Rosemary Williams

Content Design | Editorial | Leadership

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My mission is your message.

Thank you for visiting my site! I’m a content design leader with strong content strategy, writing, and people management skills that I’ve had fun putting to work in all sorts of ways, from Airbnb to top-tier agencies and lots of cool spots in between. While I love running teams and making high-level presentations, I also truly enjoy digging into the foundational spreadsheets and content maps that make it all make sense.

I hope you’ll scroll through my work examples and reach out to me with any questions or feedback!


Resume

Airbnb

Solo Traveler

The challenge: surface fresh new safety features and significantly lower incidents without creating undo alarm. Delicate placement and language were crucial, and we came up with innovative ways to drive informed choices with confidence. In the end, we got loads of positive press and amazing results. I was very proud to lead this project from concept to launch.

Click to see: project overview, content map, and sample screens.

Let’s go!

AirBnB

Air Cover

Under the stealth name, “Batphone,” we reimagined Airbnb’s role in a guest’s stay, providing 24/7 customer support without prohibitive cost. Clever integration of AI, bots and other tool innovations helped us make it work. Today’s Airbnb facilitates quick connection to an agent for those who need it —and elegantly re-routes those who don’t.

Click to see: massive flow chart and sample screens.

Cover it

JFK University

Site Redesign

We created a flattened experience of robust pages to dramatically improve SEO and user journeys by eliminating redundant content and transforming long narratives into focused highlights. We also defined new segmentation and built an interactive tool, bringing a much-needed transactional focus to this academic site. Winner W3, Gold.

Click to see: sample pages, including quick stats and profiles.

Learn more

Visa

Site Redesign

This site redesign was part of a huge brand shift for Visa, moving away from being perceived as a credit card company to a payment technology leader. Along with a fresh experience, I helped create Visa Everywhere, a thought leadership blog to showcase innovations. This blog was supported by a robust cross-linking strategy, showcasing meaningful content in the periphery of heavily-trafficked utility pages, to tell the story without impeding user tasks.

Click to see: sample pages, thought leadership library.

Charge

Ebates

How It Works Video

Ebates (now Rakuten) has a unique challenge: it sounds too good to be true, but it isn't. We needed to articulate the business model for the first time in the company’s history, breaking down the complexity of affiliate marketing in a way that’s fun. lightweight, and shareable in the shopping influencer community.

Click to see: the video.

Watch it

AirBnB

Calendar Redesign


Launching Soon!

Decks

These are a few artifacts of my work in deck form, from style guides to low-key manifestos and training tools.

Airbnb Safety Writing

Content Strategy at Razorfish

Nike Style Guide

Contact me