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Work Background
Navy Federal Credit UnionSenior Manager, Web and Content Strategy
Sep. 2023Vienna, Virginia, United States• Direct and lead operations of Navyfederal.org to ensure best-in-class performance and functionality of web channels and to improve the member experience and service quality to our members; develop and track KPIs for the web channel and mobile content
• Lead product management for multi-functional scrum teams to develop, implement, and maintain new features and functionality; integrate usability studies, user research, and market analysis into product requirements
• Establish product vision, roadmap, usage, and epics; influence stakeholders in prioritization for program increments to provide continual improvement and increase member experience quality; support business and marketing goals; minimize risks, and maintain high operational efficiency
• Streamline the execution of program priorities while maintaining the conceptual and technical integrity of the features or components for the team
• Lead UX design, product development & content in support of NavyFederal.org, leading development of content models, taxonomy and information architecture to create optimal user flows and structured content for cross-channel syndication
• Oversee content strategy, structure, and design for member and prospect facing digital channels such as Navy Federal Online (NFO), NFCU Mobile App, In-branch Digital Signage, Making Cents, and microsites; evaluate new technology to integrate with the websites to increase engagement
• Guide and analyze A/B and multivariant testing, site personalization, benchmarking, trend analysis and other input to drive continuous improvement and elevate service performance
• Create feedback loop with internal business units to ensure that relevant member content is being displayed on web, mobile and digital-signage channels in a time-relevant fashion
• Lead Search Engine Optimization strategy for Navyfederal.org properties to ensure easy access to content for members and prospects
Deloitte Touche Tohmatsu, LimitedChannels and Ecosystems Strategy Lead, On Platform
Jul. 2020 - Sep. 2023McLean, Va● Advise Global marketers of strategic best practices for on platform use
● Create full scale digital strategy for the Deloitte network of member firms
● Curate, package and publish content that aligns with Deloitte’s content strategy and demonstrates our brand attributes (impact, innovation, and leadership) in the marketplace
● Lead task forces to optimize and enhance UX/UI of the Deloitte on platform experience
● Work with senior executives and leadership to bring Deloitte digital strategy to the next level
Deloitte Touche Tohmatsu, LimitedOmni-Channel Manager
Feb. 2016 - Aug. 2020McLean, Virginia, United States● Advise Global business stakeholders on digital marketing best practices
● Create full scale digital strategy for global marketing campaigns across the Deloitte network of member firms, serving as a trusted advisor and partner
● Maximize the value and effectiveness of the Deloitte.com Internet website and social media properties
● Team with the Editorial Lead to manage an editorial calendar for Global content that will create a distinctive engagement with clients, talent, and other key audiences
● Help foster innovation across the Deloitte network; to drive the reach, impact and connectivity of Deloitte.com and branded social channels through knowledge sharing and communities of practice
● Team with analytics and platform development professionals to drive key performance indicators and continuous site optimization
● Coordinate with shared publishing resources to support content management needs
● Oversee implementation of Deloitte brand identity refresh across all digital channels
● Serve as a Global Brand Ambassador for Deloitte across all social media platforms
Jack Welch Management InstituteDigital Strategy and Content Manager
Oct. 2015 - Mar. 2016Herndon, VA• Named by Linkedin Content as one of the Most Influential Education Brands on Linkedin
• Engage with key influencers to drive traffic through digital properties
• Craft compelling blog and social media content to drive engagement, create conversations and also build brand awareness
• Collaborate with PR team to draft press releases announcing major initiatives
• Pitch stories about students, alumni and program innovations to mainstream business media
• Manage daily social media account posting and content, creating a compelling brand strategy and voice
• Monitor analytics and reporting across all digital platforms to ensure content is high performing and engaging
• Coordinate with various team members across departments to create brand standards and digital strategies
• Improved social and digital engagement by 38% in first 30 days
• Work with web designers, web developers and content creators, leveraging them for optimal content and engagement across digital platforms
• Designed and launched a new blog, You Don't Know Jack
Booz Allen HamiltonSenior Consultant/Digital Content Manager
Apr. 2014 - Oct. 2015McLean, VA· Work with various content producers within the Marketing department to manage the intake and publishing of content on corporate website (papers, press releases, video, awards, etc.)
