Professional Summary

Digital and content strategy leader known for scaling teams and operations. I have a proven history of building high-performing teams and empowering them to do great work, driving digital strategy, and providing innovative solutions to problems big and small.

Employment History

Associate Director - CX Content Strategy
AT&T | St. Louis, MO

July 2020 - Present

• Lead a new Customer Experience Content Strategy team with a small but growing group of Content Strategists and Content Analysts tasked with defining and designing end-to-end customer experiences.
• Established our CX Tracking and Metrics team, a group of CX Analysts focused on Customer Experience Journey-based analytics to help us address root cause issues, not symptoms of larger problems.
• Lead the creation of our Journeys that Matter and a new process for identifying opportunities we refer to as Friction Mapping. Friction maps combine quantitative data and qualitative research to paint a clearer picture of the digital experience through the lens of the customer.

Associate Director - Content Engineering
AT&T | St. Louis, MO

June 2019 - June 2020

• Built a small team focused on content engineering, personalization strategy, content strategy, and content analysis.
• Established processes for using data, research, and thoughtful content strategy to inform technical content requirements, content modeling, content algorithms, that enable content publishing efficiency, immersive storytelling, and effortless engagement.
• Led the creation of our Content Strategy Toolkit, a framework including training, process, documentation templates, project planning, and project archives.
• Led the ideation, inception, execution, roll out, and communications of our Content Series, a multimedia educational series for our digital organization evangelizing the importance of Content. The series utilizes videos, case studies, infographics, interactive quizzes, gamification, and more to showcase the importance of content.
• Led the ideation, planning, and execution for a concept we called “Virtual Life,” a project that proved to be accurate in predicting the reliance on digital experiences that was forced on society by a global pandemic.

Associate Director - Content and Editorial
AT&T | St. Louis, MO

October 2017 - June 2019

• Led a team of 20+ UX Content Writers, Content Strategists, and Editors.
• Responsible for buy flow, self-service, and support B2C content on att.com, directv.com, directvnow.com, uverse.com, their respective native apps, post-sales email, SMS, and push notifications.
• Completed large-scale content projects through successful cross-functional collaboration on scope, roadmaps, and deliverables.
• Streamlined content development and management processes by optimizing tools.
• Drove our content skills pivot and brand voice and tone evolution. 

Associate Director - User Experience
AT&T | St. Louis, MO

June 2014 - October 2017

• Led a group of 20+ Content Strategists, UX Content Writers, Editors and multiple outside agencies to provide content strategy, content design, and content modeling.
• Created content strategy and content for mobile, tablet, desktop, email, chatbots, conversational UI, SMS, and social media.
• Created training strategy for skill transformation for our consumer content team and secured the budget for 150 Content Science Academy certifications for four new roles in support of our digital transformation: Content Analyst, Content Strategist, Content Engineer, and Content Designer.
• Led the strategy for redesigns to our att.com home page, upper funnel sales landing pages, global header/footer navigation, upgrade experience, login widgets, and more.
• Increased customer engagement by 200% as a result of our 2016 home page and upper funnel redesign. Achieved highest ever customer review scores for the myAT&T app for iOS and Android (4 out of 5 stars average). Reduced header/footer navigation links by 60% in 2017 navigation redesign. 

Technical Director - Site Optimization Content
AT&T | St. Louis, MO

April 2013 - June 2014

• Led a mostly remote team of UX Content Writers and Content Strategists who provided content and creative expertise for the sales, services, and support user journey.
• Built a thorough training and onboarding repository and wiki for my team.
• Created and curated brown bag training sessions for strategic partners.
• Developed new KPIs that included online sales attributions, click-throughs and conversions, and willingness to recommend scoring for sales experiences.
• Established and implemented metrics to optimize team delivery and measure business agility in terms of predictability, reliability, and adaptability.

• Recruited, trained, and mentored a team of UX Content Writers and Editors.
• Led creation and maintenance of digital content standards for editorial, presentation, and tone of voice.
• Developed value metrics and KPIs for our content and design teams to assess content quality and throughput, focusing on metrics such as reduction of admin time, ticket completion and % of tickets completed on time, overall team utilization, and willingness to recommend scoring for service and support experiences.
• Decreased non-capitalizable time coding from a high of 45% in 2011 to < 18% by 2013.
• Improved overall team content ticket completion rates to > 90% by 2013, from <70% in 2011.
• Exceeded willingness to recommend scoring for services and support, reaching 103% of target for 2013.

