Across health tech, consumer brands, agencies, and mission-driven organizations, I’ve built positioning, messaging systems, brand voices, and campaigns that helped people understand what mattered—and act on it. From helping launch brands like Abbott Lingo to helping nonprofits raise tens of millions of dollars, these case studies are a small window into years of work that made a measurable difference: in revenue, reach, clarity, and real people’s lives.
01 Brand Messaging + Integrated Campaigns
Atlas Free Marketing Director · 2019–2024 When I commit, I'm all in. I joined as a contractor, earned my way to Marketing Director, and spent five years helping a global anti-trafficking nonprofit find its voice — and its people.
Led the rebrand from Rescue:Freedom to Atlas Free. Hosted galas that raised millions. Built integrated campaigns across dev, design, programs, and web that tripled monthly recurring donor revenue in 18 months and grew the email list from 7K to 20K.
The work mattered. That made it easy to give everything to it.
Jonah Inheritance
Turned a complex healthcare-and-missions vision into a clear investment story that helped unlock a $25K gift in a single conversation.
Coach Across America
Helped turn a broad monthly giving ask into The Huddle, a clearer donor program that brought in 20 monthly donors in its first email.
Legible | CMO
Helped define and articulate a clearer market-facing story for Legible’s offers, workshops, and thought leadership around clarity, trust, and specificity. Developed our offer ecosystem that sold dozens of Clarity Intensives
Social First Copy
Where do I start? I’ve been growing audiences and engagement since 2013. Fun things? I started Vanna White’s Snapchat (what a funny sentence!) and Mark Hamill retweeted a last-minute idea I had for Mattel’s VR View-Master.
Brand Positioning & Copywriting
I put some words on a billboard and it got people talking.
Have you ever seen a billboard for a church? They’re not very good. Sandals Church wanted to increase new attendees across their 9 locations so we did something different. We told people what they were seeing. We went a little meta and used a dash of intrigue marketing. This is an ad for a church. We did that across social, site, and email and it resulted in a 20% increase in YOY Easter attendance.
From podcast scripting to adverts for Mattel’s Uno, Whack-a-Mole, and Baby Box Co., I wrote commercials that moved audiences to laugh, feel, and buy.
I put a typo in a campaign on purpose — it worked.
What do you do when there’s too much noise on a particular subject? You go meta and spell things wrong because things like human trafficking are wrong.
Brand Strategy
I helped create a self-care brand from the ground up (branding + marketing). We were featured in Goop in year one! It’s called Club Loofah and it’s pretty amazing.
