Senior Copywriter, 2023-Present

AIQ has been closed, BUT, as the inaugural copywriter at AIQ, a subsidiary of Prudential Financial, I embarked on a pivotal role within the creative team, shaping the voice and tone of our ongoing rebrand initiative. Collaborating closely with COLLINS, a distinguished branding agency, we embarked on a journey to redefine AIQ's identity, ensuring it resonated powerfully with our audience. Through immersive workshops and strategic brainstorming sessions, we fused COLLINS' visionary expertise with our mission to democratize insurance access. This partnership enabled us to infuse our communications with a cohesive narrative that reflected AIQ's commitment to safeguarding what matters most to people. By refining our creative process to be strategy-led, we ensured that every touchpoint—from marketing materials to customer interactions—reflected the essence of our reimagined brand.

(2020-Present)

For four years I’ve been helping brands evolve. From creating a new voice & tone to launching Web experiences to bringing products to life with new words.

Clients include: Instacart, Simple app (health and wellness), Stackin’ app (fintech), Hart Botanicals (beauty/e-commerce), Othership, AIVF Fertility, Therapy Notebooks (health & wellness), Winston Francois (creative agency), and a Venture Capitalist duo who needed to bring a creator platform to life (and later sold the concept to Playboy.)

Senior Writer & Editor, Growth Marketing

As senior editor for Instacart's CRM Growth Team, I approved copy for a dynamic team that crafted compelling & personalized content for CPG magnates, to engage our customers. Focused on driving user retention and acquisition, innovative strategies optimized email campaigns, push notifications, and in-app messaging. By leveraging data-driven insights and staying attuned to market trends, we achieved significant improvements in customer engagement metrics, fostering stronger connections between Instacart and its users. Our collaborative efforts ensured that each communication resonated with our diverse audience, ultimately enhancing the overall customer experience and driving sustained business growth (through IPO!) Plus, the copy had personality and pizzaz.

Lead Copywriter, Brand & Content 2021-2023

Oversaw, wrote, and concepted for the brand, with a wide range of B2B, B2C, and D2C materials — marketing, campaigns, brand guidelines, key messaging and value props, web experience, email journeys, sales enablement, member comms, event launches, and more. Partnered with leaders across the company to ensure the brand’s creative was consistent with broader company vision and initiatives. Led the copy for the rebrand of 2021 including foundational brand book, voice, and guidelines.

Lead Standards Editor (2019 - 2021)
I built cross-functional, scalable, company-wide processes for reviewing all content. Managed a team of high-level copy editors and 8 SEO writers while aiding in high volumes of SEO content creation for the Headspace blog. I was a copywriter on campaign projects and high-level partnerships like Google and Starbucks, and crafted microcopy, ad campaigns, and more.

O&O Programming Strategy (2017 - 2019)
Analyzed trends, created actionable insights, and guided editorial and social teams on content strategy to grow member engagement and increase viewership for owned and operated content across the vast Disney Digital Network.

Copy Editor + Writer (2015 - 2018)
Oversaw content editing across the company's Digital Network brands, optimized their O&O sites, and mobile content, and created + maintained internal style guides.

Proofreader (2014 - 2015)
Supported an 800+ person, 3-location, US-based, but global advertising agency from the West Coast with clientele like Kraft, Infinity, VItamin Water, Charles Schwab, and more.