My work

Khoros.com

As the Senior Content Manager on the Brand Marketing Team, I work on a 4-person team (designer, developer, web manager) that led the messaging refresh and redesign of Khoros.com. Reporting to the Director of Brand Marketing, I drove the following results and work:

• Contest strategist for on-page content and structure of the page (what goes on the page, and in what order)

• Lead copywriter for all copy across 37 new and refreshed webpages, including deep collaboration with Product Marketing, Demand Generation, and senior marketing leadership teams

• 137% YoY increase in goal completions through demo requests and asset downloads of high-quality leads for sales pipeline

• 243% YoY increase in site traffic from product pages, resource center content, and blog production using SEO best practices for topic selection and copywriting

Through strong collaboration with many stakeholders, keen business acumen, and an eye for brand storytelling, I thoroughly enjoyed the work on content for Khoros.com. Among my many projects at Khoros, this is one of my favorite.

Khoros Social Content

As part of my content strategy role at Khoros, I lead our organic social media channels. This includes strategy behind social imagery, ad copy on assets, messaging to amplify on social, running the editorial & publishing calendar, and collaborating with several stakeholders across other teams:

• Global social media lead, collaborating on all social content across LinkedIn, Instagram, Facebook Twitter, and Youtube — testing new formats and channels for engagement and sales leads

• 187% increase in goal completions (inquiries from demo requests and asset downloads) from organic social media posts driving to Khoros.com

• 274% increase in engagement (likes, comments, shares) from organic social content and 3x follower growth on LinkedIn

• Daily collaboration with multi-media designers to produce new social content with creative asset and video production in a variety of formats

Upon joining the marketing team at Khoros, I drove a revamp and implementation of meta images for all web content — using best practices to drive engagement and clicks.

ACL Music Festival (Uber)

As the Official Ride of ACL Music Fest, I led Uber’s online and offline integration at the festival; owning content production for Uber channels and partner-owned channels for riders, drivers, and general population. As Lead on rider & driver content strategy and production, my responsibilities included:

• Media producer

• Copywriter

• Content strategist (web, email, social, video)

• Content Project Manager

Through my leadership, our content team produced a top-performing blog post and higher-than-benchmarks social engagement.

South by Southwest (Uber)

South by Southwest is a preeminent event for technology and music in the US; and posed an interesting problem to solve from a campaigns and content perspective. This distributed, de-centralized festival creates many operational complexities, with road closures and downtown gridlock, so we had a to take a new content approach. I directed our content campaign as:

• Content Strategist (Lead)

• Copywriter for all rider/driver deliverables

• Stakeholder Management (Marketing Legal, Uber Greenlight Hub, Uber Operations)

• Digital producer (all assets, photos, audio)

Additionally, Uber was not the official partner for the festival which required creative ways to engage riders and drivers in a relevant way.

Uber Partner Podcast

I led the development and production of the Uber Partner Podcast and distributed across the southern United States. The first iteration of this podcast was an interview-style production between an Uber General Manager and a local driver-partner. On the Uber Podcast, I was directed our team of five as:

• Lead Producer (led a team of five other Marketing Managers/producers)

• Writer (outlines, scripts, narrative bridges)

• Sound Designer (sourced all audio tracks/scores with music vendor. Created sound as needed)

• Editor (Adobe Audition)

The second, current, version of the podcast is narrative, documentary-style storytelling, with higher production and various subject matter experts per episode.

Driver Storytelling Videos (Uber)

As an initiative within Uber’s Driver Marketing Strategy, I led production of three videos to highlight drivers in local markets who pursue a locally-relevant passion. As Lead Content Strategist, Digital Producer, and Copywriter for these projects, I owned concept ideation, partnership strategy, stakeholder management/approval, and distribution for the following videos:

• Coach Carter, youth football coach (Dallas, TX)

  • In collaboration with the Dallas Cowboys

• Wes Paul, rising musician, guitarist (Austin, TX)

  • Part of larger ACL Music Festival activation and campaign

• Zena Moses, jazz & funk vocalist, performer (New Orleans, LA)

  • In conjunction with New Orleans Jazz Festival campaign

The goal of these videos is to engage active riders and drivers to build a human connection with Uber as a brand.

Driver Acquisition Campaign, Facebook (Uber)

In collaboration with Uber’s Operations & Analytics team, we identified a need for driver acquisition ahead of the largest annual event in San Antonio, TX: Fiesta San Antonio. After a series of discussions with Marketing stakeholders, it became clear that I would own this project, which isn’t normally part of my day-to-day. As owner of this Paid Acquisition campaign I was acting:

• Project Manager

• Digital Producer

• Copywriter

This project was made in collaboration and approval with our event official partner, Fiesta, as the official rideshare partner.