Curriculum Vitae

Summary

• 20 years in industry: brand, UX, and instructional content direction/creation
• Content: inspire/define/deliver correct, concise content and strategies
• Leadership:  mentor, inspire, promote, grow high-performing talent
• Customer-focused, join forces, own outcomes, work fearlessly
• 20 years college instructor: web authoring and multimedia writing
• Ph.D. in technical communication and rhetoric

2024 - Current

Chief Brand Officer

• Evaluate client brands and facilitate solutions
• Create formal brand plans to determine audience, brand position, story, slogans, and content/visual direction for marketing, website, UX, public relations, etc.
• Establish and evolve client brand voice & tone, set visual presence & style, create brand strategies, narratives, personas, and style guides

2021 - 2023

Strategic Advisor

• Consult with senior management on feasibility and logic of potential investments
• Meet with clients to evaluate issues and offer solutions, products, and services that best meet their needs
• Suggest branding, UX, and product feature changes, and implementations to meet client's customer needs

2023 - Current

Founder/President

• Work with clients to evaluate their brand needs and offer solutions to fit their organization
• Create formal brand plans to determine audience, brand position, story, slogans, and content direction for marketing, website, UX, and public relations
• Establish and evolve company brand voice & tone, creating brand strategies, narratives, personas, and style guides

2003 - Current

Web Authoring Instructor

• Instructed 3,700+ students over 20+ years in Web Authoring and Writing for Digital Media courses.
• Teach students techniques that drive CX for multiple web audiences, identify/solve usability issues, and plan/create content for the web.

2017 - 2023

Copy Director / Brand Writing Manager

Brand Direction • Management • Writing

• Evaluated/tested company voice & tone, then presented new direction, persona, manifesto, voice & tone, and style guide application.
• Managed, mentored, and inspired super-talented writers — who delivered dazzling marketing, FoS, social media, UX, and email copy — ever-helping them to advance their careers.
• Directed content strategy and creation, provided strategic collaboration on various deliverables, and participated in testing for writing across many channels.
• Provided creative direction, deliverables, and testing for writing across multiple channels, ensuring it's in our brand voice.
• Evolved GoDaddy's voice & tone by owning/authoring Brand Writing Style Guide and collaborating w/ teams to create channel-specific guides, playbooks and libraries.
• Wrote for high-visibility projects like the GoDaddy Careers and Design sites, customer events, and TLD rebranding.

2007 - 2017

Sr. UX Writer / Content Designer

Content Design/Strategy • UX Writing

• Produced content strategy and UX content for Hosting, Website Builder, Mobile, and Email.
• Scripted, recorded, served as voice talent, and built instructional on-screen video tutorials.
• Created walkthrough guides and online tutorials to assist customers through process flows.
• Established/maintained  UX content style guide.
• Wrote UX documentation for all site builder applications.
• Composed marketing and FoS content.

2003 - 2005

Managing Editor / Instructional Designer

• Managed in-house and outsourced writers, supervising research and writing.
• Edited course scripts for content, style, and instructional integrity.
• Built instructional content outlines for web-based courseware.
• Interviewed SMEs and researched to develop course content.

2000 - 2003

Elearning / Client Services Team Lead

• Researched/analyzed developer and engineer content.
• Built elearning courses in an academic portal.
• Created documents to create and track course creation/updates.
• Trained/monitored team, improving quality and accuracy.
• Created policies, procedures, and canned responses.