UX Senior Content Strategist

HIGHLY ORGANIZED, RESOURCEFUL, MULTILINGUAL

GLOBAL COMMUNICATIONS & MULTI-MARKETING PROFESSIONAL

SUMMARY

Contributed to business revenue through a combination of creativity, initiative, risk-taking, and dedication.

Proven global communications and marketing professional with 15+ years of distinguished performance, developed and executed a wide variety of high impact, multi-faceted, multi-channel, result-oriented marketing

programs, as a project/marketing manager in the fast paced high-tech industry.

UX Content Strategy – at Razorfish, Jawbone, Yahoo, Leapfrog, Lattice Technology, Extractable, R.F. MacDonald, e-Acumen, Philips and Ritmo Advertising Agency.

-High level of collaboration with multiple content strategists, IAs, designers, etc. and an ongoing collaboration with copywriters/content creators.

-In charge of evaluating existing content, analyzing client/project messaging needs, developing content strategy for complex informational interfaces (transactional websites, intranets, knowledge management systems, etc.) and recommending options for sourcing new content as needed.

-Always ensuring content management systems meet publishing requirements, analyzing and documenting detailed online interfaces with an eye to optimizing user experience.

Web Globalization – at Razorfish, Minty Fresh Digital, LeapFrog, Google, Apple, BrasilBest, Lattice Technology, Extractable.

-Understand the goals of the website and lead development of global strategy. Evaluating content, analyzing messaging, performing gap analysis, and overseeing all content requirements.

-In charge of global rollout discovery deliverables. Inventoried, audited and analyzed the content of international sites. Built the current site map, performed gap analyses and allocated the current sites content into the new experience. Delivered per country along with a detailed report of the existing site.

-Developed and implemented a new format to present content migration strategy, which allows stakeholders to visualize their content in the new experience.

-Created tailored templates to deliver very detailed content migration plan and page template strategy. The new deliverables allow to visualize very complex content strategy as well as significantly reducing the development and implementation load of work.

Digital Marketing – at Minty Fresh Digital, AC Transit, AirCargo, LeapFrog, Google, Apple, BrasilBest, Lattice Technology, Extractable, R.F. MacDonald, Monster Cable, e-Acumen, Zengine, MCSi, Philips of Brazil Ltd and Ritmo Advertising.

-Developed website and landing pages with comprehensive tracking for behavioral analysis using analytics tools.

-Demonstrated skills in formulating and managing online marketing initiatives and mobile marketing with strong analytical skills, including SEM, CRM, and deep CMS experience.

-Graphic and web design experience with advanced knowledge of HTML and CSS.

-Ability to build wireframes and dynamic HTML page and emails improving the look and feel within brand guidelines and industry best practices.

-Outstanding web development and search engine optimization comprehension to determine the information architecture of analytics and produce data capture plan for content, products and services. Ensuring the performance is measurable, identifying gaps and recommending enhancements to focus on providing stats which are increasingly accurate, usable and actionable.

-Web analytics knowledge and marketing techniques on the web provide lead driving core insights from website behavior and customer experience analysis to suggest, create and execute changes.

Marketing Management – at Minty Fresh Digital, AC Transit, AirCargo, LeapFrog, BrasilBest, Lattice Technology, Extractable, R.F. MacDonald, Monster Cable, e-Acumen, Zengine, MCSi, Philips of Brazil Ltd and Ritmo Advertising.

-Expertise in developing and executing multiple, high-level marketing programs to increase consumer engagement and lead generation, with the ability to identify and mitigate risk as needed in ever-changing and fast paced environments.

-Exceptional ability working in cross-functional collaboration with product and sales managers from conception to execution of all marketing and communications initiatives.

-Extensive experience working directly with internal teams and external agencies to develop, oversee production and deliver on time and within budget marketing campaigns across the board.

-Marketing automation platforms know-how and great practice.

BA Social Communications – Advertising & Marketing, Brazil

Marketing Certificate, UC Berkeley

Native Brazilian Portuguese, Fluent English, Proficient Italian and Spanish

PROFESSIONAL EXPERIENCE

Jan ’15 – to Oct’15

Razorfish

Digital Advertising Agency

UX Senior Content Strategist

San Francisco, CA

Developed and implemented new format to present content migration strategy and templates to deliver the migration plan. The new deliverables allow stakeholders to visualize complex content strategy, reduce development/implementation time and work volume.

Overseeing all content requirements for Visa and Intel website redesign.

Creating content strategy deliverables – content audits, gap analysis, taxonomies, metadata frameworks, style guides, content migration plans, etc., across the project lifecycle.

Collaborating closely with the Information Architect, Creative, Strategy and Technology groups.

Defining the content needs of websites and applications.

Working closely with the client to ensure the CMS content entry implementation runs smoothly.

Oct ’14 – Dec’14

Jawbone, Inc.

Wearable Devices

Language Specialist, Speech Data Evaluator & Linguistic Tester

Sunnyvale, CA (Per Diem)

Provide Portuguese linguistic analyses for translated mobile apps.

Proofread, translate and edit screens, strings, instructions in Transifex.

