content strategy manager mgmt analyst resume example with 17+ years of experience

Jessica Claire
  • Montgomery Street, San Francisco, CA 94105 609 Johnson Ave., 49204, Tulsa, OK
  • Home: (555) 432-1000
  • Cell:
Professional Summary
While I no longer manage an official VA Facebook page (as I did in my previous position), I frequently prepare responses to assist Facebook managers in the field to diffuse negative comments about My HealtheVet in online discussions, particularly in a time of seriously poor web site performance issues. This often requires my providing ad hoc training on the nuances of social media responses to others in public affairs. In crafting a response, it is important to acknowledge the reader's complaint but not raise expectations unreasonably. Integrating our efforts with Facebook and Twitter is part of the next planning stage, where we will integrate all consumer content with social media sharing tools. Before I arrived, the content creators for My HealtheVet had a weak understanding of web publishing, and lacking a Content Management System, were willing to accept severe limitations on what content changes and updates could be made to web pages that were sometimes complex pieces of a larger application. In order to change this approach, I was given direct oversight of two web developer-contractors. I have succeeded to changing the expectations that content will be updated more than once a month, that errors 9/3/2012 USAJOBS - Resumes Page 2 of 6 can be fixed as needed, and that we should not wait until the quarterly software upgrade. I was also able to substitute a non-functioning, unsupported local search engine with a fully functional, no-cost enterprise- wide search engine that is tailored to meet the needs of My HealtheVet users with pre-selected Quick Links. Because my experience with federal regulations extends to the earliest web sites, I am frequently consulted on legal and regulatory matters including accessibility issues, privacy concerns and federal requirements. This has allowed me to also know when to seek waivers or exceptions to the regulations so that the site can take advantage of industry best practices
Education and Training
Master's Degree: Linguistics, Expected in 08/1979
University of Florida - Gainesville, FL
GPA: GPA: 3.0
GPA: 3.0 Credits Earned: 45 Quarter hours Linguistics
M.A: Teaching English, Expected in
University of Florida - Gainesville, FL
Teaching English included courses in grammar, phonology, syntax and the teaching of grammar. Taught for 6 quarters as a graduate teaching assistant: Composition, pronunciation, reading comprehension.
Bachelor's Degree: , Expected in 08/1977
- ,
Reporting, magazine writing, photography, media studies Also spent 3 quarters at University of Poznan, Poland, studying Polish and US-Polish history. Job Related Training: FSI: Management Controls Workshop 2007
GSA: Meeting Federal Web Requirements 2007 IRM: Information Assurance 2007 FSI: Valuing Diversity in the Workplace 2007 FSI: Employee Relations Seminar 2006 FSI: Diversity Awareness 2006 FSI: Manage to Motivate 2006: , Expected in
- ,
Skill Highlights
  • Guest services
  • Inventory control procedures
  • Merchandising expertise
  • Loss prevention
  • Cash register operations
  • Product promotions
Professional Experience
Content Strategy Manager/Mgmt Analyst, 10/2010 to Present
Jevs Human Services, ,
  • Salary: 130,000.00 USD Per Year Silver Spring, MD 20910 United States Hours per week: 40 Series: 1001 Pay Plan: GS Grade: 14/8 Supervisor: Theresa Hancock (202-443-5414) Okay to contact this Supervisor: Contact me first.
Associate Director, 08/2008 to 10/2010
Metropolitan Government Of Nashville & Davidson County, ,
  • outside of VA practices.
  • I developed a strategic plan to for increasing a better understanding of usage on the web site that sees more than 500,000 returning visitors each month.
  • I have tailored and routinely deliver usage reports and provide training on web metrics to help leadership understand our impact on Veterans.
  • Salary: 120,000.00 USD Per Year Washington, DC 20420 United States Hours per week: 40 Series: 0671 Pay Plan: GS Grade: 14/8 Office of Veterans Health Web Communications (This is a federal job) Supervisor: Matt Rutherford (Acting Director) (202-266-4687) Okay to contact this Supervisor: Contact me first (Ref: 2010 Performance review) I was part of a team responsible for web governance issues across the spectrum of Veterans Health Administration offices, including 152 medical center web sites.
  • The recent trends in the evolution of the web led me to become specialized in social media outreach, but I see it as using creative approaches to content creation.
  • I was successful because of my abilities to assess needs, develop requirements, offer solutions and keep leadership and stakeholders informed of challenges and successes in improving web communication channels.
  • In response to Congressional interest in October 2008, my office was tasked with developing and creating one of the earliest Federal social media platforms in Facebook and Twitter; I was central in crafting interim VA-wide policies and practices that have since become approved policies; developed educational materials and presented at internal national and regional workshops for public affairs representatives from 152 VA Medical Centers; and developed work requirements for hiring, supervising and training writer- editors to develop and post social media material.
