Hello! I’m Katie Riddle, a client relationship manager and communications strategist with more than 10 years of communications experience. I work with international clients to enhance their brands by translating complex ideas into simple, powerful brand messages. My specialties are: Multi-channel communications planning Web content strategy Editorial leadership Research Change management Industry experience Healthcare Consumer electronics Lighting Automotive B2B and B2C
History My most recent position was with Brain Traffic , a small web content strategy firm. I consulted with Merck on a global physician website and with McKesson to re-architect McKesson.com’s Pharmacy section. Prior to that, I worked for Philips Design , an in-house agency serving Philips Electronics, as well as select external clients. I was with Philips for over 6 years and had a variety of roles, including account management, brand communications and content strategy. I was a valued member of the team for my flexibility, cross-disciplinary abilities, quick wit and, perhaps most importantly, my relationship-building and consultancy skills. <ul><li>Some of my career achievements: </li></ul><ul><li>Defined the content strategy offering for Philips Design North America </li></ul><ul><li>Led the content research and reorganization for McKesson.com/Pharmacy </li></ul><ul><li>Collaborated with CMOs and VPs as a founding member of Philips North American Marketing Council </li></ul><ul><li>Managed the design of the Philips Lounge at the Sundance Film Festival </li></ul><ul><li>Co-developed all Philips communication materials for the Sheryl Crow / Stop Global Warming tour </li></ul>
What can I do for you? Communication strategy Create and evolve brand messaging Translate messaging into relevant communications across all touch points for all audiences Evaluate and understand audiences, as well as how, what, where and when we communicate Bridge the gap between print/pack design and internet design Naming Consulting Partner with clients to grow their brands Become an instrumental part of client business planning Create added-value proposals Research User research protocols, interviews and analysis Best practices and competitive info Desk research Content strategy Content matrices Content audits Gap analyses Site audits Content guidelines, standards and briefs Content requirements and business rules
Rebranding project Healthcare Communications program Established brand messaging; determined the applicable touch points, markets and audiences; and translated the messaging to create an identity system Consulted with the client to determine appropriate audiences, voice and measures for success Created and revised content plan for the brand communications website Created copy for the brand communications website, presentations and collateral materials Edited brand communications presentations and workshop materials
Brand Integration web project Philips Home Healthcare website integration Consulted with the client to integrate four acquisitions into the Philips brand Conducted B2B and B2C user research to gain insight into user needs and behaviors Analyzed the results of the user interviews to form the basis for concepts Created a mid-level content matrix to assess desired content types Created a gap analysis to determine differences between current content and user needs Created language standards across brands to unify new site Validated organizational concepts against content needs
Content Strategy web project McKesson product and category pages Consulted with the client to redesign the content and templates for all McKesson.com product and product category pages Conducted B2B research to gain insight into user needs and behaviors Analyzed the results of the stakeholder interviews to form the basis for concepts Created a gap analysis to determine differences between current content and user needs Created content standards to unify the site Validated organizational concepts against content needs
Environmental Design projects Consulted with clients to create innovative, brand-enhancing trade shows and exhibits. Led teams of designers and project managers to produce successful implementations of the client’s vision. Monitored project and yearly financials and timelines to deliver on time and on budget.
Print and Pack Design projects Partnered with clients to develop innovative, successful print and packaging identity systems Led teams of designers and project managers to produce multi-lingual global packs Monitored project and yearly financials and timelines to deliver on time and on budget.
How can I help you? Katie Riddle 678.471.1730 [email_address]