Excellent writing on IA by
"The things that hurt us the most are the ones we can’t speak of."
- University of Washington - Information SchoolM.S., Information Management, 2011 - 2013
- Rensselaer Polytechnic InstituteCertificate, Human-Computer Interactions (HCI), 1997 - 1998
- Michigan Technological UniversityB.S., Scientifiic and Technical Communication (STC), 1993 - 1997
For nearly 20 years, I’ve helped people and organizations build, find, and use the best stuff on the Web.
As a member of the Content Strategy team at Facebook, I work with product designers, UX researchers, engineers, and product managers to make Facebook better, easier to use, and more delightful for over 1 billion people around the world… including people just like you.
I’ve spoken at international conferences on content strategy, user experience, SEO, web analytics, and Internet marketing. I’ve had the honor of presenting at venues such as Confab, the IA Summit, ad:Tech, eTail, MozCon, SMX, the Content Strategy Forum, the National Press Club, and many more.
Over the course of my career, I’ve:
- Led a team to win two Webby Awards for The Nature Conservancy
- Pioneered nonprofit social media marketing, raising over $500,000 online
- Popularized the discipline of agile marketing while at REI
- Educated over 250,000 people about content strategy via my public speaking
In 2013, I earned a master’s degree from the University of Washington’s Information Management program. Previously, I graduated from Michigan Technological University with a degree in Scientific and Technical Communication and later earned certification in Human-Computer Interfaces from Rensselaer Polytechnic Institute.
- Facebook, Inc.Content Strategist, 2013 - presentMake 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.
- REIPrinciple Experience Architect: Content Strategy, Information Architecture, 2012 - 2013Developed 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.
- REISEO, Inbound Marketing, 2008 - 2012Grew 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 ConservancyAssociate Director, Digital Marketing, 2004 - 2008Led 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 ProgramFellow, Internet Marketing (Australia), 2008 - 2008Developed 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 & DevelopmentUser Interface Architect, 2004 - 2004
- Conservation InternationalWeb Communications and Content Manager, 2003 - 2004
- Great Lakes CommissionWeb and Publications Designer, 2001 - 2003
- Peace CorpsPeace Corps Volunteer - Community Health Development, 1999 - 2000
- IBMLead Information Developer, Groupware, 1997 - 1999
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