Nicole Guilfoyle

Content strategist, UX content designer, and omnichannel marketing copywriter with 20+ years of experience crafting communications that meet user needs and business objectives. I specialize in human-centered experiences that simplify complexity to drive engagement, action, and impact. Industries include tech, government, finance, and e-commerce. Companies I've worked for and with include the US Federal Reserve, Wells Fargo, Hexagon, eBay, PayPal, Snapfish, and Epsilon.

Senior Content Strategist contract

First Person, Oakland, CA

February 2024-March 2025

Client: Hexagon AB

• Simplified website navigation based on archetype user journeys and click map analysis, improving click-through rates by 32% in the first quarter.
• Led content strategy for an interim homepage that, along with lead routing improvements, increased qualified leads by 43% in 12 months.
• Guided strategic action planning and information architecture definition for a new website launching in summer 2025.

US Federal Reserve

Federal Reserve Bank of Cleveland, Cleveland, OH

September 2020-October 2023

• Established the Fed Communities brand strategy, style guide, messaging architecture, and content strategy, including workflows and governance.
• Transformed the fedcommunities.org website from an aggregator to a content-driven destination, increasing monthly active users from 40 to 24k in the first year. 
• Grew audiences on social media to 3k and email subscribers to 15k within 18 months.

US Federal Reserve

Federal Reserve Bank of San Francisco, San Francisco, CA

March 2015-September 2020

• Led UX content strategy and content design for an end-to-end website redesign in 2015.
• Developed content strategies for new site sections, blogs, podcasts, and web products, including a chatbot, voice search, and fintech consulting services.
• Managed SF Fed Blog and #unreserved employee story series.

Wells Fargo, San Francisco, CA

December 2014-March 2015

• Wrote UI copy for accessible mortgage application flows in everyday language to meet TILA-RESPA regulatory requirements.
• Revised zip code gating web component, which was projected to have a $2 million impact in year one.

Suite Seven, Oakland, CA

March 2013-December 2014

Clients: Samsung Mobile USA, Infor, Jabil, Kii, Grand Rounds Health, PCFMA

• Partnered with The Content Wrangler Scott Abel on a global tech company's social media strategy.
• Supported client keynote activities, including a fireside chat with Steve Wozniak.
• Developed bespoke content strategies for websites, byline articles, blogs, ebooks, infographics, case studies, email, social media, trade show signage, and event presentations.
• Established an email marketing strategy for Samsung Mobile USA that improved open and click-through rates by 24%.

November 2011-March 2013

Clients: Snapfish, Bleu Marketing (Cisco and Dell accounts), Stella & Dot

• Wrote emails, web copy, sales collateral, and video scripts to upsell cloud SaaS and enterprise hardware offerings to public sector and healthcare clients.
• Wrote UI copy for Martha Stewart Card Maker and Snapfish posters web and app experiences and Snapfish catalog and email marketing copy, delivering 45%+ ROI, consistently exceeding targets.
• Crafted marketing and brand messaging for Stella & Dot consumer marketing and brand ambassador activation programs.

Epsilon, San Francisco, CA

January 2005-October 2011

Clients: eBay, PayPal, Tiny Prints, TXU Energy, RSA Conference, AT&T, Dell

• Wrote copy for websites, email, catalog, direct mail, event, digital ads, and OOH campaigns that delivered 30%+ ROI on average, with ROI up to 2,600%.
• Directed copy for eBay, PayPal, Tiny Prints, TXU Energy, and RSA Conference accounts.
• Managed and mentored three staff copywriters.
• Created 300+ buying guides to support the launch of eBay's Reviews & Guides platform.
• Developed all promotional content for eBay co-branded contests with Disney, Sony Pictures, and Hershey.

InfoWorld, San Francisco, CA

August 2004-November 2004

• Established taxonomies to bring InfoWorld's enterprise product catalog to the web.
• Collaborated with developers to establish print and digital workflows in a new custom CMS.
• Launched InfoWorld product guides online two months ahead of schedule.

TechTV, San Francisco, CA

January 1999-July 2004

• Managed a team of 5 web producers/ editors supporting 20+ writers and contributors.
• Drove 2 million+ daily page views, delivering 20% of total site traffic with 75% YoY growth.
• Achieved higher Nielsen NetRatings than American Idol and Oprah in the same week.
• Edited and published daily and weekly email newsletters, engaging 250k subscribers.

BA, Radio & Television, San Francisco State University, San Francisco, CA, Summa cum laude