Case Study: Using Centralized Content Strategy & Data-Driven Personalization to Achieve a 37% Traffic Lift & 26% User Growth Case Study: Eventbrite Global Pivot – Digital Service Transformation Project Details • Project Title: Eventbrite Global Pivot (Standard and COVID Editions) • Company Name: Eventbrite • Program: Global Content Strategy & Optimization • Role: Senior Marketing Copywriter & Editor Challenge • Who: Eventbrite’s global marketing teams and independent creators. • What: Content was fragmented across regional teams, leading to redundancy and inconsistency. • When: Exacerbated by the COVID-19 pandemic , which forced a pivot from in-person to virtual/hybrid experiences. • Why: Fragmented communication hindered the ability to rebuild trust and guide creators through industry disruption. Advisory • The Big Idea: Move from regionally siloed systems to a centralized global publishing process to ensure brand consistency and operational efficiency. S...

Case Study: Using Holistic, Trauma-Informed Support Tools to Achieve Scalable Community Care & Increased Engagement GetSomeJoy’s GriefKit – Community Wellness Transformation Project Details • Project Title: GetSomeJoy GriefKit • Company Name: GetSomeJoy • Program: Community Wellness and Mental Health Support • Role: Co-Founder & Lead Content Strategist Challenge • Who: Communities and organizations seeking to support members navigating grief. • What: A lack of accessible, culturally relevant wellness resources; traditional tools were often too clinical or expensive. • Why: Organizations needed a tangible resource to extend care beyond single conversations or events. Advisory • T he Big Idea: We created the GriefKit , a tool designed to process grief through three pillars: Accessibility & Representation, Practical Healing Tools, and Community Connection. • The Approach: We integrated literary therapy to encourage self-expression and developed both physical and dig...

Project Details Objective: Using Collaborative Contract Restructuring to Achieve 1500bps On-Time Delivery Growth in North American Logistics Company Name: Amazon Program: Vendor Execution Improvement Initiative Location: North America (FC to Last Mile: Sort Centers & Middle Mile) Role: Senior Manager for Customer Experience Timeframe: 2022–2023 Challenge The 5 W’s: Who: Amazon’s North American logistics network and its six major third-party Less than truckload (LTL) vendors . When: The issue reached a critical breaking point during the 2021 Holiday Peak season. Where: Across the entire supply chain, specifically at the hand-off points between Amazon internal nodes and external vendor networks. What: Escalations to the VP level revealed a recurring theme: "Everything is fine until another company is in charge." Deep dives revealed that vendor contracts had no framework for the "Customer Promise." Vendors were incentivized solely on delivering the package, rega...

Objective: Using Proactive Anomaly Detection & AI Automation to Achieve $250M Revenue Growth & 900bps CSAT Increase Project Details Project Title: Project Odyssey (Service Scheduling & Execution Transformation) Company Name : Amazon Program: Service Fulfillment Optimization / Customer Experience Enhancement Location: North America (Initial Scope) expanded to EU Role: Senior Manager for Customer Experience Timeframe : 3 Years (Execution) / 5 Years (Roadmap Strategy) Challenge Who : Amazon’s Home Services division, involving both internal operations teams and a network of external third-party service providers. What: The division faced a massive efficiency bottleneck where 50% of all orders resulted in a contact for resolution to customer service. This resulted in a DPMO (Defects Per Million Opportunities) of 500,000, meaning half of all service opportunities had a process defect. Where: Across the entire service fulfillment lifecycle in North America, affecting both cust...

Objective: Using Root Cause Analysis & Process Standardization to Achieve $20M Cost Reduction & 6% Sales Lift in Retail Logistics Project Details Project Title: Speed & Safety Experiment Company Name: Target Corporation Program: Replenishment Process Optimization / Safety & Efficiency Initiative Location: Fifty (50) stores in South Florida Role: Pilot Operations Manager/ Project Manager for Expansion Timeframe: 2013 (one year) / 1 Month Pilot, 2 Month Test, and 9 months for Full Adoption.   Challenge Who: Logistics and Replenishment teams across a high-volume 50-store group. What: The organization faced a "triple-negative" operational failure. While attempting to speed up replenishment to cut costs, the incident rate spiked to 6.2 cases per 100 workers. This rush caused process breakdowns, dropping in-stock rates to 85% (empty shelves) and ironically increasing the workload for other teams due to rework. Where: In the back-of-house receiving docks and...

Executive Summary In modern retail, sustainable growth is no longer achieved through product or price, but through a superior customer experience. Post-purchase friction—late deliveries, damaged goods, and difficult returns—erodes loyalty and inflates operational costs, directly hindering growth. Organizations need to ensure they have a customer experience strategy which is constantly improving trust and transparency.  This publication provides a strategic blueprint to transform these challenges into opportunities. It outlines six core pillars for building a powerful CX engine that systematically eliminates defects, empowers customers, and fosters a data-driven culture. The result is not just happier customers, but a more efficient, profitable business with a clear path to market leadership. State of the Culture The mandate for a customer-first strategy is not new, but its urgency has reached a critical inflection point. Several powerful forces have converged, making...