• Made social video technology accessible to 2.75 billion daily viewers by distilling complex concepts into actionable, user-friendly language across mobile, web, TV, and voice-based digital-assistant touchpoints
• Maintained unified voice and tone within and across YouTube products
• Edited, evolved, and socialized product and content design guidelines
• Coached other disciplines in content design collaboration and practices via tools, forums, and presentations
Achievement: YouTube TV Launch
• Created content framework and text for 4 client launches (2,700 screens), voice prompts, and taxonomy
• Drove alignment on product language as it related to branding, marketing, and help for growth-stage startup within YouTube
• Reached active subscriber base of 2 million within first 20 months
Achievement: YouTube TV Views
• Crafted value proposition, product onboarding content, and standards for Views, YouTube TV’s sophisticated, Emmy® Award–winning realtime AI-ML curation of sports highlights
Achievement: YouTube TV Dynamic Cancellation
• Crafted and optimized flow so that each reason for canceling triggered tailored response that caused viewer to reconsider product’s value
• Decreased cancellation rate by 4.1%
• Increased paid retention rate by 3.2%
Achievement: YouTube Standards
• Coached authoring artists about content design
• Edited all content in 30-chapter design standards
• Created consistent voice and style for design system that unified YouTube’s products