KATHLEEN LEWIS
Senior Content Designer and Strategist
e: kathleenlewis04@me.com p: 215.823.9363 LinkedIn: www.linkedin.com/kathleenslewis/ Portfolio: kathleenlewis.org
EXPERIENCE
META
Senior Content Designer | Messenger and Instagram Core (Contract)
March 2024 – Present
Owned the content strategy, process and implementation for search and memories across Messenger and Instagram, increasing engagement, changing the way we communicate with users and setting a new standard in reviews that enables content designers to communicate directly with product and engineering leads.
Increasing Communication in Messenger Chats
Worked cross functionally to implement a new memories feature that increased communication between daily active users in Messenger chats by 7.5% in key countries.
Created and implemented all content and strategy, working closely with Messenger’s Head of Content to determine the right tone.
Led the implementation of content variant tests that launched to millions, coordinating across research, data science, design, engineering and product to ensure optimal feedback on four strategies.
Coordinated with legal, privacy and policy partners to create content that was legally sound and easy to understand so that users had the opportunity to make an informed choice about whether to participate in the feature. Utilized experience in this area to ensure that content was approved quickly so that launch dates were easily met.
Ensured that the content was location tested before launching to billions, so that all translations provided the right connotation while remaining legally sound and accurate.
Evolving Engagement Through Search
Increased engagement across Messenger and Instagram by repositioning search as a personalized hub from which people could organize and enhance their experience.
Created a new information architecture plan that focused on using search to provide people with specific context around tailored suggested for new ways to connect.
Planned and implemented a content variant test that launched to millions, obtaining information that has changed the way we communicate with users across Instagram and Messenger.
Became the first content designer to lead a solutions review on Messenger Core, creating the possibility for content designers of communicating projects directly to design and engineering leads.
Led the implementation of a new structure in search, drawing on information from variant tests to optimize user engagement, while working closely with translation to ensure that the content was accurate and the tone was consistent across all languages.
Senior Content Designer | Instagram Business (Full Time)
September 2022 – June 2023
Owned the content strategy, process and implementation for third-party-data consent on Instagram. Created a new standard for regulatory writing across Instagram and Facebook.
Increasing Revenue Through Informed Consent
Co-led content on a complex, multi-phase project designed to increase ad revenue by ~$60+ million while giving users across Instagram and Facebook the chance to make an informed choice about their data.
Managed the content vision, strategy and language from inception to launch, working cross functionally to ensure that the content supported product and revenue goals, while delivering an exceptional user experience.
Coordinated across Legal, Privacy, and Policy partners, as well as with regulators across the EU, to create content that was legally sound, as well as easy for users to understand. This language was adopted for all third-party-data regulatory writing across Instagram and Facebook.
Researched and wrote content for A/B testing variants that launched to 3 million users across Instagram and Facebook, using the results to fine-tune content for the final launch.
Finalized the mock-ups in Figma and endorsed all Instagram content within the code.
Leading Approval Processes and Delivering Ahead of Schedule
Led several review processes, gaining alignment across numerous legal and regulatory bodies, as well as across Instagram’s executive team and senior leadership, completing all reviews in the first round and delivering before the target date.
Streamlining Translation and Accessibility Processes
Educated engineers on the translation and accessibility plug-ins in Figma, reducing time to deployment and ensuring accuracy by eradicating the need to manually type content into code.
Wrote definitions for new legal terms, ensuring that the terms stayed in accordance with EU regulations across all projects and all translations on Instagram and Facebook.
Designing and Leading a Marketing Campaign on Data Security
Developed a campaign that utilized a new approach to communicating with users, lightly and transparently incorporating information on data security into the overall user experience.
Upskilling the Junior Writer Talent Pool through Focused Mentoring Sessions
Leveraged teaching experience from Columbia and John’s Hopkins Universities to provide feedback to junior writers, instilling a sense of ownership and encouraging a conscious awareness of sentence structure and grammatical constructs.
COMCAST
Content Designer | Reliability Engineering
February 2019 – September 2022
Designed and implemented a new UX content process that was adopted across the org and across the enterprise. Re-engineered the information architecture on an enterprise application software platform.
