Challenge:

In anticipation of launching, “Christina Aguilera Teaches Singing,” MasterClass hired me to (1) craft concise, informative, and compelling lesson descriptions, as well as (2) a cache of social media content (tweets) to boost engagement and brand presence on social media while staying true to their premium brand identity. The challenge was to create content that resonated with users while highlighting the unique features of the course.

Approach:
I collaborated with the course development and content teams to develop a voice and tone that aligned with MasterClass’ brand, while incorporating Christina’s style. My approach included:

• Creating content templates and identifying key moments for social media campaigns.

• Developing engaging copy and creative concepts for posts, including call-to-actions and user-generated content prompts.

• Using data-driven insights to optimize content for each platform.

Outcome:

• The social media engagement rate increased by 25%, with a significant rise in course sign-ups coming from social channels.

• The campaign was praised for its cohesive voice and strategic messaging, maintaining MasterClass' reputation for excellence while appealing to a broad audience.

Skills Used:

• Social media strategy & content creation

• Copywriting & creative direction

• Data analysis & optimization

Challenge:
Autodesk Research’s internal newsletter was underperforming in terms of engagement, with low open and click-through rates. The goal was to redesign the newsletter’s structure and content strategy to make it more engaging, informative, and accessible to over 3,000 employees, including the C-suite.

Approach:
I was tasked with overseeing content management, layout design, and editorial direction. To tackle this, I:

• Conducted data analysis to identify content that resonated most with readers.

• Streamlined the layout to improve readability and encourage interactivity.

• Crafted attention-grabbing subject lines and microcopy to boost engagement.

• Integrated visual elements to break up text and make complex research more digestible.

Outcome:

• The redesigned newsletter saw a 15% increase in open rates and a 20% increase in click-through rates.

• Employees, including the C-suite, reported a higher satisfaction rate due to the clearer, more accessible format.

Skills Used:

• Content strategy & editorial direction

• Data analysis & content optimization

• Layout design & microcopy

• Employee engagement strategies

Challenge:
Within Autodesk Research, there was a lack of consistency and clarity in how teams across the organization communicated internally and externally. My task was to develop a comprehensive style guide that would ensure a unified voice and tone across all content, from emails and presentations to official documentation.

Approach:
I collaborated with key stakeholders from various departments to understand their needs and pain points. My process included:

• Conducting research on best practices for tone, language, and design.

• Drafting guidelines for writing style, including grammar rules, language preferences, and voice.

• Designing a user-friendly layout for the guide that made the information easy to navigate.

• Organizing sections on visual design, brand language, and document structure to align with the company’s broader branding efforts.

Outcome:

• The style guide was adopted across the company, providing a consistent voice for all communications.

• It was credited with improving team alignment, with employees reporting less confusion in content creation.

• The guide became a core resource for new hires, significantly reducing the learning curve for onboarding.

Skills Used:

• Content design & strategy

• Collaboration with cross-functional teams

• Document design & layout

• Brand consistency & tone development

Challenge:
Autodesk Research needed a more efficient and organized way to manage content for research publications, product updates, and team newsletters. The existing system was outdated and cumbersome, slowing down workflow.

Approach:
I led the design and implementation of a new content management system (CMS) to streamline content production and ensure seamless content delivery. The approach included:

• Consulting with cross-functional teams to identify specific content needs and workflows.

• Developing metadata tags and a standardized content hierarchy for easy content categorization.

• Creating training materials for team members on how to use the new CMS effectively.

Outcome:

• The new CMS resulted in a 40% decrease in content production time, allowing the team to publish materials more quickly.

• Content was more easily accessible, leading to improved collaboration and efficiency across departments.

Skills Used:

• Content management & organization

• Cross-functional collaboration

• Process optimization & training materials

Challenge:
The client required a gender-neutral, empathetic, and accessible journal for individuals navigating the sensitive topic of infidelity recovery. The project needed a blend of thoughtful writing and practical design.

Approach:
I took charge of editing and proofreading the journal prompts, ensuring that the tone was supportive while maintaining clarity. The process involved:

• Developing a user-friendly layout that was easy to follow and offered ample space for personal reflection.

• Designing gender-neutral templates that could resonate with a wide audience.

• Organizing the prompts into a structured format that addressed different aspects of recovery, from emotional healing to practical steps for rebuilding trust.

Outcome:

• The journals were praised for their sensitive tone and practical structure, leading to increased client satisfaction.

• Positive feedback noted the journal’s ability to encourage introspection without overwhelming the user.

Skills Used:

• Content editing & proofreading

• UX writing & design

• Emotional intelligence & user empathy

Challenge:
The client wanted to create a series of educational eBooks on digital marketing that were accessible, well-structured, and visually appealing. The challenge was ensuring the content was both informative and easy to digest for newcomers.

Approach:
I took on the role of content strategist, working to reorganize the existing materials and create a cohesive brand experience. This included:

• Restructuring and rewriting existing content to ensure clarity and consistency across all eBooks.

• Designing visually engaging layouts using Canva to complement the educational material.

• Ensuring the eBooks followed a logical progression, with clear learning outcomes for each chapter.

Outcome:

• The eBook series led to a 20% increase in downloads and was used as a lead generation tool for the client.

• Positive feedback highlighted the clarity and actionability of the content, making it a go-to resource for beginners.

Skills Used:

• Content strategy & restructuring

• Visual design & layout creation

• Educational content development

Challenge:
Alite Designs and Boreas Gear needed retail signage that would effectively showcase their products in a competitive marketplace. The content had to be both eye-catching and informative, aligning with the companies' outdoor-focused brands.

Approach:
I worked with the marketing team to create strategic signage that would grab attention and convey key product benefits quickly. This included:

• Writing concise, persuasive copy that captured the essence of each product.

• Collaborating with designers to ensure the visuals and copy complemented each other seamlessly.

• Implementing hierarchical typography and clear calls to action that made the signs easy to read and understand.

Outcome:

• The signage contributed to increased foot traffic in stores and higher sales for featured products.

• Retailers reported positive feedback about the signs’ clarity and ability to attract customers.

Skills Used:

• Copywriting & content strategy

• Collaboration with designers & visual marketing

• Consumer engagement strategies