28 Nov 2012, Posted by Bill Winters


Timeline of the Development of a Content Strategist



1880 Coronada Drive Ann Arbor,MI  48103

(734) 476-4327


Team Detroit, Inc.  Vice President, Content Strategist  2010-Present

  • Pioneered new role for Team Detroit, serving Ford Motor Company
  • Key role in implementation of Adobe AEM for North America
  • Coordinate creative, SEO, analytics, research and optimization strategies to guide content for ford.com and lincoln.com
  • Guide development of digital assets for ford.com and Lincoln.com, improving efficiency and effectiveness
  • Develop targeting and personalization strategies for Ford’s broad digital presence
  • Content Strategist for Ford’s real-time 2014 Super Bowl efforts


Team Detroit, Inc.  Vice President, Digital Brand Strategist  2007-2010

  • Lead role in Enterprise-level digital strategy for Ford Motor Company
  • Member of strategy team for the multi-year redesign of fordvehicles.com, lincoln.com
  • Lead strategist for 2009 Ford F-150 Reveal
  • Lead strategist for 2010 Ford mobile marketing efforts
  • Lead strategist for Ford’s award-winning Cash for Clunkers online program

Net Gain, LLC Ann Arbor, MI    Independent Consultant  2003-2007

EASTERN MICHIGAN UNIVERSITY Ypsilanti, MI   Director, Distance Lrng.   2002-2003

  • Established institutional eLearning standards
  • Launched and co-taught faculty online teaching certification
  • Conducted first online student satisfaction survey

divine/marchFIRST Southfield, MI   Senior Consultant, Research Analyst   2000-2001

  • Launched research practice forDetroitoffice, establishing processes and deliverables
  • Performed requirements gathering and wrote Use Case documentation for client web sites

ENLIGHTEN Ann Arbor, MI    Internet Strategist  1999-2000

  • Launched strategy practice for the company, establishing processes and deliverables
  • Interacted with clients nationwide and wrote creative, business, brand strategy
  • Developed functional specifications for client web sites

ORGANIC, INC./ROSS ROY Bloomfield Hills, MI   Senior Writer  1996-1999

  • Creative Lead for Dodge cars and trucks interactive efforts
  • Editorial Lead for 1999 Dodge web site
  • Represented interactive creative department for strategy issues, budgeting team
  • Oversaw creative development of more than 30 interactive training CDs and an interactive kiosk

SEAGRAM & SINGER, INC. Ann Arbor, MI   Vice-President, Creative Director  1987-1996

  • Headed creative department for $5 million advertising and marketing communications agency
  • Responsible for staffing and management of 8-person department
  • Developed and presented advertising strategy and creative executions for national and local,  consumer- and business-to-business clients
  • Participated in account planning, including research, P.R. and media decisions
  • Clients included Simplicity Manufacturing, Johnson Controls, Inc., Wacker Silicones, Troy-Bilt



Master of Business Administration April 2000

Bachelor of Arts, Communication December 1982

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