Dawn Bovasso

As a creative director and Verndale’s Content Strategy Practice Lead, my areas of specialization include UX content strategy/content design, copywriting and editorial strategy, anything related to content management systems (including enterprise migrations and taxonomies), and user experience design.

Consulted as both leadership (e.g. creative director, design director) and as a high-level individual contributor for a wide range of clients and projects across design, UX, and content. Note: More than five of these years were spent embedded with the same client (Fidelity), working as an embedded creative director and content practice lead. Clients including, but not limited to: Fidelity Investments, Northeastern University, GasBuddy, Napkin Finance, and several other large financial institutions.

Content strategy practice lead across Boston and Detroit. As part of the UX and creative senior leadership team, led the end-to-end content strategy and UX/design for digital products and services. Clients including, but not limited to: Bank of America, CVS, Dunkin' Donuts, Dow, GM, and Memorial Sloan Kettering.

Led content strategy and UX experiences for a series of large and complex client projects, including website and mobile design. Advocated for the role and power of content within experience design, including cross-platform initiatives, omnichannel, and content intelligence (including editorial strategy and dynamic content delivery). Scoped and designed deliverables. Developed and oversaw the global Taxonomy Practice (taxonomies and structured data for the CMS/back-end). Clients including, but not limited to: Dunkin' Donuts, L.L. Bean, Chrysler, Travelers, Philips, LensCrafters, Mohegan Sun, Staples, Citizens Bank, Panera, Bed, Bath, & Beyond, and Black & Decker.

Coordinated and oversaw vision, strategy, experience design, and content strategy and development for several Barnes & Noble.com channels and marketing initiatives - including digital merchandising. Managed an entire vertical team, including business, tech, and creative. Led the end-to-end creation of the Rare & Collectible Books channel, including curation strategy and dynamic content delivery. Initiated, developed, and oversaw the first enterprise-wide taxonomy.

Developed innovative digital solutions with, and for, content, including experience briefs, content audits, assessments, style guides, sitemaps, faceted navigations, content models, etc. Expertise in content management systems, taxonomies, structured data, and content delivery strategy. Clients including, but not limited to: Aetna, AARP, Mercedes, Amway, T. Rowe Price, and Morgan Stanley.

Controlled the authorities and tagging structure for the content management system’s ontologies and taxonomies. Led the digitization of the magazine’s archive project. Initiated creation of the first semantic, xml database connecting every fact about every celebrity.

This is basically Syracuse's version of a user experience program. Emphasis on early adoption theory (particularly as it applies to new technology and content) and structured data. Dissertation topic: Self-efficacy and its impact on willingness to try emerging formats of digital content. Won the 2016 Doctoral Prize for outstanding contributions to doctoral scholarship and excellence in dissertation research. (What I learned from this experience is that doctoral programs are only a little bit about being smart and a lot about being tenacious.)

I understand that going back for another master's after already having a doctorate seems a bit crazy. This is 50% a rage degree (I was so, so tired of hearing that I hadn't gone to art school) and 50% pure indulgence (I am happiest in an academic environment, and go to school the way some people go to CrossFit or knit). Yet the results have been extraordinary: I am infinitely better at my craft, ahead of the latest trends, outside the echo chamber of a workplace, and have a direct pipeline to the best talent. I just might stay in this program forever. (Note that this degree is still in progress.)

Emphasis on taxonomy/metadata. Entire program completed in six months, with honors. For my master's thesis, I did a bibliography on one of my favorite writers, Marion Zimmer Bradley. This project ended up continuing for several years and taking me across the country, and to this day it's one of the best things I've ever done. http://marionzimmerbradley.wordpress.com/

Emphasis on 20th Century American and British literature.

Emphasis on lying by the pool drinking smoothies. (And some contemporary American literature.) Two consecutive years on Dean’s List.