Recent Work

Meta Paid Social Advertising

I had a lot of fun collaborating with art director Ritz Clarke on this Facebook / Instagram campaign for California Cryobank. Our goal was to help hopeful hetero and LGBTQ+ parents understand that their dream of parenthood could be within reach through donor sperm. The storytelling challenge was complicated by Meta’s strict character count limits. Check out extensions to this series here.

Putting a Fresh Spin on an Annual Giveaway

I got into copywriting expecting nonstop glamour — the Mad Men scramble to land the Chevy account with a breakout campaign. The reality, of course, looks very different.

Much of my work is more meat and potatoes. This annual Black Friday email campaign is a good example: a familiar promotion, run year after year, with the same core offer and the same audience.

That’s exactly what makes it challenging.

Finding a fresh angle on a well-worn campaign — without gimmicks and without breaking what already works —requires discipline, restraint, and a deep understanding of the audience. This project was about making something familiar feel new again.

Website Redesign

In a previous role, I worked on a top-to-bottom redesign of Futuredontics’ B2B website, aimed at strengthening the SEO performance of a proven organic lead magnet.

Rather than reinventing the site, the focus was on refining its structure, messaging, and search visibility while building on a solid foundation. The version shown here reflects an in-progress stage of that redesign.

For comparison, the earlier version of the site is also featured on my Website portfolio page — a project I’m still proud of and one that informed the direction of this work.

Survey & Ebook

My background includes extensive work in dental marketing, but the core challenge—turning research into persuasive, audience-driven content—translates across categories.

This eBook, the second in a series, is built on a national survey I designed and conducted. I was responsible for the research, analysis, and writing, shaping the findings into a practical resource for decision-makers.

The design is by Shawn Parker - not to be confused with that guy from Facebook.

Content Generation

I’m a strong proponent of original research — surveys, focus groups, and qualitative interviews —t hen extending those insights across multiple formats to maximize value. A single research effort can support reports, webinars, blog posts, infographics, trade articles, and fact sheets, creating a cohesive content ecosystem rather than one-off assets.

In this example, the topic — missed appointments — was specific to dentistry, but the strategy itself applies to any product, service, or audience.