QUALIFICATIONS:
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• Almost a decade of digital content and media creation, content and UX strategy, and service design in corporate, startup, and non-profit companies.
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Lead
• Management experience in past four positions with teams ranging from 4 to 16 direct reports.
• Brings expert-level content strategy knowledge base to collaborative cross-functional teams.
• Enthusiastic co-creator of projects with national and global reach
• Created B2C client care systems, reducing ticketing time and delivering hightes retention rate in company history
• Content Strategy, taxonomy and user interface prototyping for internal clients such Partnership for a Healthier America (in partnership with Sesame Street Workshop), Fedafruita (Chilean Government- Agricultural), and the Floral Council.
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Collaborate
• Over three years of project management experience, averaging 20 live project environments with cross-functional teams
• Collaborated on UX-optimized B2B knowledge base
•PM collaboration in Basecamp (2,3), Trello, Asana
Create
• Created customer support systems that decreased wait times by over 27 hours and significantly increased customer retention
• Co-created semi-customizable templates for verticals (real estate, auto) in an easy to sell portal for BD and sales departments
• Created an digital product education platform for hyperlocal businesses (EggZack U)
• Co-organizer of Philly Content Strategy (over 900 members),
• Speaker on corporate content strategy and hybrid governance for digital environments.
• Over five years experience with analytics systems including Google Analytics, Chartbeat, and databases
• Almost a decade of working and iterating multiple CMS environments (Drupal, SiteCore, Wordpress, proprietary)
RECENT/RELEVANT WORK EXPERIENCE:
May 2014-present Produce Marketing Association Newark, DE
Director of Digital Content
• Lead team (3 direct reports and 6-10 contractors) in charge of digital presence in multimedia, social, and web for global member organization of over 33,000 members on six continents
• Budget manager for Digital Content team
Content and UX Strategy:
• Lead content strategy redesign of over a dozen internal sites, and two external partner sites.
• Includes: linking strategy, governance, style guides and web standards, taxonomy and tagging, SEO and metadata considerations.
• Work in traditional and agile environments to achieve measurable KPIs for sites.
• Head of content calendar, lead in project management for calendar that controls content flow internally and outside PMA sites, as well as comms strategy
• Lead collaborative internal and external (member) user experience projects, including discovery, user flow, heat mapping, rough and digital prototyping, senior management presentation of recs and workback plan, and execution of plan.
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Projects include:
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eat brighter!™ (in partnership with Sesame Street and Partnership for a Healthier America)
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PMA Fruittrade redesign (in global partnership with NORD, Fedafruita, and Yenzen)
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PMA.com membership redesign (Q3 2016)
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Fresh Magazine (print edition)
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Global Digital Content Strategy:
• Create phased content strategy approach for Global Strategy Task Force including web strategy, regional mobile-first strategy URL/metadata considerations, and content considerations for countries. Approved and began execution in 2016.
Collaborative Development:
• Work on cross-functional teams, including product development and review teams, to bring content strategy and user/service experience lens into conversation
Social Media Strategy:
• Create phased social media strategy for PMA channels including personal/professional handles, create social recommendations for Global Strategy Task Force
• Led as social media manager for 17 months of time at PMA, actively QC channels, creating strategy with local, national, and global reach
• Annual recommendations during global business developement in platform usage, organizational need, and a look back at this years metrics to resent to SMT and Board for Directiors
• Create floral social pilot for the global floral industry (2016)
• Presented the “Future of Social for Floral” to industry leaders at Global Floral council meeting (Feb 2016)
March 2013-April 2014 EggZack Bethlehem, PA
Director of Operations
User Experience:
• Created customizable template experience to help small business owners with a stress-free website build experience, which decreased project turnaround dramatically.
• Prototyped a account manager portal to make sales to AM handoff more defined, then collaborated with front-end designers to execute.
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Content Strategy and development:
• Collaborated on iterative templates for clients, looking at user flow, discovery, and metrics to help inform strategy.
• Wrote as well as oversaw freelance team to create digestible digital content for sites.
• Worked with high-level partnerships in real estate, aquatics, and tires to create free website templates for their clients.
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Service Design:
• Led “Help Ticket” system rebuild; Decreased turnaround time by 27 hours,
• Created online trainings and personalized customer experiences through “EggZack U” training modules keeping client retention at over 95 percent,
• Created internal support structure for business development reps, digital onboarding manual
November 2010-March 2013 AOL (Patch) Lehigh Valley, PA
Southern Lehigh Editor (uppersaucon.patch.com)
Content Creation/Strategy:
• Oversaw editorial content for daily news website with 19,000 readership goal (98% of the market) while consistently hitting 200 to 500 percent over goal.
• Recognized leader in using analytics to inform editorial decisions-brought in to teach other teams within AOL best practices
• Oversaw staff of up to 16 freelancers and photographers, work within parameters of monthly editorial budget.
• Wrote and published 5-9 articles daily, seven days a week. Created and maintained editorial calendar
• Kicked off and grew all content and social outlets, including Facebook, Twitter, and website.
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Oct 2009-November 2010 Health Care Ledger Springfield, MA
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Multiple roles, final role: Editor-in-Chief
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• Oversaw editorial content and staff of six for monthly print health care magazine with 50,000 readership.
• Oversaw new media and social networking outlets, including Facebook, Twitter, and our website.
• Used basic analytics tools to inform social media strategy, including Google Analytics
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May 2008-January 2010 Minnesota 2020 Minneapolis, MN
Graduate Research Fellow-Health Care
• Wrote multiple articles weekly on Minnesota's health care system for digital platform, creating and informing digital best practices and writing for the web.
• Conducted research on web usage, content performance and content creation to help inform fellows work product
• Copyedited undergraduate articles weekly
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More Work History? You got it.
EDUCATION:
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2012-2017 (expected) Lehigh University Bethlehem, PA
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- MBA, Corporate Entrepreneurship and Communications
-Graduate Certificate in Corporate Entrepreneurship (expected completion date, Summer 2017)
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1995-2000 University of Missouri-Kansas City Kansas City, MO
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- B.A., Honors- American Studies
Summer/Fall 1997 New York University New York, NY
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- Summer and Fall Coursework in the Tisch School of Arts- Filmmaking Department (editing)
- G.P.A. of 3.8
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