Lisa Dawson

lisa@ld-ink.com

201.522.2035

Frisco, TX

Content Strategy & Editorial Leadership | Brand Storytelling | AI-Powered Content | Former Journalist

PROFILE

I'm a content leader with 15+ years building and leading editorial programs and content strategy for B2B technology, healthcare and consumer brands. I've built content functions from the ground up, managed writing teams, and owned the full editorial cycle, from commissioning and editing through publishing and performance. A trained journalist with editorial roots at Hearst and Hachette-Filipacchi, I pair strong editorial instinct with brand storytelling. I was an early adopter of AI in the content workflow, using it for research, competitive analysis and messaging.

PROFESSIONAL SUMMARY

Director of Communications & PR

StaffDNA | December 2024 – Present

● Founded the company’s blog and a sister company by establishing voice, editorial standards and publishing cadence.

● Managed a writing team plus onshore and offshore freelancers, scaled to workload, including assigning, editing, tracking and publishing thought leadership, sponsored content, case studies, press materials and marketing materials.

● Write and edit across the full range, from executive media interview prep to UX and in-app product copy.

● Use AI throughout the content workflow: research, competitive narrative analysis, messaging frameworks and editing.

● Initiated the company's first analyst relations program, driving C-suite speaking opportunities at Modern Healthcare conferences and industry-specific events.

● Drove brand visibility through earned content, generating over 800M audience reach with executive thought leadership placements in Forbes, Inc., Money, The AI Journal, The Epoch Times and InfoWorld.

Lead Content Strategist

NTT DATA | November 2018 – November 2024

● Developed executive thought leadership content for NTT DATA CEO and senior leadership, including Forbes bylines, employee communications, and external marketing assets.

● Authored digital content that reached the top 2% of website clicks; created campaigns generating 1.8M online impressions in a single month.

● Spearheaded organic social media campaign with 500+ posts across global accounts reaching 4M followers, producing nearly 20K engagements.

● Wrote company blogs that ranked in the top 2% of site clicks; wrote case studies, video scripts and event collateral to support healthcare-vertical marketing.

● Partnered cross-functionally with social media, product, and sales teams on multi-platform campaigns, contributing over $14M in influenced pipeline.

Marketing Director / VP, Marketing

The Colony ER Hospital & Texas Emergency Care Centers | May 2015 – Feb 2017 & Dec 2017 – Nov 2018

● Directed content and creative across two healthcare organizations; launching social media channels, blogs, and physician-led educational programs.

● Expanded patient base by over 156% through organic and paid social media campaigns; supervised a creative marketing team across both organizations.

● Increased CTR for Google responsive search ads by 32% annually, driving a 15% daily increase in patient visits.

● Spearheaded a new patient engagement platform, increasing online reviews by over 600% annually.

PR Specialist

Axxess (Healthcare SaaS) | February 2014 – May 2015

● Managed external brand communications and PR for a healthcare SaaS company operating in a CMS-regulated environment, developing messaging on policy-sensitive topics, including home health and hospice regulations.

● Oversaw external PR agency; directed day-to-day media outreach, pitching, product launches, events, and trade shows.

● Initiated media pitches resulting in high-profile CEO placements in D Magazine, Dallas Business Journal, and InfoWorld.

● Prepared CEO for media appearances; conducted role-playing sessions and developed individualized messaging frameworks aligned with regulatory context.

Agency Owner & Freelance Journalist

LD-ink | August 2007 – May 2016

● Founded and led a full-service communications agency serving healthcare, education, legal, and nonprofit clients.

● Built parallel credibility as a published journalist covering local politics, business, and culture for NY/NJ newspapers and magazines.

● Developed speeches, press releases, PR campaigns, and digital assets; managed executive media appearances and media coaching.

EDITORIAL & PUBLISHING BACKGROUND

● Editorial Associate at Hearst Magazines (Country Living) and Hachette-Filipacchi (Best-Selling Home Plans) for three years in NYC

● Freelance journalist: wrote for community magazines and local newspapers in NY and NJ; over 25 business, community interest and lifestyle articles published for Frisco Style (TX)

EDUCATION

BA, Communications

Marist College, Poughkeepsie, NY

Home

Professional Experience

Journalism/Features

PR

Ghostwriting/Thought Leadership

Blogs & Sponsored Content