ONE WRITER.
MULTIPLE WAYS TO TACKLE COMPLEXITY.
Cross-category range is my foundation. But that range extends across contexts, too: I’ve made the work, owned the process, and built my own brand. That gives you the peripheral vision you need to see what’s coming. And to keep your eyes on the prize.
THE MATCHUPS:
01. HEALTHCARE
WHEN COMPLEXITY SHOWED UP AS:
misaligned agency priorities, overly-clinical content, and legal and compliance limitations...
I COUNTERPUNCHED WITH:
relationship building, a shift from science to patients, and a matrix of pre-approved language.
THE BACKSTORY
The brand, once a category leader, was losing market share. Legal had a stranglehold on the story. Lack of visibility across accounts and departments kept the agency from prioritizing projects and resources.
Slipping into founder/manager mode
I worked directly with the AM and PM to compile a hot sheet of dependencies, resource conflicts, and potential logjams.
Borrowing from consumer brands
I framed clinical content around what matters most to HCPs. Their patients.
Looking at what already worked
I compiled a matrix of approved claims to be reused over and over.
WHAT STORIED LOOKED LIKE FOR THE BRAND. AND FOR THE AGENCY.
Account Billings
+8%
Cross-team Visibility
+75%
Legal Review Times
-25%
Positive Response to New Messaging
85%
02. B2B
WHEN COMPLEXITY SHOWED UP AS:
an inconsistent brand voice, the wrong story for the wrong audience, and an extra-tight budget...
I COUNTERPUNCHED WITH:
a new “business casual” brand voice; a customer-first, benefit-driven narrative; and reusable, templated content that worked for SEO.
THE BACKSTORY
This fintech platform wasn’t connecting with SMBs. Mostly because they were talking about tech, not business. They wanted dedicated landing pages for search optimization, but had no money for it.
Borrowing from past voice development
I used a template from another B2B client to quickly make them sound smart, approachable, and business-friendly.
Thinking customer-first
I took the content from tech-speak to business-savvy by solving a real-life credit problem.
Getting creative with what we had
I built a template where 85% of body content stayed the same across categories. Only the headers needed adjusting to rank for SEO.
WHAT STORIED LOOKED LIKE FOR THE BRAND.
Voice Turnaround
180°
Audience Alignment
100%
Fintech Award Win
+1
WHEN COMPLEXITY SHOWED UP AS:
the wrong solution and story at the wrong time; and an opportunity hiding in plain sight...
I COUNTERPUNCHED WITH:
entrepreneurial thinking and an ownership mindset.
03. CONSUMER
THE BACKSTORY
Sales for this consumer brand were stagnant. R&D’s fix: a new product delivery system. The real opportunity no one was talking about: a versatility story that was easier and less risky to execute.
Putting on my founder hat
I conceived, pitched, and executed a narrative-changing product campaign that fit within existing messaging architecture.
Leveraging established brand IP
I took an idea that lived in an older piece of IP, grabbed my art partner, and ran with the concept. All without asking for permission or waiting around for a brief.
WHAT STORIED LOOKED LIKE FOR THE BRAND. AND FOR THE AGENCY.
Sales Bump
+11%
Ogilvy Award Win
+1
Davey Award Win
+1
Copycat Campaign for the Client's Other Brand
+1
FOR STORIED RESULTS OF YOUR OWN:
Connect with me to talk strategy, to get an audit of your existing materials, or to secure me as a fractional copy chief. For work samples, tell me what’s on your mind and I’ll tailor a package for you.
