Adventure Cycling Association Content Director

At the Adventure Cycling Association, I lead the marketing team in promoting the nonprofit’s mission to inspire people to get on bikes. Through a mix of direct and email marketing campaigns, earned and paid media, and social campaigns, we work to amplify the impact of our development, membership, routes, experiences, and educational programs.

As the organization’s inaugural Content Director, I’ve shaped and executed a comprehensive storytelling strategy that aligns with our mission and strategic goals. In addition to overseeing all forms of content—written articles, photography, design, and digital media—I specialize in creating UX copy that drives engagement, clarity, and conversions. This includes crafting dynamic, journey-specific language that speaks directly to our diverse audience at every stage of their experience with the brand.

Key Responsibilities:

  • UX Writing & Content Design: Led the redesign of our membership join and renewal page with a focus on user experience. I wrote clear, concise, and journey-specific copy, including CTAs, form instructions, and success messaging, resulting in a more streamlined and intuitive process. I also utilized AI-driven tools to tailor content for individual user segments, ensuring personalized and relevant communication that increases engagement and conversion.

  • Strategic Content Development: Designed and implemented a comprehensive content strategy to advance the nonprofit’s mission. I leveraged storytelling to connect with diverse stakeholders, including donors, members, and partners. This approach ensures a unified voice across platforms.

  • Brand Growth and Awareness: Enhanced the organization’s visibility by crafting a cohesive brand voice across digital and print platforms, leading to increased community engagement and donor support.

  • Team Leadership & Collaboration: With experience both as a team member and leader, I manage and participate in cross-functional teams of writers, designers, and project managers to produce high-quality content.

Work Examples

Content Marking Conversion Funnel: Going the Extra Step

At REI, I was responsible for guiding customers through the journey of discovering and booking our guided trips and local experiences—an offering that many members and potential customers didn’t even know existed. To tackle this, we developed an REI Travel-specific four-stage content funnel, with a special emphasis on addressing the barriers that prevent customers from booking adventure travel.

Top of Funnel – Awareness
We focused on raising awareness with inspiring content, sparking interest in travel and subtly introducing REI’s guided trips.

  • Example: Why So Many Women Are Traveling Alone

Middle of Funnel – Evaluation
The MOFU consisted of location guides and trip round-ups to help readers evaluate options, including REI’s guided trips, and nudging them toward booking with REI.

  • Example: Climbing Mount Kilimanjaro: The Best Routes

Lower Funnel – Remove Barriers
Understanding that cost and logistics can be obstacles unique to REI’s travel offerings, we introduced content specifically designed to address and remove these barriers, making REI trips the easiest choice.

  • Example: What To Do If Your International Flight Gets Cancelled

Bottom of Funnel – Conversion
Finally, we drove conversions with direct, product-focused content and clear CTAs to encourage bookings.

  • Example: Our Favorite REI Adventures

UX Writing: Membership Join & Renew Page Redesign

Challenge: After noticing a drop in conversions despite strong traffic to our membership join/renew page, I was tasked with rewriting and redesigning the page to ensure both elements worked together to drive conversions.

Solution: I led a comprehensive redesign of the page, focusing on enhancing clarity, efficiency, and trust-building to align with user expectations and motivations.

Key Actions:

  • Clarity: The original “Join/Renew” terminology was confusing, especially given our nonprofit's event and tour offerings. I simplified the language to "Become a Member Today" to eliminate ambiguity and make the call-to-action clear.

  • Trust Building: To build confidence, I highlighted nonprofit rankings, secure transaction information, and member testimonials, showcasing that our organization is trusted and stable. I also emphasized our membership numbers (18,000 members), fostering a sense of community and security.

  • Efficiency: To reduce friction, I added anchor buttons below each section to allow motivated users to jump directly to the membership form. Additionally, I removed a confusing monthly membership CTA and integrated our monthly membership option directly into the page to create a streamlined experience.

  • Refocusing the Message: Instead of focusing on membership perks, I shifted the messaging to highlight the impact users could make through their membership fees.