Transforming a Product Into a Service:
Bloomberg Government Rebrand

Objective: Rebrand Bloomberg Government and redesign its website
Role: Project Leader; Head of Digital, Brand, Product and Content Marketing Strategy
Skills: Project management / Stakeholder management, Visual design (print / digital / live events), copywriting / brand voice development, market / competitive analysis
Dates: Sept. 2014 - Present | Launched Oct. 2015

About this Project: Just as Bloomberg L.P., the tech startup founded by Michael Bloomberg, now forms the backbone of the financial services industry, Bloomberg Government is designed to be the backbone of how consultants, activists, and congressional staffers influence government action. Since its launch in 2009, the company's market presence had gotten out of step with its business reality. As Bloomberg Government's head of digital, brand and content strategy, I led a team of marketers, designers and UX specialists in a yearlong visual, verbal, and digital rebranding that launched in October 2015. The brand idea of "The Future of Influence" anchors a series of provocative messages and visuals positioning Bloomberg Government as future-focused and bold. A flexible triangle motif signifies forward progress, a refined color palette differentiates the brand in the DC-market and a new tone of voice connects brand messaging across everything from web copy and campaign work to events and social media.

More Information: Bloomberg Government Brand Book

A Customer-Driven Digital Overhaul:
Redesigning BGOV.com

Objective: Redesign and relaunch about.bgov.com
Role: Team Leader; Oversaw site UX (wireframes to visual design), content and product marketing strategies
Skills: UX Design, Brand / Content Strategy, Copywriting, Project Management, HTML/CSS. 
Tools: InDesign, Photoshop, Invision (prototyping), Zeplin, WordPress Visual Composer, BugHerd, Asana, Percolate, Google Analytics
Scope: Sept. 2014 - Oct. 2015 (Launch)

About this Project: Simply put, Bloomberg Government's old website failed to tell a coherent story--it worked against, not for, us. As part of Bloomberg Government's rebrand, I led the team responsible for a full digital redesign, focused on telling our product story and elevating the user experience with role based site navigation. The redesign enabled stronger brand storytelling through a new content marketing strategy, more dynamic demand generation and a mobile optimized content experiences across all devices. 

(The slides below show the old site, wireframes and the finished product)

Using Story to Fuel Cultural Change:
Content Marketing Strategy

(Click images above to read stories)

Objective: Launch and manage new digital content home for Bloomberg Government
Role: Head of Content / Managing Editor
Skills: Newsroom Management, Content Marketing / Journalism, Headline Writing, Web Optimization, SEO, Digital / Print Design, Content Strategy & Syndication, Social Media, Email Marketing, HTML / CSS Editing
Tools: WordPress, Adobe Suite, Asana, HootSuite, Percolate, Google Analytics, Eloqua, Exact Target
Launch: Oct. 2015 - Present

About this Project: To compete in the market, companies need content that (a) speaks to a challenge, (b) positions their product as the solution to that challenge and (c) delivers value (business and personal). As Bloomberg Government's head of content strategy, I led the design and implementation of a brand publishing model that enhances our digital presence, generates thousands of new leads and helps drive millions of dollars in prospective business. My team and I source, edit, report and publish four to six new stories everyday, as well as a range of white papers and eBooks. Below are samples of Bloomberg Government print and digital content we produce--and that I oversaw as both managing editor and lead copywriter:

Brochure: The Edge of Opportunity: Government Contracting Overview
Brochure: The Future of Influence: Government Affairs Overview
eBook: The Best Managed Lobbying Firms - Q3 2015
eBook: The MAC Book: The Ultimate Guide to Multiple Award Contracts

Government Executive / The Atlantic
Profile on NIH Director Dr. Francis Collins 

About this Story: In 2013, the National Institutes of Health (NIH)--the world's largest medical research institute in the world--went through the double whammy of major budget cuts in the form of sequestration and the government shutdown. As a journalist for The Atlantic and Government Executive, I pitched an idea to cover Dr. Francis Collins, Director of the NIH (and the man credited with leading the team that first mapped the human genome) during an unprecedented time of instability for the American medical community. Over the course of six months, I interviewed Collins, various NIH institute heads, two U.S. senators and a range of scientists across the country about the uncertain future of biomedical research. What resulted was a series for The Atlantic and Government Executive offering a portrait of the dynamic leadership of Dr. Collins and a Congress that, despite bipartisan support for the NIH, couldn't stop its own dysfunction. 

(Click images below to read stories)

Special Projects Editor
Various Product Launches at Atlantic Media

As Special Projects Editor at Atlantic Media, my role spanned several publications including Government Executive, Defense One, Nextgov, National Journal and The Atlantic.

Excellence in Government
Launched Aug. 2012
In 2012, I served as founding editor of Excellence in Government, a content destination launched to help federal decision-makers exchange management best practices. The page was designed to elevate the variety of voices in the federal management community, while creating content that was useful, thought provoking and inspiring. After its launch, traffic steadily grew 10% or more m/m, increasing from a launch of 100K p/v a month to nearly 450K p/v a month in less than one year. 

Sample stories:
>The Ultimate Stimulus: Death Star Petition Requires White House Response
>Be Less Boring: The 4 Best Alternatives to PowerPoint
>The 10 Most Historic State of the Union Moments in Modern History

Defense One
Launched July 2013
In 2013, Atlantic Media launched Defense One, a digital-first, responsively designed news site targeting the defense, national security and military communities. In my role as Special Projects Editor, I was responsible for driving traffic growth during the initial two-month launch phase (traffic grew 83% m/m) as well as leading a newly formed data visualization team. 

Sample Stories:
>Area 51 Has Been Hiding U-2 Spy Planes, Not UFOs
>The F-35 Fighter Jet Program Has Precisely 719 Problems

For examples of additional works, please visit my LinkedIn page.