Thirteen years of making words work.
I started as a journalist, which taught me to ask better questions, find the story inside the facts, and write on deadline. That investigative instinct still drives my process: research first, then the idea, then the words.
From there I moved through communications leadership, agency creative, and Meta, writing across blogs, social, email, display, video, and radio. I know how people actually consume information, and how to earn their attention in the first second.
Whatever the format, the standard is the same: a clear idea, a distinct voice, and work I’m proud to put my name on. Copywriting is where all of it comes together, and storytelling is the part I love most.
What you’ll find below:
- Case Studies: Vivid Seats, GT’s Living Foods, The Nature Conservancy, CDTA, Action Against Hunger, Christian Dior
- CTV Commercials and Brand Sizzle Reels
- Social Video and Post Copy Examples via Meta
- Static Display Ads
- Blog Posts and Essays
How I Think, Case by Case
Every project starts with a problem. Here’s the insight, the idea, and what I did about it.
CASE 01 / 06
Vivid Seats: Loyalty360 Gold
VIVID SEATS · CONCEPT & SCRIPT · UNDER TWO WEEKS
THE PROBLEM
A loyalty program needed its story told in a way that would stick, and fast.
THE INSIGHT
Nobody remembers a feature list. People remember a story that makes the program feel like a good decision.
THE IDEA
Tell it as a story, not a spec sheet.
WHAT I DID
Concepted from the brief and wrote the script. Tricia Peters and Shiven Malhotra took it from concept to reality. Full creative control, delivered in under two weeks.
THE RESULT
Gold
at the Loyalty360 Awards
CASE 02 / 06
GT’s Living Foods: SYNERGY Kombucha
GT’S LIVING FOODS · LEAD COPYWRITER · PAID, SOCIAL & OUT-OF-HOME
THE PROBLEM
GT’s already had fans. The job was to win them back and introduce SYNERGY to people who’d never tried it, without watering down a philosophy: food is functional medicine, and Mother Nature is the greatest healer.
THE INSIGHT
The kombucha aisle is loud, and everyone promises “wellness.” GT’s had something most brands don’t: a real point of view. It didn’t need a bigger claim. It needed to say its belief out loud, the same way, everywhere.
THE IDEA
Lead with the belief. Let one message unify the paid ads, social reels, and out-of-home placements, with storytelling doing the heavy lifting and strategy keeping it on target.
WHAT I DID
Lead copywriter. Wrote the video scripts and ad copy and helped define the brand’s voice across paid ads, organic social reels, and out-of-home, working directly with the owner in regular concept sessions.
THE RESULT
45%
engagement lift on GT’s Agua de Kefir social campaign
CASE 03 / 06
The Nature Conservancy: Backyard Birds
THE NATURE CONSERVANCY · COPYWRITER & CREATIVE CONCEPT · END-OF-YEAR GIVING
THE PROBLEM
End-of-year giving is crowded. Conservation can feel huge and far away, and people give when it feels close.
THE INSIGHT
The nature people care about most is the nature they’ve actually seen: the bird at the feeder, the one outside the window.
THE IDEA
Start in the backyard. The “Backyard Birds” campaign brought the cause to the viewer’s own window for end-of-year giving.
WHAT I DID
Copywriter and creative concept on the “Backyard Birds” video spot, plus display ad copy.
THE RESULT
37%
donation lift on the end-of-year campaign
CASE 04 / 06 · A SELF-INITIATED EXERCISE
CDTA: Where Are You Going?
STRATEGY, COPY & CAMPAIGN CONCEPT · NOT AFFILIATED WITH CDTA
This was an exercise. CDTA didn’t ask for it and isn’t affiliated with it. I audited their channels and wrote the brief on my own to show how I think.
THE PROBLEM
CDTA’s content informs but rarely inspires. Its Instagram account (7,063 followers, 2,672 posts as of June 2026) reads like a bulletin board, not a brand.
