Jennifer Lee
Verified Expert in Marketing
Digital Marketing Expert
Dallas, TX, United States
Toptal member since August 12, 2022
Jennifer is a content strategist with over 15 years of writing experience. Her work bridges the gap between strategy and execution, with projects ranging from audits and roadmaps to content design, UX writing, and SEO. A creative ideator with the ability to explain complex concepts in simple ways, Jennifer creates unparalleled content to drive more relevant experiences.
Project Highlights
Education Highlights
Certification Highlights
Expertise
- Content Design
- Content Marketing
- Content Strategy
- Copywriting
- Pitch Decks
- Search Engine Optimization (SEO)
- UX Writing
- User Experience (UX)
Work Experience
Content Design Manager
Accenture
- Assisted my clients in achieving experience transformation through the power of optimized content.
- Designed easy-to-digest content experiences across digital touchpoints.
- Developed well-structured content taxonomy and hierarchy following client and project needs.
- Managed content delivery workflows by deploying Agile ways of working.
- Created actionable roadmaps, playbooks, and guides to scale content operations.
- Synthesized insights by conducting audits, research, and user/stakeholder interviews.
Senior Content Strategist
Publicis Sapient
- Assisted clients in applying best content practices to drive digital transformation.
- Kickstarted an insurance company's regional efforts to revamp its website, managing the critical content production process for Hong Kong.
- Advised on intuitive content design based on stakeholder feedback and technological capabilities.
- Managed content production and maintained an inventory of digital content, including assets, taxonomy, and metadata recommendations.
- Wrote and edited content, establishing editorial standards on accuracy and quality.
Content Marketer
8fit
- Developed and managed content aimed at driving user acquisition and paid subscriptions.
- Optimized content, including headlines, images, animated GIFs, and topics, to improve a click-through rate and return on investment (ROI).
- Iterated a landing page user flow and content hierarchy to boost performance.
- Wrote user-focused articles on trending fitness topics for different personas.
- Conceptualized creative ideas for social media A/B testing.
- Managed result-driven campaigns on Outbrain and Taboola.
Content Strategist
Quadmark
- Created content and enablement solutions designed with a functional and emotional user experience in mind to drive better business outcomes.
- Developed an onboarding app for an international logistics company while project-managing a team of collaborators and stakeholders and the creation process.
- Consulted on digital transformation, UX, customer journeys, omnichannel sales management, and instructional design.
- Conducted user and stakeholder research and built wireframes and prototypes.
- Wrote copy for all points of in-app content interaction, including titles, buttons, tooltips, and FAQs.
- Supported content localization across different sales markets.
Digital Copywriter
Ogilvy
- Wrote for digital interfaces, such as websites, mobile applications, interactive games, email marketing campaigns, social media posts, and web banners.
- Crafted persuasive content about clients' products, programs, and services.
- Served clients such as IBM, American Express, Yahoo, Intercontinental Hotel Group, and SGX.
Copywriter
Formul8
- Crafted creative copy and slogans to persuade and influence by exploring the client's core message and target audience.
- Helped businesses communicate their message over print and digital media.
- Served clients such as Heineken, StarHub, Great Eastern, the Economic Development Board of Singapore, and Dubai Racing Club.
Writer | Stylist
Viscion Media Group
- Created content for a range of lifestyle magazines.
- Developed copy for a variety of article formats, including how-tos, interviews, and reviews.
- Coordinated and styled fashion and beauty photoshoots.
Project History
Content Marketing and Native Advertising for a Fitness App
Drove substantial growth in new user acquisition for 8fit, a Berlin-based fitness app, by implementing targeted paid content marketing, native advertising strategies, and conversion-focused landing pages.
ROLE
Content marketer
KEY RESPONSIBILITIES
• Creating “clickable” ads and timely articles on trending topics.
• Optimizing content to improve a click-through rate, copy clarity, and emotional impact.
• Analyzing a landing page user flow and content hierarchy.
• Experimenting with new content formats, such as videos and quizzes.
• Managing result-driven campaigns on Outbrain and Taboola.
• Monitoring cost per click, cost per acquisition, and ROI.
Creative Campaign for a Fitness App
Leveraged anti-aging benefits as a unique selling proposition, increasing signups from women over 40 for the app.
8fit is a health and fitness app that offers customized workout and meal plans.
ROLE
Content marketer
KEY RESPONSIBILITIES
• Researching and profiling target audiences and user personas.
