CONTENT STRATEGY & DESIGN | THE UNIVERSITY OF VIRGINIA
Revamped the content design and content structure for the University of Virginia McIntire School of Commerce website to anticipate the diverse needs of discrete audiences: prospective students, alumni, corporate sponsors, and recruiters.
Conducted focus groups, interviewed stakeholders, and performed user testing with students, faculty, staff, and alumni to establish needs and expectations for the new site design.
Wrote all site content.
Created the editorial style guide used throughout McIntire digital communications, including web copy, blogs, social media, and email marketing.
CONTENT MARKETING | HEALTHCARE
Pitched story ideas, conducted interviews, edited and wrote articles for the University of Virginia Health System's consumer-facing blog.
Writer for Get Healthy, Stay Healthy, a Pfizer blog providing easy to understand information on a variety of health topics.
Wrote and edited web and script copy for Sanofi Pasteur’s Sounds of Pertussis campaign, designed to increase pertussis awareness and to encourage adults to get their Tdap booster vaccine. This campaign was nominated for a 2011 Webby Award.
SCRIPT WRITING | LORÉAL
When Loréal launched their skincare line Garnier Nutritioniste, they wanted to highlight the line’s natural ingredients as well as its effectiveness.
I wrote the script for "Meet the Experts," a series of videos featuring The Food Network’s Ellie Krieger and board-certified dermatologist Diane Madfes. Ellie and Diane talked about how a balanced diet and natural lifestyle went hand in hand with a good skincare regimen.