Role: Social Media Strategist + Copy
Nike
Nike is a global leader in athletic footwear, apparel, and equipment. Founded in 1964, Nike has grown to become one of the most recognizable brands in the world, known for its innovation and quality.
Role: For Nike, I contributed to their product copy and content strategy across various platforms and events, ensuring consistent, high-quality content across various channels and touchpoints.
My key contributions included:
Website Product Copy: Authored detailed and engaging product descriptions for their athletic lines and seasonal collections, enhancing the online shopping experience.
Mobile Apps: Wrote the majority of the copy for seasonal event mobile apps, contributing to a seamless and engaging user experience.
Global Events: Created real-time social media content during major tennis events, collaborating closely with the Nike team.
Social Media: Developed product copy for social media posts, driving engagement and brand awareness.
Seasonal Activations: Created compelling copy for seasonal activations, such as the Nike Festival clothing lines, and associated Spotify playlists.
Nike Women's
Nike Women's offers a comprehensive range of athletic and lifestyle products designed specifically for women. This includes footwear, apparel, and accessories tailored to meet the unique needs of female athletes and fitness enthusiasts.
Role:
For Nike Women's, I wrote website product copy and supported seasonal activations such as the Nike Festival. My key efforts included:
Website Product Copy: Authored detailed and engaging product descriptions for their athletic line and seasonal collections.
Seasonal Activations: Created compelling copy and manifestos for seasonal event mobile apps, contributing to UX design.
Spotify Playlists: Wrote blurbs for associated Spotify playlists to enhance brand experience.
Social Media: Developed product copy for social media posts to drive engagement and awareness.
These contributions helped elevate Nike Women's brand presence, aligning product launches with strategic marketing goals.
Nike Court
Nike Court is the brand's specialized line for tennis apparel, footwear, and equipment designed to meet the needs of both professional and recreational players. Nike Court products are engineered for performance, featuring advanced technologies like Zoom Air for responsive cushioning and durable materials for long-lasting wear. Nike Court sponsors several top tennis players, including Serena Williams, Rafael Nadal, Roger Federer and more.
For Nike Court, I played an instrumental role over two years, focusing on creating engaging social media content and collaborating directly with the Nike team. My key contributions included:
Global Content Creation: Followed players worldwide to generate real-time social media content during major tennis events.
Product Copy: Authored product copy for website and social media launches, ensuring consistency and appeal.
Celebrity Engagement: Wrote tweets for high-profile athletes and selected impactful images for social media.
Event Coverage: Managed event-specific social posts, preparing content for both winning and losing scenarios to ensure timely and appropriate responses.
Collaboration: Worked closely with the Nike team to align social media strategy with brand goals and event highlights.
These efforts helped enhance Nike Court's social media presence, fostering greater engagement with tennis fans globally.
Target
Target is a leading American retail corporation known for its diverse range of high-quality products, including clothing, home goods, electronics, and groceries. Renowned for its distinctive red bullseye logo and commitment to providing an exceptional shopping experience, Target combines style, affordability, and innovation. With a focus on community engagement and sustainability, Target continues to be a favorite destination for millions of shoppers across the United States.
For Target, I played an essential role in developing engaging headlines for their advertising campaigns. My contributions included:
Advertising Headlines: Crafted compelling and attention-grabbing headlines for various Target advertising campaigns, designed to resonate with their diverse customer base.
Brand Alignment: Ensured all headlines were aligned with Target’s brand voice and messaging, maintaining consistency across all platforms.
Creative Collaboration: Worked closely with the creative team to brainstorm and develop innovative concepts that effectively communicated Target's key messages.
These efforts significantly enhanced Target's advertising impact, driving engagement and reinforcing their brand identity.
Google is a global technology leader that specializes in internet-related services and products, including online advertising technologies, search engine, cloud computing, software, and hardware.
Role: I worked on set design and dressing for an internal video about upcoming Google Maps features.
