About me
I’m a content strategist, storyteller, and copywriter who believes that content isn’t just words on a page—it’s an experience. My journey began in 2019 as Editor-in-Chief of UW Bothell’s newspaper, where I discovered the power of a well-told story to inform, connect, and drive impact.
Since then, I’ve built a career centered on creating experiences that stick. With certifications in UX Writing and as a LUMA Design Thinking Practitioner, I approach content with the human experience front and center, crafting narratives that are clear, engaging, and designed for impact. Whether it’s weaving SEO strategy into a website’s copy, simplifying complex technical information, or building brand stories, I love creating narratives that are engaging and purposeful.
Most recently, as a content strategist at Avanade, I’ve had the privilege of blending storytelling with strategy, from brand development to UX writing. My background in technical writing and SEO has taught me that details matter, and my goal is to make every word purposeful—whether it’s helping users navigate a site effortlessly or crafting narratives that bring a brand’s values to life.
Great content goes beyond catchy headlines; it’s about clarity, accessibility, and timing—connecting with people in a way that feels genuine and relevant. I’m always on the lookout for innovative ways to elevate content and make it work smarter.
Experience
SENIOR ANALYST, CONTENT STRATEGY @ AVANADE (DEC 2022 – NOV 2024)
- Developed and executed content strategies across high-profile client projects, focusing on user-centered communication and alignment with strategic business goals.
- Executed strategies and recommendations to align content with business objectives and target audiences.
- Developed clear, user-centered messaging frameworks, templates, and data-driven content and copy.
- Streamlined complex documentation, improving clarity, coherence, and usability.
- Partnered with design to map content strategies, optimize user journeys, and refine digital structures.
- Built and maintained content libraries for consistent and accessible communications.
- Created narrative structures and personas to support storytelling and strategic messaging.
- Conducted comprehensive assessments to analyze existing content, workflows, and competitor strategies.
- Mentored new hires and advanced content strategy training, fostering best practices and team growth.
ANALYST, CONTENT STRATEGY @ AVANADE (OCT 2021 – NOV 2022)
- Delivered high-impact content and collaborated with cross-functional teams to create user-centered experiences.
- Contributed to complex content migrations, earning positive client feedback for detail and execution.
- Produced data-driven, user-centered copy to drive engagement and support client goals.
- Standardized content practices by developing style guides and templates for consistent brand voice.
- Partnered with UX, design, and development to integrate content, design, and functionality seamlessly.
INTERN, CONTENT STRATEGY @ AVANADE (JULY 2021 – SEP 2021)
- Supported the content team in creating and delivering digital experiences for clients.
- Assisted senior strategists in developing content strategies, contributing to research, drafting, and refinement to align content with client and user needs.
EDITOR IN CHIEF @ UW BOTHELL (JUNE 2019 – JUNE 2021)
- Led all editorial operations, content strategy, team management, and publication schedules.
- Implemented a multi-channel marketing strategy, and developed a consistent publishing rhythm.
- Collaborated with contributors and editors to produce high-quality journalism and multimedia content.
- Directed the content production pipeline, managing article writing, reporting, and layout design.
- Utilized Adobe Creative Cloud, InDesign, and Photoshop for layout, design, and visual storytelling.
Education
THE UNIVERSITY OF WASHINGTON (SEP 2017 – JUNE 2021)
Bachelor’s Degree, Business Marketing
Bachelor’s Degree, Media & Communication Studies
Ashley Creech 