How I Work With Clients
Understand business goals & brand objectives
Listen to stakeholders about today’s reality & tomorrow’s dream
Audit & analyze current content & other relevant information
Create personas of target audiences
Envision the future & pave the road to it with Content Strategy
Discover content gaps for what’s needed to get to future-state
Define successful future-state content across media types
Develop content fulfillment strategy and tactics
My Work Takes Many Forms Including:
- Omnichannel content strategy
- Digital ecosystems strategy
- Mobile content strategy for apps & web
- Social conversation calendars
- Content audit, content analysis, content matrix
- Gap analysis, competitive analysis, personas
- Tactical roadmaps for phased projects
- Editorial creative direction & concepting
Work
Spectrum
Lead content strategist, editorial director & copywriter for omnichannel digital marketing communications. (2018-2019)
Boston Consulting Group (BCG)
Lead digital content strategist & copywriter for marketing content creation across U.S. and European divisions. (2017–2020)
ERNST & YOUNG
Content strategist leading enterprise taxonomy project. (2015-16)
COLGATE-PALMOLIVE
Content strategist for numerous projects for U.S. and global sites. Agency partner: Y&R & Redfuse. (2013 – 15)
VISA
Lead digital content strategist for Visa global social media campaigns for Sochi Olympics 2014 & FIFA World Cup 2014. Agency partner: BBDO (2013-14)
Chevron
Content Strategist for global redesign for Chevron brands. Agency partner: Y&R & VML (2014-16)
IBM
Content Strategist for multiple projects in IBM services & solutions. Agency Partner: Havas Worldwide (2015)
PORT AUTHORITY OF NY/NJ
Content strategist for discovery phase of redesign including analyses and recommendations. Y&R & VML (2014)
DUBAI DEPARTMENT OF TOURISM & COMMERCE MARKETING
Developed content strategy for winning pitch & led content strategy for project inception. Agency partner: BBDO (2014)
EMIRATES AIRLINES
Led content strategy for Emirates Airlines, multiple projects. Agency partner: BBDO & Atmosphere Proximity (2013)
HASBRO / PLAYSKOOL
Content Strategist for Hasbro, Playskool website. Agency partner: Organic (2011-2012)
P&G / IAMS
Content Strategist for Procter & Gamble, Iams pet food website. Agency partner: Organic (2012)
THE HARTFORD INSURANCE
Content strategist for The Hartford insurance e-learning web & tablet microsites for small businesses. Agency partner: Organic (2011-12)
SPECIALIZED BICYCLES
Content Strategist for Specialized brand bicycles website & tablet custom in-store experience. Agency partner: Organic (2011)
BIRDSEYE
Created web content strategies for Birdseye minisite and full rebranded website Birdseye.com . Agency partner: TBWA\Chiat\Day (2010-11)
MICHELIN
Web content strategies for Michelin global site, multi-phased redesigns. Agency partner: TBWA\Chiat\Day (2010-11)
NOVARTIS
Content strategy for multichannel marketing project. Agency partner: Ogilvy Healthworld (2010)
L'OREAL GROUP
Consumer and corporate sites for L’Oreal Paris, L’Oreal Kids; Maybelline, Lancôme, partner sites with ABC, CBS, and Cannes Film Festival.
ELLIS ISLAND MUSEUM
Interactive kiosk and website for Ellis Island Museum immigration & family history programs.
Agency Partners
Susan Cohen
After an early career as a New-York based copywriter for magazines, museums, newspapers and books, I’ve worked in digital content strategy & content creation since 1994 and still ever-enchanted with all aspects of digital communications.
