THE WORK
The brief, the work & what changed.
A closer look at projects I’ve led or contributed to.
ATB Ventures
Thinkific
TELUS Digital
H&R Block Canada
Strategy
B2B & B2C
Ontologies & patterns
Marketing & growth
Information architecture
WORKING WITH AI
PROMPT DESIGN
AI EVALUATION
THINKIFIC · THINKER, A LEARNER-FACING AI BOT
Teaching an AI bot what “good” sounds like
Thinker was Thinkific’s first AI bot built for learners: the people taking courses, not the creators selling them. A bot like that talks to thousands of people you’ll never meet, so “pretty good” isn’t good enough.
I wrote the prompts that shape how it responds and how it reasons. Then, because you can’t improve what you can’t measure, I built the rubric we used to grade it. It started with three criteria: clarity, consistency and usefulness. It grew to more than ten, adding accuracy, tone, empathy, sensitivity and more, each with four scoring levels and its own evaluator prompt. I also co-built the golden dataset of model answers we tested it against.
That turned quality from a gut feeling into something the team could see, discuss and improve.
50→63%
of conversations graded “Good,”
over one quarter
10+
evaluation criteria, up from 3
4
scoring levels for every criterion
CAMPAIGN STRATEGY
THOUGHT LEADERSHIP
B2B MARKETING
ATB VENTURES · OLIU DIGITAL IDENTITY
Helping a new digital identity platform find its buyers
Oliu sold identity verification to governments, insurers and enterprises, so every piece had to make a technical product feel trustworthy and clear. I drove the strategy behind their web presence, including their website, marketing and social campaigns, thought leadership blogs and whitepapers, top and bottom of funnel email campaigns, and ongoing content governance. Here are some samples of my work.
149
leads from the digital identity campaign
3
sales opportunities, from 8 meetings
48%
email open rate, nearly double the benchmark
4X
downloads from one call-to-action change
Insurance campaign - Ad 1
Impressions: 23,251
Clicks: 198
CTR: 0.85%
Insurance campaign - Ad 2
Impressions: 27,859
Clicks: 223
CTR: 0.80%
Sample LinkedIn posts
CONTENT STRATEGY
INFORMATION ARCHITECTURE
UX WRITING
CONVERSION COPY
H&R Block Canada · DIY tax software · support.hrblock.ca
Making doing your own taxes feel doable
More than a million Canadians file through it in a four-month rush, so every screen, help article, and every offer had to work the first time, in English and French. I led UX writing and digital content for the DIY tax software, and grew the practice to three UX writers, two technical writers and two translators. A few of the pieces I worked on are below.
70%
fewer calls to the Support Centre
49%
higher attach rate on the upsell
50%
more revenue from the upsell
$69K
in team efficiency savings
HELP CENTRE
EXPERT UPSELL
SIMPLIFIED TAX FORMS
support.hrblock.ca, organized around who people are and what they came to do, with thousands of English and French articles.
A redesigned Expert Review offer, A/B tested against the old page to find what made people say yes.
Plain-language labels, instructions and error messages that made complex tax forms easier to fill in on your own.
“Pretty straightforward. And if you aren’t sure about something, the help button is actually very resourceful.” — Customer NPS comment
CONTENT STRATEGY
WEB CONVERSION COPY
TELUS Digital · telus.com
The impossible audit
TV and internet were the biggest portfolio on telus.com, and I was the person looking after it. A site that size grows one update at a time, so before changing anything, I needed to know what was really there. A 5,000-page content audit showed what was out of date, what repeated itself and what was missing. That became the map for the Optik TV rebrand, which I led with external agencies, and the standard I held the TV and internet pages to day to day. Alongside it, I wrote blog content built for search, and partnered with design and engineering to update a page and prove the work.
200
dead pages retired, cutting funnel drop-off and SEO churn
4.7%
more orders
13.7%
lower bounce rate
24%
fewer single-page visits
COMMS STRATEGY
CONTENT STRATEGY
ONTOLOGY
AI-ASSISTED WORKFLOWS
Thinkific · course creation platform
Building content strategy & design from scratch
I joined Thinkific to build content design from the ground up: no team and no playbook. In a product that helps creators sell their courses, words show up everywhere, from billing screens to a learner’s first lesson. So the first job was giving everyone the same language.
I wrote the content style guide and more than 13 ontologies, shared definitions that product teams, engineers and their AI tools could all rely on. Then I put that foundation to work in three places where customers were getting stuck.
27X
daily adoption of a security feature with my 6-channel comms strategy
+0.8
points on ease of use for a custom permissions feature, from prototype to production in under 5 days
100%
import completion, up from 94% on a complex data import product workflow
13+
ontologies for teams and their agents to provide scalable structure to every word that went out the door