Content strategy
I have experience creating short and long-term content strategies for B2B and B2C organizations to ensure they can execute content as a priority instead of an afterthought while driving both business and customer goals.
Digital strategy
I created an executed on a 5-year roadmap to guide the content strategy of the new, digital arm of the organization.
As the Digital Content Manager, I built a team of 6+ content professionals over a period of 5 years and created a content design practice that was embedded across the entire organization. My scope of work spanned across the DIY tax application, a mobile tax pro tax filling application, and a comprehensive help centre. All of these solutions were fully bilingual and helped streamline team efficiency and led to significant organization savings, including:
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Implemented content operations best practices to save over $69K (3,400 hours) in team efficiencies in a single year
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Increased self-serve user score from 10% to 25%
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Reduced calls to our Support Centre by 70%
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Improved customer call resolution rate from 4% to 27%
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Increased attach rate by 49%
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Increased revenue by 50%
Content audit
I audited over 5,000 pages to identify low-performing but high-opportunity pages and create an actionable strategy to improve brand awareness, customer engagement, and conversion.
Project planning and execution
I created and executed a 6-month plan to bring a brand new brand to life in a very crowded government-driven industry.
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I was an embedded part of the BCLC (British Columbia Lottery Corporation) team for a 12-month period and I worked across all their internal teams including c-suite, marketing, social, project management, legal, brand, and product to bring their PROLINE launch to life. Not only was I responsible for managing the creative files coming from the Pound & Grain team, but I was also responsible to bring the project to life, phase by phase (there were 6 phases), on time and without issue.
As part of this work I also:
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Designed and executed a brand-new website dedicated to the education and launch of the PROLINE project, including site architecture, design, and content
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Ensured consistency across all the creative files produced both by the creative agencies but also internally
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Mentored the BCLC team around the holistic approach to content strategy that assisted other team members to elevate their own areas of focus
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Built and presented decks that showcased the entire roadmap of the project over a 12+ month period to gain alignment and build cohesion across the project
