# Ivy Garcia > Content Strategy & Knowledge Design | AI-Enabled Content Operations | Personalization & Nudges | Taxonomy/IA | Governance, Quality & Reporting Location: San Francisco, California, United States Profile: https://flows.cv/ivygarcia I help clients build content systems that scale: personalized experiences, clear knowledge paths, and operational models that make content easier to produce and easier to find. My work blends content strategy, UX writing, research, measurement, and AI-enabled workflows to reduce noise, improve clarity, and drive action across employee and customer journeys. NOTABLE CLIENTS Accenture, Equifax, Hershey, 3M, Staples, PetSmart, Spanx, Coca-Cola, Johnson & Johnson, Newell Rubbermaid, P&G, Tupperware, Trulicity, and more. CATEGORIES B2B/B2C • Finance • Pharma/Health • CPG • Manufacturing • Employee Engagement NOTABLE SKILLS Knowledge design • content strategy & governance • taxonomy/metadata • analytics & reporting • UX writing • research • SEO/SEM • workshops • executive communication ## Work Experience ### Senior Content Strategist, Personalization & Nudges @ Northwestern Mutual Jan 2024 – Present | United States Serve as internal SME for personalization and nudges strategy for employee engagement—improving findability and reducing information overload on the employee intranet while driving measurable engagement and benefit utilization. - Scale personalization from early testing into a repeatable operating model (intake → prioritization → production → governance → measurement), enabling delivery across 5 business partners in year one and expanding in operational and technical complexity in year two. - Leverage Optimizely Data Platform (ODP) segmentation to close HR and enterprise knowledge gaps, tailoring content visibility and navigation patterns across distinct employee journeys. - Run test-and-learn campaigns at scale: iterating on tone, placement, and frequency to optimize outcomes. - Deliver precision targeting for highly variable audience sizes (11–2,000+), supporting niche moments alongside enterprise-wide priorities. - Increase program engagement and benefit utilization, including +180% YoY for one program; additional initiatives deliver double-digit improvements. - Apply AI-enabled workflows for rapid research, message versioning, and quality review; research agentic AI to scale operations (intake support, QA/tagging, template-based versioning, and insights). - Establish early benchmarking and partner with vendors to connect intranet exposure to downstream utilization. ### Content Strategy Expert @ IJG Consulting Jan 2018 – Jan 2026 | Global Collaborative content strategist/content designer who delivers intuitive experiences and scalable content systems. Strong in remote, cross-functional work; tools include but not limited to Figma, Miro/Mural, Jira, Confluence, Lucidchart, and Airtable. Expertise in leveraging AI-enabled workflows to speed research, iterate message variants, and improve QA—without sacrificing quality or voice. Super reliable and easy to partner with. ### Senior UX Content Strategist & Writer @ The LYCRA Company Jan 2022 – Jan 2023 | Global • Led content strategy for a large-scale B2C & B2B website migration project, including mobile optimization of LYCRA’s gated Marketplace. • Facilitated internal workshops to strengthen human-centered design capabilities. • Partnered with experience designers and SMEs to create mobile-first user experiences for sustainability products. ### Head Program Instructor, Content Strategy Virtual Course, Northwestern University @ Northwestern University Medill School Jan 2022 – Jan 2023 Guided global professionals in telling their organization’s story through human-centered design principles. Led discussions and applied real-world examples as lead facilitator for two course cohorts. ### Consultant: Content Designer / UX Researcher & Writer @ Accenture Jan 2021 – Jan 2022 • Led content optimization projects for brands including 3M, Staples, PetSmart, and Hershey. • Conducted content audits and competitive analyses to improve content on owned digital channels. • Developed optimization playbooks and brand content guidelines; trained internal teams. • Crafted SEO-rich content driven by persona research and user behavior insights. • Built content systems to support a cohesive, scalable ecosystem. ### Consultant: Lead Content Strategist / UX Writer / SEO Copywriter @ Tupperware Jan 2019 – Jan 2020 • Reported to the Chief Digital Officer as UX content strategy lead for Tupperware’s B2C e-Commerce platform. • Created taxonomies and metadata frameworks aligned with business and user goals. • Partnered with experience designers to improve customers experiences, leading to a 38% boost in YoY engagement. • Collaborated with SEO teams to boost key product rankings by 47%. • Rewrote more than 3,000 product SKUs and recipes to align with new taxonomy and strategy. ### Consultant: Product Content Strategist / Copywriter @ Equifax Jan 2018 – Jan 2019 • Led UX content strategy for the launch of Equifax’s first B2C subscription-based product. • Partnered with design teams and SMEs to develop a knowledge center and customer dashboard to simplify credit reporting and boost product cross-sell. • Authored UX writing guidelines and employee training materials. • Facilitated workshops to embed design thinking into content planning and optimization. ### Senior Director, Content & Experience Strategy @ DEFINITION 6 Jan 2014 – Jan 2017 | New York, New York • Led content strategy across NY, ATL, and LA offices, helping to secure $5M+ in new business. • Designed digital content solutions driven by KPIs, SEO/SEM, and personalization. • Launched UX research and content testing initiatives that significantly boosted engagement and retention. • Initiated and managed heuristic research and UX studies to inform content strategies, leading to innovative content experimentation initiatives that significantly boosted customer engagement and retention. ### Director, Strategy & Insights @ Digitas North America Jan 2008 – Jan 2013 | New York, New York, United States • Directed content strategy teams, integrating UX, media, and analytics to deliver brand storytelling. • Authored user-centered content and trained teams in heuristic and research-informed writing practices. • Led SEO/SEM efforts grounded in behavior analysis and performance metrics. • Presented complex strategies to C-level stakeholders and cross-functional teams. ## Education ### Bachelor's degree in Digital Communication and Media/Multimedia University of Florida ## Contact & Social - LinkedIn: https://www.linkedin.com/in/ivy-garcia-content - Website: https://www.ivygarciaconsulting.com/ --- Source: https://flows.cv/ivygarcia JSON Resume: https://flows.cv/ivygarcia/resume.json Last updated: 2026-04-07