WestJet

UX Writer / Content Designer

- Left to gain experience in other industries, but invited back for a future role.
- Worked on product updates for Aeroplan, TD Rewards, and Cash Back loyalty programs.
- Started the Loyalty and Rewards team's guide for content style, terminology, and partner guidelines.
- Established consistency between mobile and responsive web apps to reduce translation and maintenance costs.
- Built a competitive research board analyzing design patterns from other loyalty and rewards
programs.
- Documented a complex FAQ submission process for the content team.
- Reviewed and revised mobile design system documentation.

- Co-designed an informational "mortgage renewals" page that generated a 26% sign in rate, as well as 189% more started renewals and 150% more completed renewals vs. the existing product page.
- Saved $7K in monthly translation costs by creating a repository of CTAs, accessibility content, and their translations.
- Created information architecture for bank account products, driving higher product adoption rate for in-branch customer onboarding flows.
- Worked with product owners and business partners to negotiate strategic goals for UX projects.
- Won an award for excellence and culture (the "Lucille Award").
- Developed a net-new tone framework for the content design system.
- Worked in an agile team. Balanced daily, weekly, and monthly deliverables.
- Created new "Phase 0" guidelines to equip content designers with a better preparation process.
- Created learning and troubleshooting documentation for the Contentful enterprise CMS platform.
- Developed financial product knowledge and legal expectations for writing about them.
- Created information architecture for bank account products, driving higher product adoption rate for in-branch customer onboarding flows.

Employed Historian

Employed Historian was a creator brand that I started to show liberal arts graduates how to build their careers in a job market that wants 3 years of experience from entry-level candidates. I've paused it for now to focus on growing in the UX field.

Creator

Shopify

Here's what I did with my time at Shopify:

- Authored product pages for Shopify Fulfillment Network relaunch.
- Co-designed fulfillment pricing calculator.
- Reduced monthly newsletter production time by two weeks, helped reach open rate of 45%, and wrote the signup page.
- Co-wrote app onboarding experience and drafted a detailed email flow operating in tandem, handing off leads to sales.
- Co-authored UX writing for app's onboarding flow.
- Co-scripted four internal product vision videos that guided the the UX team's product design efforts.
- Authored content guidelines for Shopify Fulfillment Network. Actively interviewed content design candidates for UX teams across Shopify.
- Article featured by Shopify's employer brand on LinkedIn. Scripted soon-to-be-released video case study.
- Led concept development and copywriting on Shopify Fulfillment Network's first formal ad campaign.
- Led copywriting on multiple A/B test campaigns to determine most effective value propositions.
- Created a suite of content and copywriting for Black Friday/Cyber Monday.

aha insurance

I joined the team at aha insurance as an in-house search engine marketer after spending years in agency roles. Here's what we accomplished:

- Increased search engine traffic by 2,100%
- Increased on-site click-through rate from organic search by 440%
- Increased conversions from organic search traffic by over 200%
- Halved the paid search cost per acquisition in 30 days with landing pages
- Tripled site speed (reduced it to one-third of previous load time)
- Maintained a Quality Score of 7 and above with landing page copy
- Solved 954 indexing and site issues in under 45 days with the development team
- Reduced paid search bounce rate by 12% in first 30 days
- Rebuilt the front-end website in Divi on WordPress

Content and SEO Manager

Webb Content

Business owners can't spend their days trying to game the latest hack for 23 additional views on their Facebook posts.

Results matter, and so do your most important resources: your time and money. That's why Webb Content focuses on generating the website traffic that matters for your online sales and marketing funnel. It's consistent, it's reliable, and it creates client-driven sales conversations.

Skeptical? Check out the case studies.

Content Strategist

Honeypot Marketing

I joined Honeypot in the midst of a client’s Black Friday campaign, and I knew it was where I wanted to be. 

This is where I learned to merge creative content with the analytical tools needed to scale marketing operations—all without sacrificing a lead’s experience throughout the Buyer’s Journey.

The highlights of my role at Honeypot include:

- Developing an earned media audience of 80 million viewers for a new media company
- Converting 24 small businesses to attend a single seminar event for the agency
- Converting over 30 qualified leads for a small client's first month of email marketing
- Achieved email click-through rate of 6.5% on cold email campaign
- Managing and growing a Facebook page of 600,000 followers
- Writing asset copy for a Black Friday campaign that generated $70,000 USD in sales
- Contributed blogs to multiple sites with over 50,000 unique monthly visitors
- Leading content development of a knowledge subscription platform for marketers

Content Marketing Specialist

DDE Media

I joined DDE Media right out of grad school, where I began as a writer and evolved into an account manager for the company's expansion into content creation services.

Accomplishments included:
- Learning and writing a textbook for supply chain management logistics.
- Promotion to head of the content marketing division worth two-thirds of the company's revenue.
- Managing $372,000 in accounts across 12 clients.
- Supervising and mentoring a team of 7 writers.
- Developing and launching a company writing course and peer mentoring program.

Writer and Account Manager

Thanks for stopping by! I'm a content designer and UX writer with chops in SEO and content marketing.

I thrive in small teams that tackle ambiguous UX problems, and I'm comfortable in that awkward space between your marketing, sales, and design teams to make your product experience cohesive.

I've worked with Shopify and Meta, and I'm always open to hearing about new projects.

taplio