As a creative director and content strategist, my job is to create stories that communicate ideas, shift mindsets, and build affinity for products, brands and organizations. However, great content doesn’t just emerge out of thin air -it’s the result of a lot of collaboration, research and asking important strategic questions. Here are a few favorites: Investigative Research/Design Thinking“What specific problem are we trying to solve?”“Who is the audience and what is important to them?”“How does data/research support or challenge our assumptions?”Creative Storytelling“What happens to the user with and without this product or idea?”“How can we tell a story that meets the audience right where they are?”“How would we describe this product/idea/initiative to our parents?”Strategy and Deployment“What specific action do we want the audience to take?”“Where does this fit within the content strategy/marketing funnel/training program?”“What are our options to deploy this? Is there something we’re not thinking of?”Metrics/Data Science“How can we best measure impact and ROI?” “Can we use existing metrics or do we need to create our own?”“What biases and limitations do we need to be aware of?”Recent clients include: Stanford University, Amazon, McKinsey & Co., AT&T, Heineken, Leukemia & Lymphoma Society, Alaska Airlines, Bayer, MetLife, Deloitte, State of Washington, Boeing, 20th Century FOX, Capital Group, Adobe, Microsoft, Kaiser Permanente, Habitat for Humanity, VMware, PepsiCo, Centers for Disease Control, Japan Airlines, IUCN Red List, Liberty Mutual, State of Massachusetts, Splunk, Medtronic, W.L. Gore & Associates, and Mitsui Engineering (among hundreds of others)Areas of Expertise: Creative Direction (Story Concepting, etc.), Video Analytics, Digital Content Strategy, Metrics Design & Audience Testing, Video Scriptwriting, Client Account Management, Copywriting, Training Course Development, Presentation Design, Internal Communications Design, Campaign Localization (esp. Japan and East Asia), Social Media Strategy, Segment Marketing, Consumer Research, Project Management, UX/UI Design, Photography (Photoshop, etc.), etc.Specialties: Scriptwriting, Art Direction, Campaign Design, Content Strategy, Copywriting, Translation (Japanese-English), Digital Marketing, Social Media Mktg., Segment Marketing, Localization, Iterative Design (SDLC, etc.), Consumer Research and Analytics, Interactive Campaigns