Set Design: Created and dressed sets for an internal Google video.
Feature Highlighting: Focused on new Google Maps features.
Collaborative Work: Worked closely with the production team to ensure the set accurately reflected the innovative features of Google Maps.
Foot Locker
Foot Locker, Inc. is a leading global retailer specializing in athletic footwear and apparel. Headquartered in New York City, the company operates over 2,500 retail stores across North America, Europe, Asia, Australia, and New Zealand.
Role: I contributed significantly by writing over 300 product descriptions for their website, enhancing the presentation and appeal of products from major brands. My role included the following:
Product Descriptions: Authored over 300 detailed and engaging product descriptions.
Brand Coverage: Worked on descriptions for top brands such as Nike, Adidas, Vans, Converse, and Reebok.
Content Quality: Ensured each description was informative, accurate, and aligned with brand voice and style guidelines.
SEO Optimization: Incorporated SEO best practices to improve search engine rankings and product visibility.
Collaborative Efforts: Coordinated with the marketing and product teams to gather relevant information and ensure consistency.
Reebok
Reebok is a global athletic footwear and apparel company, producing innovative and stylish products for sports and lifestyle enthusiasts.
Role: For Reebok, I contributed by writing web copy to enhance their online presence.
Web Copy: Developed engaging and informative product descriptions.
Brand Alignment: Ensured consistency with Reebok's brand voice and style.
SEO Optimization: Implemented SEO best practices to improve search engine visibility
Casio G-Shock/Baby G
Casio's G-Shock and Baby G are renowned for their rugged, durable watches that withstand harsh conditions. G-Shock is celebrated for its toughness and innovative design, while Baby G offers similar durability with a stylish twist, catering to both functionality and fashion.
Role: For Casio G-Shock, I played a pivotal role in developing engaging content and supporting major events, with a particular highlight on a significant activation at Madison Square Garden. My key contributions included:
Product Copy: Created detailed and compelling product descriptions for G-Shock and Baby G watches, highlighting features, technology, and design.
Marketing Materials: Developed various marketing materials, including promotional content and advertisements, to boost brand visibility.
Content Strategy: Worked on strategizing and executing content that aligns with G-Shock's brand identity and appeals to their target audience.
SEO Optimization: Ensured all content was optimized for search engines to improve online visibility and reach.
Presentation and Art Direction: Directed photoshoots and presentations for the 50th anniversary.
Collaborative Efforts: Collaborated closely with the Casio team to maintain brand consistency and effectively communicate the brand’s rugged and durable image.
Presentations & PR for Casio G-Shock Founder Kikuo Ibe
Executive Presentations: Created presentations and social activations specifically for Kikuo Ibe, the creator of G-Shock, and presented these to him, showcasing strategies and creative concepts.
Social Media Activations: Designed and executed a series of social media posts for Kikuo Ibe, highlighting the history of his brand while also keeping it modern, thereby enhancing his visibility and connection with the audience.
Madison Square Garden Activation
50th Anniversary Event: Designed the 50th anniversary neon sign prominently displayed at the entrance of the occupied event hall in Madison Square Garden.
A$AP Rocky Show: During the A$AP Rocky show, I moderated a live social media feed, capturing and displaying social posts from the crowd at the event entrance, enhancing audience engagement and real-time interaction.
Presentation and Art Direction: Designed presentations and provided photoshoot art direction for the 50th-anniversary activation campaign in NYC. Directed celebrities wearing G-Shock watches, ensuring the campaign's visual appeal and coherence.
These efforts significantly elevated the G-Shock brand's presence, particularly through the high-profile Madison Square Garden activation, driving engagement and ensuring a memorable brand experience.
SENA
SENA is a pioneering leader in motorcycle helmet technology, specializing in helmets with integrated Bluetooth communication systems. These advanced helmets enable seamless intercom, music sharing, GPS navigation, and hands-free calling, enhancing safety and connectivity for riders. SENA's commitment to innovation and quality makes them a trusted choice for motorcyclists worldwide.
