Senior Director, Content, Brand + Design

• Apr 2023 - Present

Contributing Writer

• Oct 2016 - Present

Senior Director, Content Strategy, Growth Marketing + Campaigns

• Jul 2021 - Aug 2022

• Managed content team to drive high utilization rate for all campaign assets (e.g., interactive experiences, short- and long-form content, video) and optimize engagement and conversions across campaign touchpoints, including email, organic and paid social, SEM, web (35% greater social reach, 7x lift in engagement, 33% more time on page, 16% higher click-throughs/form-fills)• Developed persona-specific campaign narratives spanning all phases of buyer journey by facilitating cross-functional messaging workshops with portfolio marketing, sales, customers and other SMEs• Created new cadences for sales to use for both prospecting and MQL outreach (increased open rates by 32%, generated 19% more meetings); promoted best practices across marketing and sales Show less

Director of Customer Storytelling

• Nov 2020 - Jul 2021

• Revamped customer advocacy content program to introduce new asset types (e.g., interactive experiences, social-native videos), humanize stories and elevate business benefits • Collaborated with functional leads to ensure promotion of customer stories across multiple channels, including organic social, sales cadences, web, executive events• Established SEO content program (e.g., blog posts, customer stories, reference articles) that improved search ranking for brand and solution keywords Show less

Head of Content Strategy and Operations

• Oct 2019 - May 2020

• Led content team (content strategist and content creators) globally• Managed all marketing content initiatives across multiple platforms and formats to drive sales, engagement and retention• Conducted ongoing content audits to gauge effectiveness and devise optimization plans• Established processes for requesting, producing, publishing, activating and retiring content• Developed editorial style guide to facilitate consistency and quality across brand touchpoints• Began implementing cross-functional processes to standardize content taxonomy, metadata tagging and measurement – enabling path to atomization and AI-powered marketing Show less

Global Campaigns Content Lead

• Nov 2018 - Oct 2019

• Oversaw audience-centric content strategy and execution to drive conversions at scale; dramatically increased content engagement and conversions (87% more content views, 38% higher avg time per view, 87% more incremental views, 158% higher total engagement time, 12% form capture rate) over one-year period• Developed campaign assets that align with buyer journeys, including core assets (case studies, demos, ebooks, reports, whitepapers) and promotional tactics (ads, email nurtures, landing pages, social tiles and videos)• Recruited and managed agencies/freelancers to enhance content production capabilities• Created campaign content inventory, blueprints and calendar to support activation and globalization/translation Show less

Senior Marketing Manager, Content and Social Media

• Dec 2017 - Nov 2018

• Led messaging development, content strategy and content execution for company’s first integrated global campaign• Managed blog, including developing editorial calendar, mentoring writers and overseeing process from ideation to publication• Oversaw social media accounts, supporting brand and event awareness, lead generation and thought leadership goals • Edited Tenable Research reports and created promotional assets and tactics, generating $10M in opportunity pipeline

Content Director, Watson Marketing

• Apr 2017 - Nov 2017

• Developed worldwide content strategy for campaigns and Watson Marketing priorities, including targeted, buyer-centric content journeys, narratives and corresponding deliverable plans; designed/launched new campaign for key Watson Marketing offerings just 8 weeks after joining the team• Managed day-to-day planning, ideation, execution and optimization of content for all phases of buyer journey across channels, in alignment with awareness, demand generation and thought leadership goals• Oversaw content distribution by collaborating with campaign managers, digital marketing and agency partners to negotiate amplification across paid, owned and earned channels; coordinate rollouts with internal communications, geographic markets as well as influencer and partner communities• Determined appropriate content creation models; manage budget and resources (agencies, contractors and in-house) Show less

