Executive summary
I am a multiformat storyteller who has worked in online journalism, B2B, B2C, Fortune 100, and nonprofit environments.
My skills include fixing the kind of writing you say your staff “just isn’t good at,” social media, most content management systems, image editing, and how to finish a project on deadline.
My first question to you will be “Who do you want to reach with your message and what do you know about them?”
Translation of executive summary into normal English
(takes longer to read)
Some types of messages I’ve honed:
- Breaking news (the kind that ends up in history books) on Web sites you read
- The CMO’s LinkedIn posts
- Explaining AI products to CEOs who likely print out their email
- Convincing a manufacturer’s clients how great their new product is
- Companies telling customers how to use their Web site
- Companies telling employees how to use their Web site
- Nonprofits telling professionals why they should attend their event
- Nonprofits telling professionals why their boss should pay for the above
- Santa Claus playing a Forrest Gump-like role 20th Century history
- Navigation that makes sense to humans who actually use the site
This includes (if it needs saying in 2024) all digital permutations, platforms and formats.
Members of the teams I have worked with to achieve this include executive vice presidents, editors-in-chief, project managers, developers, designers, writers, photographers, and freelancers who have worked in the disciplines of journalism, communications, user experience, marketing, sales, public relations, human resources, and consumer research.
And in many instances legal had to weigh in, because don’t they always?
What I’m really good at
- Saying it simply
- Making order out of what you called order four iterations ago
Other stuff I’m good at (key strengths)
- Story editing
- Copy editing
- Engaging headlines that are also SEO
- Brand communications and brand journalism
- Storytelling, including long-form, social media, and all lengths in between
- Using metrics to drive content decisions and strategy
- Creating production schedules and editorial calendars
- Getting people to adhere to the above (even that one guy in marketing)
- CMS integration
- Website taxonomy
- Content curation
- Team management (even on different continents)
- Taking work seriously while not taking myself seriously
Work history
Senior Content Strategist, Infogain, 2021 – 2024
Los Gatos, CA, and New Delhi
Create and edit web content, social media, and press releases around proprietary AI products. Assist HR staff with internal communications by identifying where they could improve engagement by altering the tone of the message to create more cross-culturally sensitive materials. Wrote and edited CSR policies and Web pages.
- Increased social media engagement threefold by editing and rewriting outside agency content.
- Focused on creating genuine and compelling narratives to connect with targeted audiences.
- Ghostwriter for executive team members and voice of the company in social media on all major platforms.
- Trained staff in matching engagement techniques to the medium being used.
Content Manager, Metaforce
New York, NY and Seattle, WA, 2021 – 2024
(If you are wondering about the overlap, I work for MF on a project basis. I am still “on-call” for them, but since the exec that oversees my contributions — my former boss at Microsoft — is currently becoming a semi-retired gentleman farmer in Oregon, the pace of those projects has slowed.)
Assess/approve final copy for usage, tone, brand voice, and style for clients’ rebranded/redesigned websites. Compose compelling copy for new products and DEI sections of major US manufacturer’s web site. Collaborate with client’s stakeholder product, marketing, communications, and legal teams to align final copy with client requirements.
- Developed taxonomy and navigation for clients’ sites based on benchmarked audience needs and brand promise.
- Systematized content to guide customer journey in re-launch of a major European software retailer’s site.
Web Content Associate Editor, Society of Petroleum Engineers Intl.
Ricardson, TX, 2019
Incorporated editorial requirements in new CMS search. Collaborated with marketing, social media, design, and other teams to create materials representing marketing strategy and brand voice. Coordinated concurrent projects and met tight deadlines by balancing priorities.
- Wrote, edited, and updated course catalog, technical/marketing communications, and event materials for the organization’s more than 150,000 members.
- Improved quality and editorial output by introducing and applying content development standards while editing for accuracy and consistency in voice, tone, and messaging.
Content Manager, NetHope
Seattle, WA, 2017
Produced final draft of the annual report targeted at their largest single donor (USAid) by gathering disjointed content, voice, and tone from five authors – for several of whom English was not their native language. Collected, reconciled and acted on executive leadership feedback.
- Reinforced the organization’s reputation among donors with impactful editing of blog posts on global achievements.
- Coordinated with vendor on new Web architecture to ensure editorial standards and workflow compliance.
Communications Specialist and Copywriter, Avanade
Seattle, WA, 2015 – 2016
Two engagements: T-Mobile and Lowe’s. For T-Mobile, I wrote the UX copy guiding consumers’ and salespeople’s journeys in a new front-end system. This included combining distinct product interfaces for salespeople and customers and unifying the vocabulary both used to solve issues. For Lowe’s, I rewrote pieces in their consumer guides, which had been developed across ten years by authors of widely varying skill levels, for usability and company tone.
- Advised stakeholders in weekly scrums of progress and potential roadblocks.
- Adhered to client style and tone guides.
Senior Content Manager, Microsoft
Seattle, WA, 2012 – 2014
Supervised a distributed international team curating content for the company’s first-ever financial news app. Trained dotted-line reports in other departments to cover emergency contingencies in unstaffed hours. Increased traffic for 18 consecutive months with an engagement plan that reconciled audience acquisition goals, content partners’ SLA, and the app division’s growth strategy. Educated and coached engineers creating new CMS in editorial workflows and standards.
- Managed an international team of six direct reports.
- Using analytic benchmarks, created a strategic roadmap for content engagement. Modified strategy regularly to accommodate new content offerings. Met weekly with reports and leadership to evangelize changing engagement strategy.
Assistant Business Editor, NBC News Digital
Seattle, WA, 2005 – 2012
Curated the daily afternoon news report during the late 2000s financial crisis. Edited partner, staff, and freelance content for Nightly News, CNBC, and TODAY Show’s consumer-orientated audience needs. Oversaw real estate coverage during the 2008 housing crisis. Increased traffic 20 percent by transforming the section to focus on existing homeowners unable to borrow on home equity lines or put their current homes on the market. Received NBC News internal award.
- Managed annual Super Bowl advertising storytelling project with interactives, videos, slideshows, and freelance content.
- Programmed the section’s first Facebook and Twitter feeds to inform the newsroom’s developing engagement strategy.
Additional experience
Online Editorial Team Leader, Knight-Ridder Digital, San Jose, CA
Developmental Editor, Freelance fiction children’s book, Dallas, TX
Online Editor sfbg.com, San Francisco Bay Guardian, San Francisco, CA
Front Page Editor, Assistant News Editor, Web Producer, East Bay Times, Walnut Creek, CA
City Hall / General Assignment Reporter, Santa Maria (CA) Times
General Assignment / Crime / LGBTQ Issues Reporter, Klamath Falls (OR) Herald & News
Education
Bachelor of Arts, Journalism (editing and writing concentration), San Jose State University, minor in Political Science
References
- Al Olson, former assistant business editor, NBC News Digital, [email protected], 206.985.6451. Former manager.
- Mitch Ratcliffe, co-founder & strategist at Gig Economy Group, [email protected], 253.229.1948. Former manager.
- John Gaines, senior associate, Revel Consulting, [email protected], 206.498.0798. Former manager.
- Anna Chan, senior editor of consumer news, Billboard.com, [email protected], 206.335.7136.
- Jennifer Sizemore, vice president of communications, Arnold Ventures, [email protected], 206.318.9749.