I've been creating product content for over 20 years in one fashion or another. It's a collection of unique experiences, including many methods of content creation that have led me to where I am;
My education is in graphic design and communications. For much of the early and middle parts of my career, my experience has been in packaging, managing the creation of packaging mock ups, including prototyping and designing concepts for packaging, and managing a photography studio for product imagery that was integrated into the prototyping and mock up studio. I've played the part of project manager, designer, art director and subject matter expert across a variety of business areas. All of this experience really prepared me well for what came next.
I never expected to pursue eCommerce and digital shelf product content creative management but it was a great way to stretch myself and it couldn't have been a better move for me. I started as the Digital Shelf Creative Manager for Coca-Cola's North America eCommerce efforts in late 2016 where I was part of a team that created the company's first end–to–end digital shelf strategy, inclusive of the content strategy that I owned. While at Coca-Cola I also supported the Digital Marketing team with content for a variety of programs. We engaged in consumer insights research to identify the types of content that performs best in a variety of situations in digital marketing and merchandising.
I've also worked at Kellanova (Kellogg's) as their Digital Shelf Creative Director where I helped their EU team develop process, execution and creative strategies to be more efficient at creating content for their eCommerce needs while bringing subject matter expertise in what constitutes "best–in–class content for their digital shelf needs. Since then I've been consulting with other large CPG companies in different content creation aspects of their business.
Because "product content" is so different from brand and marketing content, I do think there is an alignment of my past work in product photography and packaging to my current work in digital shelf content. This work requires both the creative eye for consumer engagement, and a strong influence of product data to be successful. I've been able to leverage wide–ranging product content experiences to gain a strong understanding of what performs well in the digital merchandising and content space.