Role: For SENA, I played a key role in crafting compelling content across various platforms. My contributions included:
Product Copy: Wrote detailed and engaging product descriptions for their innovative motorcycle helmets with integrated communication devices.
Editorial Copy: Developed informative and appealing editorial content to highlight SENA’s technological advancements and industry leadership.
Blog Posts: Authored blog posts that showcased product features, user tips, and industry trends, enhancing SEO and audience engagement.
Product Launch Copy: Created impactful copy for product launches on their website, driving awareness and excitement for new releases.
Motorrad Angels: Contributed to content for the Motorrad Angels initiative, promoting their mission and SENA’s involvement.
These efforts helped SENA effectively communicate their brand values and product benefits to a global audience.
About the Motorrad Angels Nonprofit
Motorrad Angels is a nonprofit organization dedicated to bringing clean water, medical, and dental assistance to the world's most vulnerable communities. Formed by adventure motorcycle riders, the organization has completed over 270 projects, covering more than 93,000 miles and impacting over 660,000 lives across 37 chapters in 29 countries. Their efforts include disaster relief, such as aiding those affected by earthquakes, floods, and political crises, and providing Sawyer water filtration systems to ensure sustainable access to clean water.
Janrain
Janrain, founded in 2002, is credited with pioneering social media login technology. As a leading provider of customer profile and identity management (CIAM) solutions, Janrain revolutionized the way users manage their online identities by enabling websites to offer registration through social media profiles. This innovative approach allowed users to log in seamlessly with profiles from platforms like Facebook, Google, and Twitter, enhancing user experience and data accuracy for marketers.
Role: For Janrain, I played a pivotal role in enhancing their content and marketing materials. Here are the key contributions and their impact:
Whitepapers and Case Studies: Authored comprehensive whitepapers and case studies, showcasing Janrain's expertise and solutions.
Presentations: Designed and wrote engaging presentations to effectively communicate complex ideas to stakeholders.
Website Copy: Edited and improved copy across their entire website, ensuring clarity and consistency.
Product Descriptions: Created detailed and appealing product descriptions.
Data Collection: Gathered extensive data to support the creation of all marketing and informational materials.
These efforts significantly enhanced Janrain's brand presence, making their offerings more accessible and attractive to potential clients and partners.
SOREL
SOREL is a footwear brand known for its high-quality and stylish boots and shoes, combining fashion with functionality. They offer a range of products suitable for different weather conditions, focusing on durability and comfort. Their innovative designs cater to both outdoor enthusiasts and urbanites.
Role:
In this role, I played a key part in repositioning SOREL from a brand known primarily for its winter boots to one that highlights high-fashion, high-function spring/summer designs. Over the space of a year, I wrote compelling headlines, web copy, and over product descriptions for their entire S/S and A/W lines, collaborating closely with the shoe design team and the website. Additionally, I created ads, seasonal campaigns, email content, and web copy. My efforts included rewriting the brand copy guidelines and contributing to ad campaign designs to bring this new brand vision to life.
Copywriting and Content Creation: I crafted compelling headlines, web copy, and rewrote product descriptions for their entire Spring/Summer and Autumn/Winter lines. This involved working closely with the shoe design team to ensure accuracy and appeal.
Advertising and Campaigns: I developed ads, seasonal campaigns, and email content that aligned with SOREL's new brand direction. This included creating engaging copy that showcased the brand’s stylish and functional footwear.
Brand Guidelines: I played a crucial role in rewriting the brand copy guidelines to reflect SOREL’s updated positioning, ensuring a consistent and compelling voice across all channels.
Collaboration with Design Teams: My work involved close collaboration with the ad campaign design team, bringing the new brand vision to life through integrated marketing efforts.
Web Copy: I produced web copy that highlighted SOREL's commitment to both fashion and function, appealing to a broader audience beyond just winter footwear enthusiasts.
