Lindsey Osman

Experience

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  University of Pennsylvania Museum of Archaeology and Anthropology

  Sept 1998 - May 2001

  Editorial Assistant

  Editorial and Publishing assistant from Summer 1999-2001. Managed slush pile, prepared materials for design (photos, graphs, etc.) and other related activities. Also involved in event planning, sales and marketing.Collections assistant from Fall 1998-Spring 2000. Catalogued human remains in Academy of Natural Sciences -Philadelpia gift to museum. Worked with Conservation Department during a massive collections move.

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  Phillips Health, LLC

  Aug 2001 - Feb 2002

  Assistant Print Buyer & Mail Coordinator

  Coordinated between multiple internal departments and outside vendors for the printing and mailing of over 250,000 pieces per month. Full authority to place business, including four-color printing and contract mailings. Established all contracts for and coordinated a multi-millions dollar product launch.

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  AlphaGraphics

  Apr 2002 - Oct 2002

  Graphic Designer/Account Manager

  Graphic designer (including pre-press) and account manager at small quick-printing firm. Responsible for contracting all out-sourced printing and mailing, as well as preparing materials for press. Other graphic design work included invitation design, newsletter layout and other business-related work.

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  Polymath Communications

  Oct 2003 - Aug 2008

  Principle

  Available for technical and copywriting; an ideal choice for transmitting highly technical information to the everyday person. Projects include banking brochure copy, insurance licensing study materials, ghost written alternative medical articles, health insurance coverage articles and engineering service manuals. Writing services include editorial, copy and manual writing, layout and website copywriting.

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  Eskridge, Inc.

  Sept 2004 - Apr 2006

  Marketing Specialist

  Marketing coordinator for an industry leader. Responsibilities included graphic design, event design, sales & demographic research and other activities. Implemented a complete SEO overhaul of company website that resulted in a 35% average quarterly increase in web traffic. Also spear-headed a multi-channel marketing campaign that yielded a 70.59% response rate.

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  Lockton Affinity

  May 2006 - Jul 2008

  Program Marketing Coordinator

  Responsible for the creation, administration and implementation of complete marketing plans for over 25 programs. Each plan functions independently of each other and requires the coordination of internal efforts across departments and client goals and initiatives. Creative work runs the gamut from print to web, including webinar development, event planning and design, full mail campaigns, newsletter design and writing, and extensive copywriting.

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  UMKC

  Aug 2008 - Aug 2011

  Adjunct Professor/Instructor

  Taught composition and advertising classes. Advertising class included theory, as well as a practicum covering basic graphic design principles, the print process and print buying, direct mail coordination, media purchasing (print, radio/tv, and new media) and strategic planning.

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  Children International

  Sept 2011 - Jul 2015

  As the managing editor, I am responsible for supervising new and recurring web content writing assignments for a team of five staff writers, 15 field correspondents, and our video production team. My primary responsibility is creating Children International’s content strategy for its website and a monthly e-digest sent to more than 300,000 readers. It is critical that I plan an appropriate mix of well-balanced media -- including video, slideshows, infographics and articles — that educates and entertains consumers while simultaneously supporting on-going marketing, development and public relations initiatives. As a key component of our content strategy is the repurposing of materials across platforms, I carefully monitor content and determine how it can be best leveraged across multiple platforms. Show less Working interdepartmentally, I conduct research on social science and development topics to help define policy for the organization. Work includes writing research briefs, white papers and other support documentation for our organization's broader development objectives. Other research duties include developing a database to help other writers in their substantive, peer-reviewed research goals; reviewing and summarizing policy documents as they are released by major organizations such as UN, USAID, and ILO; and reviewing/employing appropriate publishing strategies for these our research work. In addition to research-focused writing, my work includes script writing and art direction for videos and slideshows, writing and editing promotional materials like direct mail packages, featured web stories, blogs and features/cover stories for the organization’s magazine, Journeys, which is distributed to roughly 300,000 readers. Show less Manage and write the social media content for a multi-national philanthropic organization. In approximately 12 months, grew our follower base from roughly 14,000 to 39,000+. Respond to questions and requests on social media. Manage content requests and submissions from staff in eleven countries, creating a content calendar across Facebook, Twitter, Pinterest, YouTube and the in-house social network and blog, LiftOne. Wrote content for several national media campaigns, including The Celebrity Apprentice, Season 12; and a Twitter-based campaign for singer Debbie Gibson. In addition to social media writing, my work includes script writing and art direction for videos and slideshows, writing and editing promotional materials like direct mail packages, featured web stories, blogs and features/cover stories for the organization’s magazine, Journeys, which is distributed to roughly 300,000 readers. Show less

