Hello.
Before pivoting to a career in user experience and marketing, I was a visual arts journalist with over 100 articles published in The New York Times. I am also the author of the book "Women of Vision," published by Penguin Random House and National Geographic.
I currently lead a team of copywriters and content strategists at Rocket Money, formerly Truebill.
CV
Experience & Expertise
September 2023 - Present
Lead Content and Creative Strategist
As the Lead for the Content Strategy Team, I manage a diverse group of copywriters and content strategists, directing the development of storyboards, landing pages, and advertisements across all paid channels. This encompasses a wide range of products under the Rocket Family of Companies, notably including RocketMoney and the Rocket Visa Signature® Card.
October 2022 - September 2023
Senior Creative Strategist - Fundrise
Developed creative strategies for our paid marketing, including, podcasts, social, and affiliate content, while driving efficiency across channels.
July 2021 - October 2022
Senior Content Strategist - Truebill
Managed the Content Strategy team with a data-driven approach to user acquisition. Collaborate with Art Directors, Video Producers, and Copywriters. Work cross-functionally with Product to establish A/B tests and ensure smooth onboarding flows.
October 2020 - July 2021
Content Strategist - Truebill
Storyboarded all in-house advertisements responsible for user acquisition across multiple paid social platforms, including Facebook, Pinterest, Twitter, and TikTok. Created, tested, and implemented A/B tests for Product and Growth teams.
June 2020 - October 2020
UX Writer - Run The World
I was the lead UX Writer and main Content Strategist at this startup working under the Heads of Community, Growth, and Product to help tell our story through labels, text, and other copy. I also defined the content style guide for the company.
2014-2019
Writer - The New York Times
For over half a decade, I wrote some 100 articles for The New York Times for both the Lens and Metropolitan sections. Turning in copy sometimes overnight, I always managed to adhere to the highest standard of journalistic ethics.
2015-2017
Writer - Instagram
Focusing on photography, I interviewed shutterbugs from around the world and wrote about a dozen short-form captions for Instagram’s main account feed, @instagram.
2012-2017
Writer - National Geograpahic
I published articles and wrote captions for photos on topics ranging from hurricanes to marine mammals. My National Geographic book “Women of Vision,” forwarded by Ann Curry, was a finalist for the “Best Photography Book” of the Seventy-Second Annual Pictures of the Year International award.
2012-2013
Writer - White and Case, L.L.P.
I wrote social responsibility brochures focusing on the legal victories obtained by this international law firm. Topics included child rights and women's rights.
UX Writing
Current position: Content Strategist @Truebill
Educational Onboarding Flow
Content Strategist: Truebill
At Truebill, the Product team wanted to insert educational content into the onboarding flow, a delicate process because you never want to scare the user away. At the same time, it's important to help them understand what Truebill is about up front.
Credit Builder Landing Page
Content Strategist: Truebill
The goal here was to test whether users were interested in a credit builder program. We created targeted ads which then led users to this landing page. It turns out, users were very interested! We had overwhelming return with both our ads and landing page.
Roll: UX Writer
UX price writing has its challenges. Not only do you have to be clear, but you don't want to scare customers away. See how I wrote an updated pricing sheet for Run The World.
UX Design
Case Studies
Vively: A CRM for independent fitness instructors
Roll: UX Writer, UX Designer
Independent fitness instructors are burned out managing administrative backend tasks on disparate platforms. How might we design a responsive dashboard with which independent fitness instructors can seamlessly build their brand and grow their clientele?
Roll: UX Designer
Sometimes a government agency has so much information it can get confusing. Our team at Berkeley dissected, tested, and redesigned the USDA website.
Rena Silverman - UX/UI Designer
Janae Keller - UX/UI Designer
How can youngsters travel safely, connect, and consider finances? We found out.
UX process
Skills
The Possibilities
Advanced
HTML
Advanced
CSS
Advanced
Javascript
Advanced
Photoshop
Advanced
Adobe XD
Advanced
InVision
Content strategy process
Existing products
Contact
