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Work Background
SIMPL. CONTENTExecutive Director of Content (Chief Content Officer) & Founder of SIMPL. CONTENT
Mar. 2024United States ยท RemoteWith my established expertise as a content strategy and writing professional, SIMPL. CONTENT aims to serve all of your content needs. Make the SIMPL. choice. Visit: simplcontent.com to find our more, or you can schedule an initial consult right here (look below) The services we offer:
CONTENT STRATEGY
We craft top-tier content strategies that underpin search (SEO), thought leadership, and multi-channel formats including site audits and content plans. Whether your content team is 100 people strong and needs upskilling, or you need us for specific content initiatives, we've got an approach that will meet your unique needs. CONTENT OPERATIONS
Depending on your organization's level of content maturity, we'll help evaluate opportunities, identify operational gaps, streamline content pipeline and propose efficiencies that will get your content engine humming like a well oiled machine.
Publicis SapientSenior Marketing Manager | Content Strategy
Dec. 2022 - Apr. 2024Delivered 200% year over year (YOY) organic growth setting and activating the vision for content, executing and overseeing content strategy with the long-term business view and big picture in mind. Activated successful cross-functional content strategy with a bias towards action by owning monthly tiger team workshops across thought leadership, video, PR, brand, and design. *Manage a team of 5 strategists/writers creating turnkey expert thought leadership across priority business verticals.
*Develop cross-functional partnerships for content initiatives including leading on the push to develop use cases for AI content strategy with generative AI tools like ChatGPT and working with craft leads, PMs, and others to improve efficiencies and optimize workflows in content production.
*Own the content strategy for Insights content, setting performance benchmarks and developing approaches to increase our organic share and competitiveness.
TerakeetContent Strategy Manager | Innovation Content Lead
Sep. 2021 - Aug. 2022Terakeet is a preferred enterprise partner for Fortune 500 brands and executives who seek online revenue growth, increased market share, and reputation protection and repair. Private enterprise. I was responsible for devising, managing, and owning the brand marketing & multi-channel content growth strategy in account initiatives. SKILLS: Management | Leadership | Editorial | Content Strategy | SEO | CONTENT DESIGN Directing digital content strategy to meet account and business goals, with organic growth and digital experience a priority at Terakeet, 2022 Finalists in the US Search Awards for Best Use of Search. As part of the Innovation team, I led in the delivery of outstanding creativity and results. I managed a team of senior and junior strategists and work collaboratively within a cross-disciplinary team and environment (content writers, strategists, editors, and other managers) to ensure creative work is on-brand, on-goal, and laser-focused towards the intended audience and a culture of innovation is established and maintained across the team at all experience levels. Other Roles: President of ๐๐๐ฃ๐ข๐ group (founding member) September 2020 - August 2022. I brought together 44 Black, Indigenous, and People of Color employees to create a supportive community that encouraged inclusion and provided a safe space for employees of color to be themselves.
TerakeetSenior Digital Content Strategist - Lead
Jul. 2020 - Sep. 2021Working at the intersection of UX, SEO, and website content strategy creating and implementing content strategic initiatives. I craft, develop, and design enterprise content solutions and strategies to scale and optimize content programs with organic search as a priority. *Supervise, manage the training of, and mentor content specialists.
*Provide high-level content strategy insights for non-branded content projects.
*Test, research, and provide detailed content analyses to stakeholders.
*Guide the strategic direction of content to ensure full alignment with business goals and objectives with the end-end customer & user experience in mind. *Taxonomy-sitemap development *UX Content and Content Design Initiatives
*Navigation Areas of competence: content strategy - content design - content planning - editorial and quality
Creative Collaborative ConsultingChief Content Strategist | Founder
Apr. 2020 - Jul. 2020United States๐๐ค๐ข๐ฅ๐ฅ๐ฌ: ๐๐๐๐๐ข๐ง๐ - ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ - ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐๐ฌ๐ข๐ ๐ง - ๐๐ ๐๐ซ๐ข๐ญ๐ข๐ง๐ Providing bespoke digital content and user experience solutions for time-strapped savvy firms. Specialties:
Content Strategy for Websites, Blogs, and Videos.
https://creativecollaborativeconsulting.com/index.php/content-strategy/
User Experience Analysis for Websites, Digital Products.