  • Managing Editor - eNews and Web Content

    Jan 2015 - Jul 2015

  • Research Analyst & Writer

    Mar 2014 - Jan 2015

  • Social Content Writer

    Sept 2011 - Mar 2014
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  NCM Associates

  Jul 2015 - May 2017

  Content Manager

  As NCM’s content manager, I develop and execute content strategies for all channels to meet the company’s goals and objectives for drive sales, engagement, and retention. My responsibilities include: • Training a social media team and supervising its execution of channel goals • Creating the editorial calendar for all content channels• Evaluating content performance using such tools as Google Analytics, WordPress, Buffer, and Hootsuite, and then adjusting our strategy to ensure well-performing and compelling content• Setting strategic goals by channel and monitoring progress towards that vision• Collaborating with internal and external Subject Matter Experts (SMEs) in the creation of articles, whitepapers, and other content • Leveraging relationships with industry publications to extend our content lifecycle and reach• Process/workflow management for the entire department• Writing digital and print copy; structuring A/B tests for digital content; creating PPC AdWord campaigns/ads and aligning website copy with those campaigns; evaluating and executing opportunities for Search Engine Optimization; video production; project management Show less

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  American Academy of Family Physicians

  Jun 2017 - Apr 2019

  Content Strategist

  As a content strategist at AAFP, I collaborate with content partners to achieve their sales and engagement goals. My responsibilities and experience include: • Direct collaboration with stakeholders to determine priorities and goals• Multi-channel content strategy development: web, social media, Google Ads, and mobile apps• Management of e-commerce taxonomies• Content performance analysis, using Adobe Analytics and Conductor• Project management from concept to publication, including template development• Usability testing: test case development, script writing, moderation, and analysisRecent projects examples: Managed a major revision to the For Students applet in the AAFP mobile app. Working with stakeholders and an external app developer, I completely redesigned the interface and content experience in the app, taking it from broadcasting content to a robust residency application tool. Within a month of launch, we saw a +300% increase in engagement. In response to a significant market change, I worked with internal and external stakeholders to develop and launch content to guide users through major decisions points and highlight appropriate product options. The project was urgent and completed in a short timeline, launching in approximately four weeks. Within two months, the page had more than 10K clicks and its associated AdWords campaign had an avg 18.36% CTR. Lead a content marketing project featuring automated emails for registrants to a well-being conference. The two-part email series will provide useful content to prepare for the event, as well as drive traffic to high-priority web-based content. Show less

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  Zillow Home Loans, LLC

  Apr 2019 - Jun 2019

  Senior Content Strategist
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  Zillow Group

  Jun 2019 - Mar 2021

  Senior Content Strategist

  During my time at Zillow Group, I worked across multiple business verticals with different cultures and leadership priorities to build knowledge processes:- Played an integral role in launching the Zillow Home Loans brand, working with Kansas City- and Seattle-based leadership to launch and scale new processes and technologies to national teams - Lead a five-person team in a critical content audit and the creation of highly technical materials - Built the Zillow Home Loans knowledge center/content management system (CMS), including all taxonomies and analytics groups - Drafted a content strategy, governance plan, and editorial standards - Developed all content workflows Show less

