Nom Nom
As post-acquisition Brand Copywriter for this Mars-owned dog health company, I led the transition from DTC to omnichannel. This involved a full brand transformation in a category dominated by far bigger spenders, where we redefined positioning, overhauled identity, and delivered cohesive creative across every touchpoint, from national TV to packaging. The result: a brand that stood out, resonated deeply, and proved smart creative can outmaneuver big budgets.
PetPlate
As PetPlate’s first head of copy, I brought high-impact creative in-house, saving the company hundreds of thousands of dollars in agency fees and propelling a new and little-known fresh dog food start-up into a leading competitor, well regarded for their signature voice (with a bit of 90’s swagger) and differentiated RTB’s.
Mouth + iGourmet
As Senior Copywriter at two e-commerce sites focused on artisan food products, wordplay was my bread and butter—and cheese, and chocolate. From A/B testing to ad copy finesse, I dished out words that converted, collaborating with designers and marketers to cook up a brand voice as bold as a triple-cream brie. Data-driven, pun-powered, and always on-brand—that’s the secret sauce.
Food Network
I brought big-budget polish and small-team agility to a brand known for its appetite for excellence. I produced and scripted original online video series, developed recipes from concept to camera, and tested products to cut through the noise in a crowded e-commerce space. Whether pitching creative, leading shoots, or stepping in front of the lens, I delivered content that entertained, informed, and inspired — proving versatility is a recipe for standout results.
OXO
True to a brand with a “better” guarantee, I translated complex product functions into concise, easy-to-follow steps for product manuals. I also created aspirational messaging across every consumer touchpoint — from physical packaging to Amazon listings, e-commerce banners, and in-store pamphlets — all while ensuring it remained in compliance with individual retailer guidelines.
Vegemour
I crafted standout third-party copy and high-converting PDP’s that showcased the brand’s commitment to clean, effective hair care. I balanced persuasive language with a fresh, approachable tone, connecting with conscious consumers while aligning with brand standards and platform requirements.
