Résumé

Creative leadership and experience

HEIDI PHELPS
Creative Direction, Copy & Content Strategy

Creative leader, copywriter, and content strategist with 15+ years of experience shaping evidence-based brand, marketing, and product experiences for Capital One, Instagram, Adobe, and complex public- and private-sector organizations.

I lead work from early strategy and concept development through writing, testing, refinement, and launch. My approach combines big-picture storytelling, hands-on craft, customer research, creative experimentation, and cross-functional direction. I am especially skilled at transforming financial, legal, technical, and product complexity into clear, human, and persuasive experiences—and building the systems and teams that help strong creative work scale.

AREAS OF EXPERTISE

  • Creative Direction & Concept Development

  • Brand & Campaign Strategy

  • Copywriting & Narrative Development

  • Product Content & UX Writing

  • Research, Testing & Creative Optimization

  • Integrated Customer Journeys

  • Voice, Messaging & Content Systems

  • Team Leadership, Critique & Coaching

  • Financial & Regulated Communications

  • AI-Enabled Creative Workflows

PROFESSIONAL EXPERIENCE

ADOBE
Manager, UX Content Strategy — Monetization & Growth
January 2026–Present | Remote

  • Lead and develop a team of seven content strategists and designers, setting direction, providing creative critique and coaching, and guiding high-impact work across Adobe’s monetization and growth experiences.

  • Direct content and messaging strategy across acquisition, offers, trials, subscriptions, payments, pricing, retention, and account management.

  • Partner with Design, Research, Growth, Analytics, Engineering, Legal, and Program Management to turn customer insight, business priorities, and regulatory requirements into clear, persuasive experiences.

  • Created and now lead an AI-supported legal-content automation initiative with Engineering and Legal, defining the experience strategy, governance model, and implementation approach.

ADOBE
Senior Content Strategist — Monetization Platform
June–December 2025 | Remote

  • Owned the end-to-end content strategy, content research, usability testing, analysis, and final language decisions for Adobe’s first centralized payment-management experience.

  • Recommended and tested a simpler payment-replacement action that reduced misclicks by more than 80% and helped customers complete the task nearly 20% faster.

  • Helped shape an experience that expanded from a four-country pilot to 80 countries, supported nearly half a million customers, and contributed tens of millions of dollars in incremental annual revenue as part of the broader cross-functional initiative.

  • Led content strategy and testing for international B2C and B2B pricing and consent journeys across email, Adobe Account, Creative Cloud, in-product messaging, and Admin Console.

THROUGHLINE, INC.
Principal Content Strategist & Lead Creative Strategist
September 2023–March 2025 | Washington, D.C.

  • Led creative, content, and experience strategy for complex government, technology, and commercial programs from discovery through delivery.

  • Developed audience strategies, messaging systems, narrative frameworks, integrated campaigns, and digital experiences grounded in research and stakeholder insight.

  • Directed multidisciplinary teams of writers, art directors, designers, and strategists, establishing the creative vision and maintaining a high standard of quality across deliverables.

  • Presented strategic and creative recommendations to senior stakeholders, building alignment around complex ideas and translating feedback into stronger work.

INSTAGRAM, META
Senior Content Designer — Instagram Reels & Camera
May 2022–June 2023 | Remote

  • Led content strategy and UX writing across Instagram Reels creation experiences, including templates, auto-created Reels, creator tools, discovery entry points, and in-product education.

  • Partnered proactively with Data Science to identify high-interest content categories, then originated and wrote a scalable creative system connecting those interests to relevant Reels templates.

  • The resulting category-based experience increased U.S. producer daily active users by 0.415%, delivered more than three times its projected impact, and contributed more than 24% of the team’s creator-growth goal.

  • Worked with Product Design, Research, Engineering, Product Management, and Data Science through discovery, prototyping, experimentation, iteration, and launch.

  • Used customer research, behavioral data, and testing to influence product direction and create scalable content patterns for a global audience.

CAPITAL ONE
Senior Copywriter — Brand Creative
October 2018–May 2022 | McLean, Virginia

  • Concepted and wrote customer-facing creative across integrated campaigns, lifecycle communications, digital experiences, product education, and credit-card and travel journeys.

  • Partnered closely with art directors and designers to develop creative territories, campaign narratives, headlines, calls to action, and cross-channel executions.

  • Helped shape the Venture X launch email around an invitation-led strategy that exceeded comparable campaign benchmarks by 6% for opens and 63% for click-through.

  • Developed distinct in-app messaging territories for the Capital One Travel launch, helping the team learn that newness drove stronger initial engagement while price-confidence messaging resonated with customers closer to booking.

  • Used customer research and creative testing to evaluate concepts, tone, hierarchy, offer comprehension, and conversion language—and translated the findings into stronger campaign and journey strategies.

  • Simplified complex financial products, benefits, offers, and regulatory requirements into clear, persuasive communications in partnership with Marketing, Product, Research, Analytics, Legal, and Compliance.

INDEPENDENT CREATIVE PRACTICE

BLACK VIOLET CREATIVE
Founder & Creative Director
2022–Present | Washington, D.C.

  • Founded and lead an independent art, publishing, and creative practice spanning illustration, tarot and oracle decks, exhibitions, printmaking, ecommerce, and membership-supported creative work.

  • Set the creative vision across brand identity, visual direction, editorial voice, product development, campaigns, partnerships, and customer experience.

  • Develop original narrative systems that bring together research, symbolism, storytelling, and visual design across published and independently produced work.

  • Direct projects from early concept through writing, illustration, production, launch, and ongoing audience engagement.

  • Coordinate publishers, collaborators, manufacturers, vendors, and promotional partners while maintaining a cohesive creative vision across every customer touchpoint.

  • Build and engage a dedicated audience through exhibitions, crowdfunding, product launches, email, social content, and an ongoing Patreon community.

COMMUNITY & ARTS LEADERSHIP

GIRLS ROCK! DC
Artist & Workshop Leader
2010–Present | Washington, D.C.

Lead hands-on screen-printing workshops for young artists and musicians, developing original creative concepts and guiding participants through collaborative design and production.

DC COMMISSION ON THE ARTS AND HUMANITIES
Arts and Humanities Fellowship Program Panelist — Design
2025 | Washington, D.C.

Evaluated and scored fellowship applications in the Design discipline, applying professional judgment across artistic merit, creative practice, community impact, and proposed work.

POSITIVE FORCE DC
Artist & Designer
22025 | Washington, D.C.

Created large-scale banners and visual materials for the Juneteenth Racial Justice Rally and Positive Force DC’s 40th anniversary, connecting civic storytelling, local history, and public-facing design.


EDUCATION

M.A., French Literature
University of Kansas

B.A., French
University of Rhode Island

Visual Design Certificate
General Assembly