Featured Strategy Work

AT&T is one of the largest telecommunications companies in the U.S. On the content strategy team, I embraced the mission of simplifying and enriching the customer journey. As the lead strategist and a contributing writer for AT&T's learn content program, I was entrusted to:

• Develop a strategic framework and lead a cross-functional team of strategists, writers, and designers to build a new learn content portfolio.
• Drive qualified upper-funnel traffic to att.com by explaining AT&T’s products and services, addressing customer pain points, and supporting customers in the early stages of their purchase journey.
• Author several top-performing pages, including the #1 traffic driver in the wireless portfolio.

75

learn pages

+204%

increase in visitors YoY

+125%

increase in conversions YoY

As the lead strategist and a contributing writer for AT&T’s consumer blog, I led the charge to:

• Develop a content calendar informed by consumer insights and performance data in alignment with business goals.
• Revamp the style guide to establish an authentic and engaging voice, differentiating the blog from learn content.
• Author several top-performing articles, including the #1 traffic-driving post on the blog—launching a popular international article series.

+43%

increase in clicks H2 over H1

+34%

increase in impressions H2 over H1

+75%

increase in conversions H2 over H1