Scaling AI-Enabled Content Delivery at Enterprise Scale

Company: CVS Health / Aetna
Role: Senior Manager, Content Strategy – Generative AI

The Challenge

CVS and Aetna operated with fragmented content systems, inconsistent standards, and manual workflows that slowed speed to market and increased operational costs. At the same time, leadership needed to safely explore generative AI for content creation within strict enterprise compliance and security requirements. The focus was to figure out how best to enable designers and content designers to us AI without removing the human element from the craft.

The Strategy

Across the Digital teams at CVS and Aetna I explored how content was currently being produced, where it was being created, the roadblocks users were experiencing, and where we can save some time. I led enterprise content standards strategy, defining where content would be created, governed, trained, and scaled across CVS and Aetna. This included developing content standards as a practice, unifying standards, and establishing governance and security protocols to support content production at scale.

Key initiatives included:

• Designing enterprise-wide content standards across teams and products

• Partnering with engineering, product, design, legal, and security teams to find the right tool and workflow

• Establishing AI training protocols using proprietary style guidelines

• Securing executive buy-in across multiple leadership teams

Execution

• Project-managed AI tool implementation across hundreds of stakeholders

• Overhauled and unified brand style guidelines across CVS and Aetna

• Established one source of truth for reusable content across decentralized teams

• Removed extra tooling and steps for content and designer collaboration

Results

• $1.1M in annual cost savings through content system optimization

• 75% reduction in production timelines

• 25% reduction in internal meeting load through improved planning frameworks

Building Content Governance as a Core Enterprise Function

Company: Wayfair
Role: Senior Content Strategy Manager, Content Governance & Operations

The Challenge

Wayfair lacked a centralized content governance function, resulting in inconsistent standards, duplicated effort, and high operational overhead across dozens of teams and disciplines globally. Expanding into different locations and languages only exacerbated the challenge.

The Strategy

I established and scaled content governance and operations as a formal enterprise capability, creating a single source of truth for how content was planned, managed, and delivered across the organization.

The approach focused on:

• Centralization without slowing teams down

• Standardized workflows that supported agility

• Clear ownership models across disciplines

Execution

• Built and led a centralized content governance model supporting 130+ teams

• Created a 12-month content operations roadmap

• Directed workflows across 50+ teams, five orgs, and six disciplines

• Managed and mentored a team of content strategists

• Trained over 130 teams on governance standards and workflows

Results

• Reduced operational overhead and duplicated effort enabling teams to create more content at scale

• Improved content quality and consistency at enterprise scale

• Accelerated time-to-market for content updates by minimum two weeks

• Defined content governance as a recognized enterprise discipline

• Enabled content strategists to own their copy, leading them to be able to test their work and update as needed

Global CMS Consolidation & Content Operations Transformation

Company: Wayfair
Role: Content Strategy Manager → Senior Manager

The Challenge

Wayfair’s content lived across fragmented systems, creating technical debt, engineering dependency for updates, and challenges with localization and governance. This migration wasn’t initially in any teams roadmap as it was identified later in the year as a priority, which added a bandwidth consideration to this challenge.

The Strategy

I led the integration of Contentful as Wayfair’s centralized CMS, pairing the technical migration with governance models, workflows, and training to ensure adoption and long-term scalability. This was focused on migrating over 5 brands into one CMS across 130+ teams. I reviewed all the copy that was to be migrated and identified different content blocks that could be reused across different experiences. Segmenting the website in individual blocks of text reduced the amount that needed to be migrated or updated, utilizing the same copy and reducing human error.

Execution

• Integrated Contentful CMS across Wayfair’s global organization

• Consolidated content into a single CMS

• Defined scalable governance models for distributed teams

• Built translation workflows to support localization and quality control

Results

• Removed engineering support needed for text updates

• Enabled scalable localization and governance globally

• Reduced content errors and manual upkeep for every page

Turning Content into a Measurable Growth Engine

Company: CloudHealth by VMware
Role: Senior Digital Marketing, Content Strategy

The Challenge

Content was viewed primarily as a tactical marketing function rather than a driver of revenue, pipeline, or customer education during a period of rapid growth and acquisition. I was the first content hire and the second hire focused on the website as its own inbound marketing function. Previously product and engineering managed the website and blog.

The Strategy

I transformed content into a measurable growth engine by aligning editorial strategy directly to business, revenue, and sales enablement goals. I developed an SEO approach for both low-hanging fruit as well as a long-term strategy. The blog hosted not only SEO content but thought leadership pieces, product information, industry news, and best practices. It became a place for those in the cloud management space to learn something new daily with our increased blog output. The strategy expanded to the entire website, focused on driving pipeline from organic inbound traffic.

Execution

• Defined company-wide content strategy across blog, web, email, and sales enablement

• Managed a team of 17 content creators (internal + external)

• Built and executed a scalable SEO strategy

• Partnered closely with sales, product, and executive leadership

Results

• 625% year-over-year increase in blog traffic

• Scaled blog production from 6 to 20 posts per month

• 84% increase in blog engagement following UI/UX redesign

• 30% reduction in time to marketing-qualified leads

• 1,000+ organic subscribers from the first blog newsletter campaign

• Led chatbot strategy and trained 40+ sales reps

• Integrated VMware acquisition products into content strategy and messaging