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http://www.neilpetty.comI am a content strategy and design leader who thinks in terms of brand and UX, and an advocate for signature design via words and content across the customer journey. With a background in the agency world that built my focus for craft, I specialize in leading teams that make UX writing and product narratives better — this includes voice and tone, taxonomy/nomenclature (naming), messaging, systems thinking, and new ways our words can build trust, empathy and confidence.Some points: -Built and led content strategy teams at both mid-sized startups and corporate design orgs, while cultivating talented people that grow and play on each others' strengths. -Orchestrated internal direction of critical content strategy pieces: voice / tone, product domain-level messaging and architecture through XFL workshops and research-Navigated and led teams through end-to-end rebrands for household names that dial into and evolve the UX-Worked with research and data teams to test, learn, and improve on product ideas-Led educational ceremonies, defined processes, and evangelized thinking throughout teams...and the beat goes on.Notable clients/partners include:-Walmart-Angi-Vrbo-Outdoor Voices-Live Nation (ACL Festival, Lollapalooza)-Coca-Cola-Express -Samsung Mobile USA-Dell
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Senior Manager, Content DesignTargetAustin, Tx, Us
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Senior Manager, Content DesignWalmart Mar 2023 - PresentBentonville, Arkansas, UsSenior Manager of Content Design on the award-winning Walmart Design team. Our incredible team improves the UX content strategy, voice and value across the omnichannel experience for millions of people. Here’s what my team focuses on today to help you Save Money and Live Better:-Walmart+ membership (E2E Acquisition, Retention, Care, and Account)-Item Subscriptions, Lists and Extended Engagement-UX/CX for Services (Auto care, pharmacy, health & wellness, and more)-Identity and In-store journey -
Content Strategy (Ux + Creative)Petty Creative, Llc Oct 2019 - PresentFreelance consulting helping clients and agencies define their content strategy for product, creative, CX and everything in between. -
Director, Content Design + CopyAngi Nov 2021 - Oct 2022Denver, Co, UsDirector across UX Writing and Copywriting disciplines on Angi's Design + Creative Team (with an emphasis on brand voice and product). My team brought Angi's voice, value, and story to life for millions of homeowners and service professionals. Highlights include:-Full strategy for original brand voice and tone, collaborating with research teams to validate our voice with real humans-Leadership, hiring, and mentorship across my small, impactful team which included a Sr. UX Writer and Copy Lead-Cultivating and leading UX Writing throughout the product org with positive conversion upticks, while refreshing brand voice from shop to checkout.-UX Writing Guidelines, Style Guides for product areas and channels-Cheat Sheets and Messaging Docs that centralize the product marketing messaging across business pillars, creating efficiencies and alignment across the org-Launched MVP for new Home Maintenance Planner / Checklist tool, where our content strategy led to increased app user sessions-Cross-departmental educational workshops on "how to write for Angi voice", evangelizing the value of writing and empowering teams to write “on-brand” outside of just our own -
Associate Director, Content Design + CopyInstride - Strategic Enterprise Education™ Feb 2021 - Nov 2021El Segundo, California, UsInStride is a B2B social impact startup that helps businesses like Starbucks, Amazon, and Adidas create college degree benefit programs for their employees.-Worked with leadership to define and evolve the brand story of why education changes lives and creates new opportunities for DEI, social impact, and beyond for businesses.-Recruited and managed FT Sr. Content Designer on InStride's web product to evolve its content, features, taxonomies, and associated notifications/comms for the "Learner" audience. Recruited and managed a stable of 3 copywriter freelancers across B2B/product marketing.-Evangelized and upheld standards for voice/tone, writing style, and product marketing value to resonate with "Corporate Partners" audience. -
Senior Manager, Content Strategy (Ux Design)Vrbo Mar 2020 - Feb 2021Seattle, Wa, UsLed a team of 3 talented content strategists on the UX Design team while collaborating with brand strategists, product managers, and product marketers to enhance Vrbo's new product UX. -
Acd / Content Strategy Lead (Homeaway Ux Design Team)Vrbo Dec 2016 - Feb 2020Seattle, Wa, UsHIGHLIGHTS: Rebranded one of the biggest tech companies in the vacation rental space, HomeAway, to Vrbo - the highest performing entity under Expedia/Homeaway's umbrella of VR brands.-Built a foundation for Content Strategy within the Traveler experience, including voice, tone, information architecture and product marketing/messaging. Work includes heavy quant/qual research and data science to inform product messaging and strategy.-Creative strategy for the "Vrbo rebrand" project. Worked across various departments and stakeholders to explore conceptual directions for the Vrbo brand logo. Collaborated with brand strategy and research teams to unveil consumer perspectives and feedback on brand attributes, while bringing both Product and Marketing teams together to manifest the Vrbo brand voice.
