UX Content Design Leader
I build the organizations, systems and language that make complex products feel effortlessly human — backed by 14+ years of professional writing and a journalist's instinct for what actually matters.
See my impactWriting & design.
I'm a UX Content Design Leader in Walmart's Global Design Org — managing a team of content designers, building careers and shaping how the discipline shows up across one of the most complex product ecosystems in the world. Before Walmart, I built the content design practice from scratch at Mindtickle, a sales enablement SaaS platform, and managed content strategy and UX writing for Humana's Go365 wellness platform.
My background is in writing — 14+ years of it, starting in business and technology journalism. That's where I learned that clarity isn't a nice-to-have; it's the whole point. I brought that conviction into design, and it shapes how I lead: I build teams that write with intention, design with empathy and push back when the work isn't good enough.
I believe great content design leadership means three things: building the org structure that sets designers up to do their best work, establishing the systems and standards that outlast any individual, and earning the kind of cross-functional trust that gets content into the room before decisions are made — not after.
"Great design leadership isn't about overseeing every word written or pixel designed; it's about architecting the systems that make excellence the default, not an accident."
Experience at
As AI-powered features moved from experiments to shipped products across Walmart's platform, I stepped in before the org shipped inconsistent, untrusted content at scale. I built a full AI content framework: a design decision deck guiding teams on whether and how AI should speak, a taxonomy of every AI product in production mapped to voice and interaction patterns, and writing guidelines to train AI to communicate in Walmart's voice — even when it generates the words itself.
↗ AI content standards adopted org-wide · Reduced inconsistency across customer and associate-facing productsWithin my first two months at Walmart, a return-to-office mandate triggered significant attrition. Then a senior manager departed, our director exited, and a new EVP instituted a hiring freeze while preparing a large-scale UX reorganization. Content design was operating at roughly 50% staffing. Work volume did not slow down. I became the only remaining content design leader — and the priority was not speed. It was stability, clarity and trust. I ran three parallel tracks: stabilizing the team through transparency and psychological safety, resetting the operating model from reactive support to leader-aligned partnership, and institutionalizing the discipline by authoring a Content Design Playbook that defined engagement, governance and AI standards. The team held its cohesion. When the reorg resolved into decentralized vertical teams, content design entered the new structure with clarity and a shared identity.
↗ Team stabilized at 50% staffing · Operating model redefined · Content Design Playbook established · Practice positioned for long-term scaleSupplier onboarding at Walmart took an average of 6 months — too slow for the business and too painful for suppliers. I led content design in a month-long innovation sprint to redesign the experience using AI. We built a flow where AI scanned company data to surface relevant onboarding steps, reducing friction at every stage. The result: a faster path to first sale and a product that felt like it was working with suppliers, not against them.
↗ Redesigned onboarding flow targeting significant reduction in supplier time-to-first-saleMindtickle lost two of its largest clients in 2023 due to a dated, fragmented product. I led content design across an 8-product-line refresh — co-managing 2 content designers, partnering with 15 product designers and securing buy-in from ~20 PMs and 8 engineering teams, with the CEO, COO and CPO kept informed throughout. Content design wasn't a downstream handoff: I overhauled the IA from the ground up, moving top navigation to a collapsible left rail, simplifying all labels, standardizing creation verbs to a single "Add" across every product and creating 4 unified page templates. To validate the changes, I ran a 41-person study combining surveys and heatmap testing — then used those findings to make targeted fixes before launch.
↗ All 8 product lines modernized · Unified IA and content system · Research-validated before shippingYears of accumulated copy errors — grammar, spelling, punctuation, voice and tone — had gone unaddressed across Mindtickle's product. With a team of only 3 writers, I designed a two-pronged system to fix it. First, a PCI Kanban board in Jira with a 5-day SLA, automated progress emails and swimlane ownership — resolving 250 legacy issues in 6 months. Second, Whitepen: a string-by-string edit of every copy element in the product, run directly in GitLab. When leadership proposed using an AI scan alone (which flagged 1,500 changes), I pushed back, secured the resources for a full manual review and oversaw edits to 42,000 strings — resulting in 5,000 individual improvements.
↗ 42,000 strings reviewed · 5,000 copy updates shipped · 250 legacy issues resolved in 6 monthsI joined Mindtickle as its first content designer. There was no practice, no process and no organizational understanding of what content design was. I introduced the discipline company-wide, secured buy-in from leadership, designers, researchers, product managers and engineers, hired and embedded UX writers across product teams and built a process-driven strategy that addressed the past, present and future of content design in the product. By the time I left, content design had a seat in every major product decision.
↗ First content design practice at Mindtickle · Leadership buy-in secured · Writers embedded across all product teamsGo365 is Humana's corporate wellness and rewards platform, serving over 1 million members. I managed content strategy and UX writing across two major initiatives: a full landing page redesign and a dashboard refresh. The landing page work required aligning four competing stakeholder groups simultaneously — business partners wanted a richer product story, sales needed a prospect-facing experience, the SEO team needed organic search improvements and UX had long flagged the existing pages as an embarrassment. I unified those demands into a single content strategy. When the redesigned pages launched, organic traffic more than doubled in the first month. New business pages saw 300–400% more traffic than the previous employer pages had averaged monthly. The dashboard refresh added whole-person wellness framing — including a new mood tracker, a personalized "next best step" tile addressing a top member pain point and contextual step-count milestones — all written to a consistent, warm voice across dozens of member scenarios.
↗ Organic traffic doubled in month one · 300–400% traffic increase on new business pages · Whole-person wellness UX across 1M+ member platformWant the full story? My portfolio deck goes deeper.
View portfolio deckI'm exploring UX leadership roles in organizations where content is key to design strategy and has a seat at the executive table. If that's you, I'd like to talk.