As head brand writer and content strategist for YouTube’s subscriptions businesses, I looked after YouTube Premium, YouTube Music, YouTube Kids, YouTube Gaming, YouTube Originals, and YouTube TV — for which I was the founding writer and cross-functional content strategy leader. My duties included designing and implementing content and language systems, evangelizing voice and tone, developing key messaging, and taking the creative lead on copy both in-house and with agency partners for ambitious product and campaign work.

As a senior copywriter on the Google Cloud team I helped improve product and drive growth. I was the writing lead on a funnel conversion pilot program that saw such great success in the Americas that it was localized and replicated globally. I designed content for product and marketing landing pages and emails — A/B testing all the way through to conversion. I helped a mature product see double digit growth for key metrics by refining language and making it consistent across channels. I also worked on high-level product messaging strategy and various content and thought leadership projects for the Google Cloud Blog.

Singlehandedly wrote and curated editorial emails across 12 verticals for 100 million weekly recipients in the clever, playful, human Pinterest voice. Optimized product email templates for mobile. Responsible for double digit increase in opens and clicks week over week. Also wrote copy for seasonal interactive campaigns, video scripts, business case studies, and more. Product writing included warm welcomes, onboarding, and signup pages that explored new ways get users to engage with content.

As the first content strategist and creative lead to work with Wonolo, I helped design language to navigate a complicated two-sided marketplace for workers and businesses. I led internal writing workshops, created the brand’s first voice and tone guidelines, and rolled them out to the entire company. I defined content strategy and wrote copy for a total website rebrand. I also named features, wrote product copy — microcopy, interactive copy, notifications, etc. — and provided tools to manage product content strategy more effectively. Additionally, I wrote the company’s first-ever TV commercial (not yet aired), as well as several web video scripts, and the interactive campaign assets to accompany them.

In 2015, we rebranded Restoration Hardware sourcebooks from old-school catalogs to tools for inspiration. I helped streamline language while maintaining the company’s iconic look and feel.

Popsugar grew from a bubble
gum-pink women's entertainment site to a global lifestyle powerhouse driving 70 million monthly active users and more than $1 billion a year in sales. It was time for the corporate site to grow up, too. I provided elevated content strategy and fresh copy to show potential advertisers, investors, and hires the new Popsugar.

Featuring more than 100 human-centered design projects from 70+ countries, Design Like You Give a Damn 2: Building Change from the Ground Up (Abrams, 2012) was the best-selling architecture book on Amazon for several weeks. As editor, I took complicated architect speak and translated it for the average reader. The book documented humanitarian designs ranging from play structures for orphans in Thailand, to a coed skate park in war-torn Afghanistan, to innovative public policy helping Brazil's urban slums. 

Architecture for Humanity needed a trained journalist and editor to deep dive into substantive and technical editing, overseeing all aspects of writing, design, and curation. I led a global team of writers, designers, and contributors on this highly anticipated book from a TED Prize-winning organization.