About me

I'm Shelby Astin — a knowledge engineer and principal content strategist who builds the systems that make information findable, trustworthy, and AI-ready. I live in Tennessee with my husband, our son, and a border collie named Francis.

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For the better part of a decade, I've led knowledge work for some of the biggest names in commerce, logistics, robotics, software, and crypto — and helped small startups punch above their weight by turning scattered know-how into something they can actually use. At Amazon, I developed content and built training for the incoming Executive Customer Relations team, and earned a Customer Champion award along the way. At Coinbase, I led institutional editorial, holding a high bar for precision in a famously high-scrutiny space. Today, as Principal Content Strategist at iA, a healthcare and pharmacy automation company, I built the company's first centralized Documentation Hub, own its AI Knowledge Strategy, and report regularly to the CTO.

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The thread through all of it is a conviction that sounds soft and is actually rigorous: people are the pulse of an organization's information ecosystem. The best knowledge system in the world fails if no one trusts it — so I care as much about clarity, accuracy, and the human on the other end as I do about architecture and AI-readiness. Anyone can stand up a chatbot. I'm interested in whether the knowledge underneath it is true.

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I hold a master's in information science from the University of Kentucky and am earning my CAIM (Certified AI + Knowledge Management) credential in 2026. When I'm not doing this, I'm usually building something else — a veterinary-education company I co-founded with my husband, a learning curriculum for my son, the occasional book. Same instinct every time: find the messy, undocumented thing, and give it a structure worth trusting.