CONTENT STRATEGY

Exploring competitive / comparative landscapes, conducting in-depth content audits, crafting messaging frameworks, and storyboarding user experiences to achieve intuitive digital rebuilds, site optimizations, and line-of-business launches.

EXPERIENCE DESIGN

Cross-functional collaborating with product, legal, research, engineering, localization, and design teams; user research

deep diving to take customers on wow-worthy digital journeys.

CONTENT CREATION

Target-hitting, human-centered UX writing; award-winning feature writing, blog posting, and editing.

INDUSTRY INSIGHTS

Delving into the worlds of travel and tourism, brand marketing, business and finance, consumer lifestyle,

and arts & entertainment to inspire, engage, and build target markets.

LEADING & MANAGING

Sourcing and managing freelancers, onboarding and mentoring talent, crafting envelope-pushing editorial concepts,

developing and managing editorial calendars, and leading creative redesigns.

Content Designer III

Expedia Group, Chicago, Illinois / November 2020-Present

• E2E content design and experience strategy, including trip inspiration, shopping, and planning; in-brand and cross-brand x-sell and attach; and curated, pre-bundled, and dynamic packages.
• Identifying and leveraging untapped avenues into cross-sell and attach to empower a holistic vision of the user experience.
• Developing comprehensive messaging frameworks, including foundational research, best practices, TOV and empathy strategies, personalization, and contextual use cases.
• Research analysis, user scenario building, storyboarding, and traveler persona development to underscore experience-led, human-centered content strategies.
• Close collaboration with XD, Product, Legal, Research, and Engineering teams to define scope and develop envelope-pushing prototypes, North Star visions, and MVPs.
• Partnering with Research for lab, Adaptex, and A/B test planning, question development, and research analysis/synthesis.
• Content auditing, storyboarding, cross-functional workstream syntheses, and competitive/comparative analyses to elevate user experiences, find “sweet spot” market differentiators, and develop powerful value propositions.
• Developing attach content guidelines for organization-wide adoption, including legal requirements and localization variances.
• Onboarding and mentoring content design teams.

Content Designer (contract)

Critical Mass, Chicago, Illinois / October-November 2020

• B2B digital content writer for Cereals Canada in preparation for website relaunch.
• Collaboration with UX and SEO teams to target end-user information needs.
• In-depth report analysis, translating technical subject matter into engaging digital content designed to support user journeys.
• Event email campaign content creation, incorporating new brand messaging and branding strategies.

Content Designer (contract)

Imagination Publishing

Chicago, Illinois / August 2019-January 2020

• Desktop and mWeb content writer for the Project Management Institute (PMI), creating engaging long-form and short-form content to boost association awareness and membership across demographics.
• Interviewing, in-depth feature writing, how-to quick bites, and highly technical blog content.
• Feature writer for the International Interior Design Association, with Perspective magazine articles published in print and online.
• Article and web page editing for clients in various verticals.

Senior Copywriter + Content Strategist

Envisionit

Chicago, Illinois / November 2017-June 2019

• Content lead for Choose Chicago website rebuild, including branding; taxonomy development; UX and SEO team collaboration; and 1,000+ web page content auditing, aggregation, and repositioning.
• Content strategy development to identify visitor profiles, creating compelling visitor journeys in the tourism and B2B membership space.
• Day-to-day website management, including content uploads and edits, copywriting, blog writing, editorial calendar development, and brand and campaign messaging.
• Industry, audience and subject matter deep-dive research in preparation for content strategy development and client presentations.
• Envisionit blog writing, with specialization in destination marketing.

