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  • Drove +211,400 unique users - a 65% increase from the past year, by onboarding 80 Amazon orgs, building 189 business lines information architecture – a rise of 195% from the previous year, and structuring the migration of 28,952 documents from 8 different formats/platforms.

  • Facilitated $918K cost avoidance by challenging a new experience scheduled to launch. Pressed for additional UX research and insisted on a feature to allow users to switch between experiences. Both actions reversed the decision to change to a newly developed user experience.

  • Volunteered as a content strategist and UX graphic designer for The Writer’s Kitchen – a volunteer-run writing workshop program that helped 72K live and on-demand learners save 1.6K–2.9K FTE (2.6M–4.8M hours) and deliver up to 624K successful docs in a year.

  • Created a highly effective solution to consolidate, restructure, and vastly improve a fragmented user experience spread across three different digital platforms - including the intricacies of the global distribution of licensed software with US Export Control. Renesas consolidated website significantly impacted efficiency and improved software distribution.

  • Led content team contribution to build the Intel design system, earning recognition from upper management.

  • Scaled the VISA website down to 27% of its original size, focusing the message content on meeting users' demands.

  • Consistently maintained high customer satisfaction ratings.

  • Redesigned Microsoft distributor website - Rackspace, user experience, improving sales conversion, and reducing live touchpoint volume.

  • Introduced a new Hitachi IoT business segment by launching a scalable website foundation with the category's framework and content structure.

  • Repurposed Chevron's social media campaign, creating a microsite to increase engagement.

  • Redesigned Ortho's user experience through 3 sites in 4 languages, translating messages into digestible size for a user-friendly experience and ultimately increasing engagement.
    Built Wells Fargo content governance plan after analyzing the digital presence, inventorying & auditing content, and interviewing stakeholders.

  • Delivered Google Enterprise Google microsite structure - information architecture, sitemap, and content strategy, improving target market perception of Google Security Solutions.

  • Consolidated Leapfrog corporate and e-commerce sites - over 1,200 right-reserved products, created templates and implemented content team processes.


  • Flexible, conscious of budget limitations, hiring and managing, from 28 to 1 direct subordinate, vendors, and contracts.

  • Built and managed various teams, in-house, abroad, full-time, agencies, and contractors, delivering on schedule and within budget.

  • Assembled content strategy practice and team, enabling accommodating consolidation of 3 websites at Renesas. Started the project with 12 direct subordinates and two vendor teams, reducing to a four members group to handle content maintenance and post-launch.

at  Amazon, Renesas, Epsilon, Razorfish, LeapFrog, Extractable,

Lattice Technology, R.F. MacDonald, and Philips do Brasil.

UX Content Strategy

  • Thought out-of-the-box and elaborate solutions for complex situations.

  • Achieved high level of collaboration with multiple content strategists, IAs, designers, and ongoing teamwork with copywriters. 

  • Evaluated existing content, analyzed project messaging needs, developed the content strategy for complex informational interfaces, including transactional websites, intranets, and knowledge management systems, and recommended options for sourcing new content. 

  • Created tailored briefs to convey detailed content and page template strategy. Provided audiences, from stakeholders to developers, an easy way to understand message role and delivery and reduce development and implementation framework. Driven by metrics, recognized for building cases based on analytics and creating data-informed strategy.

  • Ensured content management systems met publishing requirements, analyzing and documenting detailed online interfaces with an eye for optimizing user experience. 

  • Hands-on AEM content migration manager, collaborating and providing leadership guidance to onshore & offshore teams, establishing processes, supporting task execution, and facilitating communication.

at Amazon, Renesas, Beyond, Epsilon, Doremus, Razorfish,

Jawbone, Yahoo,  Leapfrog, Lattice, Technology, Extractable,

R.F. MacDonald,  e-Acumen, Philips, and Ritmo Advertising Agency.

Web Globalization

  • Understood website goals and led the development of global strategy. Evaluated content, analyzed messaging, performed gap analysis, and oversaw all content requirements in different regions. 

  • Analyzed regional content and directed global rollout discovery deliverables, including site map with content allocated into a new experience and regional strategy along with existing site detailed report. 

  • Developed and implemented new formats to present a global migration plan, allowing stakeholders to visualize content allocation.

at Renesas, Epsilon, Doremus, Razorfish, Minty Fresh Digital,

LeapFrog, Google, Apple, BrasilBest, Lattice Technology, Extractable.

Digital Marketing

  • Provided driving core insights from website behavior and customer experience analysis to create and execute online/mobile marketing initiatives - due to sophisticated web marketing techniques and analytics knowledge, including SEM, CRM, and deep CMS experience.

  • Built wireframes and dynamic HTML pages/emails that improved look and feel within brand guidelines and industry best practices, using graphic and web design experience with advanced knowledge of HTML and CSS.

  • Outstanding web development and SEO comprehension to determine information architecture to plan content, products, and services analytics data capture. Ensured performance was measurable after identifying gaps and recommending enhancements, focusing on providing accurate, usable, and actionable stats.

at Minty Fresh Digital, AC Transit, AirCargo, LeapFrog, Google, Apple,

BrasilBest, Lattice Technology, Extractable, R.F.  MacDonald, Monster Cable,

e-Acumen, Zengine, MCSi, Philips of Brazil Ltd and Ritmo Advertising.

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