  • Sensitive topics that were part of proactive and reactive campaigns included: misuse of medical equipment; suicide prevention; women Veterans health issues; PTSD treatments; accusations of medical malpractice; and frequent individual patient complaints that had to be handled carefully to move from a public forum without offense, seeking a resolution by working with a VA medical center staff or national office.
  • When these issue arose on Facebook, it was my role to provide responses to acknowledge the complaint, and offer possible solutions, sometimes publicly, sometimes in private communications.
  • This required coordination with medical experts as well as with the national public affairs offices.
  • I participated as one of the lead presenters for national training sessions in 2008 and 2009 for the Dept of Veterans Affairs in developing content for web sites and understanding available website metrics: Topics included Webtrends, Facebook and Twitter metrics and the American Customer Satisfaction Survey.
  • I created an internal community of interest of social media practitioners via listserv that engaged field offices with reports from headquarters and highlighted the successes of peers in the field, a community that is still thriving.
  • Beginning in 2009, I was central to developing and implementing new content channels on web site, Facebook and Twitter.
  • I first established priority topics with input from VA leadership and other stakeholders then worked as managing editor to develop content on key issues such as suicide prevention, chronic health conditions, wellness practices and Veterans health success stories.
  • In a typical week, three separate features were published, none of them press releases.
  • Using metrics to monitor popularity of topics, I assessed success of individual stories and information campaigns to determine most appropriate tools for future content promotions.
  • Result is this ongoing series of articles that are syndicated by all of the 153 medical centers own web sites, and occasionally picked up in local media.
  • In 2009 I was interviewed about my experiences and challenges by nationally -known health care blogger Ed Bennett (, with whom I also co-presented on the topic of social media strategies for.
  • 9/3/2012.
  • USAJOBS - Resumes Page 3 of 6 health care systems to Washington, DC health care Meetup event, May 2009.
  • In the first few months in this new position, I led a team that developed emergency communications procedures for web publishing, drawing upon experience from managing US embassy web operations in my previous position.
  • To meet the needs of other program and field offices, I was frequently invited to speak to key stakeholders and conduct informal training, virtual and face- to-face, on the use of web communications with a focus on social media.
  • I enjoy presenting to interested audiences; my presentation style is engaging, informal but serious, and I always start with a concise set of objectives for the presentation, without gimmicks or lofty promises for the future.
  • I was flattered when frequently asked to present last because I had a reputation that keeps people in their seats, eager to hear what I have to say.
  • In order to support a content stream to sustain our outreach efforts, I proposed hiring writers.
  • I directly supervised work of three writer-editors, a graphics editor/designer, and frequently worked with writers from other units in a supervisory/editorial capacity.
  • I became competent at the enterprise-wide Content Management System, but depended on contract staff to use their expertise for publishing purposes.
  • My technical expertise is sufficient to understand as a supervisor or customer the level of effort required to develop new resources such as RSS feeds, Flash presentations, widgets and simple javascript functions.
Supervisory Technical Information Specialist, 12/2003 to 08/2008
US Dept Of State, Bureau Of Int'l Information, ,
  • Washington, DC United States Salary: 120,000.00 USD Per Year Hours per week: 40 Series: 2210 Pay Plan: GS Grade: 14 This is a federal job) Supervisor: Martha Chaconas (202-632-2843) Okay to contact this Supervisor: Yes (Ref: 2007 Performance Review.
Deputy Director, to
Office Of Web Publishing, Bureau Of International, ,
  • Information Programs, directly supervised 6 federal employees, 6 contractors, and had Acting Director responsibilities (administrative/payroll) as needed.
  • While managing web content manager for, the site was one of the five finalists in the 2006 Web Managers Best Practice Awards.
  • When public opinion toward the US in general was declining, this web site saw modest increases in satisfaction scores and usage.
  • Was responsible for policy change that directed all articles on would be limited to 800 words, not 1200 or 1880 words long.
  • When web site was modernized, I led changes necessary for Web 2.0 design and widget integration between and US embassies worldwide, including features such as RSS, embedded video, social network sharing bookmarks and blog features.
  • Use of XML and RSS meant greater integration of content across all embassy web sites, resulting in consistent US foreign policy messaging across six languages.
  • The Office of Web Publishing provided a Content Management System for use by 250+ US embassies and select Washington-based offices for international audiences (an OMB 300 Project).