Ensure editorial voice and tone consistency.

Work with Project Manager to ensure appropriate content look and feel for the target audience.

Test translated apps usability performance along the process.

Aug ’14 – Dec’14

Yahoo, Inc.

Internet & Software

Content Editor – Portuguese & English

Sunnyvale, CA (Contractor)

Understanding users' wants and needs, making product feature suggestions based on the competitive landscape and user climate.

Monitoring and analyzing site traffic and usage data to make programming decisions

Classifying diverse unstructured data.

Participating in regular high volume testing assignments, contributing key insights.

Communicating ongoing product improvements, distributing information promptly, and escalating issues with the appropriate members of the product team.

Discovering, evaluating, editing, and programming content to help meet user information needs in desktop and mobile environments.

Sep ’14 – Nov ’14

Minty Fresh Digital

Integrated Marketing Agency

International Brand Marketing Research Project Manager

San Francisco, CA (Contractor)

Communicate, define, and manage the scope of the project to ensure client needs are met and budgets considered.

Collaborate directly with internal teams and external contractors to develop, oversee production, and deliver project milestones on time and within budget.

Create and maintain a project schedule including dependencies, duration, and resources required.

Develop and deploy global email campaign to invite doctors, screen candidates, and schedule interviews for international qualitative brand research project.

Assure project achieves desired creative, business, and technical objectives.

Manage internal and external expectations for project success and monitor quality standards for all project deliverables, as well as identify and mitigate all project risk.

May ’14 – Jul ‘14

AC Transit

Alameda-Contra Costa Transit District

Marketing Outreach Program/Project Manager

Oakland, CA (Contractor)

Public Transportation Authority for western Alameda and Contra Costa Counties.

Served as an advocate for Fare Change Program and acted as a liaison among the variety of agencies working cooperatively.

Analyzed current market trends and issues, researched target audience, and identified specific marketing or outreach ideations.

PROFESSIONAL EXPERIENCE (cont.)

May ’14 – Jul ‘14

AC Transit (cont.)

Alameda-Contra Costa Transit District

Marketing Outreach Program/Project Manager

Oakland, CA (Contractor)

Developed and implemented all outreach and marketing activities, campaigns, and strategies to promote the Fare Change Program, including promotional and educational strategies.

Organized, attended, and participated in special events and promotions advocating transportation alternatives.

Established and maintained effective relationships with local, state, and federal agencies, employers, and other parties to develop transportation programs and resolve other transportation issues.

Performed and supervised all communication, outreach, marketing, public relations, and media duties relating to the Fare Change Program.

Hired, trained and supervised on-the-street brand ambassadors used to educate the public, survey the public, or promote the program.

Implemented online survey to collect detailed outreach program data in real-time. And optimized the program on a daily basis based on actionable insights provided by interpreting data.

Jan ’14 – May ‘14

AirCargo, Inc.

Air Cargo Freight Directory

Product Marketing Development Project Manager

South San Francisco, CA (Consultant)

Innovative online tool, called the “Kayak for freight,” which takes the weight, dimensions, destination, shipping preferences, to book your freight online.

Planned and executed email marketing campaigns to gather service provider’s info to build the new product core database.

Analyzed, cleaned, and structured data to comply with developer requirements.

Provided database management progress reports to keep goals and deadlines aligned.

Worked along with the Product Manager to implement Drupal (CMS) as the product/website platform.

Apr ’13 – Dec ‘13

LeapFrog, Inc.

Educational Products Manufacturing

Web Producer & Digital Content Manager

Emeryville, CA (Contractor)

Started as a gate keep/content manager for LeapFrog’s eCommerce website redesign, using an Agile database to push new content on the website.

Worked with development and marketing teams to implement Adobe CQ and Scene7 platforms post launch.

Created the online editorial guidelines, to maintain consistency throughout all content properties among the team of copywriters.

Established and implemented templates and processes to optimize efforts automate procedures and avoid human error, while still allowing the writers free to create content for 1,200 products.

Implemented Excel formulas to cross check assets name accuracy, while making sure to keep the SEO nomenclature rules.

Expedite legal approvals formatting the content into a mockup page prior to submitting for legal approval.

Legal compliance issues, organized, triaged, copyedited and proofread before the content went into the database and assure content information was archived for future needs and reference.

Work cooperatively with sales, engineering, copywriter, marketing, legal, localization, promotion teams, meeting with stakeholder frequently to present performance reports, discuss solutions and ensure guidelines adherence.

Became the review approved for expedited issues.

Oversee freelancers, including writers, copyeditors, and community outreach organizers.

Jul ’13 – Nov ’13

Google, Inc.

Internet, Software & Telecoms Equipment

Language Specialist & Speech Data Evaluator

Mountain View, CA (Contractor)

Acquired experience with localization in the mobile/voice technology space, working on the development of the Portuguese version of Google Voice.

Translated and localized the most typed search terms into speaking version.

Evaluate text data to generate test query sets and linguistic rules for Portuguese.

Edit script sentences to maximize natural language and basic query coverage.

Proofread for language/typing errors, style, readability, sentence length, natural language, etc.

Label text with language annotations.

