Content Strategy

Sketchdeck
Project: Hubert and Central Restaurant Products rebranding.
Scope: New brand identity guidelines with visual demonstrations to support information.
Role: Copywriter.
Stakeholders: Creative director, senior content strategist, project manager, client.
Goal: Write guidelines demonstrating how to apply the new brand identity to channels of information, using visual samples as guides.
Challenge: Provide clear, succinct instructions with best practices while adhering to brand voice and tone.
Process: Research new brands > learn voice and tone > crank out work > get approval > add to brand identity presentation slides.

Social Media Video Cuts
Twitter, Inc.
Project: Twitter Premium Support voice and tone style guide.
Scope: Establish voice and tone for high-touch service offerings to premium-level advertisers.
Role: Content strategist & copywriter.
Stakeholders: Senior content strategist, product managers, service agents.
Goal: Establish communication guidance for global English customer service agents.
Challenges: Adapt Twitter's unfiltered voice for clients investing 1-3 million in ad revenue.
Process: Research competition > identify opportunities > socialize > get approval > add to content library.

Automatic Response Templates
Implemented the Premium Support voice & tone to automatic response templates, which I also wrote and edited. In addition, I also created a formatting guide for future content governance.
Audit of Support Emails
Scope: Automatic responses were found to have outdated formatting and broken links. The solution was to audit and revamp the 480+ automatic response library. I removed unused emails, then identified templates with the highest usage and updated their formatting, links, and voice / tone.
Role: Content strategist, copywriter.
Stakeholders: Senior content strategist, senior manager, analytics team.
Challenges: Deliver a visual representation of research data. To solve this, I used Confluence to build and display dynamic charts to sort by date, template properties, and usage. This site, was used to socialize the project to stakeholders.
Process: Identify active templates > check formatting / links > display findings in charts > socialize > take action to remove or update content.

Meta for Business

Project: Customer email strategy flows with surveys.
Scope: Post-webinar engagement to persuade adoption of Meta's conversion measurement tools.
Role: Content strategist & copywriter.
Stakeholders: Growth marketing manager, SBG program manager, community managers.
Goal: Offer advertisers the opportunity to install Meta Pixel & Conversions API (CAPI).
Challenges: Persuade advertisers to fill out survey, and schedule a call to influence product installation.
Process: Identify advertisers without installed products > educate about product benefits > sell product.

Email Strategy
Events Survey
Support Articles Content Audit

Walmart

Scope: Expand the Self-Serve Display Knowledge Base with the latest how-to articles for Walmart’s digital marketing products. This involved managing content editing services from Digitas, a third-party creative agency. A team of authors created and edited new content regularly, therefore I proposed and designed a content style guide for copy consistency and future governance.
Role: Content designer and copywriter.
Stakeholders: Learning & development director, senior PMs, marketing & design teams.
Goal: Lead renovation of the site used by global brands, advertisers, and merchants.
Challenges: To update technical terms and guidelines using Walmart’s voice and tone for B2B customers.
Process: Cross-functional collaboration > research available media > create style guide > update content > publish on Salesforce Lightning > deliver on time.
Content Style Guide
Advertising Help Center
The following are sample pages that make up the Advertising Help Center. This knowledge base contains more than 100 pages of articles, tutorials, and technical resources.