Nicola is a content strategist, content designer, and UX writer focused on beautiful, usable digital experiences. She's an expert in both front-end and back-end content. She has managed teams and held senior roles in top global companies including Facebook, Microsoft, HSBC, and Barclays. As a designer, Nicola delivers simple, clear, and human interface copy. As a strategist, she helps brands to maximize the value of their content as a business asset.
Participated in the design of Facebook's Privacy Checkup product. Mark Zuckerberg announced the launch on Data Privacy Day and the product has now been rolled out to 2 billion users globally.
Co-led the redesign of Facebook's Security Checkup product. The new experience is available on more devices and offers the user a better understanding of their security settings.
Led a team of content strategists dedicated to minimizing bad experiences on Facebook through good design. Partnered with team leads across data science, product design, UX research, engineering, and product management to keep users safe on Facebook.
Spearheaded the creation of a tone framework for integrity experiences. The framework offers designers and non-designers alike guidance on the appropriate UI tone to apply in specific contexts.
Technologies: Voice, Quip, Sketch
Global Head of Content Planning (Contract)
2018 - 2019
Co-led an initiative to help a communications organization modernize its content operations. Helped to organize a series of cross-team workshops to co-create a new org vision and execution plan.
Conducted a detailed business analysis to identify internal pain points and opportunities. Methods included mapping content roles, workflows, systems, and processes.
Delivered an inventory and audit of historic editorial articles that included performance analytics and a topic taxonomy. The data helps to inform ongoing editorial planning decisions and the inventory is a tool for content governance.
Co-created and managed a content planning workflow, including editorial meetings, calendars, and request systems.
Co-chaired an employee resource group that promotes the benefits of flexible working practices.
Technologies: Content Management Systems (CMS), SharePoint, Omniture, Confluence, Trello
VP | Head of Digital Content Strategy
2014 - 2017
Led the bank's first dedicated digital content strategy team. Developed senior content professionals into strategists skilled at using content to meet business and user goals.
Co-led agile workstream to improve the discovery of Barclays online banking services. By applying user-centered design techniques to help and SEO content, we increased engagement by up to 50%.
Delivered website accessibility content strategy. Led cross-team discovery phase to understand the needs of customers with physical and mental impairments, and delivered new language guidelines and accessible content recommendations.
Delivered documented content strategies for many website redesigns, including wealth banking and business banking. Each strategy was informed by a comprehensive discovery phase, typically combining quant and qual content and UX research.
Drove the first large-scale audit of Barclays digital content, including web pages, videos, and email. Assets were optimized and streamlined by as much as 60%, improving internal efficiencies and external customer experience.
Acted as product owner on the program to migrate 20+ websites to the Adobe Experience Manager (AEM) CMS. Worked within an agile team to create requirements, user stories, and the product roadmap.
Led the Connected Future Content strategy for reusable micro-content structures. Drove the creation of a semantic content model for websites and collaborated with UI designers to align the model to the new design language.
Drove the design of the Barclays product taxonomy and controlled vocabulary. Helped to set up the first governance committee to measure and maintain the taxonomy on an ongoing basis.
Digital Delivery Manager/Web Content and Publishing Manager
2009 - 2012
Led the redesign of mortgages content on Barclays.co.uk, shifting focus from product rates to user needs. Partnered on the design of the site's first mortgage calculator that subsequently became the website’s biggest income generator.
Devised and launched a video campaign to promote the Barclays mobile banking app. Generated the highest ever user engagement on Facebook for a Barclays video at that time and drove almost 9,000 pre-registrations within a few weeks of launch.
Developed a digital video strategy, including social sharing strategy, voice and tone guide, and archive player design.
Managed the delivery of a series of promotional and instructional videos for online banking.
Collaborated on the build of Barclays.co.uk on the Fatwire CMS.
Managed the planning, delivery, and build of multiple large-scale content projects and campaigns across Barclays.co.uk, mobile banking, and online banking.
Technologies: Content Management Systems (CMS), Omniture, Adobe Illustrator, Adobe Photoshop
Bing UK Homepage Editor/MSN UK Shopping Manager
2008 - 2009
Collaborated on the global launch of the Bing search engine. Owned the planning of daily content and photography for the UK homepage.
Created engaging and commercially successful daily content for MSN's shopping channel, including blogs, articles, interviews, videos, quizzes, and graphics.
Devised a selection of eCommerce content templates that drove click-through rates as high as 80%. Templates were subsequently introduced to the French and German markets with success.
Collaborated with European markets, merchant suppliers, and channel editors to devise and deliver audience engagement and revenue-generation strategies.
Technologies: Voice, SharePoint, Adobe Photoshop
Digital Account Manager
2007 - 2008
Managed an SEO link-building campaign for a well-known gambling brand. The company achieved top ranking for their chosen search terms within six months, resulting in significantly increased revenue.
Managed search engine marketing campaigns and landing pages for a range of financial brands.
Delivered a multi-language digital ad campaign for Veet in six European markets.
Technologies: Advertising, Microsoft, Facebook Ads, Google AdWords
2005 - 2006
Helped to launch M&Co's first eCommerce site that has since become the company’s highest-grossing store in the UK. Collaborated on the design and build of the site, and the integration with customer service operations.
Edited an online magazine for pre-teen girls. Created daily lifestyle content and organized fashion photoshoots.
Collaborated with fashion buyers to plan content in line with seasonal campaigns.
Technologies: HTML, Adobe Photoshop, Content Management Systems (CMS)