Presentations: Collaborated on presenting to the business, helping to communicate the new brand strategy and vision to key stakeholders.
*These are just a few highlights from several collaborations. One of my favorite projects is SOREL ECO. The product team designed shoes using algae bloom midsoles and laces made from recycled plastic water bottles, saving 75% of fresh water used in a traditional process.
Tuft & Needle
Tuft & Needle is a direct-to-consumer mattress and bedding company that aims to simplify the mattress buying experience. They offer high-quality, affordable mattresses and sleep products designed for comfort and support, backed by a customer-centric approach and excellent service.
My role:
While working at New York-based agency Team Epiphany, I collaborated extensively with Tuft & Needle to enhance their social media presence and overall brand strategy. Here are the key contributions:
Social Media Strategy: Developed and implemented strategies for all major social channels.
Copy Guidelines: Created the first-ever copy guidelines for Tuft & Needle.
Client Presentations: Designed and presented strategic presentations to the client.
Data Analysis: Reviewed weekly data and adjusted strategies as needed.
Event Copywriting: Wrote copy for the founders and for events like NY Food and Wine week, attended by Whoopi Goldberg.
Campaign Management: Managed strategy, design, and key metric data presentations for the team and client.
Content Creation: Wrote all social media copy for two years, ensuring consistent and engaging content across all platforms.
🔈 Pop on the Sound & Press Play ▶️
Old Milwaukee
Old Milwaukee is a classic American beer brand known for its straightforward, quality beer with a nostalgic Americana appeal.
Role: For Old Milwaukee, I worked as a production designer and set designer for a social media commercial.
Production Design: Designed sets for social media commercials.
Creative Concepts: Developed engaging and creative concepts.
Audience Engagement: Focused on increasing audience interaction through innovative ideas.
Fred Meyer Jewelers
Fred Meyer Jewelers is a leading jewelry retailer offering a wide selection of fine jewelry, including engagement rings, watches, and custom pieces.
Role: For Fred Meyer Jewelers, I contributed to various creative projects including product copy and presentations.
Creative Concepts: Developed creative concepts for marketing campaigns.
Copywriting: Wrote compelling copy for advertisements and promotions.
Visual Direction: Provided art direction for visual content
W South Beach
W South Beach is a luxury hotel in Miami Beach, known for its chic accommodations, stunning ocean views, and vibrant nightlife.
Role: For W South Beach, I focused on creative direction and social copy.
Creative Direction: Led creative direction for marketing campaigns.
Social Copy: Developed engaging social media content.
Brand Consistency: Ensured alignment with W South Beach's brand identity.
Plate Crate
Plate Crate is a monthly subscription service delivering baseball gear, training aids, and apparel to enthusiasts and players.
Role: Plate Crate, I worked on creative concepting, wardrobe, and props.
Creative Concepting: Developed innovative concepts for campaigns.
Wardrobe and Props: Managed wardrobe and props for promotional materials.
Brand Engagement: Enhanced brand engagement through creative strategies.
NAU Clothing
NAU Clothing, headquartered in Portland, Oregon, is a pioneer in sustainable fashion, dedicated to changing the industry's impact on climate change. NAU leads the way by recycling and reusing materials, minimizing water waste, and rethinking clothing dyes to create eco-friendly products. Committed to philanthropy, NAU actively supports environmental causes and promotes a sustainable future through innovative practices and thoughtful design. Their efforts reflect a deep commitment to reducing the fashion industry's environmental footprint while offering stylish and sustainable clothing options.
Role: My contributions to NAU included editing product copy and writing blog posts to support their sustainability and philanthropic efforts.
Product Copy Editing: Edited product descriptions to highlight sustainable practices and eco-friendly materials.
Blog Posts: Wrote blog posts to promote NAU’s efforts in recycling, minimizing water waste, and rethinking clothing dyes.
