Marketing Portfolio

Building a Thought Leadership & Audience Engine

Brand strategy · Content strategy · Audience development · Earned media · Editorial · Email · SEO/AEO · LinkedIn

At a marketing production advisory, I evolved the company's content program from individual content production into an interconnected thought leadership and audience-development engine turning internal expertise, client intelligence and industry trends into original POVs distributed across earned media, LinkedIn, email and the company website.

In the first half of 2026, I developed and distributed thought leadership on agency compensation, media investment, independent production and evolving content models; secured earned-media coverage across publications including USA Today, Business Insider and TechTimes; built major client case studies; evolved the brand voice and AI content standards; and established new processes for capturing SME expertise across the organization.

I then launched the brand’s first LinkedIn newsletter as a deliberate audience-building experiment, using a sharper, informed-challenger editorial voice and a phased strategy designed to move from brand awareness → audience development → engagement → eventual lead generation.

The initial subscriber-conversion benchmark was 5%; the newsletter reached 9.2% in its first week, attracting marketing, procurement, production and operations leaders from major global brands, along with clients, industry peers and competitors.

Alongside the LinkedIn program, I helped activate an opt-in Insights email newsletter and am developing the next evolution of client communications — creating distinct but connected channels for building awareness, nurturing interested prospects and maintaining meaningful relationships with existing clients.

Product marketing; DTC email campaigns

High-performing copy for DTC brands, specializing in email marketing campaigns and promotional flows that engage, convert, and retain customers. From concept to execution, I translate brand strategy into clear, compelling messaging that drives measurable results across channels. My work combines sharp copywriting with data-driven optimization to support growth and customer loyalty.

BFCM 2025

Wrote conversion-focused email and SMS copy that contributed to significant Black Friday revenue and over 1,000 orders across BFCM weekend, helping drive a YoY total weekend revenue increase.

1. Supported a Black Friday weekend that beat November’s revenue forecast by 16%, while the company simultaneously reduced marketing spend—highlighting stronger messaging efficiency.

2. Developed Cyber Monday email copy that helped the brand track ~24% YoY growth and delivered a 13% open rate on prospect audiences, with RPR + placed order rate outperforming the customer version.

3. Crafted segmentation-specific messaging (customer vs. prospect) that led to prospect audience behavior matching or outpacing customer engagement, a rare indicator of effective acquisition copy.

4. Drove real-time performance optimization on resend-to-non-opener campaigns, adjusting subject lines (“Last Hours” strategy), and supporting tactical pivots that boosted day-of revenue.

5. Contributed to the brand’s 2nd-highest revenue day of the year on Cyber Monday, nearly matching last year’s peak performance.

6. Helped produce month-over-month and year-over-year wins across flows and campaigns—all beating last month, last year, and internal goals.

7. Maintained and improved performance across the highest-volume period of the year through copy that aligned promotions, urgency messaging, and segmentation strategy.

Digital Ad Creative : LinkedIn Campaign

Crafted messaging that cut through and drove action, even in a campaign where media placement and funnel design were outside my scope.

• Developed ad copy, concepts, and CTAs that drove impressions and clicks, with top-performing creatives achieving a 4% CTR (6–10x LinkedIn’s benchmark).

• Contributed to significant brand visibility and audience engagement, evidenced by profile interactions alongside landing page traffic.

Case Study

Created workflow to build case studies for a global consultancy, iterating for use cases; RFPs, web, client comms, GTM decks & funnels.

Corporate Thought Leadership: AI-Transformation

A shifting industry, and demand to be AI-forward enabled content creation around the use of AI in advertising production. Built for SEO/AEO/AISO, satisfying a KPI to develop thought leadership for this global business.

Culture-first Marketing & PRESS Initiative

Key Strategies for a Successful NFT Launch:

• Culture-First Approach: Shared passion for mushrooms

• Unique, High-Interest Incentive: Psilocybin-infused coffee prize

• Advocacy and Statement: Mental health and wellness

• Accessibility (Free Entry): Free NFT sign-up

• Building Future Value: First tier NFT

• Timing and Relevance: National Mushroom Day

The strategy leveraged a free, accessible digital collectible (NFT), combined it with a highly unique and culturally relevant incentive (psilocybin coffee giveaway), and framed the entire initiative around a powerful message of wellness, community, and mental health advocacy, creating buzz and driving sign-ups by tapping into shared values and interests. The campaign aimed to build a community that would continue to engage with the brand and support its mission, extending beyond just the initial giveaway.

Pet Newsletter Launch: True Loves by Aera

As part of the brand development team for True Loves by Aera, I helped concept and launch a monthly newsletter aimed at pet parents. I collaborated closely with the project lead to shape content strategy and define editorial themes rooted in brand storytelling — from actionable pet care tips to heartwarming human-interest stories. My contributions included generating content ideas, curating credible sources, and creating original copy that built brand affinity without pushing product. This initiative supported broader brand awareness goals and laid the foundation for future lifestyle-driven content across Aera’s platforms.

Email Marketing Campaign Manager

In first quarter owning email revenue, doubled total email revenue Q/Q by 99%.

Increased (existing) email flow revenue by 32% and email campaign revenue by 144%. Grew email subscriber list 66% through partner marketing and nurture campaigns. New subscribers have 30-day overall open rate of 55.41% and 19% are "very engaged" customers.

Product Design, NAMING

Senior lead on naming team for immersive bowling experience, “Neoverse.” Developed supporting sales and web copy on PDP for revenue-driving bowling entertainment.

Interior Design, NAMING

Design copy for a physical location to build in brand messaging to inform customers. This new fast-casual restaurant serves food grown with regenerative agriculture.

copywriting, Brand mESSAGING, TOV, b2b

Developed all content: copywriting, content hierarchy, UX, SEO Content, brand book for this newly merged Seattle agency.

Video Script, editing

Develop brand language into script highlighting new, multi-use retail project for a global architectural firm.

Lead Magnet

Targeted toward event planners. Developed original piece, direction, content & copy.

Copywriting for app

Online Course Development + Copy, Allrecipes.com

Course Script

Course Development

Web Copy - bios & descriptions

Social Captions

PROject management

https://roundglassliving.com/meditation/courses/yoga's-8-step-path-to-awakening

Ghostwriter, peak nutrition

by Maria Hines

Peak Nutrition details 100 simple and tasty recipes within the context of outdoor goals and body science: motivation, recovery, hydration; how our digestive system works; how food provides energy; effects of weather and altitude; the relationship between food, muscle, and cramping; how nutrition relates to mental and physical stress; and much more. The authors also explore shifting eating habits and ways to develop a healthier approach, whether bouldering, climbing, backcountry skiing, mountain biking, trekking, or trail running. "Peak Profiles" offer food tips from elite athletes such as backcountry boarder Jeremy Jones and climber Sasha Diguilian and sample menus help readers plan what to prep and pack.