Senior Copywriter | Digital Content Strategist | Brand Voice Expert

Creative storyteller with 15 years of experience shaping the voice of global consumer brands. Skilled at turning complex customer journeys into clear, engaging narratives that inspire action. Proven record of developing campaign concepts, leading high-profile product launches, and creating scalable content systems that improved speed, consistency, and results.

SENIOR DIGITAL CONTENT WRITER & STRATEGIST
AT&T, New York | April 2018 – Present

  • Increased Apple iPhone preorders by 14% as Copy Lead for five consecutive launches, securing first-to-market status.

  • Drove up to 9% CTR on flagship seasonal campaigns (Black Friday, Holiday, Back to School) by refreshing creative and aligning copy with audience insights.Shaped copy for AT&T’s new flagship mobile app, crafting clear, intuitive messaging across core user flows to support a seamless customer experience.

  • Launched AT&T TV, developing messaging across the full customer journey; sales exceeded Q1 targets by 15%.

  • Partnered daily with design, product, and legal teams to accelerate campaign delivery and ensure compliance across multiple offer pivots.

  • Mentored offshore writers and standardized global content delivery, strengthening consistency and brand voice.

  • Co-chaired the AI Writers Initiative, building scalable frameworks that improved speed and quality across high-volume campaigns.

  • Refined att.com messaging through A/B testing, boosting clarity and conversions across product lines.

  • Scripted newsletters, videos, and event messaging to strengthen studio culture and elevate internal visibility.

FREELANCE DIGITAL COPYWRITER
New York | May 2016 – Present

Worked remotely with various brands, including:

  • Researched, interviewed, and wrote feature articles for Business Insider under tight deadlines. Read my by-lines.

  • Increased email CTR by 4.6% for UCLA with concise, audience-specific copy and strong CTAs.

  • Produced internal newsletters for Viacom that improved employee engagement through tone and consistency.Wrote and edited email campaigns for UCLA Extension, tailoring messaging for different audience segments.

    Read my by-lines.

MARKETING COPYWRITER (FTC)
Lindblad Expeditions, New York | April 2017 – October 2017

  • Produced integrated campaigns across email, web, print, and outdoor, maintaining consistent tone and identity.

  • Wrote headline and body copy for a billboard on The High Line highlighting Lindblad’s Galápagos conservation work.

  • Transformed expedition field notes into narrative-driven Daily Expedition Reports.

DIGITAL COPYWRITER
Virgin Media, Birmingham & London | September 2015 – April 2016

  • Increased digital conversions by 2.8% through optimized copy aligned with brand voice.

  • Improved accessibility by 5.6% by refining style guides and promoting inclusive writing standards.

  • Collaborated with UX, brand, and legal teams to ensure consistency across customer journeys.

COPYWRITER & CONTENT SPECIALIST
Blue Chilli Group, Birmingham | May 2010 – September 2015

  • Produced newsletters, reports, and event materials for Bosch UK, strengthening brand consistency.

  • Developed integrated campaigns and product copy for York Fitness and other UK consumer brands.

  • Wrote and published a book of 50 entrepreneur case studies, driving a 17% increase in funding interest for a regional economic initiative.

  • Delivered websites and social content for a diverse portfolio of local businesses, adapting tone of voice to each brand.

ACCOUNT EXECUTIVE
Blue Chilli Group, Birmingham | 2009 – 2010

  • Supported the account team across multiple client projects, managing timelines, admin tasks, and client relationships.

  • Gained early exposure to campaign delivery in a fast-paced agency environment.