I developed Samsung's first global content strategy and implemented it across the world.
Samsung had some big problems: poor efficiency, dry content, and hotchpotch quality.
To fix these problems, I developed their first ever global content strategy: a massive document that defines how content reinforces the brand and improves business.
I then trained Samsung's regional HQs to implement it.
I direct content strategy across the Samsung account. This involves more than just producing decks: I fight for new business, work closely with clients, and manage a small team.
I helped redevelop Wink's entire ecommerce experience in time for the Christmas rush.
Along with a tight squadron of designers, developers and experience strategists, I helped completely overhaul the ecommerce experience of this pioneering smarthome brand.
This included overseeing copywriting for hundreds of products and defining a whole new content strategy.
I directed the work of a junior writer and worked with other senior members of the team to implement a new, platform-wide content strategy.
I helped Mazda deliver their first global platform and overhaul their entire digital presence.
Mazda was rolling out a new website platform worldwide. I created a multi-device content strategy to govern how content is created and maintained across this new platform.
I also led the team that defined the overall experience of the Australian website.
I was content, copy and strategy lead. I managed a small team of writers, strategists, SEO specialists and UXers across the entire Mazda digital account.
I led UX and content for ANZ while at TBWA. This involved countless big and small projects.
I worked on several major new products for Australia's third-largest bank, including Compare Me, ANZ Pacific Connect and a year-long content optimization and strategy program for all of ANZ.com. I also helped ANZ develop a business-wide content strategy for their future website.
I covered a few key roles on the ANZ account. Some days I'd be writing product copy and building content strategies. Other days I'd be analyzing site metrics and running user testing.
I made Bunnings a more intuitive website so users could easily browse and discover their 200k+ products.
Bunnings is Australia's most trusted brand, but they used to have one of the country's oldest websites.
They asked us to design a new site where customers could more easily find what they need. The project involved completely rethinking how people engage with home improvement products and DIY content online.
My job was to come up with a new structure and vision for Bunnings' content, and develop a strategy to govern how it will be edited and maintained.
I helped Qantas develop a clever CMS to source unique facts about hotels for their new brand, Hooroo.
Qantas saw an opportunity to sell hotel bookings using interesting travel content. To do this, we devised, designed, and deployed a whole new brand called Hooroo.
We worked for nearly two years developing and thoroughly testing this new product. I was involved in the early stages of brand ideation and content definition.
I worked closely with the client and our development team to create a CMS that makes it easy for Hooroo to offer dynamic information about hotels and holiday destinations.
AAMI is a humongous Australian insurer. I built them a better, more effective online experience.
Along with a team of art directors and UX designers, I helped deliver a totally new digital experience for Australia's best-known insurer.
We created a new website for AAMI that's easier for their millions of customers to use. This resulted in improved sales and a reduced number of calls to their support center.
I started by auditing site analytics and interviewing users. This allowed me to develop a better approach to their content, define a new site structure and come up with a set of intuitive product taxonomies.