Content Strategy
Good content isn’t a collection of things to publish. It’s a system of ideas, relationships, and decisions that gives communication purpose and continuity.
I bring research, editorial thinking, and strategic architecture together to make complex information useful, connect what a brand knows with what its audience needs, and build frameworks that make communication more intentional over time.
Selected Work
JPMorgan Chase / Morgan Health
How do you turn a dense library of healthcare resources into a coherent editorial system that helps small-business leaders make sense of complex decisions?
From one-off promotion to an interconnected editorial ecosystem.
Morgan Health’s Small Business Health Care Hub contained substantial information, but its social communication needed more than a series of links back to existing resources. The proposed approach reorganized that material into thematic, episodic storytelling designed around the questions small-business leaders actually face.
THE EDITORIAL ENGINEThe underlying methodology works at three levels: thematic continuity, episodic storytelling, and atomic ideas extracted from source material. Rather than dividing a long article into arbitrary excerpts, it finds distinct questions worth answering.
Choosing coverage for the first time.
Reviewing and improving existing coverage.
Reconsidering benefits as the business expands.
The system connects questions about real costs, quality of coverage, provider access, employee needs, alternative funding models, and benefits as business strategy. Each territory creates multiple angles without losing the larger conversation.
The same subject can serve different people, at different moments, for different reasons.
Health Care, Translated
Make technical terminology understandable and useful.
The Tradeoff
Explore competing priorities such as choice, cost, flexibility, and risk.
Your Plan Is Talking
Read signals in enrollment, claims, utilization, and feedback.
The Signal
Connect a single data point to a possible meaning and a next question.
Small Business, Big Decision
Tell human stories about complicated benefits decisions.
What Would You Do?
Use scenarios, questions, and follow-up explainers.
The matrix translates existing source assets into actionable editorial decisions. Each row connects the idea, its audience, the purpose of the communication, a possible execution, and a relevant next step.
| Source asset | Atomic idea | Editorial territory | Audience state | Function | Possible execution | CTA |
|---|---|---|---|---|---|---|
| 5 Steps to Choosing Health Insurance | Start with the business goal, not the insurance product | Benefits as Business Strategy | Starting | Reframe | Before you shop for insurance, answer this question | Explore the five steps |
| Assess Your Current Plan | Enrollment trends reveal information | Your Plan Is Data | Optimizing | Diagnose | What declining enrollment might tell you | Assess your plan |
| Managing Costs | Employees need to understand benefits to use them | Human Side | Optimizing | Reframe | Offering a benefit ≠ employees being able to use it | Cost strategies |
Selected examples adapted from the working first-draft matrix; shown as proposed editorial directions, not published outcomes.
ONE SOURCE, MULTIPLE USEFUL STORIESYour health plan is giving you signals. Are you reading them?
An existing assessment resource becomes a connected series: enrollment rates, employee surveys, care utilization, cost context, and changing workforce needs. The editorial system makes the source material more useful without inventing new facts.
Subway
How do you keep a familiar, playful brand voice recognizable across everyday social content, cultural moments, and live experiences?
One voice. Many ways into the conversation.
Working with the ICUC teams, I developed ongoing social content for Subway, spanning evergreen moments, promotional campaigns, event communications, and customer engagement. The work adapted the brand’s fun, friendly personality to different occasions without treating every post as the same assignment.
CookieWay, New York: pre-event invitations, on-site messaging, and post-event engagement for a cookie-focused pop-up at 91 Allen Street.
Roast Beef Reflections: a humorous campaign concept to spotlight the Roast Beef sub.
Meat Cutes: multi-frame, romance-inspired social stories built around unexpected sandwich discoveries.
The Player Coach. The Fairy Sub Mother. The Sommelier.
A proposed persona-led campaign translated distinct facets of Subway’s voice into repeatable social characters, each offering a different way to rescue a boring lunch. The concept extended into social takeovers, tips, memes, a “sad lunch” generator, and short-form video ideas.
Additional work included content for Black Friday, holidays, a Tom Brady-associated net-one-carb bread campaign, and responsive community communication during a social-platform outage. Concepts and examples are presented as work developed, not as a claim that every proposal was produced.
Pandora
How can a jewelry brand turn the daily noise of social media into useful competitive intelligence?
Make the competitive landscape legible.
Working with ICUC, I analyzed competitor activity and social trends to help Pandora understand its position in a fast-moving category. This was research and data narration: identifying what competing brands were doing and organizing the observations into material the team could use.
COMPETITIVE SETDaily analysis spanned social activity from Kendra Scott, Tiffany & Co., Mejuri, BaubleBar, and Kay Jewelers. The work examined the category across channels rather than isolating a single campaign or post.
CONTENT STRATEGY CONTRIBUTIONThe value was in interpretation: connecting recurring competitive behaviors, emerging social trends, and brand context so the findings could inform editorial choices. This entry reflects the documented competitive-analysis work; it does not claim ownership of Pandora’s published content or a measured performance lift.
The Cheesecake Factory
How can one recognizable brand personality behave appropriately across four very different social environments?
Consistency is not sameness.
I analyzed The Cheesecake Factory’s social presence, public conversation, and opportunities for stronger brand consistency. The recommendations treated each platform as a distinct social setting, with its own audience expectations, response behavior, and opportunities for personality.
PLATFORM-BY-PLATFORM FRAMEWORKTwitter / X: quick, witty conversation and playful warmth, especially when addressing negative comments. Facebook: a calmer, empathetic, action-oriented approach to service issues, with humor used selectively. TikTok: an opportunity for a more expressive, trend-responsive personality and video replies. Instagram: a more curated celebration of food, people, and behind-the-scenes moments, paired with personal, attentive responses.
FROM ANALYSIS TO ACTIONThe audit proposed response-toolkit ideas, missed-opportunity examples, platform-appropriate voice guidance, and ways to turn audience comments into engagement rather than generic replies. These were strategic recommendations; the supplied portfolio does not establish that all were adopted.
Chef Suite
How can a brand’s positioning become practical guidance for the stories, language, and experiences it creates?
They deliver the delicious. Chef Suite delivers the support.
The positioning and messaging work established Chef Suite as a partner to restaurateurs: providing resources, structure, and guidance so chefs could focus on cooking and building their businesses. For Content Strategy, the important question was how that promise would shape communication across touchpoints.
AN ARCHETYPE-LED CONTENT FRAMEWORKThe documented approach paired the Caretaker (thorough, thoughtful support) with the Sage (expertise and practical guidance) as a foundation for website communication. The Jester and the EveryPerson added accessible warmth and occasional levity without weakening credibility.
TRANSLATING POSITIONING INTO EXPERIENCEThe strategy explicitly considered how voice could carry through the website, including small moments of helpful personality such as error-page messaging. This is the content-system angle of Chef Suite; its naming, positioning, and core brand voice are covered separately on the Strategy & Messaging page.
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