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  Guild Education

  Mar 2021 - May 2022

  Senior Manager, Content Strategy
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  Sundae

  May 2022 - Jul 2023

  Senior Manager, Content Strategy and Knowledge Management

  I partnered with revenue operations, enablement, and product teams to support a distributed real estate sales team. Launched zero-cost knowledge base to the company: - Sundae initially wanted to implement a digital adoption platform (DAP) integrated with Salesforce. However, market pressures forced us to abandon the project due to costs. - I recommended an alternative solution that required no additional tech spending or new software for our tech stack – it was zero cost. - With approval in place, I completed a full content audit, and migrated content into the solution, determining all information architecture and design. - Launched and trained the solution to the company; performed weekly updates to keep content such as sales spiffs, videos, and top sales team stats fresh and motivating. Established content strategy and knowledge management standards:- Implemented knowledge governance policy, trained teams on its application, and was responsible for ensuring adherence. - Created writing guidelines and established content standards for the company - Developed and delivered a writers' training course to the enablement team, empowering that group to write their content drafts and accelerate content production.Trained sales teams on Salesforce updates following a massive revamp:- Served as “voice of the sales team” , partnering with Product to minimize negative impacts on sales teams and incorporate tool tips and other guidance. - Tested new Salesforce build in test environment, logging errors, and working with developers to resolve bugs. - Wrote how-to content, created training videos, and trained the sales team on system changes. - Incorporated innovation solutions to train the team; created a short gif showing sales reps how to enter a lead in the new Salesforce interface. The gif was directly attributed to the lowest number of support tickets associated with a launch in company history. Show less

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  Redesign Health

  Oct 2023 - now

  Developed taxonomy for Salesforce Knowledge, a knowledge base and content management system. - Created data classification, hierarchies, content labeling, and content tagging strategy. - Identified content tags – using medical terminology by industry – by partnering with the internal research stakeholders.- Completed content classification audit on the entire knowledge base. Member of Redesign Health “Artificial Intelligence (AI) Tiger Team”- Developed test cases to evaluate two AI tools: Perplexity and You.com.- Partnered with internal stakeholders to help them with AI prompt engineering and best practices.- Applied AI tools, to knowledge management tasks, using them to accelerate research work and write drafts. Launched a brand and template hub in Confluence, a content management system, to accelerate - business development. - External-facing teams faced significant issues finding materials, metrics, and templates to create pitches for potential clients. - Working cross-functionally with three departments, I created a new Confluence section to provide context for presentations and access to appropriate materials.- An opportunity was presented to leverage an internal meeting to launch this new section and improve employee use of Confluence. I launched the section in less than 24 hours. Show less Redesign Health (RH), a venture capital firm, hired me to run its expert content development team. This group created articles, templates, and video resources to support more than thirty seed-stage tech startups in early funding goals and market traction. Updated content strategy to address issues with content quality and weed out plagiarized content.RH faced a significant intellectual property issue in the content it planned to license; large portions of the articles were believed to be plagiarized. Additionally, articles were overwritten and difficult to understand.The problem was multifaceted, so I focused on quality improvements and then quantitative analysis to determine if the perception of plagiarism was correct. Qualitative initiatives included:- Removing the previous team’s 3,000-word minimum and setting content standards aligned with known content strategy best practices. - Retraining team on content standards, and hosting mandatory writing workshops to upskill writers while hitting production timelines. - Revising content lifecycle and creation processes to accelerate writing and improve article quality.Quantitative initiatives included:- Development of a quality scorecard against which all content was evaluated. - A complete audit of all existing content, including utilizing artificial intelligence (AI) tools to evaluate plagiarism levels. Results: - Users reported a dramatic improvement in content. - Debunked plagiarism claims – while present, plagiarized content represented a small portion of work – and identified content that needed revision. Show less

  • Director of Knowledge Management

    Feb 2024 - now

  • Director of Expert Knowledge Content

    Oct 2023 - Feb 2024