Global Content Strategy

ALISON l WOOD 917-***-**** l ******@**********.** l linkedin.com

INTERIM GLOBAL CONTENT & BRAND DIRECTOR Regent LP Current Developing robust content engine to feed holistic integrated physical/retail & digital properties and marketing ecosystem (owned, paid) for digital and physical properties. Ownership of content tools (CMS, DAM). Creating a seasonal GTM omnichannel MarComms calendar across properties with media planning and buys for Americas & EMEA. Additionally, served as interim Head of Copy, overseeing social, email, SMS, site & UX writing, and store signage. Inclusive of:

• Lead editorial direction and storytelling content across digital and retail properties-executing strategy, management, performance

• Redevelopment of brand architecture while establishing editorial vision with rich storytelling, aligning audience archetypes

• Identify core content seasonal themes (pillars) that will guide content creation across all platforms, with SEO built-ins

• Built affiliate (influencer, ambassador) program, identifying potential individual partners and platforms to drive traffic, conversion

• Established a GTM calendar and messaging framework that ensures consistent brand communication across all channels

• Close collaboration and direction via briefing with creative team to ensure brand consistency and alignment with content goals

• Directing social team, formulated dynamic social strategy, auditing and rebuilding Pinterest while continuing to drive Meta, TT

• Created and implemented influencer strategy and program, leveraging partnerships to amplify reach and awareness

• Implement innovative strategies with AI considerations for comms & media strategy, building out with budget, buy and planning

• Establishing a content engine for a streamlined editorial structure to atomize and utilize content across all channels VP, GLOBAL CONTENT STRATEGY McCann MRM 2/2023-8/2023

• Led development, execution of digital full-funnel omnichannel B2B & B2C content and social strategy with KPI framework

• Build out of global content engine, establishing process merchandising of content, architecting UX across omni-properties

• Focused on acquisition, retention and building community/ LTV via high-performance content, averaged of 42% positive increases

• Executed on brand content creation (video/shorts, thought leadership, case studies, audio scripts, copywriting) for atomization

• Collaborated across data, research teams to develop consumer, site and marketing A/B/C testing plans, for agile optimizations

• Established roadmap for community/loyalty program, inclusive of UCG and ratings to build velocity and brand affinity, equity

• Evaluated audiences, identifying new segment opportunities for acquisition, pushing engagement via curation of bespoke content

• Creation of tactical and creative briefs to bring storytelling to life through content and marketing with SEO/SEM and KPI built-ins

• Maintained constant pulse on industry, cultural trends, identifying opportunities for B2B, B2C micro/macro/evergreen content

• Advised on development of robust content engine, best tools for storage, merchandising content, optimizing through AI & CRM

• Managed and grew mobilization of DAM, strategy and creative team ensuring appropriate resources, opps for positive impact LEAD CONTENT/ COMMS STRATEGIST American Express (Contract) 11/2022- 1/2023

• Architected, executed brand, full-funnel multi-channel marketing, content and comms strategy aligned with business goals

• Served as lead UX/UI content strategist, applying forward-thinking, customer-centric design and 360 E2E content touchpoints

• Mined culture, consumer, category, company and comms landscape, determining truths, insights to define, and evolve product

• Synthesized data, identifying opportunities to develop, enhance and amplify digi brand equity through engine of storytelling

• Own, led strategy projects for consumer, merchant & B2B projects, cross-department collaboration, championing business goals

• Pitched to stakeholders for buy-in -with clear identification of goals, dependencies, cross-departmental & agency collaboration

• Refined further RTB and positioning for new and relaunched service or product, recommending content and channel strategy HEAD OF CONTENT & DIGITAL EXPERIENCE Wayfair, Birch Lane 4/2022-10/2022

• Ownership of omnichannel content strategy; execution and evolution of GTM through performance driven storytelling content

• Partnered with CMO to drive & execute cross-comms calendar, channel & content partnership strategy, establishing joint OKRs

• Collaborated with Head Merchant, identifying key categories, vendors, collections to feature and how to optimize assortment

• Built social +influencer and ambassador strategic framework, led team to relaunch pinterest with planning for TT & Snap launch

• Led in-house creative team to bring brand & content to life across all digital channels for both seasonal, launches and evergreen

• Drove strategy for catalog calendar inclusive of pagination and partnerships (influencer and vendor) while pushing innovation

• Oversaw management and optimization of site (+mweb) and new app vision & build, ensuring UX/UI optimization via testing

• P&L and forecasting ownership for content production, ensuring efficiencies, leveraging asset creation across multiple channels

• Established ownership of biannual OKRs for the department, measurement through looker dashboards and biweekly reporting