• Collaborating with product owners to reinforce brand benefits and key messages.
• Conceptualizing new creative ideas for A/B testing on social media.
• Developing content for Facebook advertising, Instagram, and Pinterest.
Content Revamp for an Aquaculture Platform
http://www.shrimpl.comSpearheaded the overhaul of content for Shrimpl, an aquaculture AI platform, streamlining complex business concepts with clarity and empathy to enhance user understanding and engagement.
ROLE
Content strategist and UX writer
KEY RESPONSIBILITIES
• Simplifying intricate business concepts with clarity and empathy, catering to a broad audience.
• Wearing multiple hats by completing the writing and designing the website’s information architecture and user flow.
• Defining the website user experience.
Content Design for an Insurance Company
Initiated a regional website redesign for Prudential Asia, running content production management specifically for Hong Kong to streamline critical processes and enhance online presence.
ROLE
Content strategist and writer
KEY RESPONSIBILITIES
• Contributing to the development of taxonomies and metadata recommendations.
• Managing digital platform content production, migration, and inventory.
• Advising on content design based on stakeholder feedback and technological capabilities.
• Writing and editing content.
• Maintaining editorial standards on accuracy and quality.
Content Design for a Government Services Portal
https://www.cpf.gov.sg/memberRevamped a government services portal into a mobile-first platform, enhancing user experience and facilitating easier transactions, ultimately empowering users to make informed decisions.
ROLE
Content manager
KEY RESPONSIBILITIES
• Converting unstructured, overwhelming information into concise taxonomy, chunks, and blocks.
• Developing a roadmap, templates, and tools to kickstart content production.
• Leading a team of writers and illustrators to generate content.
• Establishing guidelines to house best practices in content design, SEO, and editorial standards.
Training Workshop for North Korean Entrepreneurs
http://www.chosonexchange.orgEmpowered North Korean entrepreneurs by imparting fundamental skills in product storytelling through a comprehensive workshop series conducted in collaboration with Choson Exchange.
ROLE
Workshop leader
KEY RESPONSIBILITIES
• Designing simplified curriculum and teaching materials to suit the learning audience.
• Building accessible learning frameworks and toolkits for ease of implementation.
• Facilitating a workshop session.
• Engaging with participants during breakout groups.
Education
Bachelor of Arts Degree in Mass Communication
Curtin University of Technology - Perth, Australia
Certifications
Designing Digital Experiences For Humans: User Experience Lab
Hyper Island
The Strategy of Content Marketing
Coursera
Search Engine Fundamentals
Coursera
Viral Marketing and How to Craft Contagious Content
Coursera
Skills
Core
Copywriting, Content Creation, Content Marketing, Content, Branding, Digital Marketing, Writing & Editing, Landing Pages, Creative Advertising, Advertising Campaigns, Content Marketing Strategy, Social Media Content, Marketing, SEO Content, Agile, Search Engine Optimization (SEO), Social Media, Conversion Rate Optimization (CRO), Social Media Marketing (SMM), Content Strategy, Brand Strategy, Article Rewriting
Business Models
B2B, B2C
Platforms & Tools
Taboola, Adobe Experience Manager (AEM), Google Workspace
Other
Advertising, Content Writing, Websites, User Experience (UX), Content Update, Content Design, Web Content, Content Research, UX Writing, Content-first Design & Development, Wireframing, Pitch Decks, Storytelling, Native Ads, Instructional Design, Training & Training Content Development, Advertising Copy, Brand Guidelines, Web App Design, Mobile App Design, User Stories, User Flows, Mobile UX, Jobs to be Done (JTBD), Customer Experience, UX Design, Organic Content Marketing, Website Audits, Content Modeling, Content Mapping, User Engagement, Outbound Marketing, Buyer Personas, Content Production, Tone of Voice, Content Audits, Stakeholder Interviews, User Personas, User Journeys, Presentations, Information Architecture (IA), Figma, Taxonomy, Outbrain, Apps, WordPress, Conversion, Marketing ROI Optimization, Workshops, User Research, Curriculum Design, Creative Briefs, Fitness, Landing Page Optimization, Mobile User Acquisition, Miro, Jira, Web UX, Semrush, Inventory, Lean, Training, Lean Canvas, Learning, Entrepreneurship, Product Branding, Thought Leadership, Startups, Brand Positioning, Microsoft, CX Strategy, Customer Training, Fashion Journalism
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