Mark Sherbin Email & Phone Number

Chicago, Il, Us

Greater Chicago Area

I lead content strategy, including high-level content planning for change management, writing/editing/leading review of help articles, comms, and other content, and managing relationships with partner teams and vendors.I was responsible for building from scratch a coordinated content and comms strategy for Google's new performance management program (GRAD) in cooperation with stakeholders across dozens of teams.Built a coordinated content and comms strategy for the GRAD launch- Created & collaborated on content and comms plans for each phase of the GRAD launch- Drafted and published 60+ help articles that logged 4M page views over 2023- Built comprehensive, timely email notification plans for 5 GRAD tools based on carefully coordinated timelines- Consulted on the comms and content plan for HR, internal activation partners- Led review of My Google articles and comms across dozens of stakeholders, resolving thousands of comments and suggestionsManaged continued maintenance of training and help resources- Helped synthesize feedback and metrics to decide on where content improvements could be made- Consulted on and made real-time updates on help center content; consulted with global comms team on comms strategy- Worked with high-level leaders on messaging for sensitive subjectsHelped archive support check-in process- Worked with senior leadership on language and framing to sunset support check-ins and reframing how we use PIPs- Drafted, led cross-functional reviews, and helped finalize ~10 heavily vetted articles explaining the changes & new process

Greater Chicago Area

Led email, live Q&A, scaled support, and cross-team comms coordination for the performance management (Perf) team. Owned the comms strategy for each cycle- Create and socialize comms, resources, & messaging strategy with leadership, the Perf team, HR, global comms, and other stakeholders- Work w/ dozens of stakeholders across the business to make sure their Perf workstreams are represented in commsManaged high priority email outreach- Gather info for emails by attending meetings, facilitating 1:1s with decision-makers, and reviewing team resources- Draft ~50 emails per year for Googlers, managers, HR, Google Leads, and other audiences- Manage the review/approval process, spanning hundreds of comments and 20+ reviewers per email all the way to the SVP level- Pull data, upload comms to platform, test, and send emails- Work with global comms team crisis commsPlanned and hosted livestreams and Q&As- Decide who will represent the Perf team in meetings- Write copy for calendars and work with contacts to make sure the right audiences get the right invites- Work with CorpEng to make sure our hosting needs our met - Develop a deck and speaker notes- Facilitate pre-event meetings and coach speakers- Present slides, run Q&A, run team chat, and troubleshoot issues liveMaintain Googler-facing help content- Lead cyclical updates in the help center - Introduce and project manage content improvement initiatives: Reduced the number of articles in the help center by 35% and rewrote 20+ articles, improving searchability, reducing duplicate content, and raising the satisfaction rate by 5%- Keep content in line with POps content guidelines- Consult on Perf team programmatic comms and comms best practices- Review and revise lower prio programmatic emails- Lead trainings on shared comms platforms- Maintain a teamwide comms tracker to make sure we aren’t crossing streams on our notes- Keep HR looped into everything happening throughout the cycle

Mountain View, Ca

Content strategist and writer focused on maintaining and optimizing help center content for consumer pay products (Google Pay, Payments, Android Pay, Wallet, Hands Free) at Google.Managed four help centers simultaneously- Wrote and ushered all launch content through intensive XFN approval process; supported launches on time with minimal leaks- Executed on cross-help center optimization programs like article freshness, customer journey scorecards, and contact deflection analysis- Collaborated and built relationships across dozens of cross-functional teams and roles, including product managers, product counsels, editors, engineers, support experts, call center managers, marketers, and moreRewrote, re-strategized, and transitioned Payments help center to product team- Handled drafting and business content integration for major product launch. Outlined, drafted, and ushered 16 rewritten/revised help center articles through PM & other cross-functional approvals.- Worked with Product Director and dozens of XFN partners to strategize support experience handoff from gCon to Payments product team. Helped hire and train new TVC to take over day-to-day management of the Payments HC.Helped launch massive personalization plan across the Android Pay help center- Designed, wrote, and managed content for personalized “quick fixes” article, a page that populates action items based on product signals tied to signed-in users’ GAIA accounts- Wrote copy for banners and proactive chat windows that display based on certain product signalsProgram management experience- Managed “Keep it legal” team OKR initiative, coordinating ~20 help content managers as they synced with p-counsel counterparts across their products and updated relevant legal documentation- Program-managed Wallet & Android Pay help center contact deflection initiatives (reduced Wallet CR by 8%); A/B tested “transfer times” article; resulted in greatly improved customer experience