Ghostwriting & Thought Leadership.
Social Media Management.
Community BrandsContent Strategist | Technical Editorial Lead
Apr. 2019 - Apr. 2020Pittsford, NYLead product content strategist at Community Brands on the Nimble Association Management Software CRM built on Salesforce. ๐๐ค๐ข๐ฅ๐ฅ๐ฌ: ๐๐๐๐๐ข๐ง๐ - ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐๐ฌ๐ข๐ ๐ง - ๐๐ ๐๐ง๐ ๐๐๐๐ก๐ง๐ข๐๐๐ฅ ๐๐ซ๐ข๐ญ๐ข๐ง๐ Editor for a team of technical writers working to improve performance, set goals, and mentor. Direct strategy based on content deliverables and establish standards for documentation maintaining governance and quality focusing on creating usable content with a high ROI across the marketing funnel. Develop actionable insights with strategic importance directing alignment across teams in an agile setting. Salesforce Trailhead courses completed https://trailhead.salesforce.com/me/shoffman-hussain1
Excellus BCBSDigital Content Strategist - Lead for Employer & Broker sites
Jan. 2018 - Mar. 2019Rochester, New York AreaWork on front-end and back-end digital content strategy as part of a planned website migration project for Excellus BlueCross Blue Shield, a national healthcare insurer. *Content Inventory and Gap Analysis for a large website (more than 200 pages).
*Creating strategic needs requirements based on intensive research.
*Competitive Analysis and Comparative Research on Contact Us and Footer section, to ensure we are keeping up with industry best-in-class practices.
*Analytics research, adhering to best practices within SEO strategy.
*Developing a taxonomy for content types, content models, and metadata associated with SEO Guidelines.
*Collaborating with UX and UI designers to develop customer personas and journeys to help in the development of a personalized content strategy (keep/retire/enhance).
*Developing structured writing guidelines and content models, including editorial guidelines.
*Involved in discussions surrounding the development and information hierarchy of a new CMS for our current website.
SAP HybrisDigital Content Strategist, Editor & Writer
Dec. 2017 - Sep. 2019United StatesProduced collaborative ghostwriting and transformative individual thought leadership by managing LOB (Line of Business) executives, including the Chief Marketing Officer based on business drivers and authorized subject areas (artificial intelligence, machine learning, customer relations management, business enterprise etc.). Developed global digital content strategy encompassing SAP product lines of business for SAP Studio and the SAP.com website for maximum targeted engagement. Used performance metrics and SEO research along with the brand strategy to develop effective marketing tactics and generate alignment with written collateral. Coordinated editorial schedule and calendar for a social media and blog campaign where I worked
as a Social Media Strategist for TweetChat series, an influencer marketing campaign. First TweetChat under #CXTweetChat reached 2.2 million impressions through 92 unique users. This was achieved by using a promotional blog post/thought leadership piece to draw engagement and highly influential and expert leaders in the field of CRM. Post-event, I created content for an infographic and a recap blog, summarizing the discussion. All digital content created with maximum engagement and share-ability in mind.
Bergmann AssociatesContent Marketing Writer | Social Media Content Strategist
Jul. 2017 - Dec. 2017Rochester, New York AreaContracted to assist in extensive content overhaul and digital content creation for Bergmann Associates new website (expected launch: January 2018). Total anticipated pages to create and edit: 150.
*Copywriting responsibilities for the following: sell-sheets, whitepapers, thought leadership pieces, website copy and storyboarding for digital video. *Responsible for social media strategy & implementation across twitter, linkedin, instagram, and facebook. Working on daily and consistent social media intended to promote the Bergmann brand.
