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Lori McNabb

Lori McNabb

Senior Manager

Spectrum Enterprise

Charlotte, North Carolina Area, us

I am literally the luckiest person. I've worked in journalism, public relations, advertising (in-house and agency), banking/financial services, manufacturing, retail, technology, content strategy and social media, digital marketing and digital media. At times, I managed big teams or small, or no one at all.



Senior Digital Strategy Lead

Developed digital cloud marketing campaigns with buyer journeys and user-centered content narratives that met the buyer at every stage of the journey. Beat KPI benchmarks (leads, email opens/CTR, chat and sales).
" Digital campaign became the company model for using design thinking and data to improve content, media and page layouts.
" Leadership requested I speak to the enterprise content and digital teams to enable non-data natives on how to interpret most significant data and turn those insights into actions
" Won IBM NWOM Transformation Award and A/B testing contest.


Walmart Ecommerce

Senior Marketing Manager-Content, UX, Design

Owned strategy, road maps and publishing system for all digital content, videos and product pages (desktop, tablet, mobile).
" Increased home page CTR's 300%. Improved organic traffic (9% to 30%) by applying better SEO to high sales product categories.
" Updated out-of-date content strategies with team training, upgrading talent and developing style guide with visuals including do's and don'ts, use of structured data. Developed mobile-first, COPD approach.
" Aligned cross-functional teams for national seasonal promotions, third-party content, rewards program and editorial calendar to stay in front of our customers and target audience.


Ally Bank

Senior Marketing Manager-UX Content

A startup, branchless bank named Ally came to town. Soon, my phone rang. It wasn't long before I was building standing up a team, implementing agile, and helping the team do a lot of fun stuff like standing up a mobile app from scratch.


Wells Fargo

Manager Content Strategy

They needed a writer who could write compelling copy. I needed a job. But this job would be life-changing. I didn't join a department. I found myself immersed into this user-centered world. A group of people whose starting point and ending point was the user. They lived and breathed empathy. Information architects, usability engineers, front-end and back-end developers, producers and project managers, visual interaction designers and content strategist. We even had our own in-house lab to observe users as they were given tasks to test our prototype. All this and they give us a paycheck. I became part of the UX cult and I still have not gotten it out of my system.