· Manage all incoming content requests for corporate website and ensure appropriate content is published in a timely way
· Review content for quality and completeness, and work with associated teams to ensure the content is complete and ready for inclusion into the site
· Supervise intradepartmental workflow by assigning projects, editing content, and managing a team of developers who post the content to the site
· Own the process of content creation and updates for specific types of content
· Keep department leadership informed of new content on the site
· Manage team of external developers who are tasked with working in the Content Management System to post content
· Project manage content creation for selected strategic marketing initiatives – ensuring content is posted on time in support of key campaign launches and milestones
· Continual optimization of the digital content process and workflow
· Document and establish best practice guidelines for content creation, including writing for the web and search engine optimization
· Create and edit all copy associated with BoozAllen.com and Mena.BoozAllen.com
Mervis Diamond ImportersMarketing, Events and Social Media Manager
Mar. 2013 - Mar. 2014Vienna, VA• Coordinated, designed and implemented engaging content for social media campaigns, events and viral marketing • Tracked and analyzed site traffic patterns, search and queries to increase revenue
• Wrote, designed and coded “Diamond Dish” client education guides, infographics and downloadable marketing materials
• Leveraged HubSpot marketing platform for lead capture and email marketing campaigns
• Created content strategy and editorial calendars to drive traffic, demand and conversions
• Added over 1,000 products and enhanced user experience across a multi-million dollar business ecommerce site
• Supervised development and design team for new functionality updates and enhancements on the Mervis website
• Updated and monitored the website, blog and all social media platforms • Collaborated with media professionals to set advertising and contesting for radio, television and print.
Danika CommunicationsSocial Media Coordinator
Jan. 2013 - Oct. 2020Washington D.C. Metro Area• Create engaging and dynamic social media plans to grow clientele, social media presence via Facebook and Linkedin, implementing SEO strategies for high end, luxury travel resorts, boutique hotels and properties
• Assist with the creation and edits of packages and proposals for highly sought-after luxury travel resorts
MICROS eCommerceProduction Coordinator
Aug. 2012 - Apr. 2013Chevy Chase, MD• Oversee and track daily production and maintenance of all websites while consulting with clients on web marketing, SEO, copy and website audits and updates
• Collaborate with design, copy, marketing, SEO and development teams for implementation of updates and creation of new web material
FinePoint Digital PRDigital & Social Media Lead and Video Producer
Apr. 2012 - Nov. 2014Washington D.C. Metro Area• Create engaging and dynamic social media plans to grow social media presence, implementing SEO strategies for several national companies and brands
• Film, edit and produce packages for clients to use as advertising and to grow social media presence
• Design and maintain client websites while servicing all digital media needs for both Meredith Fineman and FinePoint. Digital PR
CBS RadioWeb Content Producer, National Sports Lead
Oct. 2011 - May. 2012Charlotte, North Carolina Area• Responsible for the uploading, editing, creation and maintenance of content on all radio stations owned by CBS local
• Created original audio, video and written content for local radio stations
• Monitored all social media platforms for the CBS local stations and selected stories for national syndication while ensuring all content followed SEO best practices
HEBarry MediaChief Marketing Officer
Sep. 2008● Ghost write on major digital trends and advances for various digital media blogs
● Assist clients with editorial calendars, social media plans and digital media campaigns
● Provide freelance and contract based digital media, public relations, web design, digital strategy and social media services to over a dozen clients ranging from politicians to luxury hotel brands to personal trainers
● Plan, edit, curate, moderate and write content for social platforms including Instagram, Facebook, YouTube, Twitch, Tik Tok, Hover, Twitter and Discord
● Serve as a moderator for social properties for clients, including livestreams and community management ● Design and execute a successful monthly subscription model and associated sales funnel
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