Resume

---

Lead the strategic initiative supporting 17 industries for salesforce.com to reimagine the UX and SEO for existing pages and re-create their IA, and page design in a new content management system built on top of WordPress.  Support the digital strategy and guide teams on best practices and page optimization to growth organic reach and optimize for conversion. 

Research, ideation, UX design and content template optimization, agency oversight, and regional planning are all part of the plan. Tasked with delivering under very tight deadlines and delivered a traditionally 3-4 month project (per industry) in one month.

Developed the first of its kind comprehensive web guidelines document to provide internal stakeholders with the tools they need when developing web pages for salesforce.org. The documentation included information on:

• Page purpose & goals
• SEO optimization requirements
• Page structure by content areas of the website
• Image guidance
• RACI chart for clear roles & responsibilities 

This ensured our internal stakeholders understood how to work with the web team to bring pages to life on the site.  

Based on user research data, web heat mapping data and other insights, the web team I lead revamped the design of the product pages to increase  conversion and display the most important information to the user up-front.  This was applied to over 50,000 pages. 

The design was user tested and surveys provided after launch for ongoing enhancements. The new design lead to increase in products in shopping card, increase in product documentation download and overall engagement on the website.

Lead a team of internal developers to evolve an in-house marketing operations project management platform. The platform was used throughout the whole marketing organization at Microchip Technology for requests for image customization of parts, web request, events, advertising, email and content were all managed through this one, comprehensive system. 

The system was set up with notifications, email alerts, guided prompts for request submissions and personal views to manage work effectively. 

Relaunched the MPLABX brand for Microchip that had been in market for over 10 years. Worked with a cross-functional team of marketing communications professionals, product engineers, manufacturing leads, and distribution managers (along with leadership) to get buy-in on a new, sleek tool design, packaging and logo. 

Managed the project teams developing the creative assets for rebranding the software splash screen, components of the tools as well as the website.  We used eco-friendly packaging, decrease production costs by hosting all collateral for the tools online in an interactive format.

Deliverables: 

• Software splash screen and content
• Website pages refreshed
• Logo rebranded
• Product design comps
• User's guide development
• Coordination with PR
• Comms to distribution partners
• Tradeshow placement 
• Community influencer outreach
• Promotional Display Ads, Email & Social media campaigns 
• Article development coordination for 6x yearly publication - MicroSolutions

Analyzing the social media presence for Microchip in 2012, I noted there were a lot of rogue accounts that were diverting attention from the main account. In addition most of the content was PR related and not engaging with user. 

Game Plan 

I condensed many of the regionalized, unmonitored accounts, developed a consistent and thorough content calendar and on-boarded a social media specialist to support the delivery of a new strategy. The calendar was focused on delivering content that resonated with the users - block diagrams, how-to's, etc with less of an emphasis on press release or new product launches which received low engagement. 

Results

The new content strategy grew our followers from 10,000 to over 150,000 in 2 years.  That number more than doubled again to over 300,000 in  3 years by continuing with delivering the content the users wanted to read.