SELECTED PROJECTS + WRITING
Content strategy in practice. A look at how I bring together audience needs, organizational goals, and subject matter expertise to create content and experiences that work.
Enterprise career-site migration
A platform migration became an opportunity to create a clearer candidate journey and a stronger foundation for maintaining it.
The challenge
A large healthcare organization was moving its career site to a new CMS and CRM platform. The existing experience had grown inconsistent and difficult to navigate for candidates and internal content owners.
My role
I led content strategy across the migration, including content prioritization, navigation and information architecture, key page writing, templates, accessibility, search performance, and cross-functional coordination.
The result
30% YoY application growth following launch, across a site serving more than 3 million visitors annually.
Careers & Communities video campaign
An employer value proposition translated into employee centered stories that connected individual work to a broader sense of purpose.
The challenge
Prospective candidates needed more than polished employer-brand language. The opportunity was to show how employees’ work connects to real people and communities in a way that felt credible and personal.
My role
I helped shape the content strategy and messaging, partnering with internal stakeholders and a creative agency to turn a broad brand idea into human-centered stories grounded in employee experiences.
The result
5M+ video views, extending the employer brand through stories that felt more human than traditional recruiting content.
Careers chatbot and knowledge base
An automated assistant designed to guide candidates through their journey, supported by a structured knowledge base.
The challenge
Candidates had recurring questions about applications, hiring processes, benefits, and working at the organization. The answers existed, but they were not always easy to find.
My role
I developed and managed conversational content, structured the supporting knowledge base, partnered with recruiters and subject matter experts, and used reporting to identify gaps and improve answers.
The result
87% answer rate, plus new insight into candidate questions and opportunities to improve career-site content.