Lana Richards Email and Phone Number

Responsible for managing digital resources provided for businesses and investors using the SASB Standards and the Integrated Reporting Framework, ahead of the consolidation of these materials into the IFRS Foundation. Work cross-functionally to understand evolving user needs and optimize existing content accordingly. Provide content auditing, content strategy development, content migration planning, communications strategy, user research and analysis, writing, editing and project management.

I oversaw the development and maintenance of all not-for-profit (NFP) content and managed the NFP user experience and membership community on aicpa.org. My responsibilities included content strategy development, editorial calendar management, coordination with geographically distributed external writers and internal teams, research, writing and editing, technical quality assurance, content governance, content auditing, content optimization, and content repurposing. I also wrote the weekly not-for-profit e-newsletter.In addition, I served as a not-for-profit subject matter expert for the Association. I monitored and researched industry and environmental developments and engaged with members, customers, industry expert panels, and subgroups to understand the needs of our target audience; collaborated in new product ideation and development; and developed and reviewed complex technical guidance to ensure it was conveyed in an easily understood way. Working with contract writers and volunteers, I served as managing editor for the annual print publication, Audit Risk Alert: Not-for-Profit Industry Developments, and technical reviewer for the 40-CPE-hour Not-for-Profit Certificate I online learning program. I also provided technical reviews of not-for-profit articles for the print and online Journal of Accountancy.I was also the point person for marketing the AICPA’s portfolio of not-for-profit products, including the member section, subscription, certificate programs, online learning products, and publications. This included writing, editing, and reviewing multi-channel communications and marketing campaigns and overseeing product messaging and positioning, as well as collaborating with creative teams to provide input on strategy and design. I wrote and produced new member onboarding communications, as well as member retention and recruitment campaigns.

I ran a successful freelance business providing copywriting, editing, layout, and strategic marketing support for all types of content, including B2B and B2C. Projects included white papers, press releases, blog posts, articles, website development, content audits, print publications, eBooks, training course updates, marketing collateral, and presentations. I served clients in accounting, banking, engineering, healthcare, nonprofit, and personal finance.

I wrote and edited client, volunteer, and referral partner profiles and success stories used in marketing materials and annual reports. As a member of the marketing committee, I coordinated the development and re-launch of the organization's e-newsletter.

I performed financial statement audits for nonprofits, insurance companies, and employee benefit plans, including planning, testing, documentation, analysis, reporting, and quality assurance. I also developed and edited, reports, client communications, and proposals.

As a fellowship recipient and graduate assistant, I performed research, interviewing, scriptwriting, editing, casting, and production for a career-related training video via SecondLife, a virtual world used by the College of Management.

In this role, I managed marketing needs for a multidisciplinary engineering firm’s Charlotte offices and supported growth efforts throughout the southeast region. I facilitated market research, lead generation and tracking, planning, and execution of strategic marketing efforts. I managed proposal processes end to end, leading planning meetings, collaborating with graphic designers, leveraging CRM system data, writing, editing, desktop publishing, reviewing, producing, and delivering responses to detailed RFPs under tight deadlines. In addition, I developed corporate marketing materials, press releases, newsletter articles, profiles and bios, award applications, cover letters, resumes, and other internal and external communications.

In this position, I coordinated the production of all projects for a full-service marketing agency (200-300 at a time). I also developed and executed media plans tailored for clients’ target markets, goals, and budget constraints. I supported agency output by proofreading and editing deliverables, developing cost estimates, and assisting with marketing plans. I also analyzed job profitability, updated job templates, and recommended process improvements to save the agency time and cost and support additional growth.

In this role, I wrote and edited statements of procedures (process documentation) used in training new staff, analyzed revenue data, performed month-end account reconciliations, investigated variances, and prepared journal entries for a telecommunications provider.

In this consumer marketing position, I created and maintained complex Excel reports to analyze response data for price tests, creative tests, and control offers in subscription promotions for two new magazines. I also proofread and edited magazine insert cards and direct mail packages.

I worked for this yacht-racing equipment company for many years and had the opportunity to wear many hats, including holding simultaneous marketing and accounting positions. As Creative Services Manager, I produced catalogs, magazine ads, and direct mail pieces; created and maintained an annual advertising calendar; wrote ad copy for a weekly e-newsletter; and photographed new products and prepared images for use in print and online using Adobe Photoshop. I also updated the website with new products and information, created new web pages targeting college sailors and bargain shoppers, and developed an online customer photo gallery and executed a photo contest that drew hundreds of submissions.As Assistant Controller, I researched and implemented a points-rewards system to benefit repeat customers and increase sales. My day-to-day work involved performing sales analyses to help determine appropriate product mix/pricing and marketing strategies; managing accounts payable, accounts receivable, payroll, and employee benefits; completing all month-end closing procedures; preparing and analyzing financial statements; and participating in weekly strategic planning meetings.