Adobe Learning & Development

2024 – 2025

Director of Content Strategy | Content Writer

With an aggressive 3-month timeline, my team developed a comprehensive curriculum for the Content Creator Career Path Certification on Coursera, designed to equip learners with real-world creative skills and a professional credential. The goal was to equip learners with the skills to become proficient content creators, covering topics such as graphic design (Adobe Illustrator), photo editing (Adobe Photoshop), document creation (Adobe Acrobat), and generative AI (Adobe Express and Adobe Firefly), with a professional certification as the outcome.

Key challenges included:

  • Designing a cohesive multi-course program with diverse skill sets and practical applications across multiple Adobe tools

  • Developing interactive, engaging content that caters to learners at various levels of expertise

  • Meeting Coursera’s platform requirements and Adobe’s branding while adhering to tight deadlines, which required seamless collaboration across multiple teams

Approach

Strategy

The solution was to develop a five-course certification program that combined cutting-edge content with an intuitive learning journey, designed to take learners from beginner to professional content creator. Each course focused on one core skill set—generative AI, graphic design, photo editing, document creation, and marketing—while integrating Adobe tools and generative AI technology.

Key strategic elements included:

  • Curriculum Design: Structured the program to progressively build skills across design, photo editing, and content creation, using real-world Adobe tools.

  • Collaborative Content Development: Worked with writers and designers to create over 100 readings, quizzes, and images while balancing complexity, difficulty, and thematic consistency.

  • Subject Matter Expertise: Led content development for Adobe Photoshop and Illustrator, ensuring the content was both educational and aligned with industry standards.

  • Cross-functional Leadership: Worked closely with various teams, including product, design, and marketing, ensuring the content supported Adobe's broader educational vision and Coursera’s platform standards.

  • Feedback Loop Integration: Incorporated continuous feedback from Adobe stakeholders and internal teams to optimize the content throughout production.

Meet Content Creation

This professional certification guides learners through a five-course journey that builds essential skills in branding, content design, and creative marketing. Through real-world tools and hands-on practice, it equips aspiring creators with the confidence and capabilities to thrive in today’s content-driven landscape.

Key Project Achievements

  • Over 40k Registrants in the first 3 months after launch, with a goal of reaching 5 million learners within 3 years, demonstrating significant learner interest and program growth.

  • 4.7/5 Average Course Rating after 3 months, showcasing high learner satisfaction and engagement with the content.

  • Developed over 100 readings, videos, discussion prompts, and quizzes, creating a rich, interactive experience that maintained learner engagement.

  • Courses directly contributed to learners acquiring real, marketable skills in Adobe tools, providing them with professional certification and a competitive edge in the creative industry.

My Role

As Director of Content Strategy and Subject Matter Expert for Adobe Express, Photoshop, and Illustrator, I was responsible for overseeing the development of all course content and ensuring it was aligned with Adobe’s educational standards.

Content Strategy & Development

  • Created full course outlines for both the Adobe Illustrator and Photoshop tracks, guiding learners from foundational skills to real-world applications.

  • Reviewed and edited all written and visual content across the five-course series, including lessons, quizzes, videos, and downloadable resources, ensuring consistency in tone, clarity, and learning outcomes.

  • Collaborated with Adobe subject matter experts to shape how each tool was introduced and used, maintaining accuracy and aligning with Adobe’s creative philosophy.

  • Balanced instruction on Creative Cloud tools with emerging skills in generative AI and content marketing, tying practical workflows to learner goals.

Project Leadership & Collaboration

  • Partnered with a project manager to oversee a fast-paced, 3-month development timeline, tracking progress across content creation, QA, and platform delivery.

  • Managed and mentored a team of writers and contributors, assigning tasks based on complexity and expertise while ensuring unified output.

  • Acted as a stakeholder liaison between Adobe Learning & Development and internal product teams, aligning the program with Adobe’s strategic goals for creator enablement.

  • Helped ensure a cohesive learner experience across all modules, with continuity in branding, structure, and value delivery.

Liana Maharaj, Head of Student Learning & Certification, Adobe

“I appreciate the thoughtfulness and care you’ve brought to this work. Your attention to detail and commitment to the learner experience make a big impact.”

Key Collaborators

Liana Maharaj

Jon Sell

Tanya Barnes

Valentina Arismendi

Michael Craddock

Jennie Evans

Tirra Lohner

Stoke (Agency)