Experience
Content Design Lead at Instagram (11/2019–Present)
Led UX writing and content design for the Contextual Experiences and Shopping teams. Developed creator, seller, and consumer experiences across Stories, Live, Reels, Feed, and Profile. Key launches included Shops on Instagram, live shopping, live video scheduling, and shopping partner (affiliate) permissions.
Managed a team of up to 5 content designers across the Business Opportunities pillar. The team covered Retail, Live, Events, Business Messaging, Lead Gen, and Commerce Design Systems.
Created product content standards, terminology playbooks, and specs for localization and accessibility.
Collaborated with cross-functional leadership across the parent company, Meta, to develop standards and workflows that helped maintain a high bar for craft.
Senior Content Strategist/Editor at Google (5/2013–10/2019)
Partnered with product teams to develop and globally scale consumer-facing content (text, audio, visual) for GUI and VUI (graphical and voice UI).
Trained and oversaw editorial production/quality of 100+ writers/curators across 4 U.S. and international offices: New York, Austin, India, Brazil.
Developed editorial and policy guidelines for first-party content at Google.
Projects included:
Topical news content and conversation design for the Google Assistant
Travel guides for Destinations (Fast Company Innovation by Design, 2016 Honorable Mention)
Interactive tours highlighting travel, nature, culture, and history for Google Earth Voyager
Summaries of local businesses and travel destinations for Maps and Search
Zagat newcomer reviews for noteworthy restaurants, nightlife, shopping, and hotels
UX writing for One Today, an app that matched donors with nonprofits
Editor, Commerce at Google (9/2011–5/2013)
Managed editorial copy and photography across 5 key markets (including NYC), driving online-to-offline traffic to businesses via email and national social media marketing campaigns, partnering with community and Zagat teams.
Trained, mentored, and managed workflow of 10 writers, designers, and sales editorial captains.
Oversaw editorial testing for local thematics, bundled offers, digest emails, cross-promotions, and reruns resulting in sales/net rev lifts and case studies that set editorial standards for markets outside of NYC.
Updated the editorial style guide to include recommended language for promo terms and conditions, reducing confusing/vague language, increasing consistency in writer-submitted drafts, and decreasing editing time.
Account Strategist, Retail at Google (7/2006–9/2011)
Led ROI-driven content strategy for the team's largest advertiser, part of a client portfolio including Fortune 500 companies and specialty luxury retailers totaling multi-million dollars in growing revenue across YouTube and AdWords.
Led monthly strategy training sessions for new hires based in the U.S. and spearheaded a month-long boot camp in Australia for staffers based in Sydney and Auckland to introduce workflow improvements.
Oversaw work produced by a team of Account Optimizers, providing training and feedback to maintain quality as content scaled up.
Partnered with Product and Engineering on solutions to automate creative and efficiently produce content at scale.
Creative Maximizer/Copywriter at Google (11/2003*–7/2006; *contract position until 10/2004)
Optimized direct response and branding campaigns by writing compelling copy and curating relevant AdWords keyword lists for premium advertisers. Demonstrated ad performance improvements of over 700%, increasing traffic and average click-through rate, decreasing average cost per click, and improving ad position.
Education
University of California, Los Angeles (9/1999–6/2003)
BA in English, minor in Music History
New York University (2015)
Certificate in Design: Graphic Essentials