Marketing
Digital shelf strategy with Kimberly-Clark
In this seasonal engagement, my goal was updating digital shelf pages across six brands in the baby and child care, family care, and adult care markets. By the end of the holiday season, I wrote copy and guided design decision across 20+ UPCs, publishing all pages before the new fiscal year.
Challenged with discovering methods to engage with women in the e-sports space, I explored how women engage with the gaming landscape and researched methods competitors use to target this audience.
Through third-party research, 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
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.
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.
The newly-launched parent company site features an updated top navigation bar that prioritizes sales, a carousel to highlight in-demand product features, and 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.
360° e-commerce experiences with Conagra
Over the course of a year working with the client’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 eTail sphere.
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.
