eBay Academy: Guiding sellers with strategy-driven learning
Role:
Strategist, copywriter, instructional designer
eBay Academy: Guiding sellers with strategy-driven learning
The challenge
When I joined the eBay Academy initiative, the seller education platform was already underway—outsourced to an elearning vendor with strong technical skills but limited brand fluency. The content lacked focus, clarity, and alignment with eBay’s tone and seller needs. I was tasked with bringing the program in-house, developing high-quality course content, and ensuring the platform delivered a meaningful and strategic onboarding experience for sellers across global markets.
The solution
As strategist, instructional designer, and copywriter, I led the reimagining of eBay Academy—infusing it with brand voice, content clarity, and a structure that supported both learning and business goals.
Key contributions included:
Content strategy & creation: Developed vertical-specific learning journeys that addressed real seller needs. Wrote copy that was both technically accurate and human-centered—balancing guidance with brand tone.
Instructional design leadership: Designed learning flows and interactive activities to ensure concepts were not just taught, but practiced and reinforced in ways relevant to eBay business owners.
LMS expertise & enablement: Became the in-house expert on eBay’s learning management system (LMS), building courses directly and training other team members for multi-language upkeep and platform sustainability.
Global rollout: Supported translation and launch in six locales and three languages—building processes to keep content current, consistent, and culturally responsive.
CRM & marketing integration: Collaborated with CRM teams to develop lifecycle emails, social posts, and in-product placements that drove traffic to eBay Academy as a trusted educational resource.
Design direction: Partnered with visual designers to create on-brand course assets that felt connected to eBay’s identity while carving out a distinctive educational feel.
By bringing the platform’s content and expertise in-house, we reduced costs, expanded our capacity, and delivered a stronger, more aligned seller experience. While the platform was eventually sunset for strategic reasons, it grew significantly during my tenure and became a valued tool for sellers navigating eBay’s ecosystem.
The solution
As strategist, instructional designer, and copywriter, I led the reimagining of eBay Academy—infusing it with brand voice, content clarity, and a structure that supported both learning and business goals.
Key contributions included:
Content strategy & creation: Developed vertical-specific learning journeys that addressed real seller needs. Wrote copy that was both technically accurate and human-centered—balancing guidance with brand tone.
Instructional design leadership: Designed learning flows and interactive activities to ensure concepts were not just taught, but practiced and reinforced in ways relevant to eBay business owners.
LMS expertise & enablement: Became the in-house expert on eBay’s learning management system (LMS), building courses directly and training other team members for multi-language upkeep and platform sustainability.
Global rollout: Supported translation and launch in six locales and three languages—building processes to keep content current, consistent, and culturally responsive.
CRM & marketing integration: Collaborated with CRM teams to develop lifecycle emails, social posts, and in-product placements that drove traffic to eBay Academy as a trusted educational resource.
Design direction: Partnered with visual designers to create on-brand course assets that felt connected to eBay’s identity while carving out a distinctive educational feel.
By bringing the platform’s content and expertise in-house, we reduced costs, expanded our capacity, and delivered a stronger, more aligned seller experience. While the platform was eventually sunset for strategic reasons, it grew significantly during my tenure and became a valued tool for sellers navigating eBay’s ecosystem.
The solution
As strategist, instructional designer, and copywriter, I led the reimagining of eBay Academy—infusing it with brand voice, content clarity, and a structure that supported both learning and business goals.
Key contributions included:
Content strategy & creation: Developed vertical-specific learning journeys that addressed real seller needs. Wrote copy that was both technically accurate and human-centered—balancing guidance with brand tone.
Instructional design leadership: Designed learning flows and interactive activities to ensure concepts were not just taught, but practiced and reinforced in ways relevant to eBay business owners.
LMS expertise & enablement: Became the in-house expert on eBay’s learning management system (LMS), building courses directly and training other team members for multi-language upkeep and platform sustainability.
Global rollout: Supported translation and launch in six locales and three languages—building processes to keep content current, consistent, and culturally responsive.
CRM & marketing integration: Collaborated with CRM teams to develop lifecycle emails, social posts, and in-product placements that drove traffic to eBay Academy as a trusted educational resource.
Design direction: Partnered with visual designers to create on-brand course assets that felt connected to eBay’s identity while carving out a distinctive educational feel.
By bringing the platform’s content and expertise in-house, we reduced costs, expanded our capacity, and delivered a stronger, more aligned seller experience. While the platform was eventually sunset for strategic reasons, it grew significantly during my tenure and became a valued tool for sellers navigating eBay’s ecosystem.