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Title
Editorial Director | Writer | Editor
Location
New York, NY
Blurb
I'm a writer, naming specialist and editor who creates and leads storytelling for brands.
Biography
I'm a language-loving, trend-obsessed creative who specializes in editorial direction, brand development, voice and tone, content creation and campaign ideation.
I’ve been lucky enough to work with some of the best-known names across the agency world and in-house brands—but I’m originally from Connecticut and have lived on both East and West coasts (no favorites). I have a degree in psychology and thought I was going to be a cognitive therapist, am a certified Reiki master, a slow (but very determined) runner, a proud holder of a very stamped passport, and a total fashion and design junkie.
So, what exactly do I do? This is it in a nutshell:
I'm a writer and naming specialist who creates and leads storytelling for commercials, campaigns, scripts, experiences, billboards and everything else in between. I've worked deeply in the tech space, leaning heavily into integrating data and editorial for compelling campaigns and messaging in both print and digital.
Experience
Sr. Copywriter | Naming Specialist
Freelance
Guide the storytelling and narrative development for brands, focusing on editorial direction, brand development, UX, creative strategy and crafting a distinctive voice and tone. Expert in content creation and 360o campaign ideation.
Clients include:
Bayada Home Health Care, Philadelphia, PA
Brain Center, Inc,. Tokyo/Osaka, Japan
Dorai Home, Salt Lake City, UT
Facet AI, San Francisco, CA
GivePower Nonprofit, San Francisco, CA
Le Monde Gourmand, Brooklyn, NY
Undone Beauty, Brooklyn, NY
Walmart, San Bruno, CA
Sr. Manager Naming & Verbal Identity
Landor
Developed verbal strategies for clients across naming, nomenclature, messaging, brand voice, taglines, content development, brand stories, manifestos and positioning statements. Delivered tailored, real-world solutions across B2B and B2C, guiding clients through strategic presentations and driving innovative approaches with cross-functional teams.
Clients: Circana, Nature's Way, Powerade, Johnson & Johnson, Under Armour, Starbucks
Interim Editorial Director/Copy Manager, Global
Stitch Fix
Led a team of writers to maintain a strong, recognizable and relevant voice across email, paid search, social, growth and UX. Spearheaded naming development for in-house brands and fabrics, establishing clear nomenclature and market differentiation. Collaborated closely with internal teams and external agency partners to execute high-impact concepts and programs that consistently reinforced brand identity.
Key contributions: Drove brand development following a landmark IPO and led the team through a period of significant surges in revenue and customer expansion.
Sr. Global Copywriter
Banana Republic
Maintained a cohesive brand voice and tone, defining the personality and attributes that shaped overall product positioning. Developed seasonal campaigns and created compelling domestic and global window copy, along with in-store signage. Played a key role in large-scale campaign initiatives, ensuring consistency between print, event creative and digital platforms.
Key contributions: Crafted engaging narratives and strategic copy that enhanced brand identity and drove consumer engagement across global markets for Banana Republic.
Sr. Beauty & Fashion Copywriter
Freelance
Delivered copy and creative solutions for product launches domestically and internationally, creating lipstick, eyeshadow and blush shade names, developing holiday campaigns, writing press kits, naming new products, crafting witty copy and working closely with Legal and R&D.
Clients included:
bareMinerals (Shiseido Group), San Francisco, CA
Madison Reed Hair Color, San Francisco, CA
Rainbow Apparel Co., Brooklyn, NY
Rodan & Fields Dermatologists, San Francisco, CA
Key contributions: Developed content for major beauty and fashion brands, driving successful product launches and enhancing brand presence across domestic and international markets.
Beauty Copywriter
Avon
Responsible for creating content across beauty and lifestyle categories in North America and global markets. Collaborated with the Creative Director and Art Director throughout the evolution of a campaign, including conceptualizing, castings and photo shoots. Arranged and maintained layouts for multiple campaigns, while facilitating style consistency, proofreading and company identification across all channels.
Key contributions: Produced copy and creative concepts that strengthened Avon’s global beauty and lifestyle branding, ensuring cohesive messaging across multiple campaigns and markets.
Clients
Stitch Fix Banana Republic Dorai Home GivePower Nonprofit Undone Beauty Le Monde Gourmand Fragrance bareMinerals Madison Reed Hair Color Rodan & Fields Dermatologists AAA Northern California Avon Rainbow Apparel Co. Bayada Home Health Care Walmart
Skills
Storytelling & Narrative, Branding, Content Strategy, Copywriting, SEO, Concepting, Copy Editing, InDesign