About me

About me

Your customers tell the story, I give them a voice. If DTC is my bread and butter, consumer insights are my jam.

Somewhere between the letters IPO and KPI, DTC brands found themselves competing in a race to the bottom, trading copy tricks for clicks at the expense of long term brand loyalty. Empty pandering, copy hacks, and boilerplate urgency are white noise in an overcrowded landscape of brands speaking in generally the same way. My philosophy is simple: your customers tell the story, I give them a voice. Deeply listen to their wants, needs, and aspirations – and let data lead the way.

Areas of Expertise

  • From a core creative concept for a 360 campaign to making sure design and copy have maximum synergy – the words are just one part of the job.

  • Whether your brand is evolving, finding its voice, or making a complete pivot, I am precise in defining how you’ll speak to your customers. My approach considers specific guidelines for every channel, and also ensures scalability as your brand grows.

  • Every copywriter should be a full-funnel marketer, from initial discovery after hearing an ad read on a podcast to the UX copy in checkout. Web, email, paid ads, social, app – you name it, I’ve done it at every brand I’ve gotten the privilege to be a part of.

  • There’s something so satisfying about a tangible deliverable you can put your hands on. I’ve worked on the most complex tech packaging for Theragun and TheraFace to tags on the inside of shirts to fitting room mirror stickers.

  • Driving by a billboard or taking a subway ride with your words all over the train wrap is every creative’s dream. Billboards, bus station shelters, wild postings – I’ve been fortunate to do them all.

  • Social is all about community, repurposing campaign content or hopping on every trend becomes white noise in an overcrowded landscape. Today’s copywriter needs to extend way beyond the right caption, to a vision for overall content strategy born from deep consumer insights unique to your brand.

  • In true startup fashion, I was forced to learn the wild wild west of Amazon strategy early in my career. From Amazon copy to literally designing A+ content myself, I have a deep understanding about the unique best practices of Amazon content strategy.

  • Visual Merchandising, In-Store Signage, Mirror Decals, and Print Materials

  • Startups are obsessed with their data. As an ACD of Copy at multiple startups, I was responsible for copy testing roadmaps on every channel, cross-pollinating insights with other channels to hone our omni-channel content strategy.

  • AI is the future, and while I don’t think it will ever replace the vast array of human experience every creative brings to their work, I dove headfirst into integrating AI tools into my team’s workflows to increase efficiency in the brainstorming process.