explore my work
Lindywell Campaigns
As the Head of Content Strategy at Lindywell, I developed and executed a comprehensive content strategy for distribution across various platforms and channels, such as email marketing, SMS, app management, Pinterest and LinkedIn. Collaborating closely with our Lead Designer, Director of Membership and Social Media Director to craft compelling email campaigns, seasonal narratives and social campaigns.
Partnered with our Chief Growth Officer to launch a new brand purpose, mission and develop audience personas for our target audience. I helped produce e-learning wellness classes that included writing slides, promos and content. Additionally, I re-launched our acclaimed podcast, "Well to the Core," managed strategic SEO partnerships, digital agencies and launched the Yahoo! Creators platform.
Pinterest Creative Best Practices Video
The objective was to scale Pinterest’s creative best practices to small businesses and large advertisers. My team created a video where I led the creative direction, wrote the video script, recorded the voiceover and managed the distribution. We produced both short and long-form video content, as well as a webinar series. Our videos reached a countless number of advertisers and creative agencies across the globe through 1:1 pitches, seller newsletters and in-person workshops.
Pinterest Creative Workshops
I produced thousands of Pins and visuals that forecasted trends, adhering to Pinterest’s creative best practices, for a large variety of global advertisers. I traveled across the country running workshops with brands such as Amazon, Nordstrom, Clorox, IKEA and more. Additionally, I adapted in-person workshops into virtual workshops during the pandemic, and designed webinars where my team could scale our creative knowledge to agencies and clients.
Pinterest Moments Planner
The objective was to create an annual planner for brands to use in planning year-round campaigns around moments that matter on Pinterest. I led the strategy from creative conception to execution and delivery, placing a strong emphasis on inclusivity with a global mindset.
I owned content strategy and partnered with the global insights team, along with several other cross-functional stakeholders, to produce a comprehensive, diverse and localized moments planner across 10 international markets. I developed an entirely new moments narrative for 2023, plus conceptualized and wrote all messaging for the 200-page Google Slides deck filled with 54 different moments across calendar, identity, religious and milestone moments. I briefed in creative strategists and copyedited 96 thought starters across all industry verticals, from restaurants to retail and tech to travel.
Pinterest Global Creative Guide
The objective was to create a global creative guide of all Pinterest’s creative best practices. I led copy and content strategy to translate data from the product team into a readable, beautiful and easy-to-digest guide for brands to design successful campaigns on Pinterest. My team localized the guide for Pinterest’s top markets reaching millions of advertisers and agencies, from small businesses to the large global brands.
We got over 2000 downloads on our content hub and shoutouts in global Sales All-Hands for creating this global scaled resource to drive brand comprehension and revenue.
Proud co-founder of the first, mental health community at Pinterest: Pinside Out.
Organized community workshops, global panel discussions and speaker series around wellbeing topics.
Shutterfly Instagram Holiday Campaign
I was chosen by the VP of Creative to be among a small group of creative and marketing professionals that participated in an Instagram Garage session at Facebook HQ to ideate a Q4 brand awareness campaign. I wrote all the captions for sponsored posts on Instagram—these generated 35.4 million impressions and achieved 1.27% engagement rate, with 50,000 new followers gained during Shutterfly’s busiest fourth quarter.
Shutterfly New App Launch: TripPix
I led all copy for Shutterfly’s first millennial-targeted photo book app. Collaborated with designers to conceptualize and create the splash screen, app store assets, landing page, packaging and everything in between. I established brand pillars, personas and voice and tone — creating the brand bible for the app. I also wrote UX copy and partnered with engineers and PMMs to create in-app updates. Plus, I starred in the marketing video and traveled to NYC to promote the app!
Shutterfly New Subscription Launch: Groovebook
I developed the brand guide and wrote all copy for Groovebook, Shutterfly’s first subscription product and app. Trained the whole creative team on our newly created brand book. Wrote all copy for direct mail and partner pieces, as well as UX copy, email/CRM marketing and push notifications.
