to define our content needs and begin creating formal content strategies for our clients, and I was promoted rapidly with escalating responsibilities based on performance. At that time, our content work mostly consisted of conceiving and executing content strategies involving blog posts, social media content, email marketing, lead-capturing offers, presentations, collateral materials, print advertisements, and press releases. To expand our capacity to meet these needs, I proposed working with freelance writers, drafted processes and timelines for freelance work, and made sure that all contract work underwent strict quality control. By the time I became content director less than 3 years later, we had a fully-fledged content department with 3 employees, dozens of content clients, and a much broader scope.

Stepping in to the role of administrative coordinator during a rocky leadership transition, I managed communications and team logistics, consistently taking initiative to pursue media opportunities that built brand recognition and increased the donor base. I also:- Arranged and gave television, radio, and print interviews, and cultivated productive working relationships with media partners.- Produced and hosted “The Lake Show,” a weekly community television show featuring guests who promote clean water through stormwater management, sustainable agriculture, outdoor recreation, and more.- Maintained consistent and targeted social media communications.- Generated and updated website content.- Led outreach and education programs for community service organizations, recreational clubs, public events, and private groups.- Managed all media communications, including phased media alerts.- Presented the stormwater education portion of the Water Quality Forum’s rain barrel workshop.

Owned by E.W. Scripps, Blount Today was a weekly paper covering a wide variety of community issues. I began working for the paper as a freelance reporter while I was in college, and later became the editorial assistant. Working directly under the editor and closely with the publisher and other staff members on a small, tightly-knit team was an incredible opportunity to observe and influence the entire process of producing a newspaper. My most significant contribution was the Web Exclusives section, which I proposed and contributed to.My responsibilities included:- Filtering incoming news and community correspondence- Maintaining up-to-date masters for the print edition - Writing and editing web-exclusive articles for the Blount Today website- Proposing, researching, and writing articles on a variety of local events and issues- Interviewing community members and business owners- Photographing local events

Received funding from the Summer Lilly Internship Grant Program to travel to Belfast and spend the summer as an academic assistant in Trinity College Dublin's Reconciliation Studies program. During that time, I:- Copy-edited "Evangelicalism and Conflict in Northern Ireland" by Dr. Gladys Ganiel (2008 – credited)- Assisted at Trinity College Dublin’s conference “European Slave Trade: Character, Causes & Challenges”- Helped relocate and reorganize the library, hosted guests of the program, participated in graduate field activities