THE INSIGHT
Transit is inherently human: every bus is full of people going somewhere that matters to them.
THE IDEA
A rider-portrait series, “Where Are You Going?”, and a campaign built on the moments in between: “More than just A to B. It’s what happens in between.”
WHAT I DID
Audited the channels, wrote the brief, rewrote the homepage and STAR paratransit copy, and built a 90-day plan with targets.
PROPOSED TARGET
+25%
Instagram engagement in 90 days (a goal, not a result)
Rewrite for the rider, not the boardroom
BEFORE (STAR paratransit page)
“STAR is Special Transit Available by Request; a paratransit service offering transportation alternatives to people whom at certain times cannot use, or have substantial limited using the CDTA fixed-route bus system because of a disability or impairment.”
AFTER
“STAR (Special Transit Available by Request) is CDTA’s door-to-door paratransit service for riders with disabilities or health conditions that make it difficult to use regular bus routes. If you need a more flexible way to get around, STAR is here for you.”
CASE 05 / 06
Action Against Hunger in The New York Times
ACTION AGAINST HUNGER · ON-IMAGE COPY · DIGITAL DISPLAY
THE PROBLEM
Compress a years-long journey into a few frames, in an editorial environment where an ad has to feel native and earn trust.
THE INSIGHT
A statistic is easy to scroll past. A person isn’t.
THE IDEA
Let Marianne’s story carry the ask: her life, saved by Action Against Hunger’s clinics, told in a few frames.
WHAT I DID
Wrote the on-image copy, working closely with the Design Ops Manager.
CASE 06 / 06
Christian Dior: A Newsletter Voice That Travels
CHRISTIAN DIOR · EMAIL COPYWRITER · PARIS & NEW YORK
THE PROBLEM
A luxury voice has to read as the same house in every market, not like a translation.
THE INSIGHT
Luxury isn’t louder. It’s more consistent. Voice is what survives translation.
THE IDEA
Keep the voice quiet and confident, and build it so it can travel.
WHAT I DID
Email copywriter on Dior’s weekly newsletters, working with the internal team and the Paris team so content translated cleanly and stayed consistent across markets, and helped reimagine the global newsletter voice.
LANDING PAGE · COPY & LAYOUT
Ultimate Medical Academy: A Program Page That Became the Model
ULTIMATE MEDICAL ACADEMY · COPY & CREATIVE LEAD · GOAL: PROGRAM APPLICATIONS
THE PROBLEM
Prospective students faced a long list of healthcare programs and little help figuring out which one fit them. The page had to turn browsing into applications.
THE INSIGHT
Nobody shops for a program. They shop for a future. Start with the person’s skills and interests, then make every next step obvious.
THE IDEA
“Find your calling in the healthcare field.” Lead with the student, then give every program the same clear card, the same details, and the same Apply button.
WHAT I DID
Wrote all of the copy and led the creative with the UX designer, shaping the layout and the words together. Presented the work and the rationale to the client.
THE RESULT
The model
The client loved it, and it became the model for the entire site
Layout comp shown. Imagery marked “FPO” is placeholder.
EMAIL · COPY & LAYOUT
HughesNet: Turning a Cybersecurity Stat Into a Sign-Up
HUGHESNET · COPY & CREATIVE LEAD · GOAL: SIGN-UPS
THE PROBLEM
Security software is easy to ignore until something goes wrong. The email had to make the risk feel real and the next step feel effortless.
THE INSIGHT
People don’t act on protection. They act when the risk feels personal and the fix feels small.
THE IDEA
Open with one hard fact, “Every 22 seconds, a cybercrime occurs,” then make the offer simple: first month free and one clear button.
WHAT I DID
Wrote all of the copy and led the creative with the UX designer, shaping the layout and the words together. Presented the work and the rationale to the client.
THE RESULT
More work
It led to more email work with HughesNet
Copy and layout comp shown. Offer dates were still to be confirmed.
