empowering CUStOMERS THROUGH Education & CREDENTIALS
Learning Experience Design (LXD). Content Design (CXD). Content Strategy (CS). UX Design (UXD). Customer Experience (CX). Customer Learning Experiences (CLX). technical TRAINING & Product CERTIFICATION. Customer Lifecycle Marketing (CLM)….
Over the last two decades, the disciplines of knowledge management, technical training and certification, content design, and customer experience have developed into a cottage industry within every company across the globe. That’s because every company with a website is now also a publisher.
Because my experience in publishing runs deep, I'm able to draw upon time-tested business practices to empower customer success while driving business goals, customer retention, and brand affinity, especially through learning experiences.
I believe companies everywhere should consider the knowledge they produce and the learning experiences they create for their customers to be products in-and-of-themselves, with real business value, and with real ROI — not just cost centers.
In August 2022, I joined HubSpot as their new Sr. Manager for HubSpot Academy, and I continue to be impressed by all the great work our Education team does.
Before that, for about past 5 and a half years, at Autodesk (2016-2022), I was the Senior Manager for the Learning Experiences (LX) team within their Education division. In this role, I led a team of talented UX designers, instructional designers, and content professionals to design, develop, produce, and manage industry-validated certifications, micro-credentials, and learning experiences for Autodesk’s customers — in Manufacturing, Construction, Architecture, and Engineering — so they could grow their careers and be competitive in the future of work.
I have also created digital content strategies for enterprises during my time at Extractable, a data-driven digital experience agency in San Francisco, where my clients included Charles Schwab, Wells Fargo, and BOK Financial.
Before my time in San Francisco, I worked in NYC and Boston, in the world of Ed Tech and Educational Publishing, where world-class institutions like Oxford University Press, McGraw-Hill, and Pearson Education relied on me to acquire, create, develop, edit, position, manage, and sell compelling learning experiences (both print and digital) across a range of industries and disciplines.
While the digital consumer landscape may be continuing to evolve, I believe the equation for authentic customer engagement remains the same: Who is my audience, what are their needs, and how can I help? If we can answer these three foundational questions early on — thoroughly and honestly — then, whatever the project, we'll be off to a good start.
A little curious?
Me too. I'm always interested in making new contacts and learning about new opportunities.
LXD, UXD, and CXD Across Industries
My expertise is in learning experience design (LXD) and content strategy (CXD), across a range of disciplines and industries.
B2B High Tech
When your product isn't visible to consumers, it can be hard to visualize its true value. I've created content marketing plans and assets, as well as large-scale digital experiences for a number of global companies, from telecommunications platforms to 3D modeling SaaS offerings to Pricing and Sales software.
Financial Services
The financial industry is tricky because it's so heavily regulated. Clients and colleagues have complained because it's so restrictive, it's impossible to get our point across. But I see it more like poetry: It's the rules, not the freedom, that make for creative expression.
Education Services
What's more powerful: Teaching someone what to do or teaching them why it's important? I've pondered this question throughout my earlier career in educational publishing, and I've now transferred that knowledge to the global enterprises I've consulted and worked for.
Testimonials
“It has been a pure joy working with Fred. He is an experienced and talented content strategist with special powers in the areas of editing and content organization and management. It has been a pleasure watching Fred further stretch his content knowledge and skills into the depths of the digital arena. In fact, Fred recently led an internal initiative to adopt new digital tools for content development and migration that greatly increased efficiency, accuracy and client satisfaction.
Fred is a diligent worker who consistently delivers on time and far beyond what is expected. Clients love working with Fred—so much so that they often take time to write emails about what a tremendous asset he is. As a manager, you can’t ask for much more than that but you’ll probably still get it with Fred. If you get the chance to work with Fred, don’t pass it up!”
“As he shifted from the world of educational publishing to content marketing in the digital world, Fred quickly found many parallels. He transitioned smoothly and applied the logical constructs from his prior experience in a way that brought order and intellectual rigor to our content marketing initiatives. And because he is a storyteller at heart, he very naturally understands how to be a good marketer.
Fred is forthright in his communication, and dedicated to producing thoughtful and high quality work. And I thoroughly enjoyed his boundless curiosity and quick wit. I’d welcome the chance to work with Fred again!”
“Fred combines the best traits one could ask for: creativity and vision, a deep understanding of content and how to adapt it to suit multiple platforms and markets, strategic thinking, the ability to balance the big picture with the implementation details, a finger on the pulse of where businesses need to go and how they need to change to be more effective, intellectual curiosity, a passion for learning and teaching, versatility, humor, and above all, tenacity and integrity. He’s also a joy to collaborate with.”
“As a sales person working with him, I was continually impressed that he not only partnered with authors to create great books, but he also knew how to produce a resource that the sales team could easily and powerfully present to professors. I always sought Fred out at sales meetings—I knew he’d have the most grounded and thoughtful perspectives on his discipline and the industry.”
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Interested?
Let’s connect on LinkedIn, or just send me an email. Thanks!