Work Experience
I’ve been with Thermo Fisher Scientific for 10+ years and am currently Sr. Manager, Content Strategy in Customer Marketing. Scroll down for a few of my career highlights, but here’s the gist:
- I’ve managed an 8-person team of content strategists, CMS authors, and quality assurance specialists
- I’ve written a space opera novella titled THE SPIRAL PATH available at all the usual places, as well as 500+ blog posts and ~50 articles, interviews, book reviews, and TV recaps for my own blog, SFSignal.com, and various other outlets
- On this site you’ll find 10+ years worth of the Danger Gal blog hosted by my alter ego, Danger Gal, whose stiletto heels are licensed weapons and whose ninja stars travel faster than light
- I’ve been working on websites for 20+ years in all manner of functions including design, development, content, and copywriting
- In my career, I’ve been privileged to work with the Smithsonian Air & Space Museum and NASA’s Ames Research Center, as well as honored to receive the Business & Commercial Aviation Magazine 2001 Vision Award and to have my take on the Hero’s Journey story model utilized in high school and college literature courses and be used by Zappos Insights in their corporate culture-building curriculum
The Elevator Pitch
In a creative Justice League team, I’m your complexity buster. My superpower is helping others see the unifying idea, the essential element, the One Ring that binds the content strategy, copy hook, and design force together. I’ve been making the complex simple on the web since 1996.
Career Highlights
Sr. Manager, Content Strategy (2021-present)
- Deliver on the vision, strategy, and marketing technology roadmap to enable creation of highly-personalized content for engagement offline, offsite, and onsite
- Drive the strategy to implement modular dynamic campaign content working across the business globally enabling personalization at scale
- Evangelize content automation strategy best practices and facilitate alignment and efficiency throughout a centralized, consolidated, and coordinated methodology for content lifecycle
- Lead the identification of critical content gaps, capabilities, and systems
- Partner with cross-functional partners to facilitate the delivery of delightful customer experiences across the global content lifecycle
Manager, Content Strategy (2011-2021)
- Managed 8-person team of content strategists, CMS authors, and quality assurance specialists
- Developed information architecture and content standards for Fisher Scientific Global Design System
- Created personas, customer journeys, and service blueprints and craft naming frameworks for marketing campaigns and e-commerce product development, such as for product ratings, customer help & support, and customer self-service products
- Developed new content for every stage of the purchasing funnel — including dynamic content — and inform its use in content marketing campaigns
- Facilitate dynamic merchandising and CMS enhancements to develop new customer audiences and improve production efficiency
Copywriter and Designer (2006-present)
- Wrote science fiction novella THE SPIRAL PATH, published by Carina Press, a division of Harlequin Enterprises
- Wrote nearly 30 author profiles, book reviews, and TV / movie recaps as well as participated in a weekly podcast for multi Hugo award-winning SFSignal.com
- Wrote SEO-optimized blog copy for Pittsburgh-based Content Factory
- Maintained Danger Gal blog analyzing issues in pop culture including genre fiction, movies, and television; wrote 500+ blog posts and articles garnering 800+ Twitter followers
- Designed strategic creative direction for nearly 20 clients, including brand identity, websites, and marketing materials such as promotional items, banner ads, social media presence, and e-newsletters
- Managed website development through all stages, including estimate creation, project scoping, contract negotiation, domain setup, and site maintenance
- Celebrated by Zappos Insights through use of my graphic model of Joseph Campbell’s Hero’s Journey in their corporate culture-building curriculum
Web Site Designer and Publication Manager (1996-2006)
- Provided art direction and information architecture for two nbaa.org site redesigns in 1998 and 2006
- Developed brand style guides, website templates, navigation schemas, and dynamic media for all association sites
- Managed 2 content publishers
- Designed and implemented 3 additional convention micro-sites and subsequent redesigns; handled nbaa.org online show reporting for news, presentations, photo galleries, and videos
- Designed and implemented USA TODAY “Best Bet” AvKids.com, a children’s aviation educational site in collaboration with NASA Ames Research Center
- Supported development of Smithsonian Air and Space Museum business aviation exhibit, which can now be found at the Steven F. Udvar-Hazy Center
- Acted as managing editor of 16-page NBAA Digest monthly newsletter, which included managing editorial calendars, writing articles, editing work submitted by contributing writers, implementing creative direction, and overseeing account management, spec writing, print buying, proofs, and press checks
- Designed logos, identity collateral, annual reports, booklets, magazine ads, brochures, posters, and signs
- Edited and wrote content for annual reports, booklets, and brochures
The Danger Gal graphic (upper left corner) comes from an amazing artist/designer at istockphoto.com named Aaltazar.