‍ Whether building a brand’s voice, putting up a play, scripting a short, or having a great conversation, I’m on a mission to connect with others through authentic stories.

View my resume

Experience:

Content Strategy

  • The ask:
     Design a scalable 2026 framework positioning Etsy Design Award winners and Creator Collective members as trusted curators, showcasing seller stories, expert taste, and discovery through a human lens.

    The work:
     Led content strategy: defined selection criteria balancing brand, business, community, diversity, and content quality. Built the vetting, outreach, and story-capture process, plus a high-level channel plan spanning REM, onsite, social, lifecycle, and newsletters.

    • Pilot launched in summer 2026.

  • The ask:
     Build content strategy, onboarding, and lifecycle education for Etsy's creator and affiliate programs, segmenting messaging for sellers vs. influencers while translating commission, platform migration, new features, and FTC requirements into clear, motivating guidance.

    The work:
     Copy lead: refreshed and refined welcome guides, a six-week onboarding email series, migration comms, and performance-reporting education across email and onsite. Segmented tone and content by audience, connecting creator education to monetization and emphasizing Etsy's differentiators.

    • Launched mid-2026.

  • The ask:
     Create a scalable framework for how Etsy app content drives discovery, promotion, and trust, translating research, brand voice, merch guidance, and buyer-journey insight into a cohesive system.

    The work:
     Copy lead: developed app content principles across three core themes — brand/storytelling, trending/fresh discovery, and personalized/relevant content. Consolidated promotional hierarchy, content specs, and sample messaging into a reusable toolkit.

    • Contributed to the broader Lifecycle/BOE workstream's $4.2M in incremental GMS and a statistically significant +4.8% lift in unique click rate.

Onsite / Product

  • The ask:
    Building on the content team's proposed landing page toolkit and marketing banner process, elevate copy across onsite and app surfaces to a more editorialized TOV, emphasizing trends and curation from Etsy's experts. Maintain landing page naming structures while creating cohesion between onsite and offsite experiences.

    The work:
    Create banner-specific, high-level messaging narratives and mini thematic arcs to maintain freshness and test approaches during months-long brand campaigns like Back to-School, drafting copy for roughly 80–100 banners per month and identifying opportunities for editorialization and a strong point of view.

    Content lead for all curated landings on Etsy, partnering with the merchandising team to present shoppable storytelling through theme, copy, curated listings, and editorial modules.

  • The ask:
    Develop warm, branded copy to encourage downloads and promote app features, including Augmented Reality, Etsy Lens, Explore, and sales events.

    The work:
    Copy lead : created marketing messaging for and within the Etsy App, including: App Stores / Onboarding screens / In-app marketing / Push notifications / Relevant emails / Relevant onsite copy.

    • Initial App Welcome Series drove a +8.7% lift in app downloads.

    • 2021 App Flash Sale drove $6.4M in incremental GMS and a +2% user-level conversion-rate lift.

    • A 2024 promotional test drove a +33% lift in downloads (early read).

CRM

  • The ask:
    Sustain ongoing engagement with Creator Collective members through regular monthly programming, onsite banners, and LTK cross-promotions.

    The work:
    Content lead: contribute to monthly brainstorms, linking company goals and cross-channel strategies for messaging cohesion. Generate weekly sends featuring trends, insights, content ideas, education, and updates.

    • Mother's Day creator campaign reached 3.7x ROI (campaign-level attribution).

  • The ask:
     Onboard new Etsy app users and drive engagement across different behavioral states — with and without browsing history, past purchases, or favoriting activity.

    The work:
     Copy lead: contributed to brainstorming sessions and tailored content to browsing, purchase, favoriting, and gifting states, working with CRM partners and legal to launch.

    • Drove a +8.7% lift in downloads.

Brand Voice

  • The ask:
     Turn a newly created brand refresh into tangible guidelines. Ensure that new copy seamlessly integrates into channels with opportunities to test impact and adjust as needed.

    The work:
     Copy lead: over the course of a year, collaborated heavily across brand, product, and strategy to iterate and develop an exhaustive set of brand guidelines, both technically sound and aspirational. The content included strategy, visual design elements, writing style, accessibility and initial international considerations, product components, and resource toolkits. Once launched, presented to different teams in the company, offering copy feedback, guidance, and insight into creative choices.

  • The ask:
    Copy support for design studio/frequent collaborator, By Hart, to develop Week&—Hearst's new digital-first initiative—from scratch.

    The work:
    Brainstormed and crafted brand mission, values, naming system, campaign work, and video strategy. Drafted brand copy guidelines.

    • Additional Hart partnerships included Kindra (brand development) and Fab (brand refresh).

Video Strategy

  • The ask:
     Create a cross-channel influencer campaign for John Legend's Creator Collab launch, featuring home, gifts, and style items co-designed with Black and women Etsy sellers. Increase awareness of Etsy’s Home & Living category, acquire new buyers, and drive frequency among existing buyers.

    The work:
     Copy lead: created narrative framework, inspired by his life, tastes, and co-designed collection. Partnered with design to write, shoot, and produce video assets across organic social, email, PR, and onsite.

  • The ask:
    The Etsy Design Awards, our annual global program, recognizes sellers for excellence in craft across multiple categories while showcasing incredible items to buyers.

    The work:
    Copy lead for the Etsy Design Awards since its 2019 launch; responsible for naming, content strategy, frameworks, and all buyer/seller copy. For the 2023 awards, composed interview questions for the Grand Prize Award Winner in line with the narrative "The Joy of Craft," and partnered with design and PR to ensure story cohesiveness.

Script / Long-Form