Re-Designing Information Architecture and Preventing Outages
Re-structured the Change, Incident and Problem Management workflows on a large enterprise application software platform based in ServiceNow, enabling users to easily and efficiently document changes to code so that any issues could be rolled back quickly, preventing outages and saving billions in revenue.
Documented the existing structure of the platform in an extensive content audit. Designed a new structure based on user research, interviews with key stakeholders and a deep analysis of use cases.
Tested the results of the re-structure through user interviews, surveys and analytics. Increased changes logged by ~8%. Decreased time spent logging changes by ~20%.
Delivering an Enhanced Customer Support Experience
Originated and managed a staff-training strategy, enabling production support engineers to solve more complex customer issues, preventing ~600 truck rolls per year and saving ~$6m in support costs.
Drove a peer-led support community that made tribal knowledge accessible at scale, decreasing time to resolution on customer issues by ~12%.
Creating an Operating Model that Reduced Time to Deployment
Re-engineered end-to-end content and implementation processes, reducing time to deployment by ~1.25 days. The change enabled engineers to add more updates and features per quarter, enabling users to operate efficiently in core business practices that were directly tied to revenue.
Standardized and consistently implemented messaging templates that were utilized by product teams across the enterprise, increasing bandwidth and creating efficient workflows for users.
Wrote, maintained and managed the content in a new design system, which served as the standard framework for quickly building efficient and intuitive user experiences on internal tools across the enterprise.
CREATIVE CIRCLE
Contract Content Editor/Content Writer | Comcast
May 2018 – February 2019
Performed site visits and deep dives to better understand the user base. Used the information to create in-app messaging that focused on retaining key talent and leveraging long-term experience, while saving revenue on truck rolls, onboarding and training.
Deeply analyzed improvised use cases, communicating them to Product and Engineering so that they could be formally instilled in the product and leveraged across the user base, increasing user efficiency and reducing the need for more tools.
Redesigned the in-app knowledge base, creating short, hyperlinked articles on topics such as adaptive bitrate streaming and bridged networks, affording users a sense of autonomy, while reducing revenue spent on training and support.
JOHN’S HOPKINS UNIVERSITY | CENTER FOR TALENTED YOUTH
Online Instructor
May 2017 – February 2019
Provided extensive feedback to gifted and talented youth, emphasizing critical thinking and analytical skills as well as individual creativity.
Led online discussions in which young writers were encouraged to support their ideas with specific information or references to outside sources, building a foundation of thoroughly examined original expression.
WESTERN SYSTEMS RESEARCH
Chief Content Officer
June 2010 – April 2017
Owned all content and content strategy for a medical start-up. Worked directly with the founders to develop and implement a content plan aimed at increasing sales by familiarizing doctors and hospitals with a new opportunity in testing for vestibular disorders. Revenue increased by ~30% in the first year.
Leveraged existing gaps in medical tests to identify opportunities in using cutting-edge, computer-generated data points to diagnose vestibular disorders.
THE PHILADELPHIA COMMITTEE TO END HOMELESSNESS
Director of Communication and Awareness
April 2007 – May 2010
Owned all content and content strategy for a large non-profit, working closely with the executive director and the board to increase funding and change government policy.
Influenced the city of Philadelphia to allocate 30% of their $6 million homelessness budget to housing stipends, instead of shelters, by meeting repeatedly with Philadelphia’s city council president and presenting in-depth research on the success of Housing First programs in other states.
Procured extensive press in The Philadelphia Inquirer, resulting in new donors, grants and board members, while increasing public awareness around homelessness.
Staged live theatrical events that educated the public on the opportunities of new housing policies, garnering print and TV coverage.
Secured a $40,000 grant from Wells Fargo and coordinated the subsequent press.
Obtained the inaugural $100,000 grant from Impact100 and coordinated the subsequent press. This grant was the largest the organization had received.
EDUCATION
Columbia University
Master of Fine Arts | Fiction Writing
September 1999 – May 2004
University of Delaware
Bachelor of Arts | English Literature
September 1990 – May 1994
SKILLS
Design
Figma, Abstract, Sketch, Photoshop
Product Management
Jira, Asana, ServiceNow, Confluence
Content Management
Forsta, Lithium, WordPress, Squarespace