P R O F I L E

writer

editor

project manager

P O R T F O L I O

web

print

strategy

Site: Leancuisine.com

Launch: January 2001

Role: Creative lead, content strategist, site editor

Project: Redesign of existing, barebones marketing site for Nestle's premier low-fat frozen food brand.

Purpose: Increase average user time spent on site from 3 minutes to 9 minutes; introduce new tagline ("do something good for yourself"), revamp functionality and create lifestyle focus--all on a very tight budget.

Strategic approach: Created a "lifestyle magazine" content area forsite, reflecting thrust of new marketing campaign. Improved front end functionality. Added editorial framework for existing content.

Result: Average user time spent on site went from 3 minutes to 14 minutes. Client loved strategic framework so much they bought into it for use in four additional Web projects.