To use my writing and strategic thinking powers for good.
10+ years of experience as an advertising creative, including broadcast, print, outdoor, digital, guerrilla, direct and email campaigns; 5+ years of Human Centered Design experience; 7+ years in creative leadership roles; an ear for brand voice, a head for strategy, and a heart for nurturing great talent and impactful creative.
6/21-6-23 Brand Content Manager, Honor, San Francisco, CA (remote)
Led a team of two writers, creating all external facing content for both Honor and Home Instead brands, including thought leadership articles, sales collateral, web content, social media, email nurture campaigns, and interactive training curriculum. Defined and maintained brand voice for both brands. Worked cross-functionally to strategize and develop brand culture, employee engagement, product, and brand messaging.
• Grew Honor’s social audience +2,859%, and engagements +4,309%.
• Kept visitors on Honor’s thought leadership articles an average of three minutes—more than triple the average time spent on page across all industries.
• HQ jobs page visits increased 73% and HQ job applicants increased 40.6% in the first 3 months after revising the Honor website to lead with recruitment.
7/19-6/21 Freelance Copywriter, Storyteller, Editor, San Francisco, CA and beyond
Clients: The Cusp, OpenIDEO, Salesforce, Curai Health
Created UX, web, editorial, and digital marketing content. Developed and implemented social content calendars. Supported teams as the project storyteller.
• Defined and maintained brand voice across UX, web, and social content, growing membership from 0-5,000 in one year and recorded 4x month-over-month growth while helping launch The Cusp, a digital health start-up focused on menopause care.
• Inspired a record 1,300 teams from 119 countries to submit innovative solutions for transforming our global food system by developing all written content for The Rockefeller Foundation’s Food System Vision Prize at OpenIDEO.
8/17-7/19 Editorial Director Athleta, San Francisco, CA
Evolved Athleta’s brand voice and maintained it across digital, print, in-store and broadcast touchpoints. Worked strategically with cross-functional partners to develop seasonal marketing strategies. Developed sustainability and B Corp messaging. Reformatted Athleta’s catalog to incorporate editorial features. Hired and led a staff of four writers. Reviewed and edited all written materials while contributing as a writer.
• Leveraged ad agency background to help bring all creative work in-house.
• Elevated the creative product and contributed to increased brand awareness, traffic, and new customer acquisition, as well as double-digit sales and earnings growth.
2/16-6/17 Omada Health, San Francisco, CA
3/17-6/17 Creative Director
2/16-3/17 Director of Copy and Content
Helped develop and maintain brand voice across diverse audiences including investors, enterprise and clinical partners, and consumers. Led creative team of designers and writers to reach, educate, and move B2C and B2B audiences via website and microsite content, videos, social media, direct mail, sales collateral, thought leadership, case studies, events, and email nurture campaigns. Trained sales teams on the use of sales assets developed by the creative department. Wrote all brand content.
• Omada’s brand content contributed to Interbrand’s recognition of Omada Health as a "Breakthrough Brand" in 2016.
4/09-2/16 Freelance Copywriter, Storyteller, San Francisco, CA and beyond
Clients: IDEO, IDEO.org, Deloitte, Venables Bell & Partners, G2, Team One, Omada Health, Alameda County DA’s Office, No Traffick Ahead
Concepted and wrote websites, design guides, vision videos, blog posts, print, broadcast, outdoor, social media, and guerilla campaigns, new business pitches, public service campaigns, collateral, press kits, online curriculum, brand experience, training booklets, and creative briefs. Served as a core team member on IDEO and IDEO.org projects, from research through synthesis, prototype, and final deliverable. Led or contributed to strategy development, creative development, and production.
• As a core member of the Vroom team at IDEO.org, helped demystify brain-building for parents. The program (see story #3) that our user research and strategy development informed has reached 1.5 million families globally and was featured in the Cooper Hewitt, Smithsonian Design Museum show: Design for the Other 90%.
• Led creative development on two human trafficking awareness campaigns that inspired CA Rep. Rob Bonta to sponsor AB1610, aiding victims in human trafficking cases by preserving their testimony. The bill passed 31-0.
5/99-4/09 DDB, San Francisco, CA
1/06-4/09 Associate Creative Director
5/99-4/06 Senior Copywriter
Oversaw creative for St. Joseph Health System and three ConAgra brands (Swiss Miss, Manwich, and Rotel). Built and nurtured client relationships. Developed creative strategies. Guided and supported creative teams from concept development to final presentation of produced work. Participated in new business pitches. Concepted, wrote, presented, and produced tons of broadcast, print, outdoor, and guerrilla ad campaigns.
• Helped sell a lot of consumer packaged goods.
BS in Communications from Ithaca College, Ithaca, NY
Parental approval