I am an accomplished multi-media professional and leader with experience delivering high-quality content, campaigns, and user experiences appropriate for the audience and the business. Here are some examples of my work.
I elevated the REI brand by including co-op content on key landing experiences throughout rei.com. I also provided copy for major brand-elevating campaigns and collaborated with activity experts to provide content-based on-page guidance for choosing certain products.
Election 2012 on Xbox LIVE ran for a little over 3 months on Xbox LIVE and consisted of an extended console dash hub with daily video and interactive programming, nine live interactive television broadcasts, and a second-screen (SmartGlass) experience on election night. It was the first Xbox LIVE dash experience of its kind featuring politically balanced, curated content from multiple 3rd parties updated on a daily basis according to the day’s top issues as they unfolded. It also featured the first ever live interactive broadcasts on television, and the first ever connected second-screen companion experience for television.
I was the lead producer on this project, producing the dash hub experience overall content strategy and daily content programming, the interactive functionality and content for the live broadcasts, and the SmartGlass experience from concept to execution.
SmartGlass for Live Interactive TV on Xbox LIVE
I owned the SmartGlass program for live interactive television broadcasts on Xbox. SmartGlass strives to take advantage of the additional screens that are present when people are watching something or participating in a game on the television screen, some of which are already being used as part of the entertainment experience. For live television, I needed to create a concept that would make watching an event on Xbox LIVE better than watching anywhere else, or to even rival being at the event in person. I conceptualized the functionality and content strategy, and produced the content for each broadcast. Our broadcasts were unique in that it ran only once for a few hours, as opposed to being available for an extended period like a game or movie. The challenge was to create a repeatable platform on which many different events could be supported. I devised a basic "baseball card" system to start with, where I could upload information and vital statistics for a variety of items within categories with new content for each event, and the whole thing reskinned with appropriate branding. The experience also included an i-frame option for pulling in custom content to support an event, like the dynamic electoral map from Bing for Election Night. Later, I updated the functionality to include live video uploads and ongoing chronicling of arrivals and award-winners to provide exclusive extra content. The SmartGlass experiences for live events were consistently the top-used upon "launch" of all the SmartGlass experiences created at that time.
I managed zune.net for several years. During that time I drove changes to the UX and content of the site to bring it from a collection of disparate areas to support opposing goals to a cohesive and seamless user experience. I did this by carefully studying user behavior on the site, as well as existing audience data, constructing the story of the brand, challenging assumptions, and aligning business goals for the site across divisions to create a clear view of the customer journey. I did this for major entry points and touch points throughout the site as well as for new features and initiatives affecting customers using the site. Through this I decreased bounce rate on the site, increased account signup success rates, decreased customer support calls for major incidents, and increased customer satisfaction.
I also managed the day-to-day publishing to the site.
I lent my expertise in digital user experience and marketing as a consultant to a local language school for children. I provided input on the school's website on SEO and user flow, leading them to rearrange the top navigation, change the content of the homepage, and adjust the flow for finding classes and signing up. I also provided input on their regular email newsletter format, advising on content strategy, user interaction with the email, and optimizing the mobile user experience. http://spongeschool.com/
Providing audience definition, content strategy, social media promotion, and B2B blogging and other inbound marketing content for various clients.
Manager, Content and Editorial
Elevated the brand through copy and content on REI digital properties. Drove the expansion of the content strategy to include REI co-op heritage, stewardship, and member stories. Developed and managed the editorial calendar for REI.com
Manager: International Editorial - Bing/MSN Apps
Through direct management of two regional editors and vendors for the Americas region, mobilized nearly 400 global lifestyle subject matter experts to deliver high-quality, locally relevant content across 4 vertical channels in 22 markets.
Senior Producer - Live Interactive Television, Xbox Entertainment Studios
Produced the ground-breaking first interactive and second-screen experiences for live television broadcasts on the Xbox LIVE service.
Manager, zune.net production and editorial
Managed the end-to-end web strategy and production for global web presence for Microsoft's music and video service. Managed a team of FTEs, contractors, and offsite vendors, some located in Paris, France.
Design Program Manager: Zune
Drove consistency of branding elements, standards, and iconography across customer-facing elements of the Zune service through the design process: device UI, Zune software (Dorado), and web site.