Case Studies
Cavallo
After almost 20 years under the name SalesPad, this developer of enterprise software for distributors was ready to switch brands and introduce a new line of cloud-based products. I organized a content migration schematic and created a stylebook to refresh the company’s tone, voice and usage. I also oversaw creation of suites of content to support the new products and built a workflow to support content delivery across the company’s channels. Applying these tools, we launched a new Cavallo site with fresh content, and immediately followed it with a series of product announcements.
eBay
eBay’s North American ad-sales team had a mandate to grow revenue from display ads — without cannibalizing click-throughs on the company’s product listings. I created a new type of sponsored content package that aggregated listings with stories to tell (such as a package of historical sports jerseys to be sponsored by a detergent manufacturer). These advertising packages satisfied both business lines, increasing display sales while growing the volume of product purchases.
Haymarket Media Group
This UK-based publisher wanted to launch an online US version of Campaign, its flagship advertising industry publication, in time for Advertising Week New York. It had a problem: The site had no plan for generating original articles about the event. I created a system to cover Advertising Week with in-house reporting and collaboration from Campaign’s international bureaus. Then I turned that initiative into an ongoing content calendar that supported breaking news, global analysis, emails and social media.
eWEEK/Ziff Davis Internet
Shortly after ZDNet spun off from Ziff Davis, I moved from the former to rejoin the latter’s foundational work to create a new online presence. I was co-creator of a comprehensive taxonomy that would shape the company’s sites across enterprise and consumer technology. I also created a dedicated online newsroom for eWEEK.com. Promoted to eWEEK editor-in-chief, I integrated the editorial, design and production teams from print and digital into a single operation that shared a common workflow. This transformation maximized productivity, enhanced collaboration and optimized our product on all platforms.
Pathward
Metabank was a commercial bank that had grown through acquisition of other local financial institutions across the country, each with its own site on its own CMS platform. When the company formerly known as Facebook made an offer for the “Metabank” name, company leadership saw an opportunity to refresh its parent brand and integrate its subsidiaries into one online presence with a seamless voice and narrative. Under tight deadlines, I organized the content migration to the new Pathward site, created a unified stylebook, and led the internal team in editing all body copy and articles.