My Role in the Project​

As the leader of the content strategy team, I managed the entire content workstream, interfacing directly with the client as the primary point of contact for content strategy. In this role, I collaborated with senior internal and client leadership, digital strategists, UX and visual experience designers, architects, developers, content engineers, product owners, business analysts, project managers, and delivery managers.​

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Discovery & Stakeholder Interviews:​

• Conducted in-depth interviews with key stakeholders to understand business objectives, user needs, and existing challenges.

• Collaborated with digital strategists and cross-functional teams to develop an experience brief, outlining the objectives, insights, and guiding principles for the unification strategy.

• Distilled all findings into an objective set of prioritized, actionable recommendations for the unified digital experience.

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Current State Assessment:

• Content Audit: Led a team of three and contributed hands-on to assess representative samples of content from 11 websites, establishing and using criteria tailored to the project's needs.​​​

  • Developed a baseline evaluation and scoring system to measure existing and future content.

  • Identified areas for improvement, providing thematic recommendations along with detailed, page-level findings.

• Competitive Audit: Managed the team in mapping competitive and comparative sites against the content audit scoring system to benchmark the brand's performance.

• For each website/business unit, collaborated with cross-functional teams to define strategic, tactical, and operational goals, integrating content audit recommendations, stakeholder insights, and key opportunities.

 

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Content Planning:

• Facilitated content migration decisions by preparing content rationalization guides, aiding client stakeholders in determining what should transition to the new site experience.

• Led the development of a foundational enterprise taxonomy to enhance content discoverability, tagging content by format, topic, journey stage, and other categories to enable dynamic information delivery.

 

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Page-Level Recommendations:

• Utilized new sitemaps to identify and prioritize content elements at the template level, ensuring alignment with experience design and responsive content decisions.

• Created a template and component key to map sitemaps to pages (for design planning) and page types to templates (for development planning), detailing components for each page type based on content needs.​

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Content-to-Journey Mapping:

• Mapped content to each persona’s journey, determining what content they need, when, where, and why they need it.

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Cross-Linking Strategy:

• Provided contextual cross-linking recommendations between websites/business units, highlighting benefits, ecosystem opportunities, and site-specific strategies.

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Governance Recommendations:

• Delivered tailored governance recommendations for maintaining content over time, based on specific client needs.

• Participated in a workshop to assist the client in content migration planning and content authoring in the new CMS​