Kaplan Test Prep
Role: Copy Lead
In a brand awareness campaign, we sent food trucks handing out free tacos to college campuses across the country, adapting brand lines to the concept of “brain food” and “food for thought” (e.g., “We’ll prep your meal. You prep for the test.) I served as copy director on the project, helping create the concept and overseeing creative. The creative direction showcased our “straight-shooter / no frills” brand voice with signage like: “We’re on campus. And we brought a truck filled with tacos.”
Bluecore
Role: Brand Director
I developed booth copy and collateral for Women in Retail, eTail, and Shoptalk trade shows, using our presence to drive interest in our invite-only digital communities for leading retail marketers, Coffee & Commerce and the DTC Collective. I also created a dedicated webpage showcasing the reach and influence of these in-demand communities, providing attendees with immediate access to more information.
For the digital series themselves, I established topics around current challenges, upcoming trends, and other hot topics in retail, helped contribute to an open exchange of information with games and icebreakers, and engaged community members with collateral related to each event.
Part of leading Bluecore’s copy and content team involved working closely with our events team and identifying opportunities to engage audiences at trade shows and events. With this and other business objectives in mind, we created the annual Bluecore Retail Benchmark Report, which use proprietary and research data to help retailers understand how shoppers behave throughout their shopping lifecycle to help companies measure their performance against industry averages and trending data. It helps retailers across verticals easily understand where they stand in terms of metrics for identification, conversion, retention, and more.
As copy director at Bluecore, I wrote complete scripts, supporting slide decks, and titles for executive presentations (all participants — Bluecore VP of Marketing and Chief Customer Officer as well as Jockey Head of Customer Experience) at Women in Retail and Shoptalk conferences, closely collaborating with speakers to adapt their speaking style and strengths on stage to the content.
Devona (Mr. Robot director Sam Esmail/Esmail Corp end client)
Role: Contract copywriter
A digital brand experience, this project — created in partnership with UX agency Devona for end client Sam Esmail (creator of Mr. Robot) — ventures into the world of alternative reality games (ARGs) and seriously dedicated fandoms. The website for Esmail’s production company, Esmail Corp, is designed in the spirit of an ARG itself, and — here’s the kicker — it goes “off air” and comes back “on air” at a set time every night and day, respectively.
To recreate the feeling of being kicked off a broadcast channel late at night — a distant but nostalgic memory for the award-winning director’s primary fan base of 40-somethings — Devona and I created closing and opening videos to announce the transition to “off-air” and “on-air” states before the color bars show up and the “programming” ends. These videos echo the traditional sign-off and sign-on messages used by TV networks in the ’80s, but with internet lingo in place of TV production vernacular. Scripts are written to evoke a sense of manipulation and tie into brand tenets of anachronism, misdirection, control, and deception.
Since 2016, I’ve served as Devona’s contract copywriter on a number of offbeat projects that deserve a look. It’s a lot of fun to check out their site, and there’s a good chance I wrote any copy you’ll read on there.
BigID
Role: Copy Director
I outfitted the BigID logo with copy to display our offerings — and debuted it at the RSA conference (as well as for our internal Zoom backgrounds). I also collaborated with SMEs and product experts to create white papers, guides, and one-pagers for distribution at RSA and Black Hat conferences, driving engagement and meetings with business prospects and other attendees.
BigID fingerprint/shield logo.
Logo featuring BigID capabilities displayed at events.
Adapted logo debuted at RSA conference.
Guardian Life Insurance
Role: Senior Thought Leadership Copywriter
Every year, Guardian publishes eight to ten reports based on proprietary data about the impact of workplace trends on individuals and businesses. Collaborating closely with SMEs, I researched, wrote, and edited several of these reports to be used at conferences and events, where the insights helped educate and engage brokers and B2B prospects on emerging workforce issues.
Click on covers to view the reports directly on guardianlife.com.
Hope for a Healthier Humanity, 2024
Role: Director of Marketing, Brand, and Creative
I created all events copy for semiannual gala, including scripts for our welcome videos, a 30-minute slide presentation to play during cocktail hour, programs, impact statement one-pagers to encourage donations, and a 2025 wall calendar giveaway featuring photos taken by volunteers in the field — and calling out holidays celebrated in our beneficiary countries — El Salvador, Guatemala, and Honduras.
