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Lori McNabb

United States, South Carolina, Fort Mill
Age: N/A | Profile views: 439
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Futurist, energetic and collaborative Design Strategy Manager.

My Mission: Break through the noise created by bad brands, painful UX, aka dark UX patterns, and poor content design. I focus on relevant, contextual content, frictionless journeys and fun WOW experiences.

At times, I managed big teams or small. Or no one at all.

Big bonus: I've worked with wonderful, immensely talented people who have taught me about the industry or about myself.

Experience includes UX content strategy, content marketing, digital marketing, research and analytics to optimize experiences.

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  • 09/1985 to 12/1991
    : United States
    : Journalism Degree
Career History
  • 05/2018
    : Wells Fargo
    : Design Strategy Leader
    : United States
    : North Carolina
    : Charlotte
    : Established UX Content & Digital Strategy. LUMA-certified Innovation & Human Centered Design Practitioner. Weave the story and emotion through UX and Digital Marketing Designs and ecosystems through Storytelling, Conversational Design, Digital Strategy and Lead Gen. Includes developing/aligning marketing research and qualitative and quantitive data points (A/B Testing and MVT Testing) to ensure the brand is relative, timely and on brand.
  • 04/2017 to 04/2018
    : Spectrum
    : Sr Manager Lead Gen
    : United States
    : North Carolina
    : Charlotte
    : As IBM did away with remote working for thousands (including me), Spectrum Enterprise had a brand new marketing department and discipline. The role: Establish a digital marketing practice that transforms a product-based process to a buyer-centric ideology to generate leads. Directed and developed messaging, journey evergreen campaigns. Used doppelgänger data, programmatic ad buying, re-targeting, geo-fencing and predictive analytics to enhance and buy online media in lieu of broad based direct marketing that proved little results. Launched a campaign in 8 weeks of hire (an email campaign) which beat past open and CTR. Created first all-digital, evergreen vertical lead generation campaign.
  • 09/2014 to 04/2017
    : IBM
    : Digital Strategy Program Mngt
    : United States
    : New York
    : New York
    : Just a couple of months after learning that Walmart Ecommerce was moving all jobs to San Francisco ... VP of Global Cloud Marketing Division saw my resume, LinkedIn Profile and gave me a call. We talked about user experience, websites, what users want and need. It was like we were two old friends. The next thing I know I'm knee deep in heat maps, web page analytics, media plans, personalized content and re-targeting, and testing platforms. All in the effort to show the world what IBM Cloud can do for them. From there ... I piloted a new digital strategy optimization practice for the entire cloud marketing organization.. (Data driven decisions, A/B Testing etc) I learned the basics of AI, Machine Learning (Watson) and IOT and put them into practice in projects to enhance media spend or reach the right audience. Results: Engagement rose. High quality leads went up. One campaign generated more than 10x the average IBM response rate. Unfortunate result: I became one of countless casualties as the company moved all remote workers to 6 key cities. Mine wasn't one of them."
  • 09/2012 to 09/2014
    : WalMart Ecommerce
    : Sr Manager Content Strat and Management
    : United States
    : Arkansas
    : Bentonville
    : After a life decision to get geographically closer to family, I narrowed my focus to 3 Fortune 500 companies. That lead to me to Walmart, the biggest retailer in the world. Managing a team of 10 content strategists, I was given a job I would have done for free. (But I'm glad they paid me for it.) As the Business Owner/Product Owner for the Content Management System, I ensured leadership had visibility to system's effectiveness and peak performance. With the help of my team, we: -improved functionality to eliminate manual work, established issues tracking and resolution processes and migrated to a new platform. -supported content during the Black Friday and Holiday seasons. -doubled home page click-through rates (from .5% to 2%) and increased digital traffic with content strategy best practices. -dramatically decreased monthly content system outages from 500 hours of lost productivity to zero, increasing productivity across division with collaboration, visibility and accountability. -improved and broadened the content syndication program
Core Competencies
  • Leadership
  • Influencing
  • Digital Marketing
  • Communication
  • UX Content
  • Data Driven
  • HCD Design Thinking
  • Research Intelligence
  • Content Marketing
  • Branding
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