Director, External Sites, Web Channel Management - Fireman's Fund Insurance Company
San Francisco Bay Area
- Current
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- Director, External Sites, Web Channel Management at Fireman's Fund
- Past
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- Director of Editorial Services/Online Marketing at Fireman's Fund Insurance Company
- Infomaster at Fireman's Fund Insurance Company
- Senior Program Director at IMERGE Consulting
- Senior Project Director at Systemhouse
- President at Shaw, Novinger & Odell
- Manager of Publications at Rothchild Consultants
- Education
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- University of California, Berkeley
- Recommended
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- Industry
- Marketing and Advertising
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Abigail Shaw’s Summary
Abigail Shaw has been working on the issues of web-facing knowledge management for Fireman’s Fund Insurance for nine years. Her experience there spans the development and maintenance of an enterprise intranet, the implementation of a variety of content management systems, overhauls of public websites and extranets, a podcasting program, on-demand video, and consulting with internal customers on very specific knowledge management programs and problems. She is currently Director, External Websites, but for five years her title was simply Infomaster.
Before joining Fireman’s Fund, Abby was a Senior Project Director for Systemhouse Corp. in their image management technology group. Previously, she was President of Shaw, Novinger & Odell, which was purchased by Systemhouse. In that role, and for Rothchild Consultants, Abby provided business and technology consulting advice on image and document management systems and technologies. Her clients included Federated Department Stores, Genentech, the Veterans’ Benefits Association, Fleet, Pfizer, the State of California, the State of Alaska, the European Patent Office, and Caterpillar. She has spoken at many industry conferences, including Comdex, AIIM, ARMA, IMC, TOC, and KM World. You can contact her at abbyshaw@earthlink.net.
Abigail Shaw’s Specialties:
Website management, information architecture, website strategy, interface concepts, usability analysis and testing, web project management, editorial and writing support, marketing product management, distributed publishing, digital standards, web content planning, distribution channel communications, integrated online and print campaigns, marketing campaign planning and execution, online lead generation programs.
Abigail Shaw’s Experience
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Director, External Sites, Web Channel Management
Fireman's Fund
(Public Company; 10,001 or more employees; Insurance industry)
January 2007 — Present (1 year 7 months)
Responsible for business value of external websites: public website, agent extranet, policyholder extranet, foundation website, email marketing and list management, as well as integration of online campaigns with mail and print elements. Work with business and IT partners to improve ability of websites to contribute to specific business objectives.
Activity areas include:
• Track pain points in key processes and recommend resolutions
• Champion sponsorship and development of new web capabilities as identified above
• Integrate shared functions across web channels for more effective business use
• Track effectiveness of web channels and visitor behavior
• Influence and enforce standards within the web community at Fireman’s Fund -
Director of Editorial Services/Online Marketing
Fireman's Fund Insurance Company
(Privately Held; 5001-10,000 employees; Insurance industry)
March 2004 — April 2007 (3 years 2 months)
My team (3 staff, 15 contractors) is responsible for:
Marketing Communications
• Develop campaign objectives and plans with clients
• Support new product launch communications
• Develop and support marketing campaigns
• Support Advertising, PR, reprint requests
Sales Support
• Responsible for independent agent message management
• Support field sales employee web site
• Design, create, and schedule video content and podcasts
Editorial Services
• Enforce consistent editorial quality and voice standards
• Recruit and administer qualified contract writers
• Track costs and manage to budget
Web Content
• Responsible for news in all on-line channels and web sites
• Design and create on-line marketing campaigns
• Contribute to company Web Standards
Web Publishing
• Responsible for editorial calendar for news across all channels
• Publish Home pages and news articles for all company web sites -
Infomaster
Fireman's Fund Insurance Company
(Public Company; 5001-10,000 employees; Insurance industry)
March 1999 — March 2004 (5 years 1 month)
• Developed and managed innovative web-based communication channels for independent agents (indirect distribution channel)
• Developed and managed effective web-based communication channels for employees
• Developed and managed easy-to-maintain public website including product catalog, secure access to agent and policyholder services, and catastrophe support as needed (www.firemansfund.com) -
Senior Program Director
IMERGE Consulting
(Privately Held; 1-10 employees; Information Technology and Services industry)
March 1997 — March 1999 (2 years 1 month)
Specialized in business process improvement technologies, such as web-facing resources, electronic imaging, workflow software, and conversion of paper forms to electronic formats.
• For the California Secretary of State: Project Director for year-long system analysis and process redesign project whose objective was to offer web access to all Secretary of State programs and services to meet incumbent’s campaign promises.
• For Unisys sales opportunities: As contractor, was responsible for major proposal delivery. Worked with up to seven vendors to present and describe proposed solution. Worked with technical experts from Unisys to respond to client questions. Developed cost-benefit analysis calculations to support proposals.
• Managed projects and deliverables on time and under budget. -
Senior Project Director
Systemhouse
(Public Company; 10,001 or more employees; Information Technology and Services industry)
March 1994 — March 1997 (3 years 1 month)
• Supported Practice Director by tracking staff utilization and staff assignments to other practices. Practice met utilization goals.
• Worked with government representatives of New Zealand and Colombia in the development of targeted systems proposals for process automation projects.
• Managed proposal development and documentation process for complex systems integration projects: team of three produced proposal documents, electronic sales kits, presentation materials, user handbooks and on-screen help.
• For Levi-Strauss: Project Director for project with 40-person team whose aim was to package and present strategic direction document to senior IT executives. Levi’s signed a contract for $10 million in services on the strength of the material presented.
• Project Manager for HP project designed to present sales field force with easy-to-use, easy-to-maintain cost-benefit analysis generator for selected types of HP solution sales. -
President
Shaw, Novinger & Odell
(Partnership; 11-50 employees; Management Consulting industry)
March 1990 — March 1994 (4 years 1 month)
Company offered technology advice to companies purchasing or implementing complex and new technologies. Vendor-independent advice and oversight for large technology projects. Very successful at generating repeat business.
• Responsible for company's marketing activities, including speaking at conferences, publishing articles in trade magazines, securing quotes in important articles on the topics we consulted in. Developed and maintained relationships with industry analysts and media.
• Presented deliverables to clients, including the Anacomp, the State of Alaska, the Veteran’s Benefits Administration, Bonneville Power Administration, and others. Managed large projects professionally, secured excellent references.
• Primary services were vendor and product analysis, supporting acquisition contract negotiations, supporting functional and technical requirements development, and writing White Papers for hire.
• Managed sale of company to Systemhouse (now part of EDS). -
Manager of Publications
Rothchild Consultants
(Privately Held; 11-50 employees; Information Technology and Services industry)
April 1986 — March 1990 (4 years)
• Served as Editor-in-Chief for four publication lines on technology topics.
• Responsible for profitability of publications arm of international technology consulting company. Managed editorial staff, produced two monthly journals, two annual sourcebooks, and 15 market studies per year, as well as weekly publications for specific consulting projects.
• Changed department from cost center to profit center in three years. Managed advertising and promotion budgets.
• Supervised five writers and consultants and contract writers as needed.
Abigail Shaw’s Education
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University of California, Berkeley
Bachelors of Arts, Rhetoric, 1977 — 1985
Robert Sproul Speaker of the Year
Beloof Award
Cross Examination Debate, Nationally Ranked (2 years)
