Professional Info/Career POV
Great creative work is the tool we use to get people to think, believe or act in a certain way. Establishing your differentiators is a great place to start. But it’s just the beginning. For these features and ‘uniqueness’ factors to be heard and remembered we have to tell a story. That means putting our brands and our products in a narrative that resonates in people’s lives.
So instead of ‘our processor is faster (feature) so you can do more complicated things (benefit)'….it’s better to describe a taxpayer at 11:50pm on April 14th being able to get their taxes in on time and getting a good night’s sleep. Putting your idea squarely in the real lives of real people amplifies your story 10 fold. No matter how big or complex a communications objective may be, it still gets down to….’make me feel it’.
So, that’s is how I approach a business strategy, a launch or anything that needs to be presented to the world with impact, freshness and originality. I do inventive copy and creative direction that breaks the mold, clichés being the land mines of creative work. Storytelling demands words and images that are crystal clear and memorable.
I've worked in agencies big and small. I have been a contract creative director. I have worked client side. My background includes extensive web copy/concept, wire framing, broadcast writing and production as well as print.I can manage, direct, mentor and collaborate.
Box. Content Strategist. UI/UX.
3.19 - Present
Box is one of the top five cloud document management companies in the world. They are focused on large commercial accounts. I do content strategy and UX writing for their Account Based Marketing program. I also contributed to a revised copy-tone recommendation.
Content strategy and creative for the Box Account Based Marketing Programs
Wireframe and UX Writing for all ABM digital media
Managing overall creative library of in-app and product copy
Established copy voice and direction for top-of-the-funnel digital campaigns
Evernote. Senior Writer. UI/UX
8.18 - 3.19
Partial Client List
Beats by Dre
The Hospitals of USC
Bank of America
Landor & Associates
Bank of Hawaii
California Milk Advisory Board
The Monterey Bay Aquarium
The Pan Pacific Hotel Chain
San Francisco Examiner (Before!)
American Arthritis Institute
Evernote is a unique SaaS product designed for both personal use and businesses. It has a user base of over 200MM people world-wide. It integrates with Google Docs, Jira, Microsoft and many others. I was the senior writer on the creative team that produced the website, blogs, white papers and email campaigns.
UX copy and in app copy for Evernote desktop and mobile
Developed a more conversational and less technical tone for consumer facing copy
Highly successful editorial and long form effort with high response rates
Worked on a team that did an entire re-brand of Evernote
Product copy for templates designed for new users
SoFi. Senior Digital Creative
05.18 - 08.18
Creative strategy and copywriting for top-of-the-funnel new customer acquisition. I wrote in-app copy for SoFi's mortgage and personal loan business. I also edited a style guide for on-brand copy consistency.
Strategy and product copy for new customer acquisition programs
In app and product copy for SoFi’s mortgage and personal loan business
Style guide for consistency in brand copy
PaxLabs. Senior Digital Creative
11.17 - 05.18
Pax Labs is the world leader in the design and manufacture of vapor devices promoting safe and reasonable use of tobacco and marijuana. Highly successful and innovative products have earned PAX an enviable position in this changing environment. I was co-creative director and UX writer on web, email campaigns as well as a major rebranding effort.
Website and banner ads for Pax Era branded products
End-to-end email programs for B2B and B2C
Successfully navigated highly regulated environment for Pax Branded media
Worked with product to assure creative compliance
Jawbone. Senior Digital Creative
02-15 - 10.17
Jawbone has created popular audio products such as the Jambox and is now focused on fitness trackers: UP2, UP3, UP4. This wearable technology is Bluetooth connected to smartphone apps which produce remarkable customized insights to encourage wearer health and well-being. I wrote and co-created our website, all new product positioning work and helped create the new brand direction for the company.
All UX and product copy for Jawbone Trackers. (Up4 series of wearable health trackers)
Changed focus from engineering driven creative to consumer benefit copy
Spearheaded the transition from a basic ‘nerd’ product into a fashion brand.
Designed family based marketing strategy to stimulate multiple product purchase.
2010 - present
Monster Products. Senior Copwriter
As the lead writer at Monster, I contributed to product strategy, positioning and copy. This included a deep dive into product technology, features and benefits. Working closely with Brand Managers and engineers, I did web content, packaging and supporting material for Monster Products. This often included video material. Headphones, products for mobile devices and professional audio have been my beat. My passion for consumer electronics was put to good use at Monster.
Working with Dr. Dre and Jimmy Iovine developing creative for Beats Headphones
Product Copy. Packaging Copy. Web Copy. Event creative
Established fresh creative, online and in-store copy tone for Monster Cable products
Named to ® registration over 12 different Monster products
Product copy and UX for Monster Mobile products
spin24. Creative Director
11.05 - 11-11
In this position I served as a contract creative director. I was hired by numerous companies to troubleshoot and solve business problems with new creative work. I would work with available inside staff if possible or do the work with my own team. Cloients included Sony, Hewlett Packard, Armor All, Del Monte, Sprint, Beats by Dre, Stemgent, BioMarin, Kingsford, Hunt Wesson, Ford, Clorox, Mattel, and Bank of America.
Compass Marketing. Associate Creative Director
02.99 - 10.05
Lead creative strategist and copy for Health Care and Hospitality accounts such as Tenet, Exclusive Resorts, Hyatt Hotels and Pan Pacific Hotels.
B.A. in Communications and Philosophy
Double major in Communications and Philosophy. The Comm degree included general liberal arts as well as hands-on film making and scriptwriting. The philosophy degree was a pure academic exercise that has been surprisingly helpful in my personal and work life. Independently studied eastern philosophies with Alan Watts.
2010 - present
• I have earned best TV commercial from IBA for my Sprint advertising campaign. Numerous Northern California Broadcasters Association "Best in the West" awards for radio writing and production
• I am a sailor and volunteered at the 2014 America's Cup/SF and the 2017 America's Cup/Hamilton Bermuda
• I am an active member in the on-line marketing universe.