Cutting through the AI noise. I was part of a lean, high-pressure pitch team challenged to reimagine the brand’s story and AI platform in a very saturated market. I pushed for human-first storytelling across campaign concepts, digital ecosystem redesigns, and internal manifestos that could directly support their sales team, at major tech conventions like Knowledge24.

Igniting home cocktail creativity. Came in as copy and creative lead when The Bar was just an idea, building landing pages and editorial content from the ground up. Just me, an ECD, and an Art Director. As a whisky nerd, creating for cocktail lovers was pure joy – and one of the first projects where I realized I could dive in, lead, and make something truly cool out of almost nothing but wireframes, recipes, and a prayer.

My first rodeo. Even as I’ve grown into larger leadership roles, this experience taught me the joy of owning a brand’s story from the community side. In my first agency copywriting role, I took full ownership of their content hub – producing a steady stream of blog articles, redesigning layouts, and creating copy to make complex legal advice feel approachable, human, and engaging.

Skincare with science and soul. Worked on product copy and refreshed brand positioning, highlighting Aveeno’s philosophy: the harmony of science and the power of nature. This was my first foray into beauty, and I loved translating a brand’s ethos into clear, engaging messaging – especially because it matters to me that a brand truly lives up to its own sustainability and ethical claims.