Customers don't buy
better writing.
They buy messages they understand.
That's where strategy becomes copy.
That's where strategy becomes copy.
Capabilities
Approach
When the product is complex and the audience is skeptical, better copy isn't the result of finding a clever headline. It's the result of asking better questions.
Before I write, I work to understand what the business is trying to achieve, what the audience actually needs, and where those two things have fallen out of alignment. That work shapes every decision that follows, because the strongest copy is usually the outcome of stronger thinking.
Every project starts with understanding, not assumptions. I combine AI-assisted research, voice of customer analysis, competitive intelligence, search behavior, and performance data to pressure-test the brief before a word goes on the page. The goal is simple: make sure we're solving the right problem before we write the solution.
Great copy rarely succeeds on its own. It performs best when it's part of a larger system. I build messaging frameworks, voice and tone standards, full-funnel content journeys, and content ecosystems that create consistency across channels. This work requires stakeholder alignment and governance structures that hold across teams, platforms, and time.
Good writing should change something. Whether the goal is adoption, conversion, retention, organic growth, or pipeline, I measure success by what the work accomplishes, not by how many deliverables were produced. Strong copy earns its place by helping the business move forward.
Results that prove it
Member renewal rate, built through lifecycle email and annual impact campaigns for a $1M+ net-revenue membership
SaaS platform adoption lifted through onboarding and education copy
Email engagement lift for a global speaker series campaign
Social following built from zero across three brand properties
In program funding and pipeline generated through content-led campaigns
What I've Built
Global Campaign · Lifecycle Email · Multi-Channel
Landing Serena Williams was the easy part. Filling the room was the real challenge.
EO's members already knew Serena as one of the greatest athletes in history. The challenge wasn't introducing her. It was helping entrepreneurs see why they should spend an hour learning from her as an investor, founder, and business leader.
Recognition creates attention. Relevance drives action.
My RoleCampaign strategy, audience segmentation, voice and tone, multi-channel copywriting
Enterprise SaaS · Lifecycle Email · SEO · Content Strategy
Breweries were signing up. Most weren't sticking around long enough to see what the platform could do.
Customers weren't leaving because the product lacked value. They were getting stuck before they experienced it. I built content that answered the questions brewers had at each stage, and an SEO strategy to keep new breweries coming in at the top.
Customers rarely stop because a product isn't valuable. More often, they stop because the next step isn't clear.
My RoleContent strategy, customer journey mapping, lifecycle email, SEO, copywriting
Brand Strategy · Brand Partnerships · Content-to-Commerce · PR · 7 Years
Mike Wolfe wanted to launch Two Lanes inside an audience that already knew and trusted him. The challenge wasn't building awareness. It was earning permission to sell.
I helped define the voice of the new brand, founded the Two Lanes Blog, and built the content ecosystem connecting storytelling, ecommerce, and email. That foundation extended to a guesthouse launch, CBS Sunday Morning coverage, and a cause campaign that raised $34K and drove 61K+ petition signatures.
Content works best when every story supports the same brand, not just the same campaign.
My RoleBrand strategy, brand partnership strategy, voice and tone, editorial direction, content systems, lifecycle email
Enterprise SaaS · Agentic AI · Product Marketing · Partner Messaging · Sales Enablement
Enterprise AI doesn't have a technology problem. It has a trust problem.
Blue Yonder serves 3,000+ enterprise customers across retail, logistics, and manufacturing. I came in as a strategist for 90 days to build the messaging and launch content for a market full of skeptical buyers. The technology wasn't the hard part. Earning confidence from buyers who'd heard every promise before was.
Enterprise buyers don't need more AI claims. They need language that helps them trust what they're already skeptical of.
My RoleMessaging framework, stakeholder alignment, partner launch content, sales enablement
Scriptwriting
Some ideas need to move through time. A beat before the key line, momentum building toward a reveal, words that sound right spoken aloud rather than read in silence. These came out of larger campaigns where the video wasn't a bonus tactic. It was the point. Each one started with the same question I bring to everything: what actually needs to happen when this is over?
