As the Global Lead of Digital Content Strategy, I oversee the creation, development, and execution of content across Cigna's multiple digital channels. I ensure our focus remains on the changing needs of the customer, giving our brand a consistent web-presence, and delivering on key enterprise-wide business goals.
Skills and Expertise
Content Marketer, Leader, Strategic Decision-Maker, Influencer, Relationship Builder, Story Teller
Creative, Tech Savvy, Solutions-Oriented, User Centered
Mobile, Web, (Acquisition and Service), SEO/SEM; Social Media, Lead Generation, Email
Led the redesign of enterprise website, implemented new information architecture to align content with the appropriate target audience and better support business goals. Reduced 1300 pages of content to 500 pages of fresh and engaging copy, optimized to increase site traffic (SEO).
Created metadata taxonomy and strategy, providing a common set of key words for consistent messaging, improving search results and delivering a personalized user experience.
Developed multi-cultural content strategy and drove solution for
delivering a multi-cultural experience for customers.
Doubled organic traffic, targeting key audiences during enrollment period to influence prospect and increase sales.
Global Lead of Digital Content Strategy07/2016 to CurrentCignaBloomfield, CT
Plan, develop and manage content across multiple digital channels touching over 15m customers.
Lead team of nine+ high performing team of copywriters and strategists, fostering environment of continuous growth and professional development.
Develop digital content strategies aligned to business goals and objectives, incorporating analytics, research and user testing
Validate usefulness and functionality of content through usability testing.
Created digital content standards and governance process to ensure consistent messaging and brand tone and voice.
Drive "content first" approach to deliver an optimal user experience (UX/UI).
Incorporate SEO/SEM tactics to increase site traffic, drove 11m page views YTD, increased organic traffic by 6.02% YOY.
Oversee content life-cycle process for over 800+ requests annually from internal business partners.
Expert in digital content, provide training and guidance to internal teams.
Plan and control $6m Digital Marketing budget.
Manage relationship with digital agency partners.
International Lead, Global Digital Marketing03/2015 to 07/2016CignaBloomfield, CT
Increased Cigna's presence as a global company and deepened brand trust in the US.
Expanded brand awareness in 11 countries including Taiwan, UK, New Zealand and Belgium.
Improved the user experience, making it easier for international visitors to find information about products and services available.
Customized country websites, responding to local culture and language.
Implemented Click to Chat in Belgium and New Zealand, increasing customer engagement and lead generation.
Spearheaded development of event mobile app to support Disney Marathon sponsorship.
Global Digital Marketing Project Manager04/2012 to 03/2015CignaBloomfield, CT
Lead project manager of Cigna.com redesign, implemented new design,navigation, user interface and responsive design.
Managed team of seven marketing professionals consisting of content managers, copywriters designers and project managers.
Planned, managed and executed digital projects. Worked with internal and external teams to define project scope, plan resource requirements and delegate tasks.
Established processes, formalized methods and documentation.
Analyzed analytics and online performance to identify opportunities for improvement.
Digital Marketing Director- Financial Services02/2009 to 04/2012BRIDGESTONE CONSULTINGBloomfield, CT
Managed marketing department for financial services company with over $700m in assets.
Developed digital marketing strategies aligned to client's business goals and objectives.
Consulted clients on website development and content management.
Drove creation of templated website platform for client to re-sell and increase revenue.
Increased site traffic and improved lead generation for clients.
MBA: BusinessSacred Heart UniversityFairfield, CT
Bachelor of Science: Business ManagementSouthern Connecticut State UniversityNew Haven, CT