Support for Philanthropy: Crafted content that underscores NAU's philanthropic initiatives and commitment to environmental causes.
These efforts helped communicate NAU’s mission and values effectively to their audience.
Puribag
Puribag is a company focused on providing clean water solutions through portable water purification systems.
Role: I was involved in ad concepting and directing a team of interns.
Creative Director: Led creative direction for ad campaigns.
Team Leadership: Directed a team of interns from the University of Texas at Austin.
Ad Concepting: Developed innovative concepts for Puribag’s campaigns.
Stephen's Place
Stephen's Place is a nonprofit community dedicated to providing a supportive living environment for adults with intellectual and developmental disabilities. They focus on enhancing the quality of life for their residents through various programs and activities, ensuring a nurturing and inclusive community.
For Stephen's Place, I have played a comprehensive role in enhancing their digital presence and operational efficiency. My contributions include:
Website Development and UX Design: Built and designed the entire website, ensuring a user-friendly experience. This involved editing photos, writing copy, and designing the user experience to effectively communicate the nonprofit’s mission and services.
Fundraising Campaigns: Successfully managed and executed annual fundraising campaigns, increasing donations from an average of $1,000 to $50,000 per year.
Automated Digital Systems: Set up automated systems for the staff, aiding in the efficient management of the monthly resident activity calendar.
Marketing and Promotional Materials: Designed all physical marketing materials and designed various giveaways including pens, cards, staff t-shirts, sweaters, pencil cases, business cards, and trifolds for investors and visitors.
Event and Investor Materials: Designed posters for upcoming events and created investor packets and folders. This included writing copy, designing layouts, and managing the print process.
Blog and Content Management: Authored nearly every blog post of the 250 posts on their website, ensuring consistent and engaging content that aligns with the nonprofit’s voice and objectives.
Google Ads Management: Oversaw the Google Ads team, managing the budget and optimizing keywords and SEO to increase visibility and engagement.
*Over the last 3 years, I have taken their fundraising from $1k per year to $50k per annum.
NW Natural
NW Natural is a utility company providing natural gas services in the Pacific Northwest. They are committed to achieving net-zero emissions by 2050, focusing on sustainable practices and innovative solutions to meet energy needs while reducing environmental impact.
Role: For two years, I collaborated with XO Agency and their client NW Natural, a leading utility company providing natural gas services in the Pacific Northwest. My contributions to NW Natural included:
Web Copy Editing: Edited web copy to ensure clear, concise, and engaging content that effectively communicates their services and commitment to sustainability.
Creative Concepting: Collaborated on creative concepts for their video ads, contributing to the development of compelling and visually appealing campaigns.
Presentations: Assisted in creating presentations, ensuring they are informative, well-structured, and aligned with NW Natural's brand message.
These efforts have helped NW Natural maintain a strong and consistent brand presence, effectively engaging their audience and promoting their services and sustainability initiatives.
Einstein Moving Co.
Einstein Moving Co. is a Texas-based moving company known for its reliable and efficient moving services.
Role: I worked as a production designer and art director.
Production Design: Designed sets for commercials.
Art Direction: Provided art direction for various projects.
Creative Collaboration: Collaborated with the team to ensure a cohesive visual strategy.
Penny Lane
Penny Lane is a unique establishment offering a variety of products and services, catering to a diverse customer base.
Role: I created promotional merchandise and managed marketing challenges.
Promotional Merchandise: Developed creative promotional merchandise.
Marketing Challenges: Designed and executed marketing challenges to engage customers.
Creative Concepts: Came up with innovative ideas to promote Penny Lane.
Living In Portland
Living In Portland is a real estate blog providing insights, tips, and information about living and moving to Portland, Oregon.
Role: I contributed to a real estate blog.
Blog Writing: Authored informative and engaging blog posts.
SEO Optimization: Implemented SEO strategies to increase visibility.
Content Strategy: Developed content strategies to attract and retain readers.
