I’ve written and directed copy for launches, cultural moments, and campaigns at Netflix, Google, macys.com, Sutter Health, Walmart.com, and more — across push, email, social, OOH, radio, scripts, and the web. Here’s some of that work.
Netflix | Consumer Messaging
Push, email, and in-app copy for Netflix’s biggest titles
The brief: Grow Netflix’s email, push, and in-app notification assets by 200% in a year.
The work: I scoped and onboarded 5+ contract copywriters and directed copy for the highest-priority titles and fandoms — including, but not limited to, Bridgerton, Squid Game, Wednesday, and the final season of Stranger Things. We tested hypotheses and iterated as we went.
The result: We hit the 200% goal within the year.
macys.com | Campaigns
Concepts, campaign copy, and live social for Macy’s biggest moments
The brief: Make Macy’s part of the moment for the events its brand is built on — LGBTQIA+ Pride Month, Super Bowl XLVIII, and Macy’s Fireworks.
The work: I wrote concepts and messaging for landing pages, emails, marketing, and social packages, and live-tweeted the Super Bowl from pre-game through post-game.
Sutter Health | OOH, Radio, and Web
Copy across outdoor, radio, and a 30,000+ page web redesign
The brief: Get clear, timely information to Sutter Health’s network of patients and clinicians, from everyday care to emergencies.
The work: I led copy across OOH, radio, and web — from critical updates for Sonoma County residents during the Camp Fire, to a new hospital opening, to a 30,000+ page website redesign — and managed a team of 5 full-time writers and 5 contractors.
Google Play | Campaigns and Timely
Year-round campaigns, trend-driven content, and executive bylines
The brief: Make Google Play the answer to “What app should I get next?” — on New Year’s, during summer travel season, awards season, or the day a TikTok trend took off.
The work: I researched trends daily, led brainstorms, and wrote, edited, and published Play’s point of view fast, so people knew why to care, and why now. I also directed interviews with 70+ app founders and built Play’s first sponsored content program — piloting with TurboTax, Instacart, and Wayfair — and ghostwrote Play’s annual Best Of announcements (2020, 2021, 2022) under executive bylines.
The result: Our editorial program more than doubled catalog coverage, from 10% to 24%.
Netflix | Merchandising
Landing pages, synopses, and row names for 200+ activations
The brief: Help members find even more to watch, across programs that each had their own member and business needs.
The work: I scoped and onboarded another 5+ contract copywriters to write landing pages, synopses, and row names for activations including Your Zodiac Watchlist, The Oscars, and Hispanic Heritage Month.
The result: 200+ activations shipped, plus the team’s first style guide, written under my copy direction.
Triad Retail Media | Walmart.com
Agency-side copy, scripts, and ADDY-winning work
The brief: Write for Walmart.com and its brands as agency of record, in each client’s voice.
The work: I wrote copy and scripts for Walmart.com and its brands, including focused work on Baby, Pets, and Auto. Before that, I coached writers on agency clients’ voice across Walmart.com, SamsClub.com, eBay.com, and more.
The result: Our Walmart.com work earned two Regional Silver ADDYs, plus Local Gold and Silver ADDYs.