Newsroom Strategist, Watson Customer Engagement

• Jan 2016 - Apr 2017

• Led social content strategy for all Commerce Procurement, Commercial Payments and B2B offerings and created sparkler assets (infographics, paid ads, SlideShares, social tiles and videos) driving prospects to anchor campaign content• Co-managed blog calendar; authored posts; advised internal SMEs and external writers on best practices; grew readership by 3% yty to 1.2M and engagement by 27%; Watson Customer Engagement announcement post featured on ibm.com homepage• Reported on company and third-party events via real-time and post-event content• Collaborated on IBM Cognitive Build project to design AI-based travel app (MARCO); Top 9 finalist at World of Watson 2016 Show less

Contributing Writer

• 2001 - 2017

Wrote features and reviews for various publications and websites, including albumism.com, Muze, NoHo>LA, Valley Scene Magazine, pulsemagazine.com, sadreminders.com, null-hypothesis.co.uk, TheSimon.com, and HouseHunt.com. Wrote features and reviews for various publications and websites, including albumism.com, Muze, NoHo>LA, Valley Scene Magazine, pulsemagazine.com, sadreminders.com, null-hypothesis.co.uk, TheSimon.com, and HouseHunt.com.

Senior Manager, Marketing Communications and Field Marketing

• Feb 2014 - Oct 2015

• Led integrated marketing communications strategy across all channels to drive awareness, pipeline and revenue • Managed multiple agencies to elevate brand and build marketing assets • Built cobranded customer adoption program, driving $40M in sales across enterprise, government and healthcare • Oversaw field, event and partner marketing strategies and activities • Introduced structure, processes and tools to improve workflow efficiency and cut costs • Led integrated marketing communications strategy across all channels to drive awareness, pipeline and revenue • Managed multiple agencies to elevate brand and build marketing assets • Built cobranded customer adoption program, driving $40M in sales across enterprise, government and healthcare • Oversaw field, event and partner marketing strategies and activities • Introduced structure, processes and tools to improve workflow efficiency and cut costs

Marketing Director

• Mar 2011 - Feb 2014

• Managed and developed top-grossing accounts ($1M yearly) through strategic, data-driven campaign planning, persona-specific messaging and ideation and creation of digital content• Supervised team of in-house marketing managers and writers as well as contractors• Led new business pitches and internal marketing initiatives, growing revenue by 30%

Senior Content Manager

• Nov 2006 - Mar 2011

• Directed marketing strategy and communications planning for solution launches• Project-managed and produced deliverables for education, government, healthcare and sports clients, generating 100s of assets for Cisco’s “The Human Network” campaign• Oversaw all agency content-development activities to ensure client-readiness

Marketing Writer

• Oct 2004 - Nov 2006

• Authored, edited and collaborated with designers to produce ads, blogs, brochures, case studies, presentations, videos, websites and white papers – from concept to completion• Researched technology topics, interviewing SMEs (industry thought leaders, engineers, etc.)• Maintained branding standards for all clients

Proofreader

• Mar 2002 - Aug 2004

• Edited all types of print and digital media (e.g., billboards, car brochures, TV/radio spots, website) • Revised and maintained Lexus brand editorial guide • Collaborated with writers and production artists to sharpen copy and layout • Edited all types of print and digital media (e.g., billboards, car brochures, TV/radio spots, website) • Revised and maintained Lexus brand editorial guide • Collaborated with writers and production artists to sharpen copy and layout

Editorial Intern

• 2001 - 2001

• Researched and wrote feature articles for Family.com • Created weekly newsletters for 300,000-member mailing list • Aggregated article links to facilitate search-engine functionality • Researched and wrote feature articles for Family.com • Created weekly newsletters for 300,000-member mailing list • Aggregated article links to facilitate search-engine functionality

Associate Editor

• 2000 - 2001

• Curated on-demand content for consumer site; wrote promotional teasers to drive engagement • Edited writers’ work for style, grammar, and clarity • Helped establish editorial guidelines • Curated on-demand content for consumer site; wrote promotional teasers to drive engagement • Edited writers’ work for style, grammar, and clarity • Helped establish editorial guidelines

Disc Jockey

• 1996 - 1999

Hosted, curated and engineered a weekly music program for UCLA's radio station Hosted, curated and engineered a weekly music program for UCLA's radio station