Lee Anne Rosenstein

Walnut Creek, CA 94598

925-216-5321

lrosenstein24@gmail.com
http://www.linkedin.com/in/lrosenstein

Web communications specialist experienced in user experience and usability,

content development, data analytics and social media.

Experience
Chevron Corporation
HR Web Strategist

2004-2016
San Ramon, CA

Strategic Planning
Directed strategy, development and maintenance plans for three global Human Resources domains serving
employees, retirees and job seekers.
- Human Resources is the most-visited link on the Chevron intranet, receiving >10 times more clicks
than the second most-visited link.
- careers.chevron.com was named a Top 30 Career Website in the USA and consistently had the
highest customer satisfaction rating of any Chevron enterprise website.
Created governance, policies and standards resulting in smoother operations management.
Content Strategy
Conducted stakeholder interviews, site audits and analysis for alignment with brand messaging.
Determined gaps and worked with subject matter experts to develop new content.
Developed content flows and information architecture based on user feedback and analytics.
Re-wrote existing copy for search optimization.
Leadership and Team Supervision
Direct supervisor for web development team.
Created web style guide, standardized departmental processes and coding standards.
Mentored web developers on career opportunities and professional development.
Implemented customer satisfaction metrics to monitor team performance. Team maintained a 99+% customer
satisfaction rate.
Managed relationships, deliverables and costs of outside interactive marketing agencies and vendors as well
as in-house enterprise creative team. Maintained department web budget.
User Experience
Certified in user-centered design methodology.
Conducted usability studies including heuristics, card sort exercises, surveys, etc. Made recommendations
based on usability best practices and data derived from usage and user studies.
Documented siteflows, created wireframes, Photoshop and/or HTML mock-ups.
Trained site owners and communications professionals on usability best practices and writing for the web,
including search optimization.
Regularly invited to participate in cross-functional usability peer reviews.
Data Analytics
Introduced and implemented Google Analytics and Web Trends.
Created metrics dashboards and ad-hoc reports for special projects. Used data to drive content development
and web redesigns.
Provided data-based insights into online communication effectiveness, including email clickthroughs, A/B
testing and year-over-year metrics.

Social Media
Initiated and managed social media presence for HR Communications.
Monitored internal social media channel for HR-related topics. Posted timely HR information and monitored
follow-up, raised issues with subject matter experts and responded to questions.
Worked with Public Affairs social media team to identify HR-related issues on external enterprise social media
sites (Facebook, Twitter and YouTube). Crafted general responses and became point of contact for HRrelated escalations. Used data derived from social media to develop additional content for websites to
address issues.

Web Design & Development Manager

Graphic Designer
1994-2004
Bank of America (investment banking division; formerly Montgomery Securities, now Merrill Lynch)
San Francisco CA
Web Design & Development Manager (1998-2004):
Design and develop institutional investor-facing internet and employee-facing intranet sites. Gather business
requirements and generate ideas for content; create all information design and user interactions; design
comps and create HTML prototypes; write copy; create and optimize original web graphics, produce
templates, write documentation and provide art direction to application developers.
Assist departments in development of departmental intranet sites; provide design direction, enforce corporate
identity standards, direct work of back-end application developers and train business-side clients on
maintaining sites.
Provide usability consulting and art direction of user interfaces for web-based applications.
Respond to webmaster inquiries.
Graphic Designer (1994-1998):
Create one- to five-color corporate communications materials including invitations, brochures, newsletters,
ads, forms and manuals, from initial client consultation and design through print production process.
Create financial presentations for Executive Committee, providing expertise on information design.
Liaise with internal clients and external vendors, e.g., photographers, printers and IT department.
Extensive copyediting and proofreading.
Enforce corporate branding and identity standards.

Additional Experience
Production Specialist, Towers Perrin, Philadelphia PA

Education
Certificate, Teaching English as a Second Language, Arizona State University (to be completed March 2017)
MS Publications Management, Drexel University, Philadelphia, PA
BA English/Specialization in Writing, Temple University, Philadelphia, PA

Professional Development
Certified Online Content Moderator, Moderation Gateway
Certified Digital Marketing Practitioner, Market Motive
Certified Usability Analyst, Human Factors International