Shawn Yardley
Senior Content Strategist at McCann Detroit- Claim this Profile
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Bio
Pamela Sherwood
Shawn is a content strategist committed to solving problems, supporting colleagues, and meeting client needs. I had the pleasure of working closely with Shawn for two years at GTB. She brings broad experience and a passion for creating the best user experience possible. Shawn is a great asset to a team.
Stacie Sheldon
I worked with Shawn as the lead UX on multiple projects where she was the Content Strategist. I found her work to be thoughtful, carefully researched, creatively written and effective. She knows how to get into the nitty gritty without losing sight of the big picture. She is also a great communicator and easy to work with. I valued her input very much and she made everything we did that much better.
Pamela Sherwood
Shawn is a content strategist committed to solving problems, supporting colleagues, and meeting client needs. I had the pleasure of working closely with Shawn for two years at GTB. She brings broad experience and a passion for creating the best user experience possible. Shawn is a great asset to a team.
Stacie Sheldon
I worked with Shawn as the lead UX on multiple projects where she was the Content Strategist. I found her work to be thoughtful, carefully researched, creatively written and effective. She knows how to get into the nitty gritty without losing sight of the big picture. She is also a great communicator and easy to work with. I valued her input very much and she made everything we did that much better.
Pamela Sherwood
Shawn is a content strategist committed to solving problems, supporting colleagues, and meeting client needs. I had the pleasure of working closely with Shawn for two years at GTB. She brings broad experience and a passion for creating the best user experience possible. Shawn is a great asset to a team.
Stacie Sheldon
I worked with Shawn as the lead UX on multiple projects where she was the Content Strategist. I found her work to be thoughtful, carefully researched, creatively written and effective. She knows how to get into the nitty gritty without losing sight of the big picture. She is also a great communicator and easy to work with. I valued her input very much and she made everything we did that much better.
Pamela Sherwood
Shawn is a content strategist committed to solving problems, supporting colleagues, and meeting client needs. I had the pleasure of working closely with Shawn for two years at GTB. She brings broad experience and a passion for creating the best user experience possible. Shawn is a great asset to a team.
Stacie Sheldon
I worked with Shawn as the lead UX on multiple projects where she was the Content Strategist. I found her work to be thoughtful, carefully researched, creatively written and effective. She knows how to get into the nitty gritty without losing sight of the big picture. She is also a great communicator and easy to work with. I valued her input very much and she made everything we did that much better.
Experience
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McCann Detroit
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United States
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Advertising Services
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1 - 100 Employee
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Senior Content Strategist
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Nov 2020 - Present
Front and back-end content strategy: website redesigns, story and video curation, editing and creative briefing, content audits, competitive analyses, site mapping. Clients: General Motors corporate, GM Fleet, US Bank Front and back-end content strategy: website redesigns, story and video curation, editing and creative briefing, content audits, competitive analyses, site mapping. Clients: General Motors corporate, GM Fleet, US Bank
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MRM
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United States
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Advertising Services
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700 & Above Employee
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Senior Content Strategist
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Oct 2017 - Nov 2020
Projects include: Digital video strategy for medical devices and health care company Customer experience transformation for global chemical company Redesign and ongoing optimization of automotive corporate website Redesign of commercial fleet website and migration to new platform Projects include: Digital video strategy for medical devices and health care company Customer experience transformation for global chemical company Redesign and ongoing optimization of automotive corporate website Redesign of commercial fleet website and migration to new platform
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GTB
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United States
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Advertising Services
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700 & Above Employee
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Content Strategist
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Oct 2015 - Oct 2017
Primary role: Lead content strategy for Ford.com model year changeovers on entire vehicle lineup. Synthesize site metrics, social listening, user surveys, SEO trends, product information and brand messaging into actionable guidance for the Creative team. Additional projects: Provide content layouts and messaging priorities for Ford vehicle reveal sites. Consult on Ford Social redesign. Content audit and gap analysis for Purina.com Content audits, user journey and messaging guidance for pro bono projects in Education. "We are scientists who create beautiful things." Show less
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Leo Burnett
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United States
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Advertising Services
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700 & Above Employee
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Senior Content Strategist
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Mar 2012 - Oct 2015
Primary role: Social media content strategist. Determine content pillars, perform content audits, create editorial calendars, write creative briefs, write social copy as needed. Develop social platform toolkits, research and write articles for client thought leadership quarterly. Additional projects: website redesign, e-commerce site analysis and recommendations. Clients: Samsung, Fifth Third Bank, Alcon, GM, Kraft-Heinz, Art Institute of Chicago Primary role: Social media content strategist. Determine content pillars, perform content audits, create editorial calendars, write creative briefs, write social copy as needed. Develop social platform toolkits, research and write articles for client thought leadership quarterly. Additional projects: website redesign, e-commerce site analysis and recommendations. Clients: Samsung, Fifth Third Bank, Alcon, GM, Kraft-Heinz, Art Institute of Chicago
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Socratic Arts
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Business Consulting and Services
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1 - 100 Employee
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Training Content Developer
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Jul 2011 - Mar 2012
Develop instructor guides for big four Accounting company training programs. Develop instructor guides for big four Accounting company training programs.
