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Work Background
AthletaContract Copy Director
Apr. 2025 - Aug. 2025Handpicked to revive and elevate Athleta’s catalog after a four-year hiatus, restoring the brand’s iconic voice and identity. Led the creative execution of the Fall Girls and Women’s catalogs, and provided a consulting eye to Holiday concepting, as well as creative team mentorship and guidance. Provided strategic, on-call collaboration with the in-house lead editorial manager, ensuring every piece of copy reflected the brand’s voice, energy, and ethos.
COCOLABCreative Director of Copy
Mar. 2022 - Dec. 2025Leading editorial direction and bringing to life the brand vision, strategy, and storytelling alongside the CEO, design team and the rest of our floss-fanatic team.
Arcade Belt Co.Contract Brand Writer & Copy Strategist
Feb. 2022Digital campaigns, global storytelling, print publications, long-form articles out of my truck camper.
TRX TrainingCopy Director
Oct. 2020 - Nov. 2022Directed copy, voice, and editorial in an omni-channel rebrand effort side-by-side with the Creative Director. Lots o' nitty-gritty writing and brand work.
TonalCreative Copy Director
Oct. 2019 - Oct. 2021Branding, campaign work, omni-channel copywriting, UX, and copy strategy for the ultimate intelligent strength studio—fusing fitness with technology to usher in a new era of customized training.
Z GallerieSenior Creative Copywriter
Feb. 2018 - Apr. 2019Directing, storytelling, fun all around.
BodyROKTrainer + Instructor
Jan. 2018 - Oct. 2020Petaluma, CAI teach cardio and I make you sweat your ass off.
High SeasSenior Copywriter Consultant
Nov. 2017 - Jan. 2019Sausalito, CAOngoing relationship with creative agency boasting clients in multiple industries, most notably Rambler's Way Farm, Lilah b. Cosmetics, and many in the medical, law, and real estate industry. Worked directly with CEO and Creative Director to redo the High Seas website and company voice.
Buff, Inc.Contract Senior Copywriter
May. 2017 - Oct. 2020Ongoing branding work, catalog/print, email campaigns. Go-to, on-call writer for both USA and Spain BUFF.
FreelanceConsulting Copy Director + Copywriter
Nov. 2016 - Jan. 2019San Francisco Bay AreaClients have included: Arcade Belts, NASM, Cocofloss, Mountain Hardwear, Whoop, CamelBak, Marmot, Buff USA, Califia, Mineral Fusion, Olukai, and more. Language is the common denominator. Before images there were words: the building blocks of humanity that brought us together. I aim to achieve the heartache, the wistful, the passionate, the very essence of human emotion with the tool that makes us human. I am a well-versed dabbler in: • Conceptualizing a campaign strategy
• Creating a brand voice (and the corresponding brand book)
• Acting as Creative Manager, bearing responsibility for overall creative quality requiring minimal assistance from more senior managers
• Editorial services, writing services, copyediting services, advertising writing & more
• Omni-marketing adaptations (translation: ecommerce, catalog, social media, blogging, retail, direct mail and so much more it's exhausting, yet exhilarating)
• Overseeing catalog writing from start to finish, including editorial headlines, revisions, and the nitty-gritty production aspects, like proofing and copy chop-suey in InDesign • Overseeing work by agencies on landing pages, events, video scripts and more
• Giving feedback on writing done by other teams and writers
• Collaborating with product design, merchandising, marketing, and other departments to evolve the way a voice connects with its millions of viewers
• Advocating for customers while understanding product and business goals
• Finding innovative new ways to tell a story
• Adaptable, accommodating, flexible... and let's forego the rest of the corporate adjectives: I like to think of myself as sunny side up with a side of dry wit
• Proficient in InDesign, Asana, Basecamp, Trello, Smartsheet, and the usual suspects (google and microsoft office)
CamelBakContract Senior Copywriter + Strategist
Oct. 2012 - Oct. 2020Petaluma, CAWas hired as a contractor to refresh the brand voice and identity to coincide with the company's evolution from water bottle designers to hydration experts. Was responsible for writing, editing and proofing the company's Brand Guidelines book - to be used as both an in-house source and outside tool with vendors to understanding the brand - maintaining authenticity of character while pitching chapter concepts. Conceptualized and wrote copy for Fall 2014 backpack and winter sport email campaigns.
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