Content strategy portfolio

Whether it’s researching the desired audience for product buying guides, creating a style guide, or creating a user journey through a website, content strategy has played a part in my career for years.

Here are some examples of my work:

  • University of Washington content strategy group project (2021)

    • Created vision and content strategy statements, and tone and voice guide

    • Surveyed and interviewed several educators and created an empathy map

    • Based on interviews and research, designed a persona and journey map

    • Selected KPIs and how they would be measured

    • Suggested UX changes for better navigation and accessibility

    • Download project PDF (42MB)

  • Digital Photography Review buying guides (2021)

    • The goal of the project was to discover where younger audiences – namely Millenials and Gen Z – were making purchasing decisions, and then discover ways to get our buying guides in front of their eyes.

    • Identified who the customer was, what their needs were, and the benefit of our buying guide expansion.

    • Performed extensive research via internal Amazon research, Statista, eMarketer, and more.

    • Created and tested experiment that placed short buying guide videos in a variety of formats on social media sites popular with younger generations

  • University of Washington brand positioning group project (2021)

    • Researched current short, medium, and long-term issues for McMenamins hotels, restaurants, and bars.

    • Selected and surveyed a target audience to discover their tastes in local travel

    • Created a brand message and recommended channels on which to disseminate it

    • Download project PDF (3MB)