S U M M A R Y

I use strategic design thinking to plan, develop and launch digital products. I have deep expertise in UX, content design, voice and tone, privacy, localization and 0-1 launches. I’m an expert at cross-functional planning, design collaboration/facilitation and executive stakeholder management. I’m a systems thinker. And a great storyteller.

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TABLESTAKES

• Guide the end-to-end content design process. Write design briefs, conduct design sprints, develop roadmaps, run brainstorms and lead retrospectives.
   

• Develop design and content strategy based on user experience findings, data and multivariate or A/B testing.
   

• Collaborate closely with engineers, product managers, product designers, marketers, brand strategists, editors and researchers.
   

• Manage content design contractors, mentor junior content strategists and conduct candidate interviews.

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PRODUCT HIGHLIGHTS

• Currently planning, defining and developing UX content for Meta AI Plus, our new AI subscription.
   

• Strategized and wrote all content for Meta Verified. We built it in 10 months and hit our big audacious goal of $130M in the first year. Worked on both acquisition and retention after launch, with an emphasis on global markets.
   

• Drove, launched, amplified and scaled a complete redesign of Meta’s global tone framework, which is used by over 1000 writers at Meta. Pitched the new framework to senior leadership and gained alignment from numerous senior stakeholders who shared opposing views.
   

• Worked closely with research and data science to inform a content strategy for three bots to help advertisers resolve issues without the help of an agent, resulting in a 35.9% decrease in people who wanted to talk to an agent and $12M in annualized cost savings.
   

• Strategized and wrote all content for our Find a Supplier feature within our internal supplier portal, which led to a 23% increase in new purchase reports using diverse suppliers. This translated into a total of $51 million annually.
   

• Led the redesign of our Creator Support and Media Support centers.
   

• Strategized and wrote content for Locked Profile, a localized feature that addressed a market-specific people problem: helping women in India to feel safer and freer to engage on our platforms.
   

• Developed and executed a content strategy to refresh our Facebook Help Center. The refresh increased visits to Popular Topics by 178% on desktop and 294% on mobile web, while Page views per session increased 7% on desktop and 15% on mobile web. The refresh also improved participation in the user helpfulness survey by 107% on desktop and 13% on mobile.
   

• Created a content strategy to increase Pages retention. Worked with data science and user research to understand user needs, identify business goals, create a comprehensive journey map and ultimately build a multi-layered content strategy. This work resulted in the retention of over 12 million Pages.
   

• Proactively identified, analyzed and drove the solution for a complex, long-term, critical problem: the various content teams at Meta didn’t share standards or strategy, which meant that we didn’t sound consistent across surfaces. Created a cross-org taskforce to define structure, processes and resources across our different teams to establish consistency and begin to build with similar information hierarchy, end-to-end UX and localization strategies.
   

• Spearheaded multiple global DEI efforts: founded our internal resource group Mixed@Meta, developed a companywide course on building inclusive products that is now part of employee onboarding, was one of 12 employees asked to create our Inclusive Products Council; organized and spoke on numerous panels; provide extensive DEI feedback and steering to many product teams and other stakeholders.
   

• Define and design style guides, content standards, voice principles and tone frameworks.
   

• Manage content design contractors, mentor junior content strategists and conduct candidate interviews.
   

• Develop and teach courses: Tone 101, Advanced Tone, Building Inclusive Products, Visibility + Self-Advocacy, What Is Content Design.
   

• Plan and facilitate international workshops focused on translation, localization, voice + tone.

Goorin Bros. Hat Company