Nike

Established overall content strategy for the Nike Reuse-A-Shoe program, including defining goals, messages, voice, and publishing strategies. Launched the first-ever website for the program in 2008.

Created ongoing editorial calendars and oversaw communication on the program’s website, social media outlets, newsletters, blogs, transactional messages, and event outreach campaigns.

Used site analytics data and customer service inquiry records to inform an overhaul for www.nikereuseashoe.com in 2009, resulting in:

• Designing a new drop-off location finder that reduced user frustration and resulting customer service inquiries. This quickly became the most popular page on the site
• 24 percent increase in visits from SEO
• More than double the leads received for Nike Grind, a product made from recycled shoes and promoted on the site

Led strategy, collaborated on user experience, and created UI copy for a shoe drive application and management system that allows groups to become official Nike recycling groups, which launched in early 2011.