The Resume

STRATEGY, STORYTELLING, AND THE GRIND BEHIND IT

The Day Jobs

Here’s where strategy met execution. With 20+ years of shaping brand voice, building content teams, and running campaigns that move people and metrics, these are the roles that taught me how to turn ideas into outcomes.

2022 - PRESENT

Content Strategist

bswift

Develop brand content strategy and messaging frameworks for HR benefits administration SaaS platform serving enterprise clients.

• Architected 2026 annual content strategy applying behavioral economics frameworks (System 1/System 2 decision-making theory) to create quarterly narrative arcs guiding prospects from problem awareness through solution evaluation—strategic approach adopted across marketing organization and forming operational blueprint for demand generation, thought leadership, and sales enablement
• Built out "Mindful AI" brand narrative and positioning framework differentiating product approach in AI-saturated market; positioning bswift's technology as enabling HR strategic leadership rather than replacing human connection
• Led content strategy and information architecture for two enterprise website redesigns, creating structure for 35+ pillar pages with conversion-optimized messaging hierarchy, value propositions, and strategic CTAs aligned to buyer journey stages
• Designed and implemented content repurposing methodology enabling production of 300+ multi-format assets annually (blogs, whitepapers, case studies, social content, email sequences, video scripts) from cornerstone pieces, reducing production timelines by 35% while increasing channel coverage and message consistency
• Co-hosted company podcast series, developing episode frameworks, conducting executive and partner interviews, and creating integrated promotional strategy across email, social, and web channels
• Served as brand voice steward, developing style guidelines and providing editorial direction ensuring consistency across executive thought leadership, press releases, and marketing channels
• Collaborated cross-functionally with sales, product, legal, and client services teams to ensure content alignment with enterprise go-to-market strategy and customer needs

2022 - 2022

Senior Content Development Manager

CVS Health

Drove content strategy for the short-lived CVS Kidney Care division targeting patients, caregivers, and healthcare providers.

• Developed SEO content strategy positioning virtually invisible healthcare division against competitors with 106x more keyword presence leveraging CVS Health’s domain authority through strategic cross-domain linking while targeting high-intent, mid-volume queries where established players were vulnerable
• Architected a strategic content map across the customer journey by analyzing competitive landscape and audience search behaviors to define three unique patient, prevention-seeker, and caregiver personas. This framework fueled the production of 30+ assets (guides, webinars, infographics, etc.) precisely aligned to audience needs
• Implemented content conquesting approach identifying gaps in competitor content and using targeted paid search to accelerate visibility on evaluation-stage queries where relevance and authority could overcome incumbent advantages
• Partnered cross-functionally with legal, clinical, technology, and sales teams to ensure messaging accuracy, regulatory compliance, and market resonance across all content deliverables in highly regulated healthcare environment

2019 - 2022

Content Marketing Manager

Texas Association of School Boards

Led content strategy, governance, and digital transformation for association serving 1,000+ Texas school districts.

• Directed a multi-phase content strategy TASB’s first authenticated Member Center, using role-based personalization to transform a static site into a personalized experience that surfaced relevant resources, association services, and continuing education options
• Developed the Master Content Model, a scalable framework connecting core narratives, reusable assets, and channel structures, ensuring content consistently contributed to a cohesive organizational story and a unified member experience
• Audited and migrated 300+ legacy assets into a headless CMS using the COPE (Create Once, Publish Everywhere) methodology, streamlining multichannel delivery and preserving message continuity across web, email, and member portals
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• Partnered with UX and Digital Experience teams to align taxonomy, messaging, and user flows—designing content journeys as metanarratives, guiding members through moments of discovery, validation, and professional confidence

2013 - 2019

Policy Communications Manager

Texas Association of Counties    

Directed policy and advocacy communications, strategic messaging, and editorial content for statewide local government association.

• Directed a multi-channel advocacy campaign defeating legislation threatening local government funding; designed messaging frameworks, campaign toolkits (talking points, social templates, advocacy microsite earned media approach), generating 70+ news articles and 3,000+ constituent contacts to legislators
• Created a message discipline framework and talking points adopted by editorial boards, fact-checkers, and political analysts across Texas, ensuring narratives were credible, persuasive, and policy-focused
• Led marketing and communications for the TAC Health & Employee Benefits Pool (200+ counties), executing multi-channel to increase engagement, awareness, and participation
• Collaborated with a PBS host to write and produce an educational YouTube series on how county offices operate, using humor to make complex government functions clear, engaging, and entertaining; widely used as a supplemental classroom resource
• Directed editorial for legislative features section of County Magazine and led editorial for County Issues e-newsletter, focusing content on policy-relevant stories that informed legislative discussions and positioned the association as a thought leader for state and local elected officials, policy experts and journalists

2010 - 2013

Marketing & Communications Manager

Texas Apartment Association    

• Developed and executed social media strategy, transforming underutilized accounts into nationally recognized engagement channels in the industry
• Created targeted content campaigns that drove annual conference registration growth, aligning messaging to member priorities and needs
• Managed content development for the TAA Education Foundation’s fundraising and public service initiatives, coordinating with stakeholders across the organization; campaigns reached 10,000+ unique industry viewers and contributed to $50,000+ in donations
• Supported association communications and marketing programs, including email campaigns, e-newsletters, and magazine content, establishing consistent, audience-focused thought leadership practices 

2007 - 2010

Section Editor & Staff Writer

Austinist/Gothamist  

• Managed and edited Books Section content, guiding writers, ensuring editorial quality, and maintaining consistency of voice
• Authored literary reviews, conducted author interviews, and covered events, creating compelling narratives that highlighted Austin’s literary and cultural scene
• Coordinated with publishers and internal teams to review upcoming titles and plan content, demonstrating cross-functional collaboration and strategic editorial judgment
• Curated weekly editorial picks, aligning selections with audience interests to drive engagement and discovery

2006 - 2007

Events Marketing Specialist

BookPeople  

• Drove media outreach, securing local coverage for events and author appearances
• Produced and published press releases, blogs, and other website content
• Hosted high-profile author events, liaising with talent from Tommy Chong and David Sedaris to presidents Jimmy Carter and Bill Clinton