About me
I’ve been writing and consulting professionally since 2012, working across industries from finance to digital healthcare. My approach is simple: understand the product, know the customer, and keep it concise. Less is more.​
Recent experience
FIDELITY INVESTMENTS
fidelity.com
Director, Content Design
July 2022 - Present
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As Youth UX Content team lead, deliver and socialize teen-specific content strategy guidelines to ensure consistency and promote user engagement while aligning with Fidelity brand standards
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Direct content development for the in-app Invest experience, including Youth-specific products and features and in-the-moment learning content
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Collaborate with UXD and engineering leads to oversee content planning for monthly app releases, including core user flow enhancements, video content, tooltips, and educational modules
Marketing Consultant (Freelance)
Nov 2021 - Present
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Deliver content marketing strategies to drive organic traffic, lead generation, and customer conversion rate
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Craft SEO- and CRO-focused blog, website, and ad copy, as well as email and social media content, whitepapers, video scripts, and internal/external comms
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Conduct usability audits, mapping digital customer journeys across web and mobile and identifying actionable opportunities for improvement
Content Marketing Manager
Sept 2020 - June 2022
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Managed a content team including full-time Social Media Manager, freelance writers, and SEO contractor; achieved a record 11% Instagram follower increase while boosting TikTok and Instagram engagement rates by 63% and 23%, respectively (Q1 2022)
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Directed redesign of key landing pages, one becoming the top performer in paid conversions with a 25% bounce rate
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Designed Amazon A+ content and optimized listing and storefront copy, resulting in a 262% increase in average weekly sessions
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​Continued to manage The Fornix digital magazine and email newsletter, achieving record-breaking organic search impressions
To see the rest of my resume, send me an email: ebfearey@gmail.com
My process
My mission is to help brands create content that their audience reads and remembers. I do this by leveraging three tactics: Narrative, empathy, and psychology.
narrative
Humans are wired for storytelling. Your brand's story should be memorable: Just like any good book, it should have clear voice and a compelling arc.
empathy
You can't sell a product without understanding, deeply and intimately, the problems that it will solve for your customers. This is an emotional process—and those emotions should reflect in the marketing message.
psychology
What motivates us? What makes us behave the ways we behave? There's more to psychology-driven marketing than scarcity and social proof.