Content design leader with 15+ years of experience driving UX writing, content strategy, and terminology systems at enterprise scale. Spent 5+ years at Meta leading content design across the global advertising platform, influencing products generating 3.65% incremental revenue, building AI-driven workflows adopted company-wide, and managing a team of 8 across ~50 product launches. Known for research-informed craft, cross-functional influence, and work that moves business metrics. Passionate about crafting experiences that connect people, whether through clear product language, naming systems, or conversational flows that build trust at scale.
Skills
Content & Product Design
Content Strategy · UX Writing · Terminology & Naming Systems · Information Architecture · Design Thinking · Content Operations · Figma
AI & Emerging Tools
Prompt Engineering · AI-assisted Prototyping (FigmaMake) · Vibe Coding (Claude + VS Code) · AI Workflow Design · Content Automation
Product Management
Agile / Scrum · Product Ownership · Roadmap Planning · Cross-functional Leadership · JIRA · Sprint Planning · 0-to-1 Product Development
Research & Analytics
User Research · Usability Testing · Digital Analytics · A/B Experimentation · Customer Experience · Data-informed Design
Leadership & Operations
Team Leadership · Performance Coaching · Hiring & Org Scaling · Stakeholder Alignment · Workshop Facilitation · AI Workflow Development
Experience
Meta
2020–2026
Content Design Manager, Ads
2024–2026
- Led content strategy and UX writing for Meta's advertising platform, directly influencing products that generated 3.65% incremental revenue across ~50 product launches in 2025
- Managed and coached a team of 8 content designers across North America and Europe, partnering with 20+ engineering teams plus Product Marketing, Sales, and Ops
- Coordinated 30+ content designers across 9 orgs to audit and rewrite 12,500+ in-product strings for Meta's largest-ever account system change, achieving 97–98% completion ahead of a company-wide launch
- Facilitated cross-org workshops across Design, Research, Product Marketing, and PM to realign product architecture for a critical UI surface supporting 10+ simultaneous product launches
- Architected an AI-powered content audit workflow adopted company-wide, using FigmaMake, Claude, and VS Code to accelerate content operations
Staff Content Designer, Ads
2020–2024
- Drove content and design strategy for Meta's Value ad product portfolio as a Staff IC, contributing to growth from 5.9% to 10.2% of total Meta ad revenue in one year; 96% of new revenue was enabled by content and UI changes including in-product guidance, product naming, and usability improvements
- Named and launched 7+ ad products and concepts end-to-end, including two new attribution products that exceeded $5B ARR combined and one (Conversion Leads Optimization) that exited beta at $53M ARR versus a $12M goal
- Wrote content principles and terminology systems used as the reference standard across the advertising platform's content design practice
Blue Cross Blue Shield of Michigan
2013–2020
Product Owner & Digital Strategy Manager
2018–2020
- Led digital strategy and product ownership for bcbsm.com, the public-facing website of a health insurer with 7M+ members; drove a 10-point increase in customer satisfaction scores over 18 months through strategic UX enhancements
- Spearheaded a full-site redesign and platform migration in partnership with an external agency, lobbying internally for a company-wide CMS to unify asset management across external and internal channels
Project Manager & Scrum Master
2015–2018
- Led an agile web development team as Scrum Master, maintaining low sprint volatility and completing a major site redesign in 7 months from kickoff through implementation
Web Editor
2013–2015
- Wrote and managed digital content using UX best practices including plain language, SEO, and user experience design principles; served as QA Editor ensuring project delivery met company quality standards
Earlier experience
Patch.com
Regional Editor
Managed 18 remote editors and led audience development across 30 local news websites through content strategy, SEO, and analytics-driven editorial decisions.
MLive.com
Associate Web Producer
Produced daily digital content with SEO focus; managed site-wide entertainment projects and weekly analytics reporting.
Association of Health Care Journalists
Web Producer
Produced content for a professional journalism organization; created original web features including an interactive 2008 presidential health care policy tracker.
Certifications
Certified Scrum Product Owner
Education
University of Missouri – Columbia
Master of Arts in Journalism
Bachelor of Journalism / Bachelor of Arts in Spanish