*Producing copy that is SEO-friendly, for a b2b (Buyer to Buyer) environment. Using my previous experience in journalism to investigate and research subject matter, presenting it in an accessible manner, for maximum audience engagement.
*Planning and project managing content strategy for a number of campaigns (typically 3-6/week): print, digital, web, and social media management.
WROC-TV Channel 8Television News Producer and Social Media Strategist
Sep. 2016 - Apr. 2017Rochester, New York AreaManaging the production of one or multiple newscasts for Channel 8 News (WROC-TV), a CBS/Nexstar Affiliate depending on scheduled rota.
Excellent attention to detail, time management, project management and multi-tasking mindset.
Organizing the rundown of a program with iNews and Avid Interplay, ensuring that we lead with the top story of the day in a compelling and creative manner.
Coordinating talent, both on-air (anchors/reporters) and off-air (editing/graphics) with the joint aim of producing a cohesive and high quality newscast.
Working with a variety of scenarios (live locations/studio/different monitors/different news desks), keeping the pacing of a program fresh throughout. Sourcing, writing, and updating stories as needed, and planning contingencies for breaking news. US ELECTION COVERAGE: Nov 8th 2016: 4pm: People visiting Susan B Anthony's Grave in Rochester. Story was originated by John Kucko of WROC-TV and went viral with 22 million views on the livestream. The program consisted of three live reporters on their own and interacting with each other, look-live bumps and pre-produced packages as well as social media elements (facebook reactions in-show). Coverage was praised for its evocative and engaging nature.
HBH Enterprises, LLCDigital Multimedia Producer - The Empty Hanger (documentary webseries)
Apr. 2016 - Sep. 2016Rochester, New York AreaThe Empty Hanger is a human interest news project/documentary web series that will uncover and reveal the untold and often overlooked stories of the people who design, manufacture, tailor, study, wear, talk about, and claim to be forever changed by clothing. Key Responsibilities:
Roles: Producer/Associate Producer/Boom Operator/Researcher -->Editorial responsibility for coordinating the workflow of the production team.
-->Recruiting interview subjects from diverse communities in Rochester and NYC and anything to do with pre-production research.
-->Utilizing marketing and journalistic research to ensure the program is contextualized for the target demographic. --> In collaboration with the Executive Producer, ensuring that the brand, writing, and video integrity is consistent, and on message.
--> Using expertise on social media analytics to develop strategies for increasing audience engagement.
--->Working with the editor to schedule raw footage in Final Cut Pro Libraries.
Post Magazine, RochesterJournalist and Writer (Freelance)
Dec. 2015 - Sep. 2016Rochester, New York Areahttp://postrochester.com/about/ Post is a bi-monthly magazine published in Rochester, New York. We tell the hidden and untold story of Rochester's innovators, artists, entrepreneurs, dreamers, and doers. This is how we see Rochester- a parade of people, ideas, talent, and passion that is too inspiring not to share. We want to reflect all of our city- the good and the bad, the beautiful and the ugly. This is our city- this is Rochester.
University of Rochester Medical CenterMarketing Coordinator | EA - Executive Health Program
Sep. 2014 - Apr. 2016Rochester, New York AreaProject coordination for Executive Health Program circa 700+ clients. Marketing Skillset:
*Collaborating with the Marketing department, overhauled the content, and design of the URMC Executive Health Program website, and promotional materials. The result was an on-trend, edgy corporate presence.
*Established communication protocols and operational workflow with the following aims:
*Encouraged prospects onto the program via marketing mail outs.
BBC News and Commercial RadioBroadcast Journalist (Freelance)
Feb. 2006 - Mar. 2014*Bulletin reader
*Producer
*Reporter BBC Radio Cumbria/Merseyside/Manchester/Lancashire Commercial Radio: Dune/The Bay/Tower FM
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