Tracey Herring, Cua Email & Phone Number

Lilburn, Ga, Us

Bentonville, Arkansas, Us

Provide content design, strategy and information architecture for merchant and associate-facing apps. Work closely with product managers, development teams, UX designers and business stakeholders to enhance workflow efficiency across mobile and desktop apps.

Palo Alto, California, Us

Bloomington, Illinois, Us

• Create and set guidelines for tone, style, and voice of all digital content across web and mobile.• Develop creative concepts and write SEO-rich customer-facing content for core and new products.• Set strategy for content both vertically and horizontally across the product suite.• Determine the overall digital content strategy, requirements, and potential content sources, informed by usability best practices, user testing, company brand standards and competitive research.• Closely collaborate with multi-disciplinary design teams to develop and oversee creation of all content included in solutions.• Create taxonomies and metadata frameworks for grouping and tagging content, adhering to SEO best practices.• Explore, refine, and map the customer journey for new and existing products using personas, research, and analytics as guidance.• Create user testing requirements for both external and internal clients.• Engage with cross-functional teams to devise conceptual solutions built on user-centered design.• Collaborate with multiple stakeholders during development process, including product owners, user experience researchers, and front/back-end developers.

Dallas, Tx, Us

• Managed agile redesign and implementation of eCommerce website for AT&T’s Digital Life home security and automation product, resulting in a 100% lift in sales volume.• Developed cross-platform business requirements for streamlining the Digital Life app’s support site.• Using Adobe AEM, created, edited and implemented over 250 articles for the Digital Life app help site.• Using Drupal, edited and implemented how-to content on existing customer site to drive engagement.• Assisted in usability testing to define user experience and content strategy for two customer-facing websites.• Collaborated with development team to update, design, and implement site changes and enhancements to upper-funnel pages and shopping cart/buy flow.• Analyzed customer feedback and used web analytics to develop improved customer shopping experience.• Develop user stories and journey mapping for customer shopping flows.• Analyzed and provided refinements for agency wireframes, site maps and design comps to ensure alignment with business requirements.• Managed budget and consumption of agency resources.

Dallas, Tx, Us

• Developed strategic communications plans aimed at key internal and external audiences. • Instituted and administered internal author blogsite to support over 700 content authors. • Increased author participation in blogsite by over 100% within the first 6 months of launch. • Conceptualized and created story ideas, edited final copy and oversaw final online production and distribution for blogsite articles. • Managed site’s program schedules, allocation of time, resources and budget.

Dallas, Tx, Us

• Managed content editing team that provided editing, publishing, and other editorial duties for corporate intranet. • Created new editorial style guide of writing standards and content submission requirements for CMS authors.• Created over 20 methods and procedures documents that were used enterprise-wide for Vignette CMS content management and web development best practices. • Provided editorial support for frontline employee communication including rewriting, audience/channel verification, and examining supporting content relevancy. • Trained and supported over 100 field authors and content managers in content submission, workflow issues, and coordination of projects. • Created 6 SharePoint tools including those for monitoring content quality, content submission, reporting and feedback capture.

Dallas, Tx, Us

• Managed planning and execution of multi-department content migration.• Reviewed, edited, and ensured integrity of over 1,000 articles published to corporate intranet.• Trained over 30 content developers and field authors on improving content, topic management, and general technical writing standards.• Participated in usability testing to assist with determining enhancements and upgrades for both the content management system and the CSS. • Developed editorial style guide, training materials, and authoring guidelines for content authors.