Research + strategy

Instinct and common sense are invaluable traits for any marcom professional, but I’m a firm believer that having a research and testing mindset is just as critical for driving results. At Microsoft, I led efforts to develop qualitative research best practices and apply them to our in-house user testing program to improve the impact of our copy.

I’ve led many UX research projects, working with firms including Ipsos, Blink, and Emerald to develop brand messaging, gain insights into customers’ mindsets, and optimize web experiences. With high-quality research and clear KPIs, I was able to translate this work into clear actions and positive, measurable outcomes.

I’m also a champion for good creative briefs that articulate clear strategies and outcomes. Having been on the receiving side of creative briefs for so long, I conceived and developed an extensive “How to write great creative briefs” training program to teach content strategists how to get better creative results by writing better briefs.