Work experience

brand content | business content | content platform strategy | paid social media | email newsletters | organic social media | interactive tools | longform | co-branded content

Brand content and strategy: allstatecorporation.com

I led content strategy during the creation and development of Allstate’s new ESG storytelling website (launched 2022). I partnered with UX, marketing and subject matter experts to create the site that tells Allstate’s brand story to multiple stakeholders.

Work included conducting content audits and gap analyses; developing content pillars; collaborating on site structure; contributing to the site style guide and creating a system for content creation and governance. I also wrote, edited and ran the review/approval process for most of the core pages on the site.

Business content and strategy
allstate.com claims section

In 2020, I helped overhaul 13 key pages on the claims section of allstate.com.

With UX partners, I contributed to content analysis and strategy. I also wrote and/or edited the copy as part of this multiphase redesign. The project was driven by a business initiative to encourage more customers to file claims via Allstate’s mobile app.

Content platform strategy and management:
Allstate.com resources section

I ran allstate.com’s public-facing insurance education section from 2015 to 2019. The section contains 500+ URLs that drive organic search traffic, answer consumer questions and generate insurance quotes.

Duties included content strategy; writing and editing technical content for multiple formats; creating and maintaining the editorial calendar; consulting on A/B testing; being responsible for driving traffic and business leads; content audits and SEO gap analyses; and paid/earned/owned promotion.

Paid social media:
Allstate traffic-driving campaign

I ran a $1.1M paid social media campaign for Allstate, 2018-2019. I wrote and produced 20+ ads per month with the goal of driving traffic to allstate.com.

Ads appeared on Facebook, Pinterest and Twitter with helpful tips and information related to insurance.

Email newsletter content and strategy:
Allstate customer & prospect opt-in newsletter

I started a monthly email newsletter that featured information on auto and home maintenance, as well as related insurance information. I produced the newsletter, including writing copy.

Organic social media content & strategy:
Allstate agent Hearsay campaigns

From 2017 to 2020, I wrote and/or edited 15+ posts per month for Allstate agents to use on their social media channels. I concepted and started a specific auto and home social “campaigns” in 2018, featuring regular content around key insurance topic areas that help agents educate and sell.

Interactive tool content development:
Proprietary life insurance calculator

I helped create this life insurance calculator in 2015, including writing copy, working with designers and coders and testing the formulas that went into the calculations.

Longform copy:
The Allstate Foundation Q&A

I wrote this article for allstatefoundation.org in October 2020 for Domestic Violence Awareness Month. I also wrote its accompanying organic social media posts on Facebook, LinkedIn and Twitter.

Integrated marketing campaign content:
The Allstate Foundation + DonorsChoose

In November 2020, The Allstate Foundation gave $1 million to fund teacher-requested classroom projects on donorschoose.org.

I worked with a cross-functional team that ran paid, earned and owned media to promote this partnership, which was featured on “TODAY.”

I was responsible for developing the paid and organic social media posts for Allstate’s channels. I also consulted on popsugar.com native advertising, Pop Sugar paid social ads and DonorsChoose organic social media posts.

Co-branded content:
Allstate partner program

Allstate’s digital content team partnered with relevant brands for free content exchanges on company blogs. Topics were relevant to Allstate’s business and helped partners showcase their expertise across new channels.

I worked with businesses including Quicken Loans, SurePayroll, and Microsoft to plan, produce and publish content for this initiative.