Lead Content Writer
AT&T | St. Louis, MO

December 2010 - April 2012

• Led a team of contracted UX Content Writers and Content  Analysts
• Defined content strategy for the redesign of the AT&T Services and Support website, mobile application, native application, and desktop application.
  Developed our agile development and lean content design processes, improving efficiency, and increasing collaboration across all creative, technical, and business roles.
• Hired, onboarded, and trained 10 new writers.
• Selected to participate in the AT&T Twitter Ambassador program; a small group of AT&T employees tasked with creating a favorable brand association with consumers and key social media influencers through credible and accessible dialogue.

Content Writer
AT&T | St. Louis, MO

December 2008 - December 2010

• Wrote content for the myAT&T application that resulted in an increase in paperless bill acquisitions, auto-payment signups, device and plan upgrades, and login improvements.
• Developed content strategy for site redesigns and implementation of new CMS and DAM technologies.
• Selected as the 1st “Dad Blogger” for the AT&T sponsored Calm, Cool, and Connected blog, a partnership with Fleishman Hillard.

Content Writer/Implementation Specialist
AT&T | St. Louis, MO

October 2007 - December 2008

• Researched business and technical requirements, user flows, analytics and user feedback.
• Used content management tools to curate materials and eliminate inaccurate pieces.
• Wrote support content for sbc.com and att.com.
• Coordinated approvals and implemented the approved content using a homegrown CMS application and TeamSite, coding HTML from scratch using both Notepad and Dreamweaver.
• Contributed to process improvements throughout the publishing workflow.

Senior Analyst
SBC/AT&T | St. Louis, MO

July 2005 - October 2007

• Led a small team of contractors who developed content and design requirements and provided oversight of content projects for AT&T Internet and intranet sites.
• Project managed quick-to-market projects (Rapid Deployments) and wrote business requirements.
• Served as the video conference coordinator for 12 locations spread across 8 states, coordinating team video conferences and providing troubleshooting and support for over 200 employees and contractors.

Analyst
AT&T | St. Louis, MO

December 2003 - July 2005

• Translated project strategy directives into successful tactical plans to execute on-time deliverables.
• Oversaw project planning and development, quality control, and final review to control milestones and deliverables.
• Liaised with team to define project scope, timelines, resources, and requirements.
• Interacted with clients throughout projects to present updates, incorporate feedback, and redirect concerns.
• Developed actionable mitigation strategies and contingency plan to evaluate potential risks.

Associate Analyst
AT&T | St. Louis, MO

June 2002 - December 2003

• Oversaw project planning and development, quality control, and final review to control milestones and deliverables.
• Liaised with team to define project scope, timelines, resources, and requirements.
• Interacted with clients throughout projects to present updates, incorporate feedback, and redirect concerns.
• Developed actionable mitigation strategies and contingency plan to evaluate potential risks.

Education

Saint Louis University
Bachelor of Science, Management Information Systems (May 2002)

Activities: Phi Kappa Tau (Pledge Class President - 2001, Social Chair - 2002), MIS Club, Big Brothers Big Sisters, and Make-a-Wish Foundation volunteer.

AT&T 2021 Management Development Program
- Graduated Novmber 2021

Skills & Tools

Digital strategy, content strategy, leadership, complex problem solving, relationship building, negotiation, conflict resolution, research, technical writing, Adobe Marketing Cloud (Experience Manager, Analytics, Target), Adobe Creative Suite (Acrobat Pro, Photoshop), Sketch, InVision, Figma, Quantum Metrics, Thunderhead, Microsoft Office Suite (Word, Excel, PowerPoint, Access, Visio), Mural, Dreamweaver, JIRA, SharePoint, TeamSite, CQ, WordPress, HTML 5, CSS, Java, Confluence.

Awards & Recognition

• AT&T Connection Award, Q2 2021
  
• AT&T SPOT Award, Q1 2021
• AT&T Digital Transformer Award, Q3 2020
• AT&T Digital Transformer Award, Q2 2020
  
• AT&T Belief Beacon Award, February 2020
  
• AT&T Know and Grow Program (High Potential Program) for 2018
• AT&T High Potential Program for 2017
  
• 2016 AT&T Summit Award for Digital Experience as VPGM Choice for 2016 performance
• Digital Design and User Experience Above and Beyond Award in 2Q and 3Q 2016
• Most Valuable tSpace Community Award for 2015
• AT&T Digital Experience High Five Award in 3Q 2015
• AT&T Digital Experience Appreciates People's Choice Award in 1Q 2014