Work with UXAs, designers, and various stakeholders to conduct research that drives the creation of a user-focused digital content strategy supporting a responsive site worldwide. Share vision to leaders, business units, peers, and team members. Experience with both consumer and small business units.• Drive the consumer personalization program, with a focus on customer journey and intent.• Created a content strategy to wholly migrate Alienware.com to Dell.com, addressing the needs of novice to expert gamers. Increased overall revenue per visitor 7.1% (program target 3.2%), dropped exits on deals page 9%, and increased conversion from the home page 75%.• Helped deliver a new product stack design that is half the size, reduced exit rate 4.8%, and increased average order value 2.6% in testing.• Helped launch a new responsive enterprise experience encompassing 213 products.• Team with analytics, taxonomy, and customer experience leads to ensure data and customer insights drive content decisions and standards, including the evolution of the CMS.• Collaborate with the testing team to ensure content strategy and design address user needs, with a focus on A/B, RITE, usability, and on-site testing.• Work with various business units to reach alignment on KPIs for content success, and use these to drive continuous improvement at the product and CMS levels.• Create and maintain content strategy playbooks to guide content creation and governance.• Participate in marketing content strategy, content training, large-scale content audits, and research.• Help maintain the Dell Copy Style Guide to ensure tone and style adherence across Dell.com.• Received the department’s 2017 Q3 Silver Award, 2017 Q1 Bronze Award, and 2016 Peer-Nominated Q2 Bronze Award

Developed and implemented analytics-based strategies to increase audience and conversion. Coordinated with SEO/marketing, PR, and social media teams to deliver content that maximized customer engagement. Hired and managed 30+ freelancers and 2 in-house bloggers. • Conducted keyword research, and analyzed and reported content engagement metrics. Utilized data in content strategy to optimize site copy and guide blog posts, as well as to create an action plan for PR, marketing and social media.• Direct impact of content—Q4 2014:o 152% YOY increase in blog organic page viewso 94% YOY increase in blog organic referralso 200% increase in organic traffic to holiday-themed product pageso 52% increase in “buy click rate” from organic traffic• Maximized customer engagement by updating legacy content monthly. Assigned, wrote, edited, formatted, and coded all blog content.• Created and edited offers, codes, store descriptions, teaser text, and other conversion-focused product copy.• Acquired links from 5+ .edu websites and others by creating specialized discount tables for niche consumers, including students and military service members.

Supervised 12 full-time editors and 1 contract editor in researching, writing, and editing financial audit reports in a deadline-driven environment. • Addressed performance issues within the organization, collaborating with the quality control team to identify areas for growth among individual analysts. Developed personal improvement programs to help foster growth and development. • Created a nationwide performance scoring system for analysts that helped management evaluate performance. • Developed documentation, and maintained internal style (AP-based) and client templates. Implemented analytical training for all editors.• Communicated policy and procedural changes to the editing team, and coordinated month-end workflow and production among departments.• Reviewed and managed the development of RFPs. Created and provided input and guidance for SOW templates.• Responsible for employee selection, career development, succession planning, and training.

Provided editorial and creative leadership, guiding a team of 6 full-time writers to edit and rewrite specialty research reports for businesses, multinational corporations, and government agencies. • Managed the daily completion of up to 10 custom-written research reports for distribution on stratfor.com, overseeing editorial team in the creation of copy adhering to internal brand, voice, tone, and style best practices. • Executed departmental administration, establishing performance and quality control standards and interdepartmental communications with IT, as well as briefing specialists and analysts. • Orchestrated the internal flow of information among writers, editors, and proofreaders. Rewrote content to improve the client experience.• Launched Drupal-based publishing system, eliminating the need for in-house applications and reducing overall IT expenses. • Facilitated training programs for cross-functional teams, including in Web publishing software, copy writing, and project management techniques.• Acted as a liaison between the business and IT departments for website administration issues. Collaborated on the complete overhaul of the client services website, including functionality and design.