Get to Know Geo: Erin Schroeder

Sr. UX & Content Strategy Director

How long have you been with Geonetric?

I am a boomerang! I was here from 2014-2020 and left for a short time to work in the civic space. Came back in October 2025! Good to be home.

Sum up your role in one sentence.

I guide a team of UX content strategists to lead content strategy, structure, content design, and UX research. 

What do you enjoy most about your role?

Learning! The web is changing so quickly, and it’s exciting to stay on top of trends, methods, and skills to deliver better results to our clients.

What’s one recent project you’re especially proud of?

I’ve been on some big ones! Prior to coming back to Geonetric, I helped structure and launch the State of Iowa and all its individual agency websites on Drupal; since returning to Geonetric, I’ve been proud of guiding clients through workshops for user experience and user research.

What’s a trend or change in your area of expertise that you’re excited about right now?

Structured content. More specifically, how to break up content into manageable chunks so it’s easier for people, search engines, and AI to find, and easier for website authors to maintain.

How do you like to spend your time outside of work?

I love to read, crochet, kayak, and go hiking in our state parks (or national parks on a road trip!)

If you had to give a TED Talk tomorrow, what would it be about?

Empathy in technology, and for ourselves. Everything we do and build is for other people, and they should come first. But we also need to be empathetic to our own growth, learning and patience in an ever-changing field.

What are you listening to right now? (Album/artist, podcast, audio book, etc.)

I keep a record player in my office, so at the moment I’m listening the 20th anniversary release of Andrew Bird’s “Mysterious Production of Eggs” album. If I’m not listening to that, I’m listening to “Good Hang with Amy Poehler” podcast.

If you had to live in a fictional universe, which one would you choose?

Parks & Recreation in the fictional Pawnee, Indiana. I love that show, and I love that city department.

What’s your most-used emoji right now?

Laugh emoji, always. Runner up: Hands up (or what I think is a double high-five) emoji.

If your life had a theme song, what would it be?

“In My Life” by the Beatles.