Mountain View, Ca

Maintain and optimize help center content for consumer pay products at Google.Managed four help centers simultaneously:- Wrote and ushered all launch content through intensive XFN approval process; supported launches on time with minimal leaks- Executed on x-HC optimization programs like article freshness, customer journey scorecards, and contact deflection analysis- Collaborated and built relationships across dozens of cross-functional teams and roles, including product managers, p-counsels, editors, engineers, support experts, call center managers, marketers, and moreRewrote, re-strategized, and transitioned Payments help center to product team:- Handled drafting and business content integration for major product launch. Outlined, drafted, and ushered 16 rewritten/revised help center articles through PM & other cross-functional approvals.- Worked with Product Director and dozens of XFN partners to strategize support experience handoff from gCon to Payments product team. Helped hire and train new employee to take over day-to-day management of the Payments HC.Helped launch massive personalization plan across the Android Pay help center:- Designed, wrote, and managed content for personalized “quick fixes” article, a page that populates action items based on product signals tied to signed-in users’ GAIA accounts- Wrote copy for banners and proactive chat windows that display based on certain product signalsProgram management experience- Managed “Keep it legal” team OKR initiative, coordinating ~20 help content managers as they synced with p-counsel counterparts across their products and updated relevant legal documentation- Program-managed Wallet & Android Pay help center contact deflection initiatives (reduced Wallet CR by 8%); A/B tested “transfer times” article; resulted in greatly improved customer experience

Mountain View, Ca

I manage the Store, Play Books, and Fit help centers. Responsibilities:- Create and update content for new product and feature launches- Manage support site architecture and in-product help content- Develop dozens of relationships across half a dozen cross-functional teams; share ownership of the Play help center- Break complex concepts down into easy-to-follow steps that can be read at a 7th grade reading level- Optimize article and help center quality and findabilityAchievements:- Worked with product, eng, support, and editorial teams to create a new FAQ-style help center for Google Fit- Revamped the Play Books help center (20+ article rewrites) over two quarters to enhance its quality and address top contact drivers for the 1:1 support team- Worked with ~15 stakeholders to simplify how customers escalate issues from the help center to direct support channels- Piloting a new editorial strategy for task-focused product education

Public Relations, Journalism, Marketing and Business Communications; Content Marketing Strategy and ExecutionClients include:- 3DCart, an e-commerce software provider- Duo Consulting, a Drupal website developer- Affine Systems, a contextual advertising company- Kontagent, a social and mobile analytics firm- Circle Public Relations- The Content Marketing Institute- L2T Media, a search marketing firm- IBM InfoBOOM, a community for midsize business leaders- The American Academy of Pediatrics- Cross-Check Communications, a voice recording solutions provider

Achievements:- Craft press releases, articles and blog posts that include strategic keywords for search engine optimization campaigns- Consistently meet deadlines for 40+ pieces of content monthlyUnique Skills:- Extensive knowledge of the SEO field and the automotive industry- Simultaneously balance comprehensive freelance work and full-time job

Achievements:- Managed branding and marketing outreach initiatives across six different member-based markets including associations- Presented the company and the product offering at conferences with a heavy focus on sales- Directed social media strategies including the company blog- Wrote more than 10,000 words of copy for a new website in less than a weekUnique Skills:- Clearly demonstrated ability to manage multiple projects simultaneously- Defined leadership and project management abilities

Achievements:- Build content for 170+ unique companies across diverse industries, including IT; consumer tech; healthcare and health tech; service; government; manufacturing and distribution; and retail and e-commerce- Published ghost-written bylines for: ECT News Network, Young Money, eBizine, Chicago Tribune, DMNews, Area Development, Phone+, Green IT Tools, etc.- Manage client relationships by building content and strategy for press release campaigns and communicating consistently via phone, online and in person- Build marketing collateral for clients and internally through the completion of case studies, professional bios and web content development- Meet with prospective clients to pitch and secure new businessUnique Skills- Quick adaptation to new/unexplored industries and niches- Strong writing skills and a dynamic grasp of reaching target audiences- Proven ability to craft articles worthy of publication in established trades- Clear communication skills and professional rapport

Achievements:- Generated web content for online magazine: news posts, album reviews, concert reviews- Attended numerous concerts across various genresUnique Skills:- Strengthened grasp of the music industry- Expertise with online media and journalistic writing