Team management, content strategy, scaled solutions

Every team needs a solid foundation and structure to deliver its best work — especially if that team has 325 million monthly active members on its platform.

As its first-ever Managing Editor, I invented the Creative Labs Writing Bench — mapping the team’s capacity and scope, hiring and onboarding Contingent Talent, developing end-to-end writing workflows, creating a user-friendly self-service Airtable, and leading development of style guides 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 Emerging Creative Experience Design editorial strategy, mapping it to critical member journeys and business priorities.

I uphold our style guide and content principles to inform regional and local managers, plus global product managers, researchers, standards partners and software engineers on scalable solutions.

I also consult on day-to-day operations for the ~10 copywriting and copy editing contractors and agency support teams, and I advocate for our discipline in cross-functional forums.

Team management, content strategy, scaled solutions

The Consumer Messaging Program (CMP) team had ambitious goals to increase its number of email, push, and in-app notification assets by 200% in 1 year.

After meeting with key stakeholders and program owners, I scoped and onboarded 5+ contract copywriters to craft bespoke messages for Netflix’s highest-priority titles and fandoms, including but not limited to: Bridgerton, Squid Game, Wednesday, and the final season of Stranger Things.

Under my copy direction, we tested hypotheses and iterated on implementation, consistently delivering on-time, world-class creative.

Team management, content strategy, scaled solutions

The Merchandising team has a variety of programs and sub-programs — each with unique member and business needs, but ultimately with the same goal: Help members find even more content on Netflix to enjoy.

After meeting with key stakeholders and program owners, I scoped and onboarded 5+ contract copywriters to craft bespoke landing pages, synopses, and row names for 200+ activations, including but not limited to: Your Zodiac Watchlist, The Oscars, and Hispanic Heritage Month.

Under my copy direction, we developed the team’s first-ever style guide, and continue to test hypotheses and iterate on how to deliver world-class creative even faster and better than ever before.

Team management, content strategy, scaled solutions

I defined Play's apps editorial team’s capacity and scope, developed a quarterly intake process, created a user-friendly content library, and led the development of program playbooks and templates to streamline our work.

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 was creating content to provide Google Play's point of view.

I conducted 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 aimed to ensure we provide snackable insights to why a user should care — and care now — about what Play had 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 was part of a team trying to change just that.

We aimed to be mindful of what our users are going through – meeting 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 wanted 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 believed it was critical to our mission to uplift underrepresented voices all year-round – not only when the calendar says so.

We partnered 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 since incorporated into our everyday programming.

We continued 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.

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.

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.