San Francisco, CA
Bachelor of Fine Arts, Professional Writing (2010)
Savannah College of Art and Design, Savannah, GA,
Magna Cum Laude
Associate of Arts (2007)
Brevard Community College, Melbourne, FL
Featured Artist, Curatorial Volume. 1: Leaders in Contemporary Art (2018)
Official Alumni Mentor to the Writing Program (2015-16) SCAD, Savannah, GA
Delivered lectures, performed classroom visits, reviewed portfolios and provided individual counsel.
- “Advice for Writers: Everything You Need to Know About Landing the Job” Savannah, GA (2016)
- “An Insider’s Guide to a Career in Marketing” SCAD, Savannah, GA (2016)
- “How to Maximize the Return on Your Writing Degree” SCAD, Savannah, GA (2014)
- “Content Marketing and Working in Social Media” Mercer University, Atlanta, GA (2012)
Facebook, Menlo Park, CA (Jan 2018 – Present)
Crafting simple, straightforward and human content for multi-platform user interfaces and an audience of 2.5B people. Ensuring content is tone-appropriate and translatable in 60+ languages. Leading Quality Workshop, driving content tests, leading product naming brainstorms and auditing for quality and platform parity. Partnering closely with product design, UX research, product managers, data science and engineers to build products that solve people problems and drive 0 to 1 adoption.
- Growth Adoption: +30%
- Launched Music on Profile to 100% on iOS & Android
Owner, Content Strategist & Writer
Kellner Industries, LLC, Atlanta, GA (Apr 2017 – Present)
Building ground-up content strategies for SMB clients in the legal, B2C fashion, nonprofit and B2B marketing industries. Writing and publishing blog content as well as UI microcopy, mobile app content, direct response email and social.
Manager, Content Strategy, Earned Media
The Home Depot, Atlanta, GA (Aug 2015 – Apr 2017)
Managing on-page, off-page and local content marketing strategy to drive traffic and revenue for homedepot.com. Single-handedly managing multiple agency partners, a direct report and a growing multimillion dollar budget. Art directing all offsite content campaigns and aligning design and copy with THD brand standards and consulting on THD Blog redesign. Collaborating with product managers, UX and store ops to design and launch the local store pages.
Benchmarks of Store Page Project:
- Incremental lift in entries: 8%
- Incremental lift in revenue: 22%, or $15M in online revenue
Digital Content Writer
The Home Depot (Jun 2014 – Aug 2015)
Researching, writing and optimizing offsite content for SEO. Publishing THD Blog content in WordPress. Writing direct response messaging to multiple personas (Garden Club members, Pros, DIY homeowners, renters). Writing product copy including headers, salient bullets and SEO marketing copy. Collaborating with CRM to collect user data for creating and distributing custom Garden Club content.
Various digital publications, (Apr 2014 – Jun 2014)
Game & Fish Magazine, Marietta, GA (Aug 2013 – Apr 2014)
Leading the Game & Fish online efforts through writing, editing and publishing all digital content. Developing a style guide and web writing best practices. Collaborating with developers and UX to redesign the WordPress site, build a new taxonomy, nomenclature and employ redirects. Managing a large team of freelance writers and an editorial assistant. Aligning digital content strategy with print. Managing the site’s performance through Google Analytics. Testing email effectiveness through open rate and CTR measurement. Driving traffic through SEO, PR and social media.
- Daily Pageviews: +50%
- Daily Unique Visits: +30%
- Overall Bounce Rate: -16%
Content Creation Specialist
DigitalSherpa, Norcross, GA (May 2011 – Aug 2013)
Researching, writing and strategizing blog and social content for clients in dozens of industries from multifamily housing to interior design and architecture to accounting and molecular science. Performing account and social media community management. Onboarding and training new employees.
BURNAWAY Magazine, Atlanta, GA (Fall 2012)
Editing freelance articles for web publication and compiling monthly “Call for Artists” section for a nonprofit Atlanta arts magazine.
J.A. Baker, Inc., Malabar, FL (2000-2007)
Managing employee schedules, training new employees, AP & AR, payroll, taxes, scheduling, writing brochures, direct mail and ad copy