Lori McNabb

Director Content Design | CVS Health/Aetna – Woonsocket, RI | April 2022 – Present

Oversee a team of a 9-person remote team of managers (and an overall team 70 conversational designers and content designers) who deliver UI/UX content designs and flows for Aetna, CVS and Caremark digital properties.

• Transformed design department with content designers who could create designs for UI and conversational designs/chatbots. Created Messaging program to improve clinical content, articles, and tools with pairs writing, crits, comprehensive style guidelines and more.

• Deployed rollout and execution of first scalable generative AI technology at CVS. Enhanced UX/Digital Design processes, and increased content creation efficiency by 30% and a savings of $1Mil to date.

• Led product management with comprehensive AI product roadmap, socialization via roadshows, executing training and superuser group/advocates, incorporating industry best practices, introduced AI governance and aligned AI compliance to enterprise policies. Led workload prioritization and backlog. Established feedback loops and defined OKRs to evaluate ROI among others.

Principal Digital Strategist | Forcepoint Cybersecurity - Austin, TX | June 2021 – April 2022

Advised and led the Marketing Organization and C-Suite on marketing web strategies to quickly achieve aggressive demand generation goals to realize full potential for sell-off or IPO.

• Created Adobe campaign dashboards and shared insights and actions via bi-weekly meetings with product managers.

• Led the successful launch of a new AI-driven Cybersecurity product, simplifying complex go-to-market strategies and increasing customer engagement by 25%.

• Owned SaaS strategy and chatbot flows that increased use of website and resulted in 25% increase in high-quality chats and 25% increase in overall leads.

Design & Content Strategy Lead | Wells Fargo - Charlotte, NC | 2018 – June 2021

Developed division’s content design/strategy practice within data-first design framework for servicing and public digital presence.

• Governed enterprise A/B and MVT research practices, delivering actionable insights for continuous improvement and resulting in a $2M ROI through market tests.

• Reignited a stalled team on the crucial reimagining of the WFA.com front door by using usability tested designs and steering resources around technical and communications hurdles.

• WFA.com resulted in a 1000% increase in CTR and a 233% boost in lead generation.

• Led secure space flow designs increasing conversion rates by 33%.

Sr. Program Marketing Manager | Spectrum Enterprises - Charlotte, NC | May 2018 – May 2017

Recruited to transform a digital B2B/B2G lead gen practice to attract, build and convert strategic verticals via marketing programs.

• Directed agencies and in-house teams to build campaigns that beat previous benchmarks within 8 weeks. Advised on media plans.

Global Program Manager, Digital Optimization |  IBM - New York, NY | 2014-2017

Directed the development of AI-enhanced B2B digital marketing campaigns, leveraging ML to optimize buyer journeys, resulting in a 20% increase in conversion rates.

• Launched agile process which became the company model for marketing product launches.

• Awarded the IBM Marketing Transformation Award. Responsible for regular executive report outs on results.

Global Ecommerce UX Product Manager and Content Manager | Walmart(Sam’s Club) - Bentonville, AR | 2012-2014

Responsible for Samsclub.com user experience, digital content, visual designs, videos and product pages and Spanish site. Led team of 10-12 content managers and visual designers.

• Product Owner for CMS, owned strategy, road maps, gather business requirements, managed backlog, prioritized workload.

• Created business case with outage data, system reporting and lost sales to convince VP to upgrade platform.

• Increased home page CTR’s 300% by applying SEO best practices to the top sales categories.

Sr. Global UX Content and Creative Manager | Ally Bank - Charlotte, NC | 2009-2011

Actively recruited to stand up UX content practice. Stood up desktop, mobile app and social presence in US and Canada (French and English) for a new bank from a dealer financing company (GMAC).

• Led UX content transformation of mortgage & loss-mitigation site and investments portal.

• Spearheaded a comprehensive, digital style guide and lexicon. Owned multi-lingual site, translation and localization for global site.

• Saved company more than $100,000 in progressive recruiting strategies and mitigated risks with content publishing process and documentation.
  

Global UX Content Strategy Manager | Wells Fargo - Charlotte, NC | 2005-2009

Led 10 Content Managers in CX Division to optimize customer-centric experiences via lean, purposeful content on all digital properties (Wachovia, Wells Fargo and sub-brands).

• Promoted from Senior Content Manager to Team Manager.

• Owned critical content migration pilot on mortgage and wachoviasecurities.com.

• Launched proactive chat, demos, tools and calculators. Owned multi-lingual site, translation and localization for global site.