I've articulated brand value propositions for Global CPG Brands such as, Levi’s & Google, Emeco & Coke, Nike, Nokia Health, Juicero, Naadam, Anthon Berg, Kaiser Permanente, Spotify.

I've delivered customer-centric narratives, copy, videos and campaigns that inspire action, build brand equity and drive measurable business results.

I love developing brand narratives, campaigns, guidelines, creative and product copy that resonate emotionally, and engage customers.

My Role, among other things:
• Creative Lead
• Brand & Product Messaging & Copywriting
• Video treatments, scripting, storyboarding & production
• Strategic & conceptual definition
• Creative team management
• Client relations and presentations
• Identified and worked closely with various stakeholders: creative and brand teams, vendors, agencies, product leads and engineers, production partners, executives, etc.

Writing Samples
Nike:
Articulating Nike's "Dream Crazier" campaign narrative.
Dream Crazier shines a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams.

Emeco & Coke
From Brand guidelines -

Tone of Voice
Minimalist, Honest, and Purpose-Driven

Emeco's voice reflects the brand’s deep commitment to sustainability, craftsmanship, and simplicity. Their tone conveys authenticity, speaking in a way that is direct, humble, and understated—aligned with their ethos of "less, but better."

Minimalist & Unembellished
The language is simple and avoids unnecessary flair, much like their designs. Each word serves a purpose, reflecting the pared-back, functional aesthetic of their furniture.

Honest & Transparent
The brand speaks with clarity and sincerity, often highlighting their use of recycled materials and commitment to responsible production. Emeco's tone avoids exaggeration, instead letting the quality and sustainability of their work speak for itself.

Sustainable & Mission-Driven
There is a clear emphasis on the environmental impact of their products, with language that conveys a sense of purpose rather than trendiness. The tone inspires trust, focusing on long-lasting design and environmental stewardship.

Respectful & Humble
The tone expresses respect for craft, materials, and users, never over-promising or coming across as boastful. The voice is quietly confident, reflecting a belief in the timeless nature of their products.

Spotify
Wrapped Campaign, CES Booth Experience & Thought Leadership

Akamai
Owned creative across all channels.
Accountable for all product copy, creative & website design here.

Nokia Health, aka, Withings:
Articulating Nokia's product acquisition.
Accountable for all product copy & creative here.