704-779-1487
HEATHER BAILEY
Content strategist and people leader
I'm a longtime customer advocate who transferred my journalism skills to digital marketing. No matter the audience, content needs to be clear, accurate and engaging. I enjoy helping people - helping a writer create better copy, helping a project team develop a strategy, and helping direct reports become better employees.
RELEVANT EXPERIENCE
ASSISTANT VICE PRESIDENT, CONTENT STRATEGY AT LPL FINANCIAL
March 2019 - present
Lead a team of five content strategists and writer/editors to help overhaul enterprise content management and distribution.
Lead content strategy and collaborate with cross-functional teams to develop and launch help content within authenticated experiences, specifically researching user needs, interviewing users and specialists, analyzing data, creating information architecture, creating and testing multiple user flows, and writing and testing content.
Partner with content operations and governance to develop a content hub and governance procedures, specifically helping develop workflows, information architecture, templates, audits, style guides, and standard processes.
Develop team members through weekly one-on-ones, ad-hoc feedback and mentoring, and twice yearly performance reviews.
Advocate for content strategy by developing and presenting a “road show” for other business units to learn what we do and why they should engage us. Host regular community of practice meetings to encourage continued learning.
CONTENT DIRECTOR AT RED VENTURES
September 2011 - March 2019
Led a team of 18 writers, editors, researchers and strategists in creating transactional, informational and geo-specific content for Reviews.com. Previously, led content teams on deregulated energy, home security, satellite internet, pharmaceutical and healthcare businesses.
• Collaborated with SEO and customer experience analysts, UX and UI designers, front-end developers, engineers, approvals teams and outreach managers to create digital content that engages users and drives conversions.
• Led brainstorm, strategy and kickoff meetings for new creative for websites, social media, email and video.
• Improved creative management process from ideation through WordPress production.
• Assigned and prioritized content calendar.
• Wrote and edited short- and long-form copy, including product reviews, SEO and geo-specific copy, blog posts, carts and landing pages.
• Developed team through regular and ad-hoc mentoring as well as bi-annual performance reviews. Includes technical, soft skill and career development.
• Reviewed resumes, interviewed candidates and helped onboard dozens of new hires.
• Helped develop and advocate for career path for companywide content team. Ongoing career development for team by helping organize town halls, development sessions and content reviews.
TEAM LEADER/COPY EDITOR AT THE CHARLOTTE OBSERVER
October 2003 - April 2009
• Shepherded news and business sections through editing and production on multiple daily deadlines.
• Led team of 3-5 direct reports as well as universal copy desk.
• Point person for massive restructuring. Took lead role in roll-out of new computer system and merger of departments, all while experiencing 30 percent staff reduction. Trained designers to copy edit and helped implement design training for copy editors.
EDUCATION
NORTHWESTERN UNIVERSITY
Master of Science. Major: Journalism. Concentration: News management
ARIZONA STATE UNIVERSITY
Bachelor of Arts. Major: Journalism. Concentration: News, editorial
PROJECTS
Examples of UX strategy and writing, workflows, style guide and presentations
IN-CONTEXT TOOL HELP
Help content appears on the right as the user moves through the fields on the left. Content is determined by account type and field triggers.
SIMPLIFIED HELP EXPERIENCE
New help experience simplifies navigation to make it easy for the user to find help. This counteracts a bloated resource center where it's difficult to find help. I worked with the designers to develop the workflow and navigation.
WALKTHROUGH
Walkthrough introducing users to new and upcoming features. This walkthrough widget is used for educational and promotional purposes; this was the first time it was used on this site.
DIGITAL STYLE GUIDE
My team created a digital style guide for our different channels and platforms to complement the company's editorial style guide. I recently convinced teams to combine the digital, editorial and brand guides into one online style guide. Password: LPLSG$1
STRATEGY PRESENTATION
Presentation made to company-wide creative team about business' content strategy soon after I joined. It addresses the site's audience, revenue, challenges and opportunities and how we intended to approach them.
CONTENT PLANNING
Planning document includes seasonal ideas for different types of content (transactional, educational, blog, etc.) and for which channels (social media, newsletter, etc.).
EMAIL STRATEGY PRESENTATION
Presentation to company-wide creative team about business' email strategy that we had recently implemented. Includes performance metrics and next steps.
LONG-FORM WRITING
Examples of articles I've written for various outlets