Corinne Claypool

Helping comms, brand, and content leaders show up in the AI tools their people actually use.

RECENT WORK

Selected recent work is behind Nike's authentication layer. Descriptions below; artifacts available on request.

AI-Optimized Content Strategy Playbook

Nike, 2025-2026

A complete editorial and structural playbook for how Nike Global Communications writes for an era when most employees will discover content through an AI agent rather than via search or organic discovery. Playbook covers how to write for LLM retrieval (semantic search versus traditional SEO, prompt design, structuring content for intelligent ranking); content lifecycle (what to archive, what to surface, how to maintain freshness); and team workflow (review gates, approval logic for LLM-ingestible content, vendor coordination). Used as the trainer document for comms teams across the enterprise during the rollout of Enterprise AI Assistant at Nike.

Enterprise Search Rebuild & Multi-LLM Content Pipeline

Nike, 2025-2026

A rebuild of Nike's internal search experience and the supporting content pipeline. The pipeline chains LLM calls (running on Nike's Databricks endpoints) to scrape ~200 internal and external content sites with HTML and visual snapshots, extract information hierarchy from the snapshots via vision models, restructure data into a uniform schema, and ingest into a vector index. On top of the index lives an admin layer for stakeholders to pin, boost, rerank, and upsert facts so search surfaces the most accurate results across domains. Search shipped as a first-class product alongside Enterprise AI Assistant, both sourced from the same indexed content.

Destination URL → CMS Pattern at Nike

Workvivo @ Nike, 2022-2024

A multi-channel content delivery pattern designed for an audience that wouldn't visit a destination URL. Worked with the vendor team to push richer inbox notifications (image + 300-character preview), launched digital signage in roughly 1,000 conference rooms putting content on a no-clicks carousel, and built a dynamic Comms widget on the Nike intranet that pulled platform articles via API so content surfaced where users already started their day. Adoption flipped from below-target to a working channel ecosystem within two quarters.

About

I lead content strategy and content engineering at the intersection of communications and technology. Most recently I led delivery of Nike's enterprise AI assistant, rolled out to 40K employees in April 2026, while authoring the AI-Optimized Content Strategy playbook that retrained the company's comms teams for the era of LLMs. Before Nike I spent eighteen months embedded at Workvivo as their Nike presence, and four years before that as Sr. Manager of Digital Marketing for a large public school network. My MA is in Specialized Journalism from USC.