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Brand Strategist (Live Nation)C3 Presents Dec 2015 - Dec 2016Austin, Texas, UsHIGHLIGHTS: Developed voice and tone POV for ACL Festival and Lollapalooza Festivals (fun gig!). Created the first-ever Brand Strategy team which fused data with creative to build Brand ID for festivals and client experiential concepts. A refreshed Voodoo Festival broke records with 150,000 attendees, and we celebrated experiential marketing new business wins that include ComplexCon, NFL, Sports Illustrated, ACVB and more. Also kickstarted the first-ever Copywriting internship program.As Brand Strategist at C3, I wore a lot of hats: Data + Design + Copy + Concepting + Research. I helped create (+ enhance existing) experiences for C3's growing portfolio of music festivals and brand experiences, including Lollapalooza International, ACL Fest, Voodoo Fest, Landmark Fest (in partnership w/ GSD&M) and more. As part of a small team reporting directly to stakeholders, we were responsible for pitching ideas for brand experiences (and how their values can manifest IRL), and even experience design which led to a few cool activations, such as the ACL FEST "Hollywood letters" in Zilker Park. -
Senior CopywriterC3 Presents Dec 2013 - Dec 2015Austin, Texas, UsLead writer and Content Strategist across all festivals, including marketing campaigns,segmentation initiatives, UX-focused redesigns, apps, internal presentations, voice/tone and much more.
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Senior CopywriterRazorfish Feb 2012 - Dec 2013New York, Ny, UsClients: Samsung, Express, Citi BankHIGHLIGHTS: Part of a large creative team that led Samsung Mobile through their "breakthrough year", where they surpassed Apple in sales and became a major player in the mobile space.- Tailored Express.com to be more savvy for today’s fashionista with aresponsive overhaul, new content models and "on-brand" content strategy- Communicated the benefits of Samsung’s SIII and Note 2 throughoutdigital and social campaigns, UX redesigns, and out-of-home initiatives- Refined e-commerce user paths as Content Strategist/Copywriterfor Citi Retail Services team, redesigning numerous mobile sites -
CopywriterT3 Jul 2010 - Feb 2012Austin, Tx, UsClients: Coca-Cola, Sprite, Chase Bank, MicrosoftHIGHLIGHTS: Contributed numerous digital creative concepts that led to 3 successful new client wins: Cartoon Network, Coca-Cola, and Sprite- Lead Copywriter on extensive digital campaigns for Coca-Cola Freestyle andSprite, including apps, microsites, social media and more-Campaign concepts and writing for Windows Phone and Chase Bank -
CopywriterSpringbox Sep 2007 - Jul 2010Austin, Tx, UsClients: Dell, AEG, NASCAR, Premiere Global, Sweet Leaf TeaHIGHLIGHTS: Pioneered an editorial content marketing initiative for Dell based on niche passion points (before "content marketing" existed). A redesigned Dell Lounge v3 saw almost 6x more traffic/visits, thanks to smart content strategy/design, mashing up the "meta" with the audience, as well as collaborations with VICE and other writers/thought leaders that helped boost Dell Lounge street cred.- Content Strategist and Copywriter for Dell Lounge, a first-ever editorialhub and content marketing project that partnered Dell with Vice,celebrities, influencers, and more- Copywriter for various client websites and digital campaigns, includingNASCAR, Premiere Global, AEG, and Sweet Leaf Tea -
Studio InternTrademark Media May 2007 - Aug 2007Intern at a small digital agency that specialized in local non-profit websites. I was the scrappy kid that raised his hand for the following:-HTML accessibility tests-Slicing images for dev-Writing and coding the agency newsletter-Knocking out small project to-dos-Fetching and organizing files-Smiling and building Ikea furniture
Neil Petty Skills
Neil Petty Education Details
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Texas State UniversityMass Communication/Media Studies; Sociology
Frequently Asked Questions about Neil Petty
What company does Neil Petty work for?
Neil Petty works for Target
What is Neil Petty's role at the current company?
Neil Petty's current role is Senior Manager, Content Design.
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What schools did Neil Petty attend?
Neil Petty attended Texas State University.
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Neil Petty has interest in Gizmodo, Zach Galifianakis (Actor), Fast Company, Wieden+kennedy, Flipboard, Village Voice, Razorfish, Droga5, Steve Martin (Actor And Comedian), Lebron James.
What skills is Neil Petty known for?
Neil Petty has skills like Copywriting, Social Media Marketing, Content Strategy, Digital Strategy, Digital Marketing, Advertising, Integrated Marketing, Creative Strategy, Facebook, Marketing Communications, Creative Direction, Seo.
Who are Neil Petty's colleagues?
Neil Petty's colleagues are Anahi Serapio, Charles Averitt, John Velk, Samual Seekins, Abraham Prieto, Alexander Hyman, Trevor Z..
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