Test products and devices voice queries.

PROFESSIONAL EXPERIENCE (cont.)

Jan ’13 – Mar ’13

Apple, Inc.

Hardware & Software Manufacturing

Linguistic Tester

Cupertino, CA (Per Diem)

Provide Portuguese linguistic analyses for iTunes machine translated communications initiatives.

Develop voice and tone editorial skills to tailor content for various audiences.

Test campaign pieces performance along the process.

Work with the Engineering team to ensure asset files suitable for localization and integration.

Support International Project Manager to maintain the overall project schedule.

Aug ’12 – Mar ’13

BrasilBest

Brazilian Culture Magazine & Web site

Translation & Localization

San Rafael, CA (Contractor)

An award winning Brazilian culture publication dedicated to Brazilian culture.

Interpreted and implemented QA standards to comply with publication concept and policy.

Translated and edited articles and advertising for a user-friendly experience.

Controlled the translation and localization of content to ensure consistency.

Performed the localization testing and QA.

Sep ’10 – Jul ’12

Lattice Technology, Inc.

Digital Manufacturing Software

Marketing/Project Manager

San Francisco, CA

An industry leader of technical communication and digital mock up software for the manufacturing industry specialized in performance, compression and accuracy of 2-3D files.

Created, designed and launched new company website to better address target market. From the concept, content strategy, information architecture, wireframes, template pages, coding, publishing (WordPress) and launching.

Elaborated and built AB tests to drive fundamental improvements to the site experience.

Planned and executed strategies based on analyzed collected data to increase web presence and improve budget utilization, maximizing website traffic and increasing brand recognition.

Implemented marketing automation tools (Marketo & Hubspot) and integrated with CRM (Salesforce) to create lead generation/nurturing programs.

Designed, built and maintained “Marketing Dashboard” of key performance indicators to continuously refine and improve lead-generation, make data-driven marketing decisions and to continuously improve campaign effectiveness.

Created and launched the company Blog and Social Media campaigns, and monitored interactions.

Refresh online product branding and redesigned corporate identity.

Dec ’09 – Sep ’10

Extractable

Interactive Agency

Website Content Specialist/Project Manager

San Francisco, CA (Contractor)

Hired to lead the content management efforts for the Riverbed redesign project (Omniture CMS).

Worked along with software engineers to implement appropriate user experience.

Managed localization efforts for multiple European and Asian languages and lead web content publishing for RedPrairie/JDA redesign project (Ektron).

Jul ’03 – Nov ‘09

R.F. MacDonald Co.

Boiler & Pump Sales, Service & Parts

Marketing/Project Manager

Hayward, CA

A private owned company, with over 55 years in business of selling and servicing boilers and pumps throughout California and Nevada for commercial and industrial applications.

Consolidated the marketing procedures of seven offices implementing a single marketing plan, budget, and processes.

Led the execution of company’s corporate identity and branding strategies.

Worked with Salesforce certified consultant on the customization of the system to meet best business practices, and implemented companywide.

Eliminated brokers and brought graphic design and production of marketing and communications collateral material in-house. In the first year decreased 65% of all marketing expenses.

Implemented a training program to create sales opportunities and increased visibility. It became profitable tool: bringing business & generating profits. Over 500 paid attendees, generating +$250.000 in gross profits by 2008 and increased lead generation by 40%.

The increase in sales leads resulted a 25% increase in new customers.

PROFESSIONAL EXPERIENCE (cont.)

Prior positions

Monster Cable

High Performance Cable Manufacturer

International Marketing Manager

Brisbane, CA

e-Acumen

Energy Risk Management Software

Marketing/Project Manager

San Francisco, CA

Zengine

e-Commerce

Marketing/Project Manager

Berkeley, CA

MCSi

Audio Visual & Presentations Systems

Marketing & Events Manager

Berkeley, CA

Philips of Brazil Ltd.

Electronics Manufacturer

Marketing/Project Manager

Sao Paulo, Brazil

Ritmo Advertising

Advertising Agency

Graphic Designer

Sao Paulo, Brazil

EDUCATION

Bachelor in Social Communication

Advertising & Marketing

FAAP (Armando Alvares Penteado University)

Sao Paulo, Brazil

Marketing Certificate

1 year

University of California – Berkeley Extension

San Francisco, CA

UX Design

4 months (in progress)

General Assembly

San Francisco, CA

Graphic Design – Visual Communications

3 years

EPA (Escola Panamericana de Artes)

Sao Paulo, Brazil

Continuing Education

UX Design for Non-Designers

Stanford University

Tame Big Data to Drive Big Insight

University of California Berkeley

Mobile Web Application Development

Strategic Marketing 2.0

Mobile Marketing

LANGUAGES & SKILLS

Portuguese

Native

English

Fluent

Italian

Proficient

Spanish

Conversational

Software

PC & Mac

Adobe Creative Suites – Dreamweaver, Flash, Fireworks, Illustrator, Photoshop & InDesign, InVision, Camtasia, CRM, SalesForce, HubSpot, WordPress, CMS Ektron, Adobe CQ, Adobe Scene7, Transifex, Jira.

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