Content Strategist, 2013 - present
Make Facebook better for over 1 billion people, including people just like you. Manage and develop a team of content strategists focused on Facebook's Platform and Open Graph products. Lead content strategy for Facebook's Utility product group. Uphold and refine content standards, advocating for user experience and information architecture best practices at scale.
Principle Experience Architect: Content Strategy, Information Architecture, 2012 - 2013
Developed enterprise standards and governance for content in order to create breakthrough experiences. Structured and modeled content for findability/reusability within a component content management system (CCMS). Developed and socialized business cases for content applications, such as an improved search framework. Advocated for innovation, creative problem-solving, content management, and cross-channel content.
SEO, Inbound Marketing, 2008 - 2012
Grew organic search traffic to become the single largest and fastest-growing Internet marketing program at REI by building alliances and shared goals across teams. Doubled share of traffic and sales from organic search, even as other programs grew at record rates. Co-organized an Agile, cross-functional workstream of 12 focused on search, navigation, and SEO. Persuaded leadership to embrace web performance, content management, and content marketing. Managed a large budget, contracted with external strategic partners, agencies, and consultants.
The Nature Conservancy
Associate Director, Digital Marketing, 2004 - 2008
Led worldwide web marketing, advertising, social media, and production, winning two Webby Awards. Directed strategy for SEO, paid search, and digital engagement, driving millions of dollars in donations. Created the Conservancy's first social media channels, raising $500,000+ to date on Facebook/Causes. Developed strategy for implementing core technologies, including web content management system. Managed and developed two direct reports, coordinated several vendor and partner relationships.
Barbara Thomas Fellowship Program
Fellow, Internet Marketing (Australia), 2008 - 2008
Developed web marketing infrastructure and fundraising capacity for Australian conservation nonprofits. Created/facilitated an interactive three-day workshop focused on web strategy, tactics, and planning. Consulted with conservation nonprofit partners throughout Australia to develop custom strategies. Mentored staff to develop careers in marketing, SEO, social media, analytics.
New Target Internet Design & Development
User Interface Architect, 2004 - 2004
Web Communications and Content Manager, 2003 - 2004
Great Lakes Commission
Web and Publications Designer, 2001 - 2003
Peace Corps Volunteer - Community Health Development, 1999 - 2000
Lead Information Developer, Groupware, 1997 - 1999