Lonny Knapp
Content Design Manager @Sonnet Insurance
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WORK HISTORY
Content Design Manager @Sonnet Insurance
Toronto, ON, CA
Scale & infrastructure: Scaled a comprehensive content design system integrated with the broader product design library, reducing design-to-development handoff time and ensuring 100% brand and regulatory consistency across all digital touchpoints.AI strategy & integration: Pioneered the integration of generative AI workflows into the content lifecycle, leveraging LLMs to accelerate initial drafting and localization processes while maintaining strict adherence to insurance compliance and to style standards.Operational efficiency (ContentOps): Established the organization’s style and design systems streamlining stakeholder review cycles and improving the speed-to-market.Cross-functional leadership: Partnered with product, design and engineering teams to embed content design in planning initiatives resulting in increases quote-to-bind conversion rates through narrative-driven UX improvements.Team transformation: Recruited and mentored a high-performing team of content designers, fostering a culture of \"systems thinking\" where content is designed as a scalable asset rather than a one-off deliverable.
EDUCATION
Centennial College
Post-Graduate Honours, Book & Magazine Publishing, Publishing
George Brown College
Journalism
University of Toronto
Certificate in Project Managment, Project Management
University of Toronto
Agile Essentials in Project Management, Project Management
Ryerson University
Advanced Magazine Writing, Journalism
Seneca Polytechnic
UX Writing Fundamentals
University of Toronto
Foundations of Digital Marketing Management
University of Toronto
Managing Predictive Analytics & Big Data
SKILLS
ABOUT LONNY KNAPP
I believe that in highly regulated industries, clarity isn’t just a design choice – it’s a competitive advantage.With over two decades of experience in content, media, and digital strategy, I specialize in building and leading content design teams that bridge the gap between complex business logic and intuitive user experiences. Currently, at Sonnet Insurance, I lead a content design team focused on simplifying the insurance journey, reducing friction in the digital funnel and driving measurable customer success.My approach to leadership is built on three pillars:The craft: I don\'t just manage people; I build systems. From implementing ContentOps and design systems to integrating AI-driven workflows, I focus on the systems that allow content teams to scale.The business: I translate \"UX goals\" into \"Business ROI.\" Whether it’s reducing call centre volume through better self-service design or increasing conversion rates through accessible experiences and first-rate content design heuristics, I ensure the content team has a seat at the executive table.Mentorship: I am a firm believer in the \"player-coach\" evolution. I pride myself on mentoring the next generation of content designers while fostering a culture of psychological safety, high accountability and creative excellence.Based in Toronto, I am passionate about the city’s growing tech and fintech ecosystem. I thrive in environments where legacy systems meet modern digital expectations, and I enjoy the challenge of making tech experiences feel human. Core expertise: Content Design Leadership • Product Strategy • Digital Transformation • Content Operations (ContentOps) • UX Writing • Stakeholder Management • Insurance & Financial Services • Team Scaling & Mentorship
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