Brand and marketing strategy for
complicated things.
Brand and marketing strategy for
complicated things.
I find the story inside complicated situations and turn it into something audiences can understand, trust, and act on.
ABOUT
I’ve always been curious about what could work better, what might be missing, and what I could do about it. I’m also a writer. Eventually, those two things came together in marketing.
I was the kid in 6th grade filling notebooks with stories and later the college student who majored in English Writing. What I love about writing isn’t just finding the right words. It’s figuring out the idea behind them and what those words can do. They can make someone feel something, see something differently, understand something more clearly, or decide to act. That’s a big part of how I approach marketing.
Outside of work, I write songs about everything from heartbreak to toilet paper, can knock out 30+ pushups on command, will happily sit on the beach for hours (in the shade), and tend to think deeply about just about everything.
SELECTED WORK
Turning Reputation Risk Into Sales Enablement
How I turned consumer concerns about Brighthouse into a sales story a third-party sales team could use, supporting an estimated $7M in sales.
$7M ESTIMATED SALES
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse Financial had partnered with Policygenius, an online insurance marketplace, to offer a new term life product directly to consumers. But Brighthouse was still a relatively new brand, and some consumers shopping through Policygenius simply didn’t know who Brighthouse was. When they went looking for answers, unfavorable third-party ratings and reviews gave them even more reason to hesitate. The challenge went beyond “bad reviews.” Those concerns were showing up at the point of sale, and Policygenius representatives needed credible ways to answer tough questions without dismissing legitimate customer experiences.
Turning Reputation Risk Into Sales Enablement
How I turned consumer concerns about Brighthouse into a sales story a third-party sales team could use, supporting an estimated $7M in sales.
$7M ESTIMATED SALES
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse Financial had partnered with Policygenius, an online insurance marketplace, to offer a new term life product directly to consumers. But Brighthouse was still a relatively new brand, and some consumers shopping through Policygenius simply didn’t know who Brighthouse was. When they went looking for answers, unfavorable third-party ratings and reviews gave them even more reason to hesitate. The challenge went beyond “bad reviews.” Those concerns were showing up at the point of sale, and Policygenius representatives needed credible ways to answer tough questions without dismissing legitimate customer experiences.
Getting a $600K+ Brand Story Back on Strategy
How I helped reshape the story around trust, establish leadership alignment, and stay close to the work through production and paid media.
$600K+ BRAND CAMPAIGN
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse Financial was developing its first dialogue-driven brand video, designed to strengthen trust in the company and clarify the relationship between financial professionals and their clients. The agency brought us a visually ambitious concept, but as the script developed, I saw a bigger disconnect: the story wasn’t making that relationship clear enough. Trust, the entire point of the film, was getting buried. And with a significant investment behind the campaign, getting the story almost right wasn’t good enough.
Getting a $600K+ Brand Story Back on Strategy
How I helped reshape the story around trust, establish leadership alignment, and stay close to the work through production and paid media.
$600K+ BRAND CAMPAIGN
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse Financial was developing its first dialogue-driven brand video, designed to strengthen trust in the company and clarify the relationship between financial professionals and their clients. The agency brought us a visually ambitious concept, but as the script developed, I saw a bigger disconnect: the story wasn’t making that relationship clear enough. Trust, the entire point of the film, was getting buried. And with a significant investment behind the campaign, getting the story almost right wasn’t good enough.
Building a Marketing Program That Got Smarter Every Year
How I led a four-year social marketing program that evolved with what we learned, ultimately generating 32% higher average engagement with 41% fewer posts.
+32% ENGAGEMENT RATE
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse’s DEI social presence began largely around cultural and heritage moments. With DEI established as a broader company priority, the opportunity was to build something more consistent and substantive while coordinating stories across employees, community partners, and internal stakeholders. As the work evolved, organic reach became harder to earn. Publishing more wasn’t necessarily the answer. We needed to understand what audiences were responding to and use those signals to make the program more focused.
Building a Marketing Program That Got Smarter Every Year
How I led a four-year social marketing program that evolved with what we learned, ultimately generating 32% higher average engagement with 41% fewer posts.
+32% ENGAGEMENT RATE
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse’s DEI social presence began largely around cultural and heritage moments. With DEI established as a broader company priority, the opportunity was to build something more consistent and substantive while coordinating stories across employees, community partners, and internal stakeholders. As the work evolved, organic reach became harder to earn. Publishing more wasn’t necessarily the answer. We needed to understand what audiences were responding to and use those signals to make the program more focused.
Turning Customer Relationships Into 700+ Loan Applications
How I helped turn RoundPoint’s existing customer base into new lending opportunities through retention email marketing.
700+ LOAN APPLICATIONS
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
RoundPoint was expanding its lending business while already servicing a large portfolio of mortgage customers. Some of those customers would eventually need another mortgage, whether they were refinancing or buying another home. We had an opportunity to make sure RoundPoint came to mind when that time came.
Turning Customer Relationships Into 700+ Loan Applications
How I helped turn RoundPoint’s existing customer base into new lending opportunities through retention email marketing.
700+ LOAN APPLICATIONS
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
RoundPoint was expanding its lending business while already servicing a large portfolio of mortgage customers. Some of those customers would eventually need another mortgage, whether they were refinancing or buying another home. We had an opportunity to make sure RoundPoint came to mind when that time came.
From Page 8 to #3 in 10 Days
How I spotted an organic search gap around one of a B2B software company’s most profitable products and used SEO to make it dramatically easier to find.
PAGE 8 → #3
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
One of Digital Designs’ most profitable products had a visibility gap: its page was buried on the eighth page of Google for “online pay stubs.” No one had asked me to investigate it. I noticed the gap and saw an opportunity to make an important product easier for prospective customers to find.
From Page 8 to #3 in 10 Days
How I spotted an organic search gap around one of a B2B software company’s most profitable products and used SEO to make it dramatically easier to find.
PAGE 8 → #3
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
One of Digital Designs’ most profitable products had a visibility gap: its page was buried on the eighth page of Google for “online pay stubs.” No one had asked me to investigate it. I noticed the gap and saw an opportunity to make an important product easier for prospective customers to find.
Making AI Useful Without Compromising the Work
How I turned broad AI adoption into practical guidance marketers could use as new tools were introduced.
GENERATIVE AI GUIDELINES
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse was exploring how AI could make content production more efficient. As new tools were introduced, marketers needed practical guidance on when to use AI, when not to, and how to make sure the work still felt like Brighthouse.
Making AI Useful Without Compromising the Work
How I turned broad AI adoption into practical guidance marketers could use as new tools were introduced.
GENERATIVE AI GUIDELINES
THE CHALLENGE
WHAT I DID
WHAT HAPPENED
Brighthouse was exploring how AI could make content production more efficient. As new tools were introduced, marketers needed practical guidance on when to use AI, when not to, and how to make sure the work still felt like Brighthouse.