Summary
Overview
Work History
Education
Skills
Extracurricular Activities
Timeline
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Rebecca Carter

Rebecca Carter

Detroit,MI

Summary

I help create industry-leading customer experiences through content design methodologies, application of proven user experience principles, and respectful collaboration.

Overview

17
17
years of professional experience

Work History

Lead Enterprise Content Design and Strategy

General Motors
08.2018 - 04.2024
  • Helped build the first-ever content design practice within GM's CX Studio, creating standards, establishing workflows, and hiring and mentoring content design professionals of various levels.
  • Helped grow the team from 2 to 13 within one year.
  • Helped establish content design standards within design systems for enterprise-wide consistency, which involved collaboration across siloed teams in a heavily regulated industry.
  • Regularly wrote, designed, and reviewed content for a variety of experiences, including web, mobile apps, voice, and in-vehicle applications.
  • Activated pivotal content delivery infrastructure initiatives, essential for powering future digital experiences.
  • Mentored junior content designers, providing guidance and support in their professional development.
  • Participated in brainstorming sessions, contributing unique ideas that helped shape innovative product improvements and initiatives.
  • Coordinated with subject matter experts during the content development process, ensuring accurate representation of complex topics in an accessible manner.
  • Enhanced user experience by creating easily understood and navigable content designs.
  • Conducted usability testing of designed materials, refining layouts based on user feedback for optimal functionality and aesthetics.
  • Implemented analytics processes to monitor content performance, making data-driven adjustments as needed for continuous improvement.
  • Collaborated with cross-functional teams to ensure consistent branding and messaging across multi-modal experiences.
  • Contributed significantly to change management efforts during major technology transitions by providing content operations guidance and platform research.
  • Identified gaps and recommended process improvements.
  • Helped optimize and streamline complex workflow processes related to enterprise content consolidation efforts.
  • Participated in selection and procurement process for new ECM software tools, resulting in more efficient and cost-effective solutions.
  • Helped to design custom metadata schemas that aligned with organizational requirements for easier classification of content within shared gold source content systems.

Senior Content Strategist

Team Detroit
04.2014 - 08.2018
  • Identified strategic opportunities for content evolution throughout the digital content ecosystem of one of the world's largest automotive OEMs, Ford Motor Company
  • Included unification of Fleet websites, creating video content channel for dealership pilot, and designing customizable content models for global web redesign.
  • Monitored industry trends and benchmarked competitor activity, adapting strategies as necessary to remain competitive in the digital landscape.
  • Developed editorial calendars to plan, schedule, and track content for specific channels.
  • Led brainstorming sessions with internal stakeholders to generate creative ideas for new content initiatives targeting specific audience segments.
  • Conducted comprehensive content audits to identify gaps and redundancies, leading to improved overall content quality.

Usability Team Lead

Foresee
06.2013 - 04.2014
  • Led a team of five usability analysts in the creation of UX recommendations for wide-ranging digital environments
  • Industries included telecom, ecommerce/retail, finance, public utilities, healthcare, federal agencies, and state and local governments
  • Conducted qualitative analysis, consulted with clients, trained and mentored analysts, designed workflows, and coordinated software development for improved internal support.
  • Enhanced overall team performance by providing regular coaching, feedback, and skill development opportunities.
  • Nurtured long-term partnerships with clients by understanding their needs accurately, delivering projects on time, and providing exceptional customer support.
  • Explored new tools and technologies that enhanced the capabilities of the team members while enabling seamless collaboration across departments.

Content Strategy Manager

Organic
10.2011 - 06.2014
  • Built agency's first Content Strategy practice
  • Worked closely with User Experience, Design, SEO, and Tech teams to create cutting-edge digital experiences
  • Industries included finance, insurance, automotive, consumer packaged goods, and hospitality.
  • Mentored junior team members for career advancement, fostering a pipeline of future leaders within the organization.
  • Drove operational efficiency through data-driven decision-making processes, leveraging analytics tools for informed strategy development.

Content Strategy Lead

Quicken Loans
01.2007 - 10.2011
  • Founded the Content Strategy discipline at the company
  • Led team of five FTE and three interns
  • Implemented best practices for developing and maintaining consistent brand messaging across all channels, including internet, social media, email and paid lead sources
  • Led the creation of tools and ongoing process optimization to empower writers to excellence in planning, executing, and optimizing.
  • Developed and executed a comprehensive content strategy that positioned the company as an industry thought leader, increasing brand recognition and credibility.
  • Pioneered content marketing efforts for the organization, resulting in an award-winning blog that generated $65 million in revenue in its first year.

Education

Master of Science in Information - Human-Computer Interaction and Community Technology

University of Michigan
Ann Arbor, MI
05.2007

Bachelor of Arts - English Literature

The University of Tennessee
Knoxville, TN

Skills

  • Figma
  • Adobe Suite/Adobe AEM
  • Workflow Management and Optimization
  • Project management abilities
  • Design system structure/development
  • Style guide and standards creation
  • AI content prompt design
  • Journey mapping
  • Vendor Management Experience
  • Business Process Analysis
  • Collaboration and communication
  • Information Architecture Design

Extracurricular Activities

Founding member of Detroit Content Strategy Meet-up Speaker, Refresh Detroit (Tech Meet-up group) Volunteer, Mercy Education Project - providing underprivileged girls with access to academic support

Timeline

Lead Enterprise Content Design and Strategy

General Motors
08.2018 - 04.2024

Senior Content Strategist

Team Detroit
04.2014 - 08.2018

Usability Team Lead

Foresee
06.2013 - 04.2014

Content Strategy Manager

Organic
10.2011 - 06.2014

Content Strategy Lead

Quicken Loans
01.2007 - 10.2011

Master of Science in Information - Human-Computer Interaction and Community Technology

University of Michigan

Bachelor of Arts - English Literature

The University of Tennessee

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