ANNI JOHNSON
Minneapolis,MN
Summary
I build narrative and content infrastructure that helps scaling companies explain their value clearly, earn trust faster, and turn expertise into durable growth. I’m often brought in when things are working but starting to feel fragmented and the company needs a clearer, more unified approach to support its next phase of growth. My work focuses on the systems behind clarity at scale, including taxonomies, editorial standards, and source-of-truth frameworks that keep content vibrant and coherent as teams, products, and audiences grow.
Overview
13
13
years of professional experience
Work History
Creative Director
Skillshare
New York, New York
01.2024 - 01.2025
- Led a cross-functional team that turned UGC content into a scalable growth engine for the business.
- 20-50% drop in CAC across channels.
- Built narrative positioning and content systems to align the market, brand, and product.
- Rebrand: style and copy guides, brand DNA.
Director of Platform Content (prev. Director of Curation)
Skillshare
01.2019 - 01.2023
- Standardized content quality and revised taxonomy across a massive UGC ecosystem (30K high-quality creative classes).
- Business and product strategy informed by deep knowledge of creators & users.
- Content development & programs to build engagement. 13% increase in conversion to paid, 10% increase in daily active users.
President
More Belief
Minneapolis
01.2018 - 01.2019
- Led small creative agency.
- Business building and positioning, sales, administration.
- Brand and content strategy, creative leadership.
- Natureworks – Cargill), General Mills, 3M.
Senior Content Strategist (prev. Talent Manager, Strategy & Writing; Journalist)
Visually
01.2012 - 01.2017
- Systems architecture for scale: onboarding, best practices, and operations for this agency marketplace startup.
- Team building and leadership: 150 freelancers.
- Principle content strategist and copywriter.
- Morton Salt, LinkedIn, PwC, Spotify, Bosch, Gerber, Oracle, L'Oréal.
Education
Bachelor of Arts - Creative Writing
Bard College
Annandale, NYSkills
- Content strategy
- Brand positioning, identity
- Innovative thinking, ideating
- Copywriting
- Content architecture (rubrics, taxonomy)
- Team leadership
Accomplishments
Cannes Lions: Gold and Silver for corporate brand writing
References
- Jaleh Bisharat, LinkedIn, 510-912-1034, jalehbisharat@gmail.com
- Keely Ancrile, LinkedIn, 917-573-8581, Keely.ancrile@gmail.com
Timeline
Creative Director
Skillshare
01.2024 - 01.2025
Director of Platform Content (prev. Director of Curation)
Skillshare
01.2019 - 01.2023
President
More Belief
01.2018 - 01.2019
Senior Content Strategist (prev. Talent Manager, Strategy & Writing; Journalist)
Visually
01.2012 - 01.2017
Bachelor of Arts - Creative Writing
Bard College