AND ONE MORE · CONFIDENTIAL WORK
The Reporter’s Eye, Applied at Platform Scale
CONTENT ENGINEERING · CONTRACT, MAY–SEPT 2025
One of three hired in a round of 1,500+ applicants, supporting Threads and Instagram. The role valued an investigative eye, and former journalists were a priority.
WHAT I DID
- Flagged potentially problematic and nuanced posts and raised them for team discussion
- Dug into trending content to spot emerging topics that were becoming repetitive and heavily posted
- Took part in ongoing conversations about AI-generated images and video, and about online bullying
- Participated in product engineering and company-wide content meetings
HOW I WORKED WITH AI
- Tested LLM workflows built to streamline content review
- Used role and persona testing, RAG, and chain-of-thought prompting
- Flagged hallucinations and helped work to reduce them
Details of this work are confidential. I’m glad to talk through my approach in an interview.
More Spots: My Words 🤝These Commercials
I’ve had the privilege of working with some of the most talented people on the planet. Creative collaboration has taught me so much, and I’m endlessly grateful to my colleagues. Creative concepting, presenting it in a jam session, writing it out, and then working with my team to bring it to life is something I truly, honestly, deeply love to do. Shoutout to the brilliant designers and animators credited in the links.
Role: Senior Copywriter/Creative Concept
*Disclaimer: All rights of creative are reserved between Assembly Agency and BFAS.
Role: Senior Copywriter/Creative Concept
*Disclaimer: All rights of creative are reserved between Assembly Agency and Brooks Running.
Role: Senior Copywriter/Creative Concept
*Disclaimer: All rights of creative are reserved between Assembly Agency and CARE International.
Role: Senior Copywriter/Creative Concept
*Disclaimer: All rights of creative are reserved between Assembly Agency and GT’s Living Foods.
Role: Senior Copywriter/Creative Concept
*Disclaimer: All rights of creative are reserved between Assembly Agency and Vitalant.
Social Media Video & Post Copy
I was often tasked with briefs that required both social video scripts and post copy, tailored to the specific best practices of each channel. Whether crafting engaging organic content or strategically-driven paid social posts, I ensured each piece resonated with the audience while staying true to the brand’s voice. My work spanned across a variety of platforms, delivering creative, effective messaging that sparked engagement and drove results. Click photos to view ads on Meta.
Display Ad Concept & Copy
I teamed up with designers to bring our display ad concepts to life, mixing creative perspective with strategic messaging. We made sure the ads didn’t just look cool, but also made people want to know more. With a blend of eye-catching visuals and punchy copy, we crafted ads that made a statement without saying too much. It was always a fun process bringing multiple visions together into one cohesive deliverable, resulting in ads that definitely didn’t blend in.
Blog Posts for B2B, B2C, and Personal
As a freelance copywriter, I’ve learned to adjust my voice for any subject matter, from B2B to B2C, while keeping SEO in focus. What once seemed like a challenge is now a rewarding part of the process, thanks to tools like SEMrush, Ahrefs, and Google Analytics that help ensure both discoverability and readability. Plus, my ability to research and uncover relevant, timely topics allows me to create content that resonates with the audience. It’s a little like solving a crossword—almost as satisfying as cracking the latest puzzle on the New York Times Games app… almost. Posts on National Debt Relief’s blog were ghostwritten and published under the client’s expert-author bylines.
FEATURE STORY · TZU CHI USA JOURNAL
A Model Citizen: Ukrainian Fashion Star Evacuates War Zone
BYLINED · ISSUE #65 · SUMMER 2022
A profile of Oksana Kononets, Ukraine’s first famed model with a disability, who fled the war and now works with Tzu Chi to support other displaced people. Written by me for the foundation’s journal.
NATIONAL DEBT RELIEF · GHOSTWRITTEN
What a Cash Advance Is and Where People Get One
TZU CHI YOUNG LEADERS
