Looking for a job

Joe Armstrong

@joearmstrong

I'm a content strategy and design leader with over 20 years of experience building data-driven content solutions for complex organizations.

Canada

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What I'm looking for

I’m looking for opportunities to work with organizations to improve content strategy, governance, content operations, UX content, and communications across complex digital ecosystems. I'm currently open to full-time, contract, consulting, speaking, and training opportunities.

I'm a content strategy and design leader with over 20 years of experience building data-driven content solutions for complex organizations. I focus on balancing user needs with business goals — turning ambiguous, messy problems into clear content strategies and repeatable systems that help cross-functional teams move faster and deliver more consistently. I often act as a trusted advisor to stakeholders — aligning design, product, business, and engineering teams around a shared direction. I lead and collaborate with high-performing teams in agile environments to build accessible, client-centric experiences that drive audience engagement. What energizes me most is making large-scale digital experiences feel intuitive, trustworthy and genuinely useful.

Experience

Work history, roles, and key accomplishments

Lead Content Strategist

Pyx Health

Oct 2025 - Mar 2026 (5 months)

Led content operations and UX content design for AI-integrated member digital experiences in a HIPAA/HITRUST-regulated environment.
Defined IA, migration planning and testing for internal knowledge systems, establishing content governance standards.
Integrated AI-generated video content into workflows, establishing quality rubrics for model-generated product experiences.

Principal Content Designer

Walmart

Mar 2025 - Aug 2025 (5 months)

Led end-to-end content design for high-volume transactional communications.
Unified brand voice across channels, developing terminology guidance, content frameworks, and scalable templates for product recall and safety communications.
Built naming and language standards that reduced copy variation, improved consistency, and lowered production costs across channels.

Content Design Manager

ATB Financial

Sep 2022 - Jan 2025 (2 years 4 months)

Established enterprise-wide content design and UX writing processes, including governance, editorial standards, voice and tone guidelines, and Gen AI tool integration. Led editorial oversight for embedded UX writers and defined quality rubrics for AI-assisted content workflows, including AI-driven reporting within Salesforce eCRM.

Content Design UX Writing Editorial Governance Voice and Tone Guidelines Accessibility Standards Regulatory Compliance GenAI Tool Integration AI Assisted Content Workflows Editorial Oversight Quality Rubrics Salesforce eCRM AI Driven Reporting Advisor Recommendation Content Jira Google Gemini Workspace Operating Model Workflow Design

Experience Design Manager (Interim)

ATB Financial

Jun 2023 - Jun 2024 (1 year)

Led two embedded experience design teams with mentorship and career development, including operating model design for improved scale and collaboration. Co-developed strategic goals and roadmaps aligned to user needs, and created an alerts and notifications content strategy for vendor selection and product direction.

Experience Design Leadership Team Mentorship Operating Model Design Workflow Changes UX UX Writing Research Leadership Alerts and Notifications Content Strategy Roadmapping Stakeholder Collaboration Jira Google Gemini Workspace

Senior Content Strategist

ATB Financial

May 2018 - Oct 2022 (4 years 5 months)

Owned UX content strategy for digital transformation across web, mobile, IVR (Genesys), ATM (NCR), and chatbot (Finn.AI), including information architecture, terminology, and user mental models. Built content frameworks and patterns within the design system, and delivered chatbot content that increased self-serve credit limit actions by 2,700+ in 90 days.

UX Content Strategy Information Architecture Terminology User Mental Models Content Patterns UX Writing Guide Content Frameworks Structured Authoring Models UX Writing Gen AI Chatbot Content IVR (Genesys)ATM (NCR)Chatbot (Finn.AI)Design Systems

Senior Content Analyst/Content Analyst

Critical Mass

Nov 2012 - May 2018 (5 years 6 months)

Developed conversion-focused content strategy for AT&T digital marketing, ecommerce, and self-service platforms, including order management and buyflow optimization. Led content operations for First Command brand and site consolidation, improving lead generation and engagement while reducing bounce rate.