Writer, Editor and Content Strategist (freelance)

Chicago, Illinois / January 2001-November 2017

• Internationally published, award-winning writer and blogger, specializing in film, arts & entertainment, interior design, travel/tourism, lifestyle, culture, career, leadership and human interest.
• Blog writing and/or blog management for arts marketing, travel board marketing, food industry, and interior design.
• Long-range editorial planning and article ideation.
• Copywriting and branding, from identifying niches and developing ID concepts to campaign/event brainstorms and marketing content writing.
• Website development and redesign, including ideation, content and design team collaboration.
• Event ideation and onsite collaboration, including museum after-hours programming and festival crewing.
• Verticals: Production companies, museums, tourism boards, marketing agencies, interior design firms/architects, custom publishers, retail boutiques, agribusiness, law firms, in-flight magazines, international newsstand publications, universities, pharmaceutical companies and international distribution companies.
• Sample clients: CS/Modern Luxury, Roaming Hunger, Medici Museums, Chicago Underground Film Festival, Curmudgeon Group, International Interior Design Association, Project Management Institute, MF Digital, ClearStream, Arizona State University, Proctor & Gamble, Trunki UK, Brinks Hofer Gilson Lione, Bortz Entertainment Law, Chempetitive, Arizona State University, Today Paris, Urbana London, American Modern, Homescape.

Director, Digital Publishing / Editor-in-Chief & Art Director, INSIGHT Magazine
Illinois CPA Society Publications & Creative Services Group

Chicago, Illinois / June 1999-April 2017

• Multi-award-winning redesign, editorial leadership + art direction of quarterly INSIGHT Magazine (circ. 24k, regional), “Exploring the issues that shape today’s business world.”
• Development, design + direction of new Copy Desk editorial hub, diving deep into topics to help shape career success.
• Concept development/redesign of integrated family of eNewsletters targeting career, industry and business, public accounting and legislative content.
• In-depth audience and competitor analysis for niche publication development and open rate growth (60% increase achieved).
• Long-range editorial planning and special issue development.
• Publications Department leadership and integration with Creative Services to create the ICPAS Publications & Creative Services Group.
• Freelance writer assignment; management of contracted creatives and advertising sales specialists.
• Award-winning feature writing, news writing and copy editing.
• Publication quality control and proofing.
• Lead magazine layout designer.
• Budget management across all print and digital publication channels.

Deputy Editor, Complete Woman

Chicago, Illinois / September 1998-March 1999

• Feature writing and copy editing for a women’s lifestyle magazine, including celebrity interviews and articles relating to relationships, and health & beauty.
• Quality control + proofreading protocol supervision.
• Photo styling, photo research, and model contracting.

Senior Editor, The Rotarian

Rotary International

Evanston, Illinois / March 1998-September 1998

• Human interest and travel feature writing
• Reporting on fundraising initiatives and humanitarian efforts internationally.
• Articles reprinted within The Rotarian magazine family internationally.

Director, Special Publications
John Marshall Law School

Chicago, Illinois / May 1996-March 1998

• Award-winning redesign and relaunch of quarterly legal features alumni magazine with international distribution.
• Development of a national stable of freelance writers, proofreaders, designers, and photographers.
• Feature writing, with a focus on human rights and censorship issues.
• Coordination of special projects, including an organization-wide, award-winning graphic ID initiative and centennial book.

Managing Editor, Kansas City Magazine + WHERE Kansas City

ABARTA Metro Publishing

Overland Park, Kansas / April 1994-May 1996

• Integral member of launch team for award-winning city magazine and visitor publication (part of the WHERE magazine franchise).
• Feature writing; cover story development; Style, Home Design, and Arts & Entertainment editor.
• Long-range editorial planning and freelance writer/photographer/artist assignment.
• Copy editing, proofreading and general quality control supervision.
• Coordination and supervision of fashion, interior design and local personality photo shoots.
• Coordination of cultural events in partnership with area museums and arts institutions.
• Mentoring of freshman students in the Journalism Department at Avila University, Kansas.
• Editor training in preparation for new WHERE magazine franchise launches.

Assistant Editor, American Art Review

Leawood, Kansas / June 1993-April1994

• Coordinating and editing articles submitted by museum curators and fine arts experts.
• Proofreading and quality control responsibilities.
• Circulation database management.