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Woman Typing

Michelle Gray
Sr. Content Strategist, UX Writer,
Content Designer, and SEO Copywriter

For 15+ years, I’ve led content strategy, UX writing, support content, and digital marketing for Fortune 500 and high-growth technology companies, including AT&T, eBay, Verizon, and Kohl’s. My work spans telecom, software, healthcare, financial services, security, e-commerce, and nonprofits.​

 

Results I’m proud of:​

 

  • At AT&T, wrote the self-service instructions and UX copy for an online case management system that cut customer-care call volume by 35%.
     

  • Wrote the UX copy for AT&T’s outage tracking system within the AT&T Guarantee program, which increased new customers by 20% and reduced churn by 15%.
     

  • Built AI agents and prompts that saved an average of 2 hours per article, with quality-control standards that kept AI-assisted content on brand and compliant.
     

  • At eBay, wrote UX copy for a streamlined selling process. Sellers added over 7 million items in the first 24 hours after launch, 50% above the previous daily average.
     

  • At Kohl’s, led the Direct Ship Program expansion from 50 to 500+ vendors, which led to an average annual increase of $1.5 billion in online revenue.
     

  • Launched and led a digital marketing division at a direct marketing agency, growing agency revenue by 8% in year 1 and 20% year over year after that.

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What I bring:

 

Content strategy, content design, UX writing and microcopy, information architecture, content governance, accessibility (WCAG), SEO, AEO, and GEO, analytics (Adobe Analytics, Google Analytics, Power BI, SQL), and AI-enabled content operations.​

 

I’m open to Senior Content Strategist or UX writer roles, remote or hybrid, in any time zone, and I’m willing to relocate.

My Portfolio

Explore a collection of my work highlighting versatility in writing styles, from instructional support articles to UX content design to marketing campaigns. 

Support articles to educate and inform

For over 15 years, I've instructed customers on how they can get the most out of an organization's products and services, resulting in increased customer satisfaction, reduced support calls, and decreased churn.  ​

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UX content design

With 15+ years of UX writing experience, customer-centric philosophy, and Figma expertise, I've enhanced UX designers' visions by adding clear, concise, easy-to-follow copy to create positive user experiences. 

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  • Case Management CRD - The Case Management initiative reduced calls to Customer Support by 35% beginning in the first month. 
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  • Outages CRD - The Outages workflow is an integral part of the very successful AT&T Guarantee initiative, which increased new wireless and internet customers by 30%. It presents an easy way for customers to find out if there's a wireless or internet service outage in their location. The Outages screens also inform the customer if they are eligible for the AT&T Guarantee credit for a current or past outage.​​

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Marketing

For 15+ years, I've created marketing content and integrated campaigns to engage prospects and customers and guide them through the stages of the customer lifecycle.

 

I've thoroughly analyzed KPIs and other metrics before, during and after campaigns to reach data-driven recommendations for improving underperforming campaigns and building upon the success of high performing campaigns.

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408.876.3059

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