Hello!
I'm Shane
Digital Portfolio
About
AI-enabled Digital Content Strategist with 17+ years of experience delivering enterprise-scale content, UX, and eCommerce solutions across global brands including Google, Microsoft, and Vodafone.
Specializing in AI training, prompt engineering, and digital content systems, with a strong track record of improving content performance, user experience, and operational efficiency. Combines strategic thinking with hands-on execution across CMS platforms, data workflows, and cross-functional environments.
Technical Stack
CMS: AEM, WordPress, Sitecore, Drupal, Shopify
AI: OpenAI, Gemini, Copilot
Data: CSV analysis, Python workflows
Design: Figma, Adobe Suite
Code: HTML, CSS, PHP, JSON
Design
From SMB’s to large Corps, I’ve designed banners, logo’s, edited video. I love to make a visual punch, digitally optimize a brand & create an experience users will be engaged with. I’m experienced in Final Cut, Canva, Premier, YouTube and more.
Develop
I’ve worked within multiple CMS’throughout my career and can easily code & tweak via HTML & PHP.
Whether it’s a basic requirement or something a little more tricky, leave the coding to me.
Copywiritng
Having collaborated with several Fortune 500 organizations, I bring a high degree of adaptability to tone of voice, ensuring consistency across diverse brands and audiences. I am skilled at translating complex, technical content into clear, accessible, and engaging copy that resonates with both specialized and general audiences.
My experience spans creative, promotional, and editorial formats—ranging from short-form messaging to long-form content—encompassing both editing and end-to-end content development. With nearly two decades of experience in digital copywriting, I offer a strategic, detail-oriented approach that balances clarity, brand alignment, and audience engagement across web and AI-driven environments.
AI Skills
I specialize in AI training and research, working across diverse datasets and use cases to improve model performance, accuracy, and user alignment. My experience includes developing high-quality training data, evaluating outputs, and refining models to drive stronger engagement, retention, and real-world applicability.
From structuring nuanced prompts to crafting detailed annotations and evaluation frameworks, my focus is on producing data that enhances model understanding while ensuring outputs are both informative and contextually relevant. The goal is always to create systems that deliver clear, reliable, and meaningful interactions at scale.
A few samples of digital work
Experience
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2025 - 2026 Google.
Conduct training and rigorous stress-testing of Google Gemini AI for digital marketing and content-focused applications, utilizing complex, real-world prompt scenarios to evaluate performance and reliability. Analyze model behavior and failure patterns using Python and structured data reporting, partnering closely with data scientists and engineers to inform improvements in model accuracy, alignment, and overall performance.2025 -
2025 - 2025 Microsoft (Fasttrack 365).
In this role, I utilized a proprietary CMS to maintain, update, and develop eLearning guides for licensed IT administrators across the Microsoft 365 product suite. The position combined content production and development responsibilities, requiring a strong understanding of technical subject matter and instructional design principles. I also contributed to the integration of AI-driven capabilities, including Copilot, ensuring content remained aligned with evolving platform features and supported effective learning outcomes in a rapidly advancing digital environment.2025 -
2021 - 2024 Skinny Mobile (Spark NZ).
My responsibilities with Skinny Mobile (Spark New Zealand) included end-to-end ownership of the brand’s online, print, and digital eCommerce customer journeys. I led the development and execution of design, branding, and copywriting, ensuring a consistent tone of voice and cohesive brand experience across all touchpoints. Additionally, I oversaw social content and UX/UI strategy, aligning customer experience initiatives with business objectives to deliver engaging, intuitive, and high-performing digital interactions.2024 -
2021 - 2021 Colenso BBDO.
In this role, I was seconded to support Spark New Zealand, where I took ownership of the digital and online customer journeys for their sub-brand, Skinny Mobile, as Content Manager. I was responsible for overseeing content strategy and delivery across key touchpoints, ensuring a seamless, user-focused experience aligned with brand objectives and customer needs.2021 -
2019 - 2021 Vodafone NZ.
My responsibilities include managing daily content updates for the customer-facing eCommerce platform and supporting digital marketing collateral, ensuring all assets are optimized for web performance and user engagement. I provide project leadership across digital initiatives, while mentoring team members and supporting capability development within the function. In addition, I collaborate closely with both internal and external stakeholders to prioritize workloads, align on strategic objectives, and ensure the timely and effective delivery of digital outcomes.2019 -
2018 - 2019 Office Max.
