Marketing
Digital shelf strategy with Kimberly-Clark
Challenge: During our extended engagement with Kimberly-Clark, we were asked to update full product page content in the month leading up to the holiday season for a tight turnaround.
Task: In this seasonal engagement, my task was updating digital shelf pages across six brands in the baby and child care, family care, and adult care markets.
Solutions:
Content Calendar: Due to the tight timeline I created a content calendar to ensure all content was drafted, reviewed, and published on time.
Copywriting Systems: A heavy lift requires a system for making content updates, including keeping an organized filing systems with consistent naming conventions to appropriately update matching page sets, and noting content patterns where copy can be reused.
Outcomes: By the end of the holiday season, I wrote copy and guided design decisions across 20+ UPCs, publishing all pages before the new fiscal year.
Challenge: Engage with women in the e-sports space.
Task: I explored how women engage with the gaming landscape and researched methods competitors use to target this audience to present a summary of findings to key stakeholders.
Solutions:
Synthesize Research Findings: Develop insights about patterns in how women interact with games, gaming platforms, and mobile gaming via secondary sources, including Statista and NNG.
Present Business Opportunities: Summarize findings and insights to make actionable recommendations around business opportunities to engage gaming audiences to present to key Unilever stakeholders.
Outcomes: Through existing studies, I found that few developers seek to reach the female gamer demographic and that statistically, women engage with games using different platforms than their male counterparts.
Based on these findings, insights suggest that mobile gaming and gamer streaming services like Twitch present solid plays to access the female demographic in esports based on their preferences and behaviors.
Information architecture refresh with Novolex
Challenge: At the beginning of the global pandemic that rocked economies worldwide, Novolex faced a unique opportunity: meeting an increased demand for consumer paper and plastic goods.
Task: Challenged with streamlining legacy site content to guide four key user groups, my goals included conducting a full site audit, assessing user needs, and reframing the information architecture to ease each group’s journey through the site.
Solutions:
Updating main navigation bar to prioritize sales
Building a carousel to highlight in-demand product features
Incorporating need-state-driven asset tagging that helps shoppers find relevant sales collateral in lieu of tackling a long-term, intensive, and expensive e-commerce strategy.
Outcomes: The redesigned parent company site serves as a template for updating newly-acquired and future brands. While tagging within PDFs is not an optimal e-commerce experience, it offers a place to start before investing in a full digital commerce experience or product page strategy.
360° e-commerce experiences with Conagra
Challenge:
Task: Over the course of a year working with Conagra’s e-commerce team, I delved into consumer trends across 11 iconic brands, informing the digital shelf strategy and maintaining consistent identities within each brand’s e-tail ecosystem.
Solutions:
Creative Briefs: My creative briefs went above and beyond to showcase each brand’s unique personality, helping visual designers and copywriters understand the brand standards, voice, target customer demographics, and motivations.
Strategic Opportunities Decks: Alongside content strategy for owned brands, I also analyzed competitors, gaps, and opportunities to target market trends and keep Conagra brands on top of the game.
Outcomes: In addition to maintaining brand standards across Amazon Vendor Central and Webcollage platforms, I kept key stakeholders up to speed with the latest opportunities in voice commerce.
