The content strategy team at Monterey Bay Aquarium was burned out. The team was organized by individual channel (web, email, social), with limited connection into each other’s work. Brand voice and tone were inconsistent. Users risked reaching dead ends within any given platform. And because staff members were stuck in channel-based roles, they had no real path for career advancement.

Liz knew something big needed to change. After talking with peers at other organizations, she worked closely with HR to rewrite everyone’s job description, leaving behind channel silos and focusing on skillsets and expertise. In this session, she’ll walk you through her process, the changes she made, and how things are going now.

You’ll learn:

• How to weigh the pros and cons of different ways to structure your team
• Practical approaches for breaking down silos and redistributing workloads
• Change management approaches for creating a team culture of shared responsibility, collaboration, and mentoring