• Copywriting for B2B and B2C clients, and agencies.• Projects included: competitor research, conversation mining, voice and tone guidance, website and landing page copy, content hierarchy, A/B testing, task flows, wireframes.• Key achievements: Increased conversion rate by 220%, from 3.14% to 10.05% (A/B testing landing pages).

• Managed an annual paid search budget of +$5 million (USD) for B2B and B2C clients, and agencies.• Projects included: competitor research, information architecture (ad group structure), voice and tone guidance, ad microcopy, content hierarchy, data analytics, A/B testing, task flows, wireframes.• Key achievements: Increased average cart value by 145%, from $17.6 to $43 (e-commerce campaign optimization). Decreased cost per lead by 43%, from $75 to $43 (insurance campaign optimization). • Industries included: retail, insurance, financial, SAAS, healthcare, heavy equipment, adult, food and beverage. • Clients included: Crowne Plaza Hotels, State Farm Insurance, Swann Insurance, Rural Mutual Insurance, Swisse, Arena Swimwear, Crazy Bear Group, Mind Valley, and Culligan Water.

Tullow Oil is a FTSE 100 oil and gas, exploration and production company. • Projects included: business case development, product requirements, stakeholder mapping, stakeholder interviews, user interviews, user testing and support, instructional design and delivery.• Designed and implemented a global online Performance Management System. • Implemented a global £1 million HR System.• Delivered a £500,000 global management and employee development programme.• Defined the organisational values and culture.

Deloitte is one of the global “Big 4” professional services firms, providing audit, consulting, tax, and financial advisory services.