UX Content Design Leader
Content strategy · Systems thinking · AI
I'm a UX Content Design Leader in Walmart's Global Design Org, where I lead a team of content designers and shape how our discipline shows up across one of the most complex product ecosystems in the world.
The future is plain language
I believe the future of technology will be shaped by plain language. As AI shifts digital interactions from screens to conversation, language becomes the interface layer — central to how products are built, understood and trusted.
Content design is no longer a support function. It is now core to how technology behaves and how users experience it at scale. Organizations that treat language as infrastructure — not decoration — will be the ones that scale AI most effectively.
What I do about it
I build content design organizations, systems and AI frameworks that bring clarity to complexity, reduce inconsistency across products and help teams move faster with shared understanding and governance.
Before Walmart
Before Walmart, I built the content design practice at Mindtickle and led content strategy and UX writing for Humana's Go365 platform. I've spent 14 years in writing, starting in business and technology journalism. That's where I learned clarity isn't a nice-to-have — it's the point.
No AI content standards existed when I stepped in. I built the framework — voice principles, a full AI product taxonomy, and guidelines used to train AI in Walmart's voice across customer, associate and partner surfaces.
↗ Org-wide AI content standards · AI voice governance across 3 surfaces · Framework in use by product teams independentlyAttrition and a hiring freeze left content design at ~50% staffing with full workload. I chose not to hire fast — I built durable. The result: a new operating model, a Content Design Playbook, and a team that emerged from the reorg with more clarity than it entered with.
↗ Team stabilized at 50% staffing · Operating model redefined · Content Design Playbook established · Practice positioned for long-term scaleSupplier onboarding averaged 6 months. In a 30-day sprint, I led content design on an AI flow that scanned company data and surfaced only the steps each supplier needed. My job: decide what the AI says, in what order, and what it should never say.
↗ Redesigned onboarding flow targeting significant reduction in supplier time-to-first-saleTwo major client exits traced back to a fragmented product. I audited the IA across 8 product lines — found three different creation verbs, no shared nav model, no shared templates. I standardized everything, then pushed for a 41-person validation study before shipping. Research findings changed the final design.
↗ All 8 product lines modernized · Unified IA and content system · Research-validated before shippingLeadership proposed an AI scan to fix copy debt across the product. I pushed back: a scan fixes spelling, not voice. I secured the resources, led a manual review of 42,000 strings, and found 5,000 issues the scan would have missed. Then built the system to make sure it never got that bad again.
↗ 42,000 strings reviewed · 5,000 copy updates shipped · 250 legacy issues resolved in 6 monthsI joined as the only writer at a 400-person SaaS company with no content design function. I had to create the org's understanding of the discipline before I could do the work — built the engagement model, hired writers across 6 product lines, and got CEO and CPO buy-in by framing content design as a product quality issue, not a writing service.
↗ First content design practice at Mindtickle · Leadership buy-in secured · Writers embedded across all product teamsFour stakeholder groups each wanted something different from the Go365 redesign. I built one strategy that satisfied all four by finding the goal they shared. Organic traffic doubled in month one. New business pages saw 300–400% growth. The dashboard refresh added whole-person wellness framing across a 1M+ member platform.
↗ Organic traffic doubled in month one · 300–400% traffic increase on new business pages · Whole-person wellness UX across 1M+ member platformDeliverables, decision rationale and process artifacts in the full deck.
View portfolio deckBefore I designed content systems, I spent 14 years writing — business journalism, front-page stories, cover features. I covered politics, economics, entrepreneurship and the people who drive local economies. That training is why I ask "what's the real story here?" before designing a single word.
Greeley Tribune · Louisville Business First
More clips
I'm looking for director-level or senior manager roles where content design influences product architecture — not just polishes copy. Enterprise, AI-driven or platform-scale products preferred. If content strategy is a first-class concern at your org, let's talk.
