Team management, content strategy, scaled solutions
Every team needs a solid foundation and structure to deliver its best work — especially if that team has 2.5 billion monthly active users on its platform.
I defined Play's apps editorial team’s capacity and scope, developed the quarterly intake process, created a user-friendly content library, and led the development of program playbooks and templates to streamline our work.
Now, we spend less time on operational overhead and more time inspiring creative content solutions that are critical to our success.
As projects and stakeholders change, I continue to manage the overarching global apps editorial strategy, mapping it to critical user journeys and business priorities.
I uphold our style guide and content principles to inform regional and local go-to-market managers, product managers, and software engineers on scalable solutions.
I also consult on day-to-day operations for our full-time editors and vendor support teams, and I advocate for our discipline in cross-functional forums.
Content strategy and copywriting, team management
When an app launches on Android, awards season is nigh, or a TikTok trend takes the world by storm, I'm creating content to provide Google Play's point of view.
I conduct research via Google Trends, industry experts, and media outlets daily to lead brainstorms, test apps, curate, write, edit, QA, and publish content quickly and effectively.
And no matter the zeitgeist moment or buzzy topic, I strive to ensure we provide snackable insights to why a user should care — and care now — about what Play has to say about it.
Content strategy and copywriting
“Google Play” might not be the first brand that comes to mind when you’re celebrating the New Year, looking for summer travel recommendations, or what titles were the best of the year – I’m part of a team trying to change just that.
We also aim to be mindful of what our users are going through – so we’ll be sure to meet you where you’re at, rather than ignore what’s going on in the world around you.
With fresh and useful seasonal recommendations all year long, we want Play to be synonymous with “What app should I get next?”
Content strategy and copywriting, team management
As a co-founder of the Play Merchandising DEI workstream, I believe it’s critical to our mission to uplift underrepresented voices all year-round – not only when the calendar says so.
We partner with internal groups and volunteers regularly to ensure what we present strikes the right balance of being informative without assuming a user’s level of DEI education.
These are all examples of content forged for a moment in time, which we’ve since incorporated into our everyday programming.
We continue to build the content library I started, with hundreds of DEI-founded or -centered titles available for teams across Play to feature in their work.
Content strategy and copywriting, team management
From sharing critical information to Sonoma County residents during the Camp Fire to supporting advancements in technology, a 30,000+ web-page redesign, and opening a new hospital, my work at Sutter Health helped deliver exceptional copy to a vast network of patients and clinicians with various needs.
Content strategy and copywriting
From everyday health tips to holidays and more, Smart Coach insights surprise and delight users with actionable information. I read industry articles, compared sources, brainstormed concepts, and harnessed the power of our CMS to tailor insights to relevant user groups — all while keeping content fresh, friendly, and informative.
Content strategy and copywriting
Even after setting a Bedtime Reminder, UP users consistently missed their bedtime. Our hypothesis was to see whether sleep tips leading up to bedtime would prompt users to rest easy. I wrote the tips and provided content direction, plus UI feedback.
Content strategy and copywriting
The excitement of downloading UP to start tracking steps, sleep, food, mood, and more can be overwhelming. So, we reimagined how users could set goals more seamlessly. I led brainstorms and delivered copy to give users an idea of where to start, plus friendly reminders to keep health goals attainable.
Copy editing
What better way to highlight the life-changing features of UP than with heartwarming stories from our users? Get UP Together focused on how UP helped millions of people live healthier and happier lives. I partnered with Brand Marketing to develop long-form copy and volunteered my copy editing expertise to ensure a successful campaign.
Copywriting
Jawbone partnered with various brands to celebrate Sleep Week with a contest and series of emails. I brainstormed various content ideas to drive user engagement, then wrote an email series with tips to sleep soundly.
The campaign saw a 30.2% open rate, outperforming industry average by 65%; plus a 3.5% click-through rate, outperforming industry average by 21%.
Content strategy and copywriting
How do you explain nearly 100 site improvements to millions of customers? Just add Macy's magic. And me. I partnered with cross-functional teams as the editorial expert by creating concepts and delivering messaging for end-to-end user flows — including landing pages, emails, checkout processes, FAQ content, and more.
Content strategy and copywriting
Translating desktop experiences to a smaller screen isn't as easy as it sounds. While developing content hierarchy, staying on the pulse of industry trends, and testing mobile best practices, our team made it simple and seamless to access Macy's products and features from your phone.
Content strategy and copywriting
Iconic events and historic celebrations are core to the Macy's brand. I delivered concepts and messaging for landing pages, emails, marketing, and social packages — and even live tweeted! — for LGBTQ+ Pride Month, Super Bowl XLVIII, Macy's Fireworks, and more.
Content strategy and copywriting
Our team envisioned an all-new way to shop your favorite brands. From a completely reimagined navigation to clean and beautiful imagery, m by Macy's was an exercise in branding, strategy, and writing I'll never forget.
Copy editing and copywriting
Triad's broad range of clients had unique needs, style specs, and budgets — while being featured on some of the world's biggest retailer sites. I served as the copy editing expert for a team of 10+ writers and strategists, ensuring client needs were met without sacrificing creativity.
Content strategy, copy editing, and copywriting
No matter the occasion, it's all a celebration! I curated content plans and strategies; wrote custom articles and developed game concepts; plus I pursued low- to no-cost partnerships for various centers and seasonals on Walmart.com & eBay.com.
