Writer, cinephile, and Orange Theory enthusiast based in San Francisco, California. Currently writing for TIDAL, the artist-first music platform built for true music lovers.

Projects

Instacart

Senior Copywriter

Writing for Instacart has been a fun assignment in brand voice and tone. Balancing creative and marketing demands, I wrote a high volume of deliverables under short deadlines. Evolving email, SMS/MMS messaging, direct mail, and app copy to reflect greater brand initiatives, I worked with creatives across the org to craft a consistent message. Additionally, I used my creative leadership skills helping to build out the process for brand partnerships— from concept to execution.

Brand Partnerships

Apple TV+’s Lessons in Chemistry was a natural partner for Instacart, so we blended both brand voices. Paired with the design team, I helped creatives to co-market LIC across all of Instacart’s various channels. With regular check-ins with Apple TV+’s team, we crafted a micro site, marketed the show, and spread the word on social media.

Pushing the envelope

Engaging Emails

TIDAL

Lifecycle Copywriter

TIDAL sought me out to infuse their customer lifecycle messaging with a warmer, more conversational tone. Working directly with product managers I focused on empowering the user with our product offering, as well as making all comms more concise, skimmable, and easy to understand.

Here we introduced a product for artists to showcase their work to fans and collaborators, all on TIDAL

For this winback email, we used a clever headline and refreshed value prop messaging

Here we experimented with gentle copy late in the winback cycle to drive conversion

Here's a revamped monthly activity email where we simplified copy and boosted visual assets

Announcement message for a product we'd long been asked for, and finally delivered

Zenni Optical

An adorable email about heart-shaped glasses with the headline 'love at first site'.

CRM

There’s something so exciting about research. Working with the CRM team I’ve helped evolve Zenni’s messaging approach to all aspects of CRM, which includes developing SMS/MMS and loyalty programs.

PR

I love creating a buzz. Working with the strategic partnerships team, I’ve been able to distill campaigns into a digestible message that gets people excited.

Brand Collaborations

There’s nothing more rewarding than successfully melding two strong brand voices. Taking an existing brand and putting it through Zenni’s lens is something I always look forward to.

Zenni Audio Ads

Zenni Video/Gif Ads

Prescription eyewear is so personal—it’s the first thing people see when they interact with you! In a crowded field featuring a lot of the same, I’ve helped develop an exciting, branded approach to a medical device that allows you to get out and interact with your world.

Readers Marketing

Black Friday Marketing

Walmart E-Commerce

CRM

Increased email opens by 15% in Everyday living, Pharmacy, and Health & Wellness categories with witty use of subject line, preheader, and headlines. Marketed hip, cool ideas to a broad commercial audience of over 30 million subscribers.

Image of a Gleem electric toothbrush and it's numerous special features.

Product Marketing

Seamlessly blended partnered brand voices with the Walmart brand voice and tone. Leveraged provided copy and worked with partner brand teams (including 23andMe, Apple, & more) for alignment and consistency.

Website Content

Managed all website copy related to Everyday Living, Pharmacy, and Health & Wellness verticals. Wrote monthly copy updates, including specific product-related marketing and category-related events updates.

Postmates

With the “Postmate It” campaign, I worked with the brand team to shift the brand voice and tone. With the evolving customer base of hard-working, busy millennials, they wanted to move to a more straight-forward “we’re with you” approach to marketing.

Postmates Partner Publication

Monthly B2B Newsletter to a network of 50k+ Merchant Partners

Created, wrote, and produced a newsletter for our partnered merchants. After receiving feedback of the desire for a human connection to the platform, I put together a newsletter with interviews of successful partners, product updates, FAQ, and delivery driver interviews with high customer satisfaction scores.

This project quickly grew to have the second-highest open rate of all merchant emails, with a consistent 50% open rate and high number of clicks.

Unsolicited recognition

21 Email Marketing Examples to Follow in 2022 (Mine is #16!)

My CV

Since graduating college with a degree in Spanish in 2016, I’ve become a well-rounded copywriter from the ground up. Starting in B2B, I’ve evolved the brand voice for various companies in the tech, e-commerce, finance, and medical industries.

My focus as a writer is to lean into a brand’s voice and find heart and soul in even the most straightforward communication. As a natural storyteller, I thrive on finding creative solutions that engage the reader and impart the message without feeling like work.

Based in San Francisco.