Experience

My Work Experience

I am a content strategist, UX writer and copywriter with experience at consulting agencies and Fortune 500 companies in healthcare, finance, banking, fitness and retail industries.  I've led content strategy, writing, editing and web/digital projects, and have extensive experience in executive corporate communications.

ICF Next, Richmond, VA
Content Strategy Lead, January 2018 - Present

• I am a content strategy lead for ICF Next, the digital and customer experience arm of ICF, a global consulting and digital marketing company. I handle content strategy, copywriting and UX writing for technical implementations, web redesign or UX design projects. All projects have been Adobe Experience Manager (AEM) implementations or upgrades.

• For GoodLife fitness centers (goodlifefitness.com), I managed UX writing for their updated member and new member website and application screens.

• Led a copywriting project for Ambetter insurance (ambetterhealth.com) as part of a site redesign. Rewrote or wrote all new copy for over 20 pages for their site. Our ICF Next team received a company-wide award for this work.

• Ran a content assessment and audit for more than 100 web properties for HCSC (Blue Cross Blue Shield sites, including bcbsil.com). Aligned marketing priorities and audience needs, and prioritized content to update and migrate. Helped client reduce outdated pages and content by 35-50% for their content migration.

• Managed content strategy and copywriting for anthem.com and their Employer section. Delivered updated copy and format of pages based on user research findings, using Anthem’s existing components and templates.

• Managed a content and asset inventory for uhc.com to track content, reduce volume and determine best practices for their digital asset management system. Also handled content and accessibility QA work for uhc.com for a site redesign project.

• Led a content audit for the Healthcare Financial Management Association (hfma.org) as part of a web redesign project.

• Clients: Ambetter (Centene), Anthem, GoodLife, HCSC (Blue Cross Blue Shield websites), Healthcare Financial Management Association (HFMA), UnitedHealthcare.

McElwain Consulting, Richmond, VA
Freelance/Contract Content Strategist, Content Writer, Content Manager, April 2016 – January 2018

• For Davenport & Company, I created social media copy, and bios and client letters for financial advisors.

• At Capital One, I simplified online content for a call center. I led focus groups and workshops to gain associate insights, then crafted customer journey maps and outlines, and used findings to rewrite content.

• At the Virginia Department of General Services, I handled competitive analysis and user interviews, analyzed metrics, and used findings to determine a new content strategy, plan and to create copy.

• As a volunteer freelance content strategist and webmaster for non-profit Circle of Peace International, I redesigned sections of the site, wrote and edited copy, handled SEO and analytics, and launched Google Analytics and GSuite.

• I was a volunteer freelance staff writer for Black Shoe Diaries, a Penn State sports website, blog and community.

Capital One, Richmond, VA  
Sr. Communications Consultant, Card Communications, April 2011 – December 2015

• I created communications strategy documents and plans with defined content goals for US Card executives.

• I managed leader communications for a Card process improvement program for 10,000 associates and executive communications for a senior vice president.

• I delivered content in targeted channels to help US Card executives lead cultural change in their teams.

MeadWestvaco, Richmond, VA
Web Content Manager, Web Marketing Team, October 2007 –  April 2011

• I managed web content and web marketing projects for mwv.com, and participated in a major content migration and corporate rebranding project.

• I partnered with the business, brand and technical teams to integrate content, web, email and social marketing work and to recommend best digital strategies.

• I served as a content writer and editor for the site, ensuring that copy met site, style and SEO guidelines.

• I managed the work of design agencies, or would complete the work myself (creating content and some requirements documents, wireframes and graphics).

• I performed audience and content analysis and used Google Analytics data to determine the best content strategies to engage visitors and meet business goals.

Capital One, Richmond, VA
Editor, Customer Acquisitions, August 2005 – October 2007

• I edited direct mail for bank and home loans, ensuring copy aligned with audience needs and regulations.

Capital One, Richmond, VA
Communications Lead, Program Insight, Global Finance, April 2003 – August 2005

• I managed communications and content for a software launch to 2,000 associates, and handled communications strategy, planning and content for the Finance College program and the Finance Women’s Network.

Capital One, Richmond, VA
Technical Editor / Writer, Global Finance and Direct Bank, June 2000 – April 2003

• I wrote online help content and process and training manuals for a corporate-wide PeopleSoft launch; and wrote policy manuals, department newsletters and training guides for Direct Banking associates.