  • Directly supervised six federal and six contract employees in CMS deployment and content editing; indirectly supervised 30 other federal and contract employees.
  • Established office procedures, telecommuting schedules and open spaces best practices very successfully, respecting the strengths of a diverse staff.
  • Represented Office of Web Publishing and/or Department of State at interagency meetings.
  • Oversaw CMS operation for more than 250 embassy and consulate internet web sites, frequently in crisis mode.
  • Directed and maintained consistent policies regarding editorial and content development practices.
  • Developed multi-lingual channels of content, integrating English and foreign languages using XML feeds.
  • In information campaigns directed by the Secretary of State and other leaders, provided strong advocacy of web tools and feature options to leverage while publishing for foreign audience outreach.
  • Developed actionable metrics for iterative design and campaign changes and enhancements.
  • 9/3/2012.
  • USAJOBS - Resumes Page 4 of 6 Led development of newest Web 2.0 features in new web site, seeking engagement through interaction in systematic and efficient ways.
  • Directed and coordinated communications among embassies and department policy offices regarding web communications best practices.
  • Since starting at My HealtheVet (, a personal health record online resource for Veterans, I have been successful in raising internal expectations for the more sophisticated use of technology, including but not limited to, the use of social media in a planned and measured way that leverages the 152 existing social media channels that can publish our content at VA medical centers across the country.
  • Much of the content lacked appeal to younger Veterans, and I undertook plans to develop a process for better content, now underway (February 2012).
  • With many veterans issues politically charged, I must continually solicit opinions from key stakeholders and leadership while at the same time seeking innovative approaches to promoting health care issues that resonate with a large Veteran audience.
  • I implemented a two-pronged approach, first developing and publishing engaging web content, then using social media to extend our reach.
  • In order to increase readership of content with the objective of improving Veteran health, I developed a Statement of Work for a contract (awarded August 2011) to provide a foundation of a strategy for developing newer and fresher material that could be the basis for social media engagement.
  • Using this strategy, developed under my direction, the contractor provides writers to develop features that appeal to the variety of Veterans ­ older, younger, women, caregivers and family members.
  • As the project lead, I oversee the implementation of the project plan and review it with the Project Manager on a regular basis.
  • Content created under the social media contract is based on input from key stakeholders, guidance from leadership, and the Secretary's Department-wide priorities.
  • With input from the Veteran audience, I have established an editorial review process that takes the story ideas, allows the writers to develop feature articles, then submit the article for careful review and clearance by the central office responsible for that topic.
  • By engaging first with the central offices and their communications officers, they are receptive to non-traditional content that is suitable for social media, and are cooperative in moving content toward web publication.
  • In order to prepare key stakeholders for the adoption of social media channels and content, I developed presentations of varying lengths and styles to introduce social media in general, social media in health care communications, and social media in Veterans Affairs, with particular attention to privacy and security issues that are at the core of VA Information Technology.
Assisted in development of CMS training practices for embassy webmasters. US Information Agency 09/1987 - 06/1998 Washington , DC United States Salary: 90,000.00 USD Per Year Hours per week: 40 Series: 1101 Pay Plan: GS Grade: 13 Senior Education Specialist (This is a federal job) Supervisor: Richard Boyum (phone on request) (202-555-1212) Okay to contact this Supervisor: Yes - Senior Education Specialist: Electronic Publishing 1996 -1998: As a GS-
"Lessons Learned, Best Practices: Implementing a Successful CMS," George Washington University, 2004 (with Luigi Canali). 9/3/2012
Additional Information
  • Additional Information: Presentation: "Lessons Learned, Best Practices: Implementing a Successful CMS," George Washington University, 2004 (with Luigi Canali). 9/3/2012
Intermediate Leadership Skills 2004 Glob: Intro to XML for the WWW 2002

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Resume Overview

School Attended

  • University of Florida
  • University of Florida

Job Titles Held:

  • Content Strategy Manager/Mgmt Analyst
  • Associate Director
  • Supervisory Technical Information Specialist
  • Deputy Director


  • Master's Degree
  • M.A
  • Bachelor's Degree
  • GSA: Meeting Federal Web Requirements 2007 IRM: Information Assurance 2007 FSI: Valuing Diversity in the Workplace 2007 FSI: Employee Relations Seminar 2006 FSI: Diversity Awareness 2006 FSI: Manage to Motivate 2006

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