CONTENT STRATEGY

Airbnb experience resource center

PROBLEM:

  • The outdated Resource Center was housed on a siloed Wordpress blog.

  • It lacked coherent messaging and wasn’t accessible from product.

PROCESS:

  • Worked with engineering to build foundations for SEO optimization, performance tracking, and automated localization.

  • Looked at user research and CS ticket drivers. Identified top questions/problems at each stage of the hosting journey:

    • After publishing their listing, Hosts struggled to find the information they needed to be successful.

    • If they searched on Google, Airbnb resources didn’t show up in the first page of results.

    • Hosts had trouble making their listing searchable, adding availability, and choosing activities that resonate.

SOLUTION:

  • Launched the Resource Center 2.0 with refreshed content & voice and tone.

  • Developed specific education around Hosting pain points.

  • Amplified content through SEO optimization, in-product messaging, and newsletters to Hosts.

  • Worked with product team to map ongoing education around launches and updates.

RESULTS:

  • 52% active Experience Hosts visited the Resource Center 2.0 since launch in H2 2021 (up from 20%).

 

ATLASSIAN AI COLLABORATION REPORT

PROBLEM:

  • Atlassian wanted to establish a credible point of view on human-AI collaboration in the workplace, but had no prior report or narrative asset to build from. This was a first-time launch with no benchmark for success.

  • Complex survey data and research findings needed to become something executives, media, and customers would actually read and share.

PROCESS:

  • Co-authored the report, translating research and survey findings into an accessible, executive-ready narrative.

  • Coordinated cross-functionally with Teamwork Lab, Brand, Design, and Sales to align narrative, creative assets, and launch timing.

  • Managed feedback cycles across multiple formats, including PDF, landing page, sales enablement deck, internal comms, and social.

  • Contributed to survey design and data storytelling, shaping how findings were framed and sequenced.

SOLUTION:

  • Launched Atlassian's inaugural AI Collaboration Report, positioning the company's point of view on strategic human-AI collaboration across owned channels, earned media, and sales enablement.

  • Equipped sales and executive teams with tailored assets to communicate Atlassian's AI value proposition.

RESULTS:

  • 15,000+ page views, outperforming all prior first-time report launch benchmarks.

  • 25+ media hits, including 11 in priority outlets.

  • 18.2% engagement rate on LinkedIn promotion.