• Managed team of 15+ direct reports and management of agency partners with budget ownership and creation of roadmap DIRECTOR, CONTENT & CX STRATEGY WPP 3/2020-4/2022

• Developed content ecosystem strategies with underpinning primary and secondary data to ID opportunities, position for growth

• Led multiple, complex, concurrent integrated brand & partnership content programs, building KPI dashboard for performance

• Facilitated and led site (UX & UI) for home and keypages, formulating POV, GTM, unified narrative with SEO, best practice built-ins

• Responsible for creation of storytelling (internal/corp & external) with A/B testing to delivering value prop, differentiators & RTB

• Owned end to end 3rd party platform and API integration, consistently pivoting for optimization and id’ing new platforms for scale

• With lens of human centricity & dynamic channel neutrality, recommend planning based on funnel location & segmentation analysis

• Synthesized and identified key learnings of data, performance for share out, formulating hypotheses to test, insights to draw

• Wrote, interrogated creative briefs, collaborating cross-functionally and with partner, identifying opportunities to further engage

• Managed team of 45+, shepherding brainstorm workshops to push thinking and foster innovation in a matrixed environment EXECUTIVE DIRECTOR, BRAND & CONTENT MARKETING FLONT, New York, NY 8/2016-3/2020

• Developed and executed comprehensive brand content and marketing strategies with data analysis built-ins for optimization

• Cultivated and partnered with brands, designers to roll out content, campaign (paid, social), activating and analyzing ROI

• Orchestrated, executed integrated social comms & editorial calendar, campaigns, activations, toolkits to support needs

• Drove company-level growth planning of holistic 360 departmental view, collaborating with teams to develop tech stack/systems

• Led team in ideation, creation of multi-channel marketing content and assets establishing KPI goals, driving impact, efficacy

• Utilized consumer insights to design/implement brand strategies, positioning, messaging, hierarchy to build brand awareness

• Sourced, hired and managed external web dev teams working alongside to design wireframes, UX writing, UI design/pathways

• Researched, analyzed, negotiated new B2B, B2C emerging trends and opportunities, attend and represent at industry events

• Collaborated with product dev and tech, launching over 100+ designers and 30+ partnerships, ensuring brand consistency

• Ideated and executed impactful branding assets, programming and collateral for events, pop-ups, campaigns, B2B assets BUSINESS DEVELOPMENT & PARTNERSHIP STRATEGIST CBIZ MHM, The Fashion Group 9/2013- 7/2016

• Negotiated exclusive strategic partnership with the CFDA and The International Woolmark Competition, Company

• Researched and identified prospects, creating pipeline, increasing client base by 200% and broadening service offerings

• Advised and communicated best financial & operational practices (hirees, flash reports, projections, balance sheet)

• Created and developed events, copy for marketing assets and wrote RFPs, SOQs, partnership agreements

• Client representative and main advisor, ensuring projects expedited efficiently & aligned to overall objectives

• Developed, monitored and communicated KPI metrics associated with development and marketing efforts FOUNDER Bagologie.com 2013-2018

US DIRECTOR GEDI Gruppo Editoriale, Milan 2006- 2013 DIRECTOR Harper’s Bazaar Hearst Corporation 1999 – 2005 SENIOR BOOKINGS EDITOR Cosmopolitan

BOOKINGS EDITOR O, The Oprah Magazine

ASSISTANT BOOKINGS & STYLE EDITOR Harper’s Bazaar BOARD MEMBER American Dog Society 2023- Current

EDUCATION

MS Business Design & Innovation, Carthage College BBA, U of Wisconsin-Madison l MBA Exec, Columbia Business School PLATFORM INTELLIGENCE & CERTIFICATIONS

A/B Testing: Optimizely, ContentStack, Adobe Target Analytics: Google, MetaBase, SQL (basic queries only), Tableau, Excel Creative & Presentations: Adobe Suite, Keynote, Powerpoint CRM/DAM/CMS/ESP: Hubspot, Salesforce, ZenDesk, Zeta, AEM, Adobe Target, Atlassian, Oracle, Brightspot Project Management: Asana, CoSchedule, JIRA, Monday,Trello, Slack Marketing & E-Com: Hubspot, Shopify Plus, Magento, Wordpress, Co-Schedule, Combin, Sendgrid Payment: Foursquare, Paypal, Stripe, Klavyio

SDK: Twilio, Pivio, EnableX

Web Platforms: Shopify, Magento, WooCommerce

Wireframe: Sketch, Figma

Certifications: CAPM, Sigma Six, LUMAncing our knowledge, discipline, and long-term roadmap for delivering world-class Enterprise marketing p

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