Erin Sherbert
Portland
Summary
I am an inquisitive journalist-turned content strategist and a storyteller at heart. I am always looking for new and creative ways to engage audiences through all content formats and channels. I have a knack for breaking through jargon and crafting a compelling read, whether the goal is to increase brand awareness, create skills-based learning, or drive pipeline for business.
At Salesforce, I lead a team of content strategists who plan and build content paths for Trailhead, our learning platform. I love photography as much as I love words — when I am not tinkering with content, I am shooting photos of people, places, and things around me.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Director of Content Strategy
Salesforce
03.2022 - Current
- Built and manage a team of six content strategists, defining scope, vision, and deliverables that solve for top business problems
- Developed localization strategy to surface custom, in-demand learning content for 5+ global markets
- Established content intake and evaluation process using a clear criteria to help drive quality
- Created content maintenance strategy resulting in refreshing or deprecating 300+ learning modules.
- Established skills taxonomy and refined product and role tags to improve content discoverability and relevancy
- Developed and implemented strategy that increased hands-on challenge content to help learners adopt products
- Facilitated cross-functional collaboration for improved decision-making processes within the organization.
- Analyzed performance metrics to identify opportunities for optimizing content strategy based on audience behavior patterns.
- Developed a comprehensive content strategy focused on addressing common pain points experienced by target audience segments.
Senior Manager of Editorial , Trailhead
Salesforce
08.2018 - Current
- Managed four editors responsible for developing Salesforce admin, developer, marketing, and cybersecurity learning modules on Trailhead.com
- Curated content and created learning paths for 10 business roles
- Managed large-scale projects and initiatives, including launching new personas and roles on Trailhead.com
- Managed 20-plus content owners, advising them on content strategy, content maintenance, and roadmap planning
- Edited Salesforce's Trailhead learning modules for every weekly release
- Mentored writers and editors on developing a strong voice and tone
Lead Trailhead Editor
Salesforce
06.2017 - 08.2018
- Edited 30-plus product and developer learning modules on Trailhead.com
- Worked with product marketing teams to strategize and develop learning content for business user audiences
- Edited badges with average completion rate of 90 percent
- Presented to editorial team and stakeholders on how to turn marketing content into learning content
- Initiated and facilitated Lunch & Learn sessions to inspire knowledge-sharing
Senior Manager
Salesforce
08.2016 - 06.2017
- Managed a team of 6 high-performing content marketers, analysts, bloggers, and designers who produced more than 150 e-books, blog posts, and interactive content pieces for corporate marketing
- Worked closely with stakeholders across Salesforce to craft content with a strong voice and tone to elevate brand awareness and generate Marketing pipeline
Content Marketing Manager
Salesforce
05.2015 - 08.2016
- Writer/editor and project manager for all e-books, which doubled in pipeline from $50M to $100M during my tenure
- Launched interactive content to drive brand awareness while increasing engagement and conversions
Director of Online News
SF Weekly
12.2010 - 05.2015
- Branded the voice of the flagship blog at SF Weekly, "The Snitch" which had 18,000 daily pageviews
- Wrote, edited, and curated daily stories with a mix of news and entertainment content for a Bay Area audience
- Managed and edited freelancers, reporters, and interns who contributed to the blog
- Led redesign and launch of sfweekly.com
- Managed migration to new content management system and trained staff
City Hall/Business Reporter
SF Examiner
01.2010 - 12.2010
- Covered Mayor Gavin Newsom, producing daily news stories analyzing legislation and policy, including San Francisco's Sanctuary City ordinance and health care reform
- Followed campaign finance for the lieutenant governor's race
Political Reporter/Blogger
Metro Silicon Valley
01.2007 - 01.2009
- Wrote magazine-style cover stories and investigative news reports for Silicon Valley's alternative news weekly
- Lead reporter on San Jose's controversial Little Saigon issue, which made international headlines
City Hall Reporter
Contra Costa Times
01.2006 - 01.2007
- Covered East County politics and agricultural issues
- Produced a Sunday package with multi-media, narrating how county policies crippled Contra Costa County farmers economically
Transportation Reporter
The Stockton Record
01.2004 - 01.2006
- Produced an award-winning Sunday package examining how long commutes are a health hazard
- Wrote hundreds of A-1 stories analyzing state and regional transportation issues and legislation, including the California High Speed Rail
Education
Bachelor of Arts - Journalism
University of Texas
Austin, Texas12.2000
Skills
- Content strategy
- Writing/editing
- Content curation
- Content marketing
- Voice and tone
- Leadership
- Taxonomy
- Project management
- Brand awareness
- Analytics
- E-learning expert
Accomplishments
- California Newspaper Publishers Association 2006 Second Place in Business Writing: "Chronic car fatigue."
- Peninsula Press Club 2002 Second Place in News Writing: "Where have all the physicians gone?"
Certification
Photoshop Basics
Project Management
Timeline
Director of Content Strategy
Salesforce
03.2022 - Current
Senior Manager of Editorial , Trailhead
Salesforce
08.2018 - Current
Lead Trailhead Editor
Salesforce
06.2017 - 08.2018
Senior Manager
Salesforce
08.2016 - 06.2017
Content Marketing Manager
Salesforce
05.2015 - 08.2016
Director of Online News
SF Weekly
12.2010 - 05.2015
City Hall/Business Reporter
SF Examiner
01.2010 - 12.2010
Political Reporter/Blogger
Metro Silicon Valley
01.2007 - 01.2009
City Hall Reporter
Contra Costa Times
01.2006 - 01.2007
Transportation Reporter
The Stockton Record
01.2004 - 01.2006
Photoshop Basics
Project Management
Bachelor of Arts - Journalism
University of Texas
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