PORTFOLIO: BRANDS & PROJECTS
The range of digital content strategies, programs and products in my portfolio include a diverse range of industries including financial services, insurance, pharma, beauty, food, travel, ecommerce and media/news products.
STATE FARM
State Farm had built an extensive content resource for insurance and financial services information as part of the brand's digital platform. But the content had not been edited or organized to produce more than limited, one-off interactions to support consumer needs and queries. In this expansive project, I led development of a content strategy and channel build as part of a new design and lead-gen experience. The project also included extensive editing, content creation, SEO and design to create this completely new, responsive and exceptionally engaging experience.
NEUTROGENA
Neutrogena's brand and digital strategy teams were charged with creating a universally applicable, responsive design for all non-US markets (including multiple Europe, Asia and South America national markets). This work included developing content strategies to support extraordinary global variations, identifying topics and content designed for universal consumer appeal and assessing content to index prominently in local-market searches while aligning with evolving brand priorities. The work also included creation of articles to translate globally.
LUBRIDERM / TATTOO CARE
Lubriderm is a widely known moisturizer brand that often had been recommended by tattoo artists as a way to treat new tattoos after they had healed. As tattoos have become more popular, the brand sought to raise awareness of this application by creating a new, search-optimized destination to be targeted by marketing and endorsements from the artists.
JOHNSON & JOHNSON / HEALTHY ESSENTIALS
Johnson & Johnson created a multi-brand portal to provide healthcare information and products to the new generation of digitally focused family caregivers. This project's objective was to produce a scalable, extensible approach to develop content that would effectively engage this audience on a wide range of health topics and enable the platform to produce integrated interactions with J&J brands and offers.
EFFIENT
Effient is a post-operative treatment for patients who have undergone stent procedures. In this project, an existing Lilly site was redesigned and updated with a new approach to content presentation to refresh the brand impact. In this responsive and far more graphic approach, the strategy was devised to maintain the medication's market presence, ensure maximum adoption and patient compliance during the late stages of the patent period.
AVEENO BABY
The brand sought a one-page digital solution to create a search-optimized presence for the Aveeno Baby brand with integrated product promotion and information about use (particularly for eczema) as well as the introduction of the brand's comprehensive new approach to ingredient transparency and safety. The project required review of the existing content for Aveeno Baby and other J&J brands, creation of new content to help explain and support use of Aveeno Baby products and development of a new visual and content approach to the ingredient value proposition.
UNIVISION
In this project, a broad new strategy was developed to capitalize on the successful, Spanish-language cable network shows and video content by creating a portfolio of digital franchises. Among the successful franchise channels created and sponsored in this strategy were those focused on novelas (serial soap operas), sports, newsmakers, food and celebrity gossip.
NATIONAL HOCKEY LEAGUE
The redesign of the NHL.com site also required a complete reshaping of the content and the editorial team assigned to produce the site and news about daily developments in the sport. In addition to redesigning the presentation and content priorities, this project also involved development of the team's existing talent and new contributors to fulfill the expectations for expertise, insight and passion while maintaining the league's high standards for accuracy, business confidentiality and historic perspective.
TRAVELZOO
As editor-in-chief for this e-commerce innovator, following a contract engagement to develop editorial training and voice standards, the new content approach for the site and its expanding portfolio of products grew dramatically, adding extraordinary scale to the brand's popular Top 20 deals franchise.