Recent Roles

Squarespace

Domains: Fully redesigned the domain management experience at Squarespace, and led Content Strategy in support of Squarespace’s acquisition of Google Domains (and the subsequent migration of 10M users into Squarespace).

Commerce: Mainly supported the Digital Products team in the development of content monetization features. Also regularly consulted for other teams, including activation, transactions, payments, and online stores.

Content Strategy: Broad initiatives with company-wide impact to improve content creation at Squarespace, including an update of company voice & tone traits and regularly creating new, standardized content guidelines.

Mailchimp

Monetization: Responsible for creating merchandising moments, launching new product lines and their associated pricing plans, as well as creating better user experiences with billing, promotional discounts, and moving between tiers.

Growth: Experimentation team focused on increasing paid user conversion. Developed hypotheses, created test plans, and launched A/B tests across key feature moments and payment-related touchpoints.

Agency Days

Advertising: Partnered closely with Art Directors to develop and pitch ad campaigns, inclusive of print and digital ads, radio and TV commercials, direct mail, social media, and event planning.

Marketing: Developed comprehensive content marketing strategies and wrote for several B2B and B2C brands, including social media, email marketing, paid search ads, and thought leadership ghostwriting.

Branding: Wrote company taglines, named apartment communities, consulted on brand architecture, developed voice and tone, and launched new services and companies.

Skills

Content Design

You know how it goes: right content, right place, right time. Except there’s a lot more to it, and it requires a user-focused mindset and a holistic, end-to-end approach.

Experimentation

Being the lead Content Designer on a Growth team taught me the importance of a hypothesis and test plan, and I’ve loved a good A/B test ever since.

User Testing

You can’t know how effective an experience will be until you put it in front of people. I always advocate for usability testing and user feedback, especially for complex language decisions.

Brand Voice

I have over a decade of experience in branding and storytelling. Feature and product naming, developing voice and tone, and adhering to an established style guide are all skills in my wheelhouse.

UX Writing

The most basic part of the job is writing clear and concise UX copy, but it’s the part I take most seriously. Clear content and intuitive design are key parts of any great product experience.

Collaboration

Content Designers are basically cross-functional glue. A big part of the job is building relationships, from Product and Design to Marketing and Legal (not to mention internationalization, Support, accessibility…).

Brand Work

  • When Mailchimp made the transition from being email-centric to an all-in-one Marketing Platform in 2019, they needed a refreshed website that better told the story of the platform’s full suite of features and capabilities—but it had to be accessible for small business owners and retain the Mailchimp-y voice the brand is known for. I worked with product marketers and designers to bring updated company messaging to life.

  • I led content efforts on a team that both rebranded the Gardens and created a new site that would allow users to complete multiple tasks: donate to the Frazer Center, book special events, and schedule appointments for photography and film productions. The new site increased bookings by 33%, generated hundreds of thousands of additional financial support for the Frazer Center, and won two ADDY awards and an Atlanta Marketer of the Year award. // catorwoolfordgardens.org

  • Turner Classic Movies and The Criterion Collection teamed up to launch FilmStruck, a new streaming service for serious cinephiles. I worked with a team to introduce FilmStruck to the world with an original microsite, social media and digital ads, and an email marketing campaign. The site earned a WebAward in 2016 for Best Broadcasting Website, but the service couldn’t compete with other streaming platforms and shut down in 2018.

  • I worked closely with an art director to create a brand awareness campaign highlighting how the credit union supports their members wherever life takes them. We created a number of print and digital ad pieces that ran on bus shelters, bus wraps, and online for 16 weeks, did a full refresh of their website, and planned a launch event for their 100+ employees.

  • As part of the Big Wigs campaign we created for Workers Credit Union, I wrote five, 30-second radio spots that each promoted a different feature or product of Workers by speaking to what "banking like a big wig" can look like in daily life. I cast our voice talent, selected music, and worked with engineers in the studio to produce all five spots.

  • Toyota brought in a handful of influencers and creators to generate stories for their 2014 #CamryBold campaign. So I picked up a new car and my best friend, took it down to sunny Florida, and went skydiving. (It was terrifying, which seemed plenty #bold enough.)