Resume and CV


Content Strategist
Menlo Park, California
July 2013 – Present

  • Make Facebook better
  • Manage and develop team of content strategists focused on Facebook’s Platform and Open Graph products
  • Lead Facebook’s Platform content strategy for new product development and existing product refinements
  • Collaborate with product managers, designers, engineers, and marketers to enhance product quality and build trust for user and developer audiences
  • Uphold and refine content standards, advocating for user experience and information architecture best practices at scale

Principal Experience Architect
REI (Recreational Equipment, Inc.)
Kent, Washington
July 2012 – July 2013

  • Develop enterprise standards and governance for content in order to create breakthrough experiences
  • Structure and model content for findability/reusability within a component content management system
  • Develop and socialize business cases for improved content experiences and applications
  • Advocate for innovation, creative problem-solving, and cross-channel content experiences

Agile SEO/Inbound Marketing Program Manager
REI (Recreational Equipment, Inc.)
Kent, Washington
December 2008 – July 2012

  • Grew organic search by 160% over three years to nearly 50M visits and $100M in sales
  • Doubled share of traffic and sales from organic search, even as other programs grew at record rates
  • Co-organized an agile, cross-functional workstream of 12 focused on search, navigation, and SEO
  • Persuaded leadership to embrace web performance, content management, and content marketing
  • Managed a $200k budget, contracted with external strategic partners, agencies, and consultants

Associate Director, Digital Marketing
The Nature Conservancy
Arlington, Virginia
August 2004 – November 2008

  • Led worldwide web marketing, advertising, social media, and production, winning two Webby Awards
  • Directed strategy for SEO, paid search, and digital engagement, driving millions of dollars in donations
  • Created the Conservancy’s first social media channels, raising $500,000+ to date on Facebook/Causes
  • Developed strategy for implementing core technologies, including web content management system
  • Managed and developed two direct reports, coordinated several vendor and partner relationships

Fellow, Barbara Thomas Conservation Fellowship Program
The Nature Conservancy-Australia Program
Melbourne, VIC Australia
February 2008 – May 2008

  • Developed web marketing infrastructure and fundraising capacity for Australian conservation nonprofits
  • Created/facilitated an interactive three-day workshop focused on web strategy, tactics, and planning
  • Consulted with conservation nonprofit partners throughout Australia to develop custom strategies
  • Mentored staff to develop careers in marketing, SEO, social media, analytics

User Interface Architect
New Target Internet Design & Development
March 2004 – August 2004
Alexandria, Virginia

  • Created design and redesign concepts for web sites based on client specifications
  • Produced dynamic web sites, creating all code (X/HTML, CSS and JS), designs and layouts

Web Communications and Content Manager
Conservation International
Washington, DC
March 2003 – March 2004

  • Developed strategy and communications plan for web content focused on conservation practitioners
  • Maintained standards and promoted suite of web sites with distributed, international content developers

Webmaster and Publications Designer
Great Lakes Commission / Great Lakes Information Network
Ann Arbor, Michigan
April 2001 – May 2003

  • Redesigned web site, information architecture to enhance appearance, ease-of-use, and findability
  • Designed print publications and marketing collateral: annual reports, business cards, books, etc.

Peace Corps Volunteer
U.S. Peace Corps
Burkina Faso, West Africa
June 1999 – November 2000

  • Lived as an active member of a remote village community, speaking French and two local languages
  • Helped diverse village communities assess health needs, conduct education, avoid endemic diseases

Lead Information Developer, Groupware
IBM (International Business Machines)
June 1997 – April 1999
Rochester, Minnesota

  • Managed two direct reports, editing their work and mentoring their career development
  • Wrote and structured printed books and online help in SGML for AS/400 business users


University of Washington Information School
M.S. Information Management
Avg. GPA: 3.89
Seattle, Washington

  • Strong focus on information architecture, metadata, taxonomy, ontologies, business management
  • Attended week-long Information Architecture intensive focused on user experience, cross-channel strategy, and emerging trends in IA
  • Frequent guest-lecturer on SEO, internet marketing, content strategy, and web analytics

Rensselaer Polytechnic Institute
Certificate, Human-Computer Interaction
Avg. GPA: 4.0
Troy, New York (via satellite)

  • Strong focus on graphical user interfaces, usability testing, and heuristics
  • Emphasis on user interface design, web development, usability and software agents/wizards

Michigan Technological University
Avg. GPA: 3.5
Houghton, Michigan

  • B.S., magna cum laude, Scientific and Technical Communication
  • 6-month internship with IBM; focus on information development, technical writing

Selected Publications

Selected Media Citations

Selected Interviews, Chats, & New Media

Selected Awards

  • 2012 ASIS&T New Leaders Award
  • 2012 University of Washington Benjamin F. Page Fellowship recipient
  • 2010 REI Anderson Award: a peer-nominated award given to top-achieving employees at REI
  • 2009 13th Annual Webby Awards for Best Charitable Organization / Nonprofit Web Site
  • 1998 IBM Client/Server Divisional Award for excellence in technical documentation


You can find several professional recommendations on my LinkedIn profile.

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