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.

Senior Content Strategist, Fed Communities
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.

Lead UX Content Strategist
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.

Senior CX Content Strategist contract
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.

Senior Content & Communications Strategist
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%.

Freelance Copywriter
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.

Senior Copywriter
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.

Web Producer contract
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.

Executive Web Producer
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