From complex to compelling

A unique, blend of cross-industry insights from the client and agency sides gives me the critical thinking expertise required to lead and simplify digital content efforts on and across complex channels and platforms.

Let me tailor case studies to your needs

Due to current NDAs, I ask that you allow to share work outputs, wins, strategies and leadership approaches with you at your request:

These case studies can include:

• Standing up a large Content Design practice: Scaffolding, frameworks and process, internal evangelism.

• Standing up a Content Design team: Calibrating, hiring, managing, pivoting, calibrating and mentoring teams of up to 24 multi-levelled resources.

• Creating scalable solutions: Brand and product voice and tone standards, comprehensive Content Design style guides, and content design reuse through design system variants, tokens and AI tools.

• Creating cross-company value and partnerships: With c-suite and senior leadership, design, product, engineers, design systems, marketing, brand, SEO/SEM, HR, Communications, and more.

• Ensuring user-focused language: In and across complex product journeys, connecting feature and service ecosystems to ensure business goals meet user intent, mental models, and needs.

• Improving growth, revenue, sentiment: Surpassing OKRs and KPIs across B2B and B2C SaaS, web and native product suites by targeting member growth, engagement, online-to-offline use, loyalty participation and more.

  Available case studies

  To learn more about how I work with words to lead and elevate words and word teams, scroll on down through the case studies below, or select brand below that interests you: 

Digital content resurgence & revenue

18 MARRIOTT, HILTON & HYATT BRANDS, 45+ PROPERTIES

The Opportunity

Director of E-Commerce & Content accountable for revenue-driving web, product, digital marketing and e-commerce content experiences for a large hotel owner & management company with over 45 Marriott, Hilton, and Hyatt properties - with installed food, beverage and & end entertainment venues. 

The Challenge

Align the holding company's corporate and property staff to several hotel brands’ voices while building digital content readiness & revenue approaches across 45 EXTENDED-STAY, SELECT-SERVICE & FULL SERVICE hotel brands and their 250 combined digital channels.

The Solution

Execute corporate cross-channel digital content foundation-building efforts (branding-in-a-box) as well as on-property “Content SWAT teams” & “Social Media Champions” focused on growth-driven language for each property with three brand considerations:

1. INDIVIDUAL property (Marriott Renaissance downtown Minneapolis)

2. HOTEL brand (Renaissance)

3. UMBRELLA HOTEL brand (Marriott)

The Outcome

In just four months, hyper-focused property, company, brand & content focus resulted in: 

• A 19% increase in direct online booking revenue - over $63M

• A 4% decrease in OTA-booked revenue (for Marriott properties)

• A 109% increase in reach across social channels for all brands

This success included development of light, repeatable processes & oversight for the digital content success of: 

• Newly ACQUIRED & DIVESTED hotel properties

• REBRANDING of current hotel properties

• Installed property F&B & ENTERTAINMENT VENUES

Platforms Included:

• PROPRIETARY hotel brand content direction for website, e-commerce, email, reviews/sentiment/VOC & analytics platforms

• Brand-aligned OTAs language: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs

• SOCIAL: Facebook, Twitter, Google+, LinkedIn

• RATINGS & REVIEWS: TripAdvisor, Yelp, Google Places/Reviews

• AUDIENCE & CHANNEL TARGETING/management: Leonardo, Revinate, ICE

Content for ongoing, optimized openings

HYATT & STARWOOD HOTEL PROPERTIES

The Opportunity

Provide a quick-turn digital marketing & e-commerce content strategy for openings of intertwined hotel openings on Microsoft’s Redmond campus.

The Challenge

Build collaboration across hotel brand teams, the holding company's staff, and the property staff around extensive digital language and usability requirements across both parallel and rolling timelines.  

The Solution

Develop a comprehensive, repeatable content strategy for new-brand property openings offering “Opening-in-a-box” digital toolkits for new hotel content including runway to opening, opening, and post-opening considerations.

Channels & Platforms Included: 

• HYATT PROPRIETARY brand, content, website, review & analytics platforms

• CMS: AEM

• OTAs: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs

• RATINGS & REVIEWS CHANNELS: TripAdvisor, Yelp, Google Places/Reviews

• SOCIAL: Facebook, Twitter, LinkedIn

• AUDIENCE & CHANNEL TARGETING: ICE, Leonardo

The Outcome

Repeatable content approaches and toolkits as well as standardized access to corporate content resources provided seamless digital marketing & e-commerce preparedness for both the HYATT PROPERTY LAUNCH as well as the launch of STARWOOD ELEMENT & ALOFT properties on the Microsoft campus in Redwood, WA. 

Finding tomorrow's filmmakers

BEST BUY + MOFILM

The Opportunity

Help Best Buy drive VASTLY increased USER-GENERATED 90-second FILM CONTENT for their partnership with Spike Lee & his philanthropic non-profit youth filmmaker outreach vehicle, MOFILM. 

The Challenge

Drive aspiring filmmakers' costly film equipment purchases and loyalty to Best Buy post graduation by engaging them in a high-quality filmmaking competition.

The SolutionS

Narrow focus on this highly nuanced audience to where they already were—specific social media channels, at highly specific (non-9-5) times. Speak to them in THEIR language by presenting a film competition, not a "video contest." 

Underscore the premier prizes given to winners ($10k Best Buy gift card, trip to an international film festival, meetings with highly respected actors, producers and directors) versus engagement with the Best Buy brand specifically.

Go global. Because the prizes included international film festivals, target an international audience able to spread the word about Best Buy’s engagement with the community.

The Outcome

• 400% increase in film submissions for Best Buy overall

• 160% increase in Best Buy submissions over other participating brands

• Organically-earned, global professional film, collegiate & brand community engagement by USC, UCLA, NYU, Kevin Smith, Sundance Film Festivals, The London Film Festival, James Cameron, and more

• Repeated submissions from a large, highly engaged & educated group of aspiring filmmakers throughout each iteration of calls-for-films—three of which were hired by Best Buy post-graduation

Making users feel at home

AMERICAN HOMES 4 RENT      

The Opportunity

Provide a COMPETITIVE CONTENT-EDGE  for an online rental-home industry leader focused on military relocations.

The Challenge

Drive RETENTION & LOYALTY while ensuring an ONGOING PIPELINE for over 9,000 rental homes nationwide. 

The Solution

Launch a content-driven REACH, RESPOND, RETAIN & RENEW digital methodology, which included: 

• Segmenting the language used across renter journeys

• Execution of a content foundation strategy, ensuring that all digital channels were optimized as either retention & revenue streams

• Targeting REGIONAL HUBS, to ensure content was reaching the right prospective audiences

• Implementing a RESPONSE-IN-A-BOX TOOLKIT, enabling nationwide offices to manage & effectively respond on digital review & rating channels

• Providing a 12-month DIGITAL CONTENT ROADMAP for to leverage in preparation for expansion into new regions & growth in residents & staff

Platforms & Expertise Included:

• EMAIL (Constant Contact & Outlook)

• SOCIAL MEDIA (Facebook, Pinterest, LinkedIn, YouTube)

• RATINGS & REVIEWS: Yelp, Google

• SURVEYS: New & Current Residents

• SEO/SEM Optimization

The Outcome

In just FOUR months:

• 350% increase in total star ratings on Yelp & Google

• 70% increase in positive reviews surfaced on *Google & Yelp

• 418% increase in resident email click-throughs

*Results may shift from time of capture due to channel algorithms.