Deep Dive
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 by sharing stories.
Experience:
Content Strategy
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The ask:
Design a scalable 2026 framework positioning Etsy Design Awards 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 spelled out], onsite, social, lifecycle, and newsletters.The pilot launched in summer 2026.
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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.
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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 and storytelling, trending and fresh discovery, and personalized, relevant content. Consolidated the promotional hierarchy, content specs, and sample messaging into a reusable toolkit.Contributed to the broader lifecycle workstream’s $4.2M in incremental gross merchandise sales and a statistically significant 4.8% lift in unique click rate.
Onsite / Product
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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 store listings, onboarding screens, in-app marketing, push notifications, email, and onsite copy.The initial app welcome series drove an 8.7% lift in app downloads.
The 2021 app flash sale drove $6.4M in incremental gross merchandise sales and a 2% lift in user-level conversion rate.
A 2024 promotional test drove a 33% lift in downloads.
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Content lead for all curated landing pages on Etsy, partnering with the merchandising team to present shoppable storytelling through theme, copy, curated listings, and editorial modules. I also lead content for the banners that drive to these pages. See the banner work.
CRM
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The ask:
Sustain ongoing engagement with Creator Collective members through 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. Write weekly emails featuring trends, insights, content ideas, education, and updates.The Mother’s Day creator campaign delivered a 3.7x ROI.
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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.The 2021 app flash sale drove $6.4M in incremental gross merchandise sales and a 2% lift in user-level conversion rate.
A 2024 promotional test drove a 33% lift in downloads.
Brand Voice
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The ask:
Turn a newly created brand refresh into tangible guidelines. Ensure new copy integrates seamlessly across channels, with opportunities to test impact and adjust as needed.The work:
Copy lead: over the course of a year, collaborated closely across brand, product, and strategy to develop and iterate on a comprehensive set of brand guidelines, both technically sound and aspirational. The content included strategy, visual design elements, writing style, accessibility, initial international considerations, product components, and resource toolkits. Once the guidelines launched, presented them to teams across the company, offering copy feedback, guidance, and insight into creative choices. -
The ask:
Partner with design studio and frequent collaborator By Hart to build Week&, Hearst’s digital-first initiative, from scratch.The work:
Brainstormed and crafted the brand mission, values, naming system, campaign work, and video strategy. Drafted brand copy guidelines.Additional By Hart partnerships included Kindra (brand development) and Fab (brand refresh).
Video Strategy
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Led copy and video content strategy. See the full project.
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The ask:
Develop the content strategy and narrative framework for the Etsy Design Awards, our annual global program recognizing 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 and seller copy. For the 2023 awards, composed interview questions for the Grand Prize winner in line with the “Joy of Craft” narrative and partnered with design and PR to ensure story cohesion.
Script / Long-Form
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Established in 2017, The Denizens Collective aims to create art that is accessible to and inclusive of all, showcasing the diverse city we live in. The collective performs original works, including Amazon and Nina’s Shower, both of which I wrote.
Upcoming: The Dunes, a digital drama mini-series.
Past productions include The Motherf***er with the Hat by Stephen Adly Guirgis and Marisol by José Rivera.
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