• End-to-End Product & Content Strategy: Won CEO endorsement for a unified support strategy behind the 5-market European launch of Nissan Energy's Vehicle-to-Grid (V2G) product. Owned content and service blueprint across 3 global regions, aligning cross-functional stakeholders across product, engineering, and commercial teams.
• Established "GLab" Governance Function: Founded a dedicated content + experience governance unit at the Nissan CX Centre to standardise design and editorial quality; authored global voice and tone guidelines and instituted multi-market QA moderation guardrails across 5 regions.
• Search-Led Support Experience: Designed a "Guided Learning" onboarding help centre for new EV owners, surfacing EV features through structured content journeys, overhauled information architecture, and search-led strategy (~300% lift in page traffic).
• Global Content Architecture & Planning: Led multi-market content planning across 5 European countries, creating standardised content structures aligned with localised user jobs-to-be-done and regional compliance requirements.
• Data & Effectiveness Reporting: Designed standardised support content dashboards in Power BI and Google Analytics to measure deflection and content effectiveness, giving non-analyst product teams direct visibility into journey friction.
• AI & Knowledge Base Operations: Structured an enterprise RAG AI chatbot, curating the agent knowledge base and driving content quality moderation across ~350 support articles using a 12-point accuracy rubric. Designed AI auto-tagging workflows using fixed taxonomy schemas to accelerate publishing.

• Established Global Governance & Copywriting Standards: Authored Nissan's first global copywriting and content design guidelines adopted worldwide; defining voice, tone, and content standards.
• Scaled Digital Support Content: Directed content strategy and UX for "Nissan@Home", converting physical dealer support into global digital help ecosystems; drove a 23% call deflection rate while maintaining operational continuity through and post-pandemic.
• High-Impact Support & Cost Savings: Briefed and designed interactive iPad-based sales and support tool deployed across dealership network, reducing annual UK print expenses by ~£130,000.

• Global Content Production & Agile Timelines: Directed content deliverables, sprint schedules, and localisation workflows across in-house creative teams, external agency partners, and international field offices.
• Built Data-Informed User Personas & Content Plans: Conducted ~300 user interviews to synthesise 6 global supporter personas, reshaping org-wide content strategy and tailoring support materials for varying digital literacy levels.
• Increased Regular Giving 15% with Feature Design: Designed and launched interactive donation impact calculator (increasing single giving by 12% and regular giving by 15%).
• Global Governance & Quality Moderation: Co-led an international digital enablement program, training 250+ global staff on CMS publishing standards, content design guidelines, and quality moderation to streamline decentralised publishing.

• Editorial Governance & Quality Moderation: Defined editorial standards and content governance for safeguarding-sensitive patient and family support ecosystems (gosh.nhs.uk), ensuring clinical accuracy and compliance.
• CMS Migration & Information Architecture: Spearheaded taxonomy and IA redesign for ~300 pages during a complete CMS migration to Drupal, while managing two staff editors. Redesigned the online donation platform, driving a +12% increase in online giving.

• Freelance Operational Experience Design (Alongside MA): Freelanced in operational experience design, kitchen workflows and digital operational systems for a 420-cover restaurant. Built custom ingredient demand-forecasting tools in Claude Code utilizing Model Context Protocol (MCP) to integrate reservation and inventory data, cutting food waste and automating ingredient purchasing workflows.
• Sports Reporter, Associated Press (2011–2012): Delivered fast-turnaround news and match reporting under tight editorial deadlines.

Certified SAFe® Agilist  ·  Certified Scrum Master  ·  Data & Insights for Business Decisions, Multiverse  ·  UX Design Circuit, General Assembly

Help Centre & Agent Knowledge Base Strategy, AI Content Moderation & QA, Editorial Governance, Taxonomy & Information Architecture, Localisation Workflows, Omnichannel Experience Design.

Support Effectiveness Metrics, Journey Analytics, Call Deflection, A/B Testing, User Research, Power BI, Google Analytics, Adobe Analytics, Dovetail, Marvin.

RAG Knowledge Curation, AI Publishing Pipelines, Claude Code, Model Context Protocol (MCP), HTML/CSS, Drupal, Adobe Experience Manager (AEM), Figma, Miro.