AT&T is one of the largest telecoms in the U.S. As a member of the content team, I embraced the mission of simplifying and enriching the customer journey.

As the lead strategist and a contributing writer for the 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 with three main objectives—explain AT&T’s products and services, address customer pain points and support customers during the early stages of their purchase journey.
• Author several top-performing pages, including the #1 driver of traffic and conversions in the broadband portfolio.

75

learn pages

+204%

increase in visitors YoY

+125%

increase in conversions YoY

+43%

increase in clicks H2 over H1

+34%

increase in impressions H2 over H1

+75%

increase in conversions H2 over H1

As the lead strategist and a contributing writer for AT&T’s consumer blog in 2024, 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 explainer content.
• Author several top-performing articles, including the #1 traffic-driving post on the blog—a piece that launched our popular international article series.