Major Content Campaigns and Experience Projects I’ve Owned
“A Unified Experience is more than a channel or piece of content. It’s about building a frictionless journey from the moment of curiosity to a lifetime of loyalty.”
Gaming Industry
Company: Electronic Arts - EA Digital Publishing and Competitive Gaming Teams
Ultimate Team - Madden 20 Championship Series
Working in collaboration with the Madden Design and Content teams, the site was updated in real time. Monitored the integrated video streaming feature that allowed viewers to follow the competition live, as well as continuous site updates with the latest in event dates, registration details, and competition results.
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Madden Competitive Players and Event Watchers
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Full Live Championship Series Web Support + Content Publishing + Full Site Buildout.
Madden 20 + Madden Mobile Blog Web Support
From Ultimate Team Deep dives, game release updates, and playbooks to publishing answers to weekly community questions, ensured content hub served as the top resource for players across various gameplay styles.
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Madden Gamer Fanbase
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Site Buildout + Full Blog Content Publishing Support for Madden Product and Community Managers.
Madden Superstar X-Factor Launch - New Web Experience
Launched a new interactive web experience in support of the games newly released Superstar X-factor and Superstar Player features. Built out unique pages for each ability as they were released, as well as independent pages for each Superstar player.
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Madden Gaming Fanbase
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Site Buildout + Localization + Content Management
Company: Boss Rush Network - Games Editorial, Interviews, Game Reviews, Release Announces
Company: Stax Payments - Full Company Rebrand: Fattmerchant >> Stax
In collaboration with Big Vision, Design, Product, and Leadership Teams
Full Website UX Content Strategy and Content Pipelines: 25+ Website Pages
Reworked, recategorized, and republished 300+ Blogs and over 2K pieces of collateral
Redefined menu labels, CTAs, placeholder texts, form placements, sign-up pages, and product descriptions
Managed Internal + External Communication channels, including Production Agencies (PR, SEO, Video)
Led Development of Media Kits and Stax Brand Messaging Guidelines
Established Content Launch Calendar and Led Content Switchovers: Blog + Social + PR
Saw 139% Organic New User Increase, 421M PR media impressions, 84% increase UPV
SAAS and Financial Technology Industry
Before
After
Orlando Business Journal - Full Page Advertorial
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Local Orlando SMB Businesses
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Full Copy
Press Release and Media Kit Transition One Pager
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General Media and Current Clients
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Copy + PR Editorial Review and Approval
Stax Platform User Sign Up and Registration Forms
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Prospective Stax Pay clients
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Full Copy + UX Content Consult
Stax Homepage Redesign: In-House Content Design + Production
Led redesign roadmap of the Stax web experience after it’s initial launch in conjunction with in-house Designer Steve Steger. This included reworking the overarching web design system for greater scalability as new products and features were released.
The goal was to create a more interactive experience that still aligned with the Stax Brand, starting with a simplified homepage. This system would later expand out to a more dynamic content hub that would allow for improved search and content accessibility.
Work Summary: Ideation, Research, Whiteboarding, UX Copy, Content Layout, Editorial Review, Project Management
(Design Prototypes courtesy of Steve Steger)
Served as dedicated Communications lead and Brand Strategist on LMS’s Experience Operation (EO) team supporting Carnival Corp.’s industry-leading IoT wearable (the OceanMedallion™) and Ocean® Interactive Experiences. Managed project resource pipelines, onboard management, proposal development, and submittal of established deliverables.
Partnered with other Global Experience & Innovation Partners: Accenture Interactive, Fjord, Matter, CapGemini, and many others.
Immersive Experiences and IoT
Company: LMS, Inc. - Experience Operations Team
“The Ocean Medallion is a free, wearable device that facilitates extraordinary guest vacation experiences to make cruising more personal and simple than ever before. The Medallion holds your unique digital identity which is encrypted and communicates with thousands of sensors onboard and in port.”
- Princess MedallionClass® FAQ
Press Releases and Experience Operations Brand Promotions
Led the strategy, research, and production SaaS marketing collateral for the company’s newly built data-ingestion and hyper-personalization engine.
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Enterprise and SaaS Companies looking for Experience-Driven Consultative Services
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Full Case Study and Press Release Copy Development + Publishing
Food and Beverage On Ship and On Shore Vertical Slices
Content and Comms Support for Dining Verticals (e.g. Dine My Way℠ and OceanNow®) from slice to production of service now capabilities, hyper-personalized recommendations, and seamless dining experiences. Worked with Dining SME on development proposals for new and established experience slices.
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Consumers: Cruise Travelers
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Email Content Development + Resource Onboarding + Resource Monitoring
PlayOcean Tag-a-Long and Gaming Vertical Slices
Team Content and Comms Support from Vertical Slice to Production of an interactive, customizable Digital Companion debuting on Princess Cruises’ Regal Princess (November 2017). Worked with internal production leads to outline slice commitments and monitor delivery of assigned mobile app and on-ship experience slices.
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Consumers: Cruise Travelers
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Team Content and Comms Support from Vertical Slice to Production of an interactive, customizable Digital Companion debuting on Princess Cruises’ Regal Princess (November 2017)
B2B + B2C UX Content Production
Company: Stax Payments
Topic Ideation + Full Copy Development + SEO Strategy + Digital Publishing. Several projects were part of larger product releases or brand/engagement initiatives.
Payment Processing Secrets eBook and Multi-Channel Campaign
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Small and Large Business
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Full Campaign Strategy (Email, Social, Website, eBook), including UX + Campaign Copy, SEO Planning, Web Publishing
Thought Leadership + Executive Ghostwriting for Suneera Madhani, CEO and Founder
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Entrepreneurs and Business Leaders
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Executive Ghostwriting + Editorial Review for all full magazine and media features.
Product Release: Surcharge Payment Feature
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SaaS and Small Businesses
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Web and Online Product Strategy + Full UX/SEO-driven Copy Development + Publishing
Stax Women’s History Month Campaign: Content Strategy + Production
Recognized with 🏆 Bronze 2023 Telly Award in Branded Social Content | “Women in Fintech” Video Series
Owned the development and publishing production of Stax’s first multi-media women’s history month campaign in collaboration with Stax’s newly hired Creative Services Director. This was accomplished with our two in-house social media managers, our supporting copywriter, as well as third party video production agency.
Scope of work included designing and developing the initial campaign scope, drafting key interview questions for 8 volunteer allies, reviewing and aligning social content, and publishing videos/updating blog content for sharing across social channels.
The goal was to increase awareness of Women in the Fintech, in addition to expanding our reach to engage more women business owners as their trusted payment’s business partner and ally.
Work Summary: Campaign Planning, Editorial Management, Scripting + Production Scheduling, Video Publishing, Copy Development, Project Management
Long Form Content and News Roundups
Things People Say That Make Me Go *Aww Shucks*

If Content is King, Then Context is Queen.
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