My Resume
www.linkedin.com/in/idigdigital | mcnabb.lori@gmail.com

Digital Leader/AI Product Owner

Strategic leader with 15+ years in digital experience design and 3+ years in AI product ownership. Expert in deploying enterprise AI platforms that improve communication effectiveness, streamline content workflows, and drive measurable ROI. Led the training and customization of large language model tools, optimizing tone, voice, and brand alignment. Skilled in cross-functional collaboration, stakeholder enablement, and operational transformation within highly regulated environments.

Professional Experience
CVS Health/Aetna – Woonsocket, RI April 2022 – Feb 2025
Director Content Strategy/ AI Product Owner
Drove division-wide AI transformation by leading GenAI platform adoption across CVS Health brands. Owned the product strategy, roadmap, and stakeholder alignment for generative AI content systems, integrating compliance, architecture governance, and cross-functional process design. Worked closely with legal, risk and security teams to evaluate risk and embed ethical AI practices with the platform policies, training and decision making workflows.

· Led implementation of a generative AI content platform (Writer), including training the tool on brand voice, tone, and usage guidance

· Created prompt libraries and feedback loops to ensure output aligned with industry language and internal clarity standards, reducing hallucinations

· Defined and tracked KPIs to evaluate platform ROI and adoption, achieving 85% usage within 6 months and $1M in cost savings

· Defined KPIs and cost-efficiency metrics to evaluate success, resulting in executive support and enterprise adoption

· Led enterprise-wide rollout of Writer AI, focusing on tone/voice alignment and scalable usage policies

· Built internal training and enablement programs including prompt guidance, best practices, and editorial review loops

· Embedded platform within existing content workflows and coordinated across content, product, and compliance teams

Forcepoint Cybersecurity – Austin, TX June 2021 – April 2022
Principal Digital Marketing Strategist
Led B2B content strategy and brand messaging initiatives for AI-enhanced cybersecurity products, translating technical concepts into accessible communications.

· Optimized chatbot content strategy and worked with develop to revise chatbot scripts using insights to increase the number of high quality chats by 30%

· Developed content intelligence dashboards in partnership with Data Analytics to measure impact of communications and report results

· Created multi-channel content playbooks (email, blog, webinars, social, ads)

· Collaborated with marketing and product teams on scalable, customer-centric content

· Simplified complex cybersecurity concepts into compelling brand narratives, resulting in 25% increase in customer engagement

Wells Fargo – Charlotte, NC June 2018 – June 2021

Design & Content Strategy Lead

Established and led division's content strategy practice, and led digital content strategy across multiple initiatives in various channels.

· Achieved 1000% increase in CTR and 233% boost in lead generation through strategic content optimization and customer journey mapping.

· Managed enterprise-wide testing practice, delivering $2M increase in ROI through data-driven optimization.

· Developed data-driven design best practices and piloted program in 2 key initiatives, which allowed design to report out numeric results.

· Led cross-functional teams in implementing new content frameworks and governance processes.

· Established and led the content strategy practice, focusing on data-driven design and cross-functional collaboration to optimize digital content across multiple channels.

Spectrum Enterprises – Charlotte, NC April 2017 – May 2018
Sr. Marketing Manager

Recruited to transform a digital B2B/B2G lead gen practice to attract, build and convert strategic verticals via marketing programs. Worked collaboratively with product managers on initiatives, budgets and KPI’s. Built end-to-end campaigns that beat previous benchmarks within 8 weeks.

IBM – New York, NY Sept 2014 – April 2017
Global Program Marketing Manager, Digital Optimization

Directed B2B content strategy and digital marketing campaigns resulting in a 20% increase in conversion rates. Created and implemented an agile campaign optimization framework which was adopted as the company model for go-to marketing (GTM) launches. Developed testing strategy and program across all channels (email, social media, web product pages, lead forms and market place) to improve campaign results. Received IBM Marketing Transformation Award.

Walmart/Sam’s Club – Bentonville, AR Sept 2012 – Sept 2014
Sr. Marketing Manager Content

Led Studio team of 10-12 content managers and visual designers. Product Owner for CMS, owned strategy, road maps, gather business requirements, managed backlog, prioritized workload. Created business case with outage data, system reporting and lost sales to convince VP to upgrade platform. Owned creation, development, production and maintenance of all web content including promotions, categories, product pages, videos and more.

Ally Bank – Charlotte, NC Nov 2009- Nov 2011
Sr. Global UX Content & Creative Manager

Actively recruited to stand up UX content practice. Launched mobile app, brand blog and social presence in US and Canada for a new bank from a dealer financing company (GMAC). Selected and managed the content management system to facilitate content creation, collaboration and publishing. Documented process workflows for compliance audits. Saved company more than $100,000 in progressive recruiting strategies.

Wells Fargo – Charlotte, NC Feb 2005 - Nov 2009
Global Content Strategy Site Manager

Led 10 Content Managers in CX Division to optimize customer-centric experiences via lean, purposeful content on all digital properties (Wachovia, Wells Fargo and sub-brands). Launched proactive chat, demos, tools and calculators. Managed the successful testing and training for the enterprise migration to a new CMS.

Technical Skills
AI/ML Tools: ChatGPT, OpenAI, Claude, Monica, Writer AI Strategy: Prompt Engineering, Roadmaps, Product Requirements Cloud Platforms: Familiarity with AWS, Azure, Google Cloud Content Management: Contentful, Headless AEM, Hubspot Analytics & CRM: Adobe Analytics, Google Analytics, VMO, Optimizely, Hotjar Project Management: Airtable, Confluence, Asana, Google Docs

Education & Certifications
Bachelor’s of Journalism (B.J.) | University of Missouri, Columbia
Certified Generative AI – DataBricks
AI for Product Mangers Course – Mind the Product/Pendo
Designing for AI Conversational Flows Course - Google
Certified Campaign Program Pathway – Forester (formerly Sirius Decisions)
Certified Segment/Industry Marketing Pathway – Forester (formerly Sirius Decisions)