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Jay MacInnes

@jaymacinnes

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I build structured content systems that improve findability, self-service, and operational efficiency.

United States

Message

What I'm looking for

I’m looking to build and govern structured content systems that improve findability and self-service, partner closely with product and engineering, and help teams scale high-quality documentation—leveraging analytics, automation, and responsible AI.

I’m a senior content strategist and content architect with 15 years of experience designing structured content systems, information architectures, and knowledge frameworks that boost findability, self-service, and operational efficiency. I translate complex requirements into clear, schema-driven content solutions that reduce support burden and accelerate consistent content creation.

In my current role (Help Center Experience), I rebuilt a help center content system using frameworks, metadata, and lifecycle governance—improving self-service from 45% to 97%, cutting monthly visits by 230K, and reducing support costs by $310K. I’ve designed scalable content models and templates that raised content quality from 59% to 84%, strengthened search signals, and reduced failed searches by 59%.

I also build governance-ready content operations: a 9-stage operations framework with KPIs, workflows, and automated QA that tripled maintenance cycles and enabled cross-functional teams to independently produce high-quality, structured content. Beyond traditional knowledge management, I’ve led structured content strategy for 3,000+ AI-generated pages using XML prompt frameworks and LLM validation methods, and I’ve driven accessibility and localization standards, including 100% WCAG compliance across a global help center ecosystem.

Experience

Work history, roles, and key accomplishments

Senior Content Strategist

Indeed

Jan 2021 - Jul 2025 (4 years 6 months)

Rebuilt the help center content system using structured content frameworks, metadata, and lifecycle governance, improving self-service from 45% to 97%, cutting monthly visits by 230K, and reducing support costs by $310K. Designed scalable content models and IA/search signals, reducing failed searches by 59% and increasing satisfaction by 19%, while delivering 100% WCAG compliance and applying LLM-

Content Strategy Content Architecture Information Architecture Content Governance

Content Strategist, Knowledge

New Wave Technologies

Jan 2019 - Jan 2021 (2 years)

Reorganized SharePoint information architecture by restructuring categories, metadata, and navigation rules to improve search accuracy and reduce time spent locating specifications. Translated complex requirements into structured forms, rewrote microcopy with user insights, and standardized naming/content patterns to improve findability across product and documentation.

Information Architecture SharePoint Microcopy Workflow Design Stakeholder Management Content Patterns & Naming Conventions

Content Architect, Knowledge

Charles Schwab

Jan 2012 - Jan 2019 (7 years)

Rebuilt an internal help center using Dublin Core metadata and XML templates, boosting topic search success from 22% to 65% and reducing representative search time by 23%. Built controlled vocabularies and best-bets search, standardized scalable content frameworks across financial service products, and automated SharePoint navigation/organization using metadata-driven rules.

Knowledge Management Content Architecture Dublin Core Metadata XML Taxonomy Design Information Architecture SharePoint Metadata Automation Content Governance

Content Strategist & Information

NSCA

Jan 2010 - Jan 2012 (2 years)

Led end-to-end content strategy and information architecture for a full site redesign, creating taxonomies/metadata frameworks supporting 11 audience types and improving navigation clarity. Built structured inventories to guide migration across 7+ content types, increased daily visitors from 2.4K to 3K and boosted sponsorship revenue from $32 to $104 per day, and standardized multi-channel style g

Content Strategy Information Architecture Content Migration Content Models CMS Publishing Enablement