Work History

Work History
Jul 2007 - Present

Manager of Digital Content

Linden Lab

Editorial manager and content developer for the various Linden Research consumer website properties, including Secondlife.com, Desura.com, Blocksworld.com, dio.com, Lindenlab.com, Versu.com and other social gaming and content creator sites. Responsible for the editorial team that generates SEO-friendly copy and campaign content for acquisition and retention, including new and existing users.

Duties include collaboration with executives, product managers, designers and user experience team members in the development of messaging, style guides, nomenclature, taxonomy, usability testing, content strategies and standards across all website properties. 

Creator of Google Analytics reports that measure existing traffic click-through and conversion patterns. This information is then used to help assess content and/or design changes with the goal of encouraging downloads and/or sales of various products (Second Life, Desura, Blocksworld, Patterns, Versu, etc.).

My work includes:

  • Complete redesign and relaunch of Secondlife.com and Lindenlab.com
  • Launch of official websites for several social gaming products, including Blocksworld, dio, Patterns, Versu and Creatorverse
  • Co-management of official social media accounts, including YouTube, Facebook and Twitter
  • Founder and daily editorial manager of the virtual world Destination Guide, which has resulted in an over 22% increase in non-paid traffic via search engines
  • Producer, writer and narrator on promotional videos used for pre-roll campaigns and on the official YouTube channel
  • Creative contributor to various targeted social media, email and landing page campaigns (Themes include: Gothavatarromance, steampunk, etc.)
  • Producer, writer and narrator of Destination Guide video tours for the Secondlife.com homepage
  • Editorial development of enterprise and education specialty sites
Aug 2006 - Present

Director of Digital Initiatives/Associate Professor

Washington State University

Head digital strategist and sequence coordinator for new media and journalism at the Edward R. Murrow College of Communication. Responsible for teaching the latest digital convergence tools and techniques used in journalism, PR and online media. Audio-narrated lectures have netted over 580,000 views on Slideshare.net.

Hands-on training in interactive storytelling, social media persuasion and evaluation tools, including: 

  • Digital audio and video editing
  • Blogging and digital content distribution tactics
  • Traditional news reporting and writing skills
  • Viral marketing and social network strategies, including SEO/SEM/SMM
  • Social media press release creation
  • Web analytics, evaluation and measurement 

All class lectures are available on two original websites (CrowdCircles.com, VirtualJournalism.net). Developer of an Angel-based distance learning course on digital persuasion that uses both synchronous and asynchronous learning techniques. Contributor to the social network streams for the Murrow College on Facebook and Twitter.

Recipient of multiple grants, including a U.S. Speaker and Specialist grant from the U.S. State Department to conduct workshops on Internet journalism and public relations for the U.S. Embassy in Minsk, Belarus. Another grant from the McCormick Foundation was used to launch the Virtual Journalism Summit and Murrow Center 3D Newsroom.

Aug 2001 - May 2006

Radio/TV Instructor

San Joaquin Delta Community College

Responsible for teaching Mass Communications, Media Writing and Radio/TV classes in both lecture and lab formats. Established and managed Delta College’s multimedia lab facilities, which included a TV studio, non-linear video editing suites, digital audio production suites and webcast studios. These facilities continue to be used by a highly diverse population of students to create original news, documentary and music content in various media formats.

Jul 1999 - Jul 2001

Managing Editor

Amazon.com

Managed an editorial team in the development and launch of the Computer & Video Game section, which quickly became the largest games e-commerce site on the Internet. Coordinated and managed content development for a co-branded site with ToysRUs.com using both in-house editorial staff and external freelance writers.

Duties included:

  • Development and deployment of overall e-commerce content strategy,  including design, taxonomy, nomenclature, style guides, usability testing and launch of site
  • Management of copy generation for thousands of e-commerce items, including original reviews and product descriptions
  • Management and budgeting of editorial team and freelance contributors
  • Coordination of special e-commerce sections, featured stores and cross-promotional initiatives with internal and external stakeholders
  • Community engagement via one of the site's most active bulletin boards
Sep 1997 - Feb 1999

Managing Editor

RealNetworks

Management of an editorial team in the design, content and creative development of various Web-based music projects. Responsible for evangelizing  RealNetworks’ technology to music and entertainment industry executives. This included development and distribution of an industry insider newsletter and coordination of showcase projects, such as Atlantic Records’ InstaVid and one-off artist events (U2, Tori Amos, etc.).

Projects included:

  • Real.com homepage
  • Rolling Stone Radio (co-founded this joint venture with Tunes.com and Rolling Stone magazine)
  • RealGuide (now defunct, replaced by Rhapsody)
  • Musicnet.com (now defunct)
Jul 1992 - Jul 1997

New Media Editor

Billboard magazine/Billboard.com

Writer of over 1,000 published articles, stories and reviews. Responsible for managing freelancers and staff reporters, as well as editorial oversight of two print sections (music video, new media).

Author of three weekly columns:

  • The Enter*Active File (later known as Sites + Sounds), a print column on technology and media
  • The Eye, a print column on the music video industry
  • Beats + Bytes, an online-only column on technology and media

Recipient of three Billboard “Page One” awards for excellence in reporting. Media spokesperson and industry analyst (CBS Evening News, ABC World News Tonight, Fox News Channel, MSNBC, CNN, NPR, USA Today).

Contributor to sister publications The Hollywood Reporter and Billboard Bulletin. Produced panel sessions and secured keynote speaker participation for the Billboard Video Music Conference (1995-7). Keynote speakers at the events included: Quincy Jones, Herbie Hancock and Todd Rundgren. 

Education

Education

Skills

Skills

Social Media Marketing

Search Engine Optimization

Web Analytics

Google Analytics, Omniture, Facebook Insights, YouTube Insights

Digital Video Editing

Adobe Premiere

Digital Audio Editing

Adobe Audition, Audacity

Public Relations Skills

Web Content Management

Editorial

Videos & Landing Pages