Experience

Brighthouse Financial

• United States
• Insurance
• 700 & Above Employee

• Senior Digital Content Strategist

  • Jan 2019 - Present

  • Develop an end-to-end content optimization plan that communicates a shared understanding of how content should be personalized, promoted, managed, published, and iterated upon• Work with Adobe Analytics to determine areas of success, failure and/or optimization• Consult on processes, workflow and guidelines creation for A/B testing and personalization program to deliver optimized content experiences• Determine the most effective tactics to drive user engagement• Discover and study user journeys to optimize content placement for the right user at the right time• Optimize and maintain content merchandising strategy, recommending relevant content for promotion across our digital platforms• Champion the needs of our users through analytics, user research, and conversations with content partners. Leverage audience personas and voice-of-customer data to make insightful content recommendations Show less

• Content Architect & Strategist

  • Jun 2017 - Present

  • Developed content strategy and architecture to deliver the right content to the right user in consideration with the business goals, design best practices and technical capabilities• Defined and developed content architecture, primary content types and navigation model for discoverability and usability, matching the mental model of the intended audience(s)• Collaborated with cross-functional teams to create intuitive, engaging, and user-focused content experiences across B2B and B2C websites, including product launches, brand campaigns, omni-chanel experiences, single page production• Directed ~ 200 new content features: articles, videos, podcasts, interactive tools • Developed and created content solutions working with copy decks, participating in copy editing, determining and managing editorial calendars• Created content flows, storylines, conversation structure, human language, and navigation ideas with the goal to guide users to achieve page goals • Worked with content partners and copy editors through content creation to make sure it aligns to the business goals and the tone and voice of the brand• Developed insights-driven content solutions utilizing brand marketing, usability research, web analytics and SEO research• Created and enforced editorial workflows, governance models and content guidelines to establish consistency across digital platforms for content structure, calls to action, navigation, copy length, title length, etc. • Contributed to CMS customization, new functionalities and capabilities to achieve better content experiences for the user• Built and implemented content merchandising strategy and tactics to drive business goal actions (resulted in ~41% increase in engagement rate) Show less