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Sharecare
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United States
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Wellness and Fitness Services
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700 & Above Employee
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Digital Content Editor
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Jul 2010 - Jan 2012
Curate, edit, optimize and publish content for consumer health information website. Curate, edit, optimize and publish content for consumer health information website.
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University of Michigan-Dearborn
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United States
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Higher Education
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700 & Above Employee
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Lecturer
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Sep 2007 - May 2011
Lecturer/Adjunct Instructor in Composition and Rhetoric, Honors English, Technical Writing, and Shakespeare Seminar. Successfully managed 6 to 8 courses per semester across multiple institutions. Lecturer/Adjunct Instructor in Composition and Rhetoric, Honors English, Technical Writing, and Shakespeare Seminar. Successfully managed 6 to 8 courses per semester across multiple institutions.
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Wayne County Community College District
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United States
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Higher Education
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500 - 600 Employee
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Adjunct Faculty - English
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Jan 2008 - Aug 2010
Subject areas: English Composition, Creative Writing, and Intro to American Literature. Subject areas: English Composition, Creative Writing, and Intro to American Literature.
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NIIT/Cognitive Arts
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Chicago, IL
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Senior Content Developer
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Feb 2005 - Sep 2007
Research and develop content for sales, management, and customer service training. Interview global stakeholders to identify learning objectives and contribute to instructional design development. Coach and train content developers on and off-shore. Provide narration and character voice-overs for training simulations. Develop assessments and train-the-trainer materials. Clients: Colgate-Palmolive, Ford Motor Company, Wachovia Bank Research and develop content for sales, management, and customer service training. Interview global stakeholders to identify learning objectives and contribute to instructional design development. Coach and train content developers on and off-shore. Provide narration and character voice-overs for training simulations. Develop assessments and train-the-trainer materials. Clients: Colgate-Palmolive, Ford Motor Company, Wachovia Bank
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Educational Consultant
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Sep 1994 - May 2005
Conduct literature discussion seminars in an enrichment program for at-risk high school students. Conduct literature discussion seminars in an enrichment program for at-risk high school students.
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Participate Systems
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Software Development
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1 - 100 Employee
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Senior Community Manager
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Dec 1999 - Jan 2005
Manage global online communities for marketing and brand awareness. Write content, manage discussion boards, chat rooms, and live chat events. Provide qualitative and quantitative metrics and competitive intelligence. Develop and organize content for proprietary knowledge base tool. Clients: Sony Pictures Digital Entertainment, SAP AG, McGraw-Hill Higher Education Manage global online communities for marketing and brand awareness. Write content, manage discussion boards, chat rooms, and live chat events. Provide qualitative and quantitative metrics and competitive intelligence. Develop and organize content for proprietary knowledge base tool. Clients: Sony Pictures Digital Entertainment, SAP AG, McGraw-Hill Higher Education
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Education
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University of Michigan
Master of Arts, Comparative Literature -
University of Michigan
Bachelor of Arts, Theatre and Film
Community
