Resume

Brand storyteller with a proven track record of creating and managing content that drives conversions.

Specializes in web content and digital experiences: main navigation pages, user journeys and user experience (UX), landing pages, orphan and download pages, paid and organic search
Ability to define, capture, and develop brand voice.
Outstanding organizational skills, including multitasking, delegating, time-management, and working under deadlines.
Excellent writing, research, critical thinking, and analytical skills.

6 years of B2B and B2C copywriting and content design for HR, finance, planning, and productivity software.

3 years UX strategy and design for web pages and digital experiences.
Experience with: Figma, ClickUp, Workfront, Contentful, Stackbit, Surfer, UserTesting, WordPress, Google Apps, and Microsoft Office.

Remote/San Diego, CA

July 2022–July 2023

Responsibilities

Led content management and creation of digital experiences and company web pages.
Developed user experience (UX) best practices and strategies for web content and digital assets.
Conducted user and conversion rate optimization (CRO) testing to measure page performance, content engagement, and copy and design efficacy.
Regularly engaged cross-functionally with content stakeholder teams, including product marketing, web production, creative and design, demand generation, and data analytics.

Accomplishments

Designed and implemented a content template system that boosts efficiency and reduces content creation timecycle by more than two weeks.
Created writing standards guide to define brand and product voice as well as editorial style, used by stakeholders across the organization.
Piloted the creation of a Web Strategy Charter to align teams and stakeholders on content creation processes; performance goals; search engine optimization (SEO); metrics; testing; and UX, copy, and design recommendations.
Essential contributor to a cross-functional initiative that drove global web conversion rates up by 10%.

Pleasanton, CA

Responsibilities

Created, edited, and managed marketing content across a variety of media including web pages, digital assets, promotional emails, videos, social media posts, direct mailers, infographics, datasheets, eBooks, whitepapers, brochures, blogs, trade show booths, and more.
Researched, implemented, and trained colleagues on UX strategies to optimize web page copy and design.
Conducted A/B testing and data-driven analyses to optimize web page design as well as demand generation email subject lines, headlines, and body copy.
Led all copywriting duties for Workday Elevate, a major in-person and virtual global event.
Trained colleagues on developing compelling social media copy that fits the brand voice.
Worked closely with the web production team to implement and evangelize a web strategy charter to create more impactful and consistent digital experiences across the organization.
Regularly participate cross-functional with teams across the marketing organization, including product marketing, web production, demand generation, solutions marketing, events management, field marketing, and corporate communications.

Accomplishments

Directed and managed pandemic crisis communications response for all marketing events and designed an emergency communications management system later adopted across the organization.
Led content design and creation process for new recruiting web pages that boosted job application rates by more than 200%.
Initiated and led a cross-functional partnership between the copywriting and social media teams to develop unique social media activations around holidays and other special events.
Participated in a committee of creative services colleagues to onboard all new hires.

Jan 2018–April 2021

May 2021–July 2022

Master of Arts: English Literature, 2015

Master of Fine Arts: Creative Writing, 2013

Bachelor of Arts: Lingusitics, 2008

Relevant Coursework