One of the nation’s largest quick-service restaurant brands needed flexible, high-trust communications support across internal, operational, and crisis channels. Over the course of several years, my role expanded from agency copywriter to embedded communications partner—offering editorial oversight, documentation systems, and content distribution expertise across the business.

Project Arc:

I initially supported the brand through an agency relationship—editing newsletters and crisis communications, and offering internal messaging support during off-hours.

After the agency’s contract ended, the client brought me back directly. From there, I transitioned into a long-term consulting role, helping shape content operations and editorial process for a multi-location, 24/6 enterprise.

My Role Included:

• Editing and distributing high-priority executive comms, crisis response, and operational updates

• Managing CMS content across internal platforms, including homepage messaging and the brand’s largest internal newsletter

• Leading a full platform migration to Airship, including HTML template revision, documentation, and team-wide training

• Maintaining and expanding the company’s internal style guide based on stakeholder feedback

• Collaborating with comms leadership to define editorial process improvements and documentation workflows

Why It Mattered:

This work helped transform fragmented messaging into a scalable communications ecosystem—improving clarity, speed, and consistency across key internal channels. My partnership with the client is ongoing, and continues to evolve as we explore new systems, tools, and strategies for connecting with frontline teams.

From Audit to Identity: Building Meaning Into Organisational Content Strategy

Objective: Conduct a full audit of the QSR’s internal video content library hosted on Brightcove, using a defined set of filters to determine which videos were to remain live and which were to be archived.

Asks:

• Initial focus on content published more than two years ago

• Create a tagging system to define videos as evergreen vs. non-evergreen

• Identify the business area/topic of each video

• Provide a recommendation for what stays and what goes within a six-month time frame

• Use current tooling (Brightcove, Optimizely CMS, Excel, Power Automate); minimal appetite for platform expansion

• Original expectation was likely manual review of content (i.e., watching videos, taking notes)

• Be sensitive to change-management considerations and stakeholder resistance to content archiving

Thought Process

From the start, I wanted to approach this project through a lens that went beyond simple task execution. I realised this wasn’t just about what to keep—it was about why we keep it. That led me to ask:

What does this content still represent?

Does it reflect who the brand was—or who it still is?

Could we create a framework that doesn’t just tag content, but tells a story?

I started to see this as an opportunity to treat the audit as a moment of brand recognition, not just record-keeping.

My Approach

Rather than forcefully retire content by age or performance, I chose to explore strategic identity alignment, integrating the brand’s internal voice with the way it shows up—and evolves—in public-facing work.

My philosophy is that when we hold our own history, we recognise versions of our identity into being, showing us what is still possible, and fostering meaningful moments of self-recognition. To honor this process while orienting stakeholders toward their goal of meaningful content curation I created a tagging and evaluation framework that:

Anchored each asset to a specific phase of the company’s evolution

Supported change management and stakeholder buy-in

Provided a repeatable model for future content strategy, rooted in brand self-recognition

My Process

1. Anchoring Content to Strategic Milestones

Instead of filtering solely by age or view count, I began mapping videos against key moments in the company’s identity—brand refreshes, leadership messaging shifts, operational rollouts, etc.

2. Building a Tagging Framework for Recognition

Tagging videos not only by technical filters (publish date, engagement, business area), but also by identity phase—what strategic moment they emerged from.

3. Using Automation to Support Insight, Not Replace It

Leaning into Excel + Power Automate for automation, with potential future use of 3Play and transcript scraping to enrich metadata without watching every video.

4. Supporting Change Management

By contextualising each video, we reduce emotional friction in the archive process and empower stakeholders to see our recommendations as strategic alignment, not content loss.

5. Setting the Foundation for Future Reusability

Establishing a repeatable, scalable tagging and evaluation framework that can adapt with the brand over time.

Why it Mattered

This project became a case study in recognition-based content strategy—turning a static audit into a brand timeline, and a checklist into a living framework for long-term clarity.

Translated business identity into a content tagging system

Embedded change management directly into the audit process

Shifted the frame from “What’s outdated?” to “What still reflects who we are?”

Built a scalable model that can evolve as strategy shifts

Advocated for brand-aligned decision-making without adding platform overhead

This work sits at the intersection of information architecture, brand memory, and system design. It clarified the kind of work I want more of—systems that hold identity, strategy, and meaning at once.

A leading professional organisation for healthcare executives set out to strengthen brand authority, boost new memberships, and increase the number of credential-holding members and fellows. I led the development of a Campaign Engagement Playbook to align internal teams, activate content owners, and position the credential as a valuable, recognisable marker of professional excellence.

Project Overview:

The client needed a campaign framework that could unify brand goals, content strategy, and audience engagement across internal departments, agency partners, and external stakeholders. My role was to build that framework—and make it usable.

What I Did:

Created a custom Campaign Engagement Playbook to align stakeholders, channels, and creative assets

Developed a flexible message-mapping framework connecting brand positioning, credential messaging, audience segments, and performance insights

Conducted audience research + persona development to define key segments and map problem-solution narratives

Led content strategy + creative asset planning, including channel guidance, editorial calendar samples, and a content governance model

Collaborated on a data-informed impact model to help internal teams interpret and act on proprietary performance metrics

Why It Mattered:

The campaign generated 2,359 new credentials in 2023—roughly 26% of all credentials held that year. By 2024, 22.5% of members and fellows had earned the credential. The Playbook continues to serve as a cross-functional reference for teams executing brand-aligned messaging across multiple initiatives.

A major parts distributor and parent brand of multiple business lines was launching a new internal platform to unify communication and streamline access across teams. I was brought in to develop the messaging strategy and script the launch video for the new intranet.

What I Did:

Built hub-and-spoke messaging for cross-brand comms alignment

Scripted the intranet launch video, anchoring key platform features in team member perspective

Crafted copy for internal channels to support the rollout and build early engagement

Video Excerpt:

“Everything you need on a mobile-friendly platform that moves with you—while you keep the world moving.”

Why It Mattered:

By grounding the rollout in story rather than specs, the message helped connect individual contributors to a shared resource—without erasing the unique brand identities they worked within. The platform launched with strong early engagement, and the video continues to serve as the brand’s internal messaging centerpiece.

While working with a mid-sized internal communications agency, I collaborated with the department director to help define and position a new internal discipline: digital employee experience.

What I Did:

Co-authored the agency’s Digital EX Capabilities Deck for client and internal use

Developed messaging strategy to define the offering and articulate its business value

Shaped practice-level positioning to support stakeholder buy-in and new client acquisition

Why It Mattered:

The resulting deck became a foundational asset—used in internal alignment, client pitches, and thought leadership. The work helped establish the agency’s voice and POV in a rapidly growing service area.