Sr Copywriter & Brand Builder.
Clear copy that converts
After 12 years in the industry, I'm proud to call myself a hands-on copywriter with extensive experience in direct response messaging, performance marketing, and content strategy.
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I also have a proven track record of conceptualizing creative, while balancing competing priorities. I'm adept at analyzing company needs and goals, while digging into product research to develop effective messaging.
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Lastly, I'm a collaborative team leader with a proven ability to guide and inspire cross-functional teams—copywriters, designers, and channel leads alike.
Direct response copywriting portfolio
AAS Entertainment Acquisition Ad
Part of my effort to test and refine our growth messaging, this ad scored extremely high in focus groups for intent to click and intent to subscribe. This messaging style is reader-first, which is now a staple for acquisition ads at the Statesman.
USA TODAY Sports Acquisition Ad
Back in 2022, USA TODAY tested a round of ads based on content verticals (sports, money, entertainment, etc). This sports ad tested at the top of the list for intent to click. Though visuals shifted to photography over time, this messaging style has stood the test of time for sports-centered campaigns at USA TODAY.
Hallmark Holiday Acquisition Ad
With Hallmark returning to U-verse programming for the 2015 holiday season, I set out to craft a direct mailer that tugs on the heartstrings and delivers a sense of comfort. The catchy headline and clear call to action performed better than expected, with U-verse experiencing a wave of new starts and returning subscribers.
HBO Winback Email
With HBO add-ons being a major source of revenue for U-verse, I crafted a winback campaign that played on the idea of longing or feeling incomplete. Paired with a GIF that fills in half of our TV show screenshots, this email was a powerful asset in our mission to convert former HBO subscribers.
Renova Spine Lead Generation Site
While this site is focused on lead generation, it also needed to bridge the gap between awareness and action. The positioning and messaging was a foundation for Renova's expansion into several health care specialities.
Renova Hand Direct Response Video
Renova’s brand appeals to patients longing for warm, compassionate care, so I focused on the emotional aspect of pain relief for this video. Spots like this increased website traffic tenfold and led to higher interaction wit the brand itself.