The role was multifaceted within the Digital Marketing team, encompassing responsibility for SEO, UI/UX optimization, analytics, and A/B testing. I led digital projects from concept through to delivery, including the development of mockups and user-focused design solutions, while ensuring all outputs remained aligned with OfficeMax brand standards and broader business objectives.2020 -
2018 - 2018 Vodafone Digital.
The project involved the refresh and enhancement of key sections of the website. I was responsible for delivering updated content in line with project requirements and implementing these changes within Vodafone’s proprietary, Oracle-based CMS, managing the process from initial scoping through to mock-ups and final deployment. Additionally, I ensured all revised pages were optimized in accordance with SEO best practices, improving visibility, structure, and overall search performance.2018 -
2016 - 2018 Auckland War Memorial Museum .
Led a collaborative project with Eventfinda New Zealand and five museum partners across the greater Auckland region, including Auckland Art Gallery, Stardome Observatory, New Zealand Maritime Museum, and Museum of Transport and Technology. Within scope, I operated at a senior level, leading the UX design for a new website to be developed in WordPress with integrated API functionality. This included translating stakeholder requirements into intuitive user journeys and scalable digital experiences aligned with both user needs and organizational objectives.2018 -
2011 - 2025 STG .
STG (shanethegamer.com) is a self-initiated project that originated as a blog, building on my earlier experience in freelance column writing within the digital entertainment space. It has since evolved into a comprehensive platform covering a broad range of digital lifestyle categories. Developed entirely from the ground up, STG has grown into a recognized brand, reflecting my capabilities in content strategy, platform development, audience growth, and long-term digital brand building.2011 -
2007 - 2016 ADD Digital .
My role at ADD was broad and multifaceted, reflecting the dynamic nature of a small to mid-sized agency environment. I managed digital projects for a diverse portfolio of clients across multiple platforms and CMS technologies, including Silverstripe, Joomla, Drupal, and WordPress, as well as various eCommerce solutions. In addition to delivery, I engaged directly with stakeholders and key clients to understand business objectives and provide strategic digital solutions aligned to their brands, products, and services. This role required strong adaptability, technical proficiency, and the ability to translate client needs into effective, scalable digital outcomes.2007
Career brief
With over 17 years of experience in digital content across corporate, agency, and eCommerce environments within the technology sector, I bring a comprehensive and evolving skill set that spans content strategy, CMS platforms, content planning, and governance. My expertise extends to cloud-based ecosystems, cross-functional collaboration, and the implementation of best practices for technical initiatives, including mid- to large-scale content migrations and structured content frameworks. I have a strong track record in stakeholder communication and management, ensuring alignment across teams, departments, and business objectives.
In addition to my content background, I have developed a robust skill set in AI, including training data development, prompt design, model evaluation, and alignment strategies to improve output quality and user relevance. I am experienced in working with learning platforms and integrating AI-driven solutions into content workflows to enhance scalability, efficiency, and performance.
I have worked with clients and stakeholders across a wide range of industries, including technology, B2B and B2C retail, healthcare, science, government, and entertainment, with direct experience supporting global organizations such as Microsoft, Google, Amazon, Sony, Samsung, and Apple.
Content Management Systems, Development & Design Tools
Extensive experience across modern CMS platforms including Adobe Experience Manager (AEM), Sitecore, Drupal, WordPress, Prismic, Salesforce CMS, Oracle CMS, Silverstripe, Brightspot, and SharePoint. Proficient in front-end and structured content technologies such as HTML, CSS, JSON, and PHP, with a strong understanding of component-based and headless CMS architectures. Skilled in design and content production tools including Adobe Creative Suite, Figma, Canva, and Final Cut Pro, supporting end-to-end digital content creation and delivery.
AI, Data & Content Optimization
Hands-on experience in AI training and research, including prompt engineering, training data creation, annotation, and model evaluation. Adept at improving model performance through structured data design, quality assurance, and alignment strategies. Familiar with integrating AI into content workflows to enhance scalability, personalization, and automation, as well as leveraging AI tools for content generation, optimization, and analysis.
SEO, Analytics & Content Strategy
Strong working knowledge of SEO best practices, including on-page optimization using tools such as Google Search Console and Yoast. Experienced in content structuring, taxonomy development, and performance-driven content planning to improve discoverability and engagement.
Collaboration, Workflow & CRM Tools
Proficient in project and workflow management platforms including Jira, Azure DevOps (ADO), and Streamtime, with experience in agile and cross-functional environments. Skilled in CRM and marketing automation tools such as HubSpot, supporting customer journey mapping, campaign execution, and data-driven decision-making.
Get in touch
Getting in touch with me is real easy.
Either fill out the form to the right, find me on LinkedIn here, or: