Bridget Aymar Lawrow

About Bridget Aymar Lawrow

I’ve been crafting words for the web for 15 years. I\'m happiest when I’m organizing workshops, debating button copy, and leading user research. I\'m also passionate about inclusion, accessibility, and designing experiences where everyone feels like they belong. My strengths are strategic, learner, and relator. As a collaborator, I’m committed to accountability and discovery. I use language to create clarity and empower people to get things done. My ideal team is passionate about user experience, creativity, and design thinking.In my free time, I enjoy cooking, rock climbing, and making meticulous spreadsheets to impose order on all the things. Weirdly, my friends and family don’t share my excitement for pivot tables.My skills-Human-first design: Designing experiences that give users what they need, where they need it, in the way they expect-AI: Leveraging generative AI tools for internal and external use cases including prompt engineering and content automation-Systems thinking: Considering the wider context, breaking down complex problems into manageable pieces, and modeling content-Research and workshops: Facilitating journey mapping, usability testing, interviews, audits, and other qual and quant research-UX writing: Crafting content for user interfaces (microcopy), navigation, error messages, and other moments across the digital ecosystem-Scaling expertise: Creating tools, systems, and workflows that empower non-content teams to design the best possible experiences-Accessibility and localization: Ensuring the solutions we build work for everyone, regardless of ability or background-Mentorship: Coaching peers and leaders on content design, customer experience, user research, and inclusive design-Collaboration: Co-designing with cross-functional teams to create and iterate strategies, prototypes, and concepts-Tools and approaches: Everything from Figma and Miro, to design systems, and beyondMy leadership values:1. Accountability: I carry out my commitments to myself and others in big ways and small—and I expect others to do the same. That’s how we build mutual trust.2. Creativity: I’m fueled by new ideas. I’m energized to partner with creative folks who want to stand out, think differently, and ideate creative solutions.3. Caring: I show up for others. Whether it’s a listening ear, a helping hand, or an advocate—I want my colleagues and my audiences to feel cared for.4. Learning: Content design as discipline is changing fast. I push myself to learn consistently from other leaders in UX fields.

Experience

1. Senior Director, Content Strategy

   TIAA

   Dec 2025 — Present

   Set the strategic direction for internal AI tools across TIAA; empowering content, design, and research to create and manage meaningful user experiences-Partner with senior leaders in product, design, and engineering to align content strategy with enterprise priorities and long-term business goals-Establish standards and governance that ensure AI-driven content is effective, responsible, and trusted across a complex ecosystem of user journeys.

Education

• St. Cloud State University

  Certificate, AI Prompting

• University of Minnesota

  Master's Degree, Strategic Communication

  2012 — 2014

• University of Minnesota

  Bachelor's degree, Strategic Communication

  2009

Skills

• Editing
• Photoshop
• Wordpress
• Social Media Marketing
• Ap Style
• Social Media
• Indesign
• Event Planning
• Copywriting
• Copy Editing
• Marketing
• Project Management
• Blogging
• Research
• Press Releases
• Public Relations
• Facebook