All Work
Brand · Editorial
Co-launched Two Lanes Guesthouse from concept to opening as a heritage tourism destination. Directed brand voice, press strategy, and the editorial identity that positioned it as a destination worth traveling to. Grew social presence to 20K+ followers from zero.
View project →
SEO Content · SaaS Platform
Technical pillar content targeting brewers actively searching for expertise. Written to rank and built to teach. Contributed to 30% organic traffic growth for Untappd's B2B platform.
Read article →.webp)
Editorial · Thought Leadership
Ghostwritten thought leadership for a Harvard Business School executive speaker, published on EO's global platform.
Read article →
Lifecycle Email · Event Campaign
9-email lifecycle architecture for EO's 2024 Global Leadership Conference in Singapore. Built tiered segmentation across 18,000+ members in 60+ countries, moving a distributed global audience from awareness to paid registration. 3,400+ attendees.
View brief →
Website Copy · Brand
Website copy for EO's 2025 Global Leadership Conference in Honolulu, Hawaii, localized across 4 languages for a membership spanning 60+ countries and 18,000+ member organizations.
View site →
Campaign · PR
Multi-brand advocacy campaign with State Farm and Polaroid. $34K raised and 61K+ petition signatures.
Read more →
Editorial · PR
Companion editorial to Mike Wolfe's CBS Sunday Morning feature. Turned a broadcast profile into longform content about his mission to save what's left of small-town America. 4M+ Sunday morning viewers.
Read article →
Campaign · Email
Email campaign for EO's Powerhouse Speaker Series featuring Brené Brown, a subscriber-exclusive quarterly conversation for EO's 18,000+ members. Rolled out across 60+ countries to an audience of entrepreneurs and business leaders.
View brief →
Long-Form Editorial · Two Lanes Blog
Feature on Vinsetta Garage, a Detroit institution since 1919 that ran as one of America's oldest working garages before being saved from demolition and turned into a destination restaurant. Written for Two Lanes Blog to put preservation at the center of the brand.
Read article →
Long-Form Editorial · Two Lanes Blog
Longform editorial on MotoTintype, a project photographing motorcycle culture using a 19th-century wet plate tintype process. Written for Two Lanes Blog, where the brand's editorial voice matched the subject: craft, history, and the people who keep things alive.
Read article →
SEO Content · SaaS Platform
Bottom-funnel SEO content making the case for CRM adoption with independent brewery operators. Targeting prospects already comparing their options. Part of a content program that drove 30% organic growth.
Read article →
Editorial · Consumer Media
Beer and barbecue pairing feature with James Beard Award-winning pitmaster Rodney Scott, published on Hop Culture. Part of a content program that drove 40% cross-platform engagement growth.
Read article →
SEO Content · SaaS Platform
Expert-sourced content for the fast-growing NA beer category, timed to the trend and built to rank. Positioned Ollie as a resource for breweries entering an emerging market. Part of the content program that drove 30% organic traffic growth.
Read article →
In program funding and pipeline generated through content-led campaigns
Copy localized across 4 languages, 60+ countries, 18,000+ member organizations
About
I've never believed the best ideas come from staying in one lane. Over the past decade, I've worked across enterprise SaaS, global nonprofits, consumer brands, and heritage tourism. The industries changed. The challenge didn't: helping organizations connect what they know with what their customers need to understand.
The most interesting communication problems rarely belong to one discipline. That's why neither does my work.
I bring together strategy, storytelling, systems thinking, and AI to solve them.
Let's Work Together
The best projects don't start with writing. They start with better questions. What are customers struggling to understand? What does the business actually need to say?
That's where I do my best work.
The strategy makes the writing better, and the writing proves whether the strategy works. If you're looking for someone who can shape the strategy and write the copy, let's talk.
