Hi, I’m a senior copywriter with 7+ years of experience across a range of industries, from B2B Saas companies and tech start-ups to food & beverage. Throughout my career, I’ve written conceptual copy for 360 campaigns, product names (including punny ice cream flavors), email marketing, paid & organic social, digital marketing, direct response, and more. I’ve even written parody song lyrics for drag queens. Check out my portfolio below.

Blog Writing

I am an incredibly experienced longform content writer. Not only did I lead the food/beverage blog strategy for Ample Hills Creamery (more on that below!), I’ve also written many sexual health blogs for taboo-breaking companies such as Thinx Inc. and Aisle.

Let’s Learn About Lube

Is Period Brain a Real Thing?

What’s the Deal with Yeast Infections?

Copy for One Medical

One Medical is a tech-powered, membership-based primary care practice that is transforming healthcare — and making it easier for every body to get access to the care they need. One Medical is part of the Amazon Health Services family.

As their sole Copywriter, I worked closely with my ACD to create nuanced, human-centered copy for three unique audiences (One Medical Seniors, teens + families, as well as individual adult members). Our goal was to hone a tone of voice that establishes One Medical as a trustworthy, approachable and empathetic doctor’s office full of medical experts.

One of my favorite taglines for One Medical was: “When you need care, we’ll be there.”

One Medical’s “No Flu for You” Campaign

How do you make getting a flu shot seem friendly? For the 2023 Flu Campaign, I worked closely with the Creative Team from concepting to executing.

Our goal was to develop a fun 360 campaign that took into account 4 needs:

1. Omnichannel usage from in-office, mobile and online

2. Vaccine messaging fatigue in a post-COVID landscape

3. One campaign to appeal to 3 distinct audiences: seniors, pediatrics, core adult members

4. Being positive — no fearmongering

Together, we developed a whimsical campaign that focused on “all the things you can do when you don’t have the flu.” We took inspiration from the trending Little Miss Sunshine memes that indicated our core adult audience had a nostalgia for sweet cartoony illustrations and created characters that were having fun post-flu shot. After all, you rarely think about how much it stinks to get sick… until you ARE sick.

The result was a SMASH SUCCESS! Our main KPI was member engagement: how many flu shots are booked? And yes, One Medical saw a noteworthy increase in members booking flu shots this year compared to years prior.

For different audiences, I nimbly shifted copy and value props. We not only drafted copy for our main 3 audiences (seniors, pediatrics, core adult members) but also created separate copy and toolkits to engage HR teams that have One Medical as an employee benefit. This helped them share One Medical with their employees during flu season, a strategy that boosted engagement from our Enterprise members.

View the full emails for our 2023 flu campaign here.

Email Marketing Copy for One Medical

When I joined One Medical, I was tapped to write copy for the One Medical newsletter titled OM Insider. These served to update our members on new locations, changes to the app, and new offerings such as flu shots or COVID vaccines as well as promote relevant blogs. The OM Insiders that I worked on had the highest open rates of all OM Insiders that year, a dramatic data difference! I’m proud to say the team gave my work all the credit for the surge of clicks. Below, you’ll see a selection of OM Insider modules. You can read a selection of the full emails here.

In-Office Health Flyers

View PDF of our Teen Women’s Health Flyer

A sensitive piece of collateral, this copy-dense flyer encourages teens to ask questions to their doctors (even the embarrassing ones).

OOH Marketing across the USA

Check out my copy for One Medical’s market-specific mobile billboards.

Fetch Pet Insurance Email Copy

Copy for Thinx Inc.

Thinx Inc. is a taboo-breaking company dedicated to creating innovative solutions for life’s leaks with their family of brands: Thinx, period underwear; Speax, absorbent underwear for bladder leak protection; and Thinx (BTWN), period undies for tweens & teens.

Launching the new Thinx for All brand for Thinx Inc.

I played an instrumental role as the sole copywriter launching Thinx for All, the first-ever mass-market period underwear brand from Thinx inc. Not only did I name the brand, but I worked closely on developing the brand identity to differentiate it from the DTC brand and writing copy for packaging as well as pitch decks to share with potential business partners such as Target and Walmart (both accounts we won!). The concept for Thinx for All is to demystify period underwear by explaining its functionality and developing trust from the customer while also establishing this brand as an entry point to the product category, upselling customers to shop our more premium Thinx collection online. Referenced extensive market research and customer data to develop the main copy points and hierarchy of value propositions on the packaging. It is the first step on a customer journey that takes our users from shopping Thinx for All for menstrual hygiene to eventually shopping Thinx online like any other fashion item. Relatability and inclusion were core to this brand’s feel, with sustainability also on the hierarchy. The main message, however, is how the product can benefit the wearer — hence the simple eye-catching tagline “period better.” (The tagline also helps immediately communicate to the the wholesale customer, hey buddy, this isn’t just underwear, it’s for your period!”)

Email Marketing for Thinx Inc.

Social Copy for Thinx Inc.

Digital Ads for Thinx Inc.

