About

To make a short story long…

I’m a hapa girl from Honolulu, Hawai’i but am now based in California. My first loves are reviewing books, embroidering, and writing poetry. I run on well-placed em-dashes and dirty chai lattes. And while I know all of my neighborhood dogs’ names, I know none of their owners’. 

Screenshot 2023-05-21 at 6.08.09 PM

What I’m working on: 

Today, I get to lead content at Guideline (2024-present). Every day I’m developing 0-1 products for employers and employees, innovating on antiquated 401(k) models, and helping people plan for their future. Along the way, I’m building a new Centralized Content Team that bridges Content Design in Product and Copywriting in Marketing. 

What I’ve worked on before: 

I was a Content Design Manager at Meta (2020-2023). For Facebook, I managed a team of 15+ ICs and managers that designed for Groups and Events, including combating hate speech to addressing misinformation. On the Instagram side of the house, I supported a team of five that oversaw Reels end-to-end with a focus on Audio, AR, and content creation. 

I also had the privilege of being the UX Writing Manager and Senior UX Writer at Mindbody (2016-2020). I managed a team of three, developed the company brand strategy, trained over 800 employees on voice and tone, and built an internal Ideation Program that generated over 1,500 concepts. 

Finally—before my tech days—I was an instructor at California Polytechnic State University and at the San Luis Obispo Juvenile Hall. I ran creative writing programs: Inside Voices (2013), HerVoice (2015), and Summer of Sisterhood (2017). 

My Yelp reviews

  • “Cait is a very welcoming, inclusive and warm partner—and I’ve really appreciated her transparency and openness. Cait was very honest about the state of the team, things that have gone well and areas of opportunity. These sorts of conversations have been very helpful for me as I’ve tried to really change up the way the org has been functioning.” —Product Management Director

  • “We can all learn from Cait’s mastery of organization. I’m constantly blown away by her well-designed templates for every occasion and have benefited from them multiple times.” —Content Design Manager

  • “Cait Emma is a galvanizing force to bring large teams together through All Hands and other collaborative moments, making the remote work feel less remote and building a sense of team unity. “—Senior User Experience Researcher 
  • “Cait designed and organized a critical cross-team workshop. She helped the team outline opportunities to build a cohesive product and identify aspirational goals for the experience. This work was foundational to our ecosystem workstream and will be instrumental in roadmap planning.” —Product Design Lead