Script-writing for the Commercial Video Campaign “Life With Thinx”

Life With Thinx digital video campaign from concept to execution. Developed concept for all scenarios with a designer based on customer data about major purchase barriers and most useful value props. Wrote VoiceOver copy and brainstormed how to use footage in as many ways as possible — get your money’s worth! — including reusing footage with different VoiceOvers depending on CRM or Prospecting audiences and varying ad length for testing. Also coached actress on VoiceOver performance.

Web PDP Copy for Thinx, Inc.

My regular web copy responsibilities included product descriptions, nav bars, homepage sliders and more. All of the UX copy I wrote for Thinx, Inc. was developed in collaboration with UX designers.

Color Names for Thinx Inc.

Emails for The Spice House

Blog for Thinx Inc.

I wrote many SEO blogs for Thinx Inc. You can read them in full here. I also wrote a personal essay for the Thinx blog, The Periodical: our highly successful editorial platform.

How I Realized My Diet Was an Eating Disorder

cw: explicit description of eating disorder experience

In the early 2000s, I made a Tumblr. It started innocently enough. I was a senior in high school and did the typical. Reposting photos of sunsets, Joseph Gordon-Levitt gifs, and quotes from The Perks of Being a Wallflower. But one day—and years of diet culture—inspired me to follow the tag #thinspo. My feed was suddenly brimming with collarbones, thigh gaps, and diet tips. After a few clicks, I also found #proana, which I learned stood for pro-anorexia. 

This is the story of how I cultivated an eating disorder with the help of the Internet. 

read more

Copy for Ample Hills Creamery

As Brand Manager for Ample Hills Creamery, I juggled the responsibilities of multiple roles — solely responsible for all copywriting across every channel, concepting and executing the email marketing strategy, connecting new flavors and collections, running the entire content strategy including sep-optimized blogs, and so much more. I worked very closely with the Creative Director on new campaigns and partnerships. Below are some of my favorites.

S’more on the Floor: Succession Ice Cream Flavor Campaign

Ample Hills has a reputation for loving pop culture — this flavor was no exception! Developed through a fan contest for flavor naming, the final product description was written by me.

2021 Core Pints Redesign

From its beginnings in 2011 to 2020, Ample Hills only carried stickered pints for its flavors. This led to monotony in the freezer aisle and made it much harder for customers to identify the flavors they wanted — not to mention, no pints reflected the flavors inside! Working crossfunctionally with wholesale, my Creative Director and I developed individual pints for the core 8 Ample Hills flavors offered in wholesale. These were 3 years in the making and made a huge splash. Each pint is designed to reflect the memories evoked by eating the flavor: eating candy at the movies, playing on the blacktop at recess, or hanging at your local diner when eating a scoop of vanilla. They all feature our three characters in these storybook scenes, building upon the whimsy of our brand that churns ice cream for kids and kids-at-heart alike.

Flavor Signage for Ample Hills Creamery

Ample Hills Creamery’s RFP for the Historic Fireboat Station Concession at Brooklyn Bridge Park

Created under a tight deadline, this copy was made to woo Brooklyn Bridge Park during their request for proposals—and it was successful. As a result of this innovative proposal document, Ample Hills Creamery has now made its home in the Historic Fireboat Station Concession with their location, Ample Hills at the Fireboat House. Read select pages of the RFP here.

Dandy activations

Dandy is a B2B dental start-up specializing in taking dental practices digital! At Dandy, I architected a fresh and fun brand voice that would stand out in the mostly dry dental industry. A perfect example of this is the cheeky copy for our free coffee station at a dental conference, labeling it a “teeth-staining station.” This was more than just humor; it was a joke that specifically appealed to dentists and made us feel like their peers. It was also a great way to get social media traction, as dentists at the conference posted pictures of our funny booth. People wanted to share it!

Ample Hills Creamery’s Shop-Specific Flavor Posters

Wrote copy for Ample Hills Creamery shop-specific flavor posters: poems inspired by the feeling of the flavor.

SEO Content Strategy for Ample Hills Creamery

I developed an SEO content strategy to increase our rankings on organic search and executed the strategy all myself. This strategy was built around three main content buckets: behind-the-scenes details on how flavors are made, recipes for making ice cream at home, and well-researched food history stories based on the most commonly searched terms and questions within our industry. In addition to capturing new traffic, these blogs helped establish this humble ice cream company as a experts in the field. We then used these blogs as part of the email strategy (which I also led) to send infotainment emails with a strong CTA, and saw a huge increase in click thru. These emails pushing directly to the blogs added value to subscribing to our newsletter — customers weren’t getting fatigued by nonstop marketing and instead saw us as a place to learn! The top-performing blog is linked below.

Who Invented the Ice Cream Cone?

This blog auto populated in the People Also Ask section of google and was one of the top 5 most visited pages on the Ample Hills website.

Email Marketing Strategy for Ample Hills Creamery

As one of my main responsibilities as Brand Manager for Ample Hills Creamery, I created and executed the email marketing strategy. Under my leadership, our emails consistently had a 35-45% open rate — significantly higher than the food & beverage industry standard. I managed all flows (Abandonment, Welcome, Sunsetting, VIP customers, etc.) and maintained an average of about 3 emails to the full list a week without churn. Below are some of my favorite emails from my work!