EDITORIAL CRAFT
MINIONS. CPAP. WEDDINGS. SKINCARE. HEALTHCARE. BARBIE.
HEALTH TECHNOLOGY · CAMPAIGN
Making medical technology feel like freedom.
Sweet dreams. Wherever.
For ResMed’s travel CPAP campaign, the challenge was to move beyond product specifications and communicate the human benefit: the ability to take better sleep with you.
MY ROLE / COPYWRITING
VIDEO · BRANDED STORYTELLING · SCRIPTWRITING
Love is in the details.
I wrote a wedding-day narrative that made Cricut part of the setting rather than the subject, connecting the product to creativity, family, memory, and self-expression.
BRIDE + GROOM → MEMORY → PERSONALIZATION → MAKING → CRICUT
The product didn’t need to be the hero. The story did.
ENTERTAINMENT · HOME ENTERTAINMENT
Writing inside a voice millions of people already know.
Promotional and packaging copy for one of entertainment’s most recognizable franchises.
MY ROLE / COPYWRITING + EDITORIAL
Writing for an established franchise requires restraint. The goal isn’t to sound like the screenwriter. It’s to sound unmistakably like the world you’re writing for.
PROACTIV+
Balancing aspiration with product clarity.
ASPIRATION — Experience envy-worthy skin.
PRODUCT — Introducing Proactiv+.
BENEFITS — Exfoliate · Refine · Hydrate.
THE CIGNA GROUP
Finding the human story inside an enterprise story.
MY ROLE: Senior Content Strategist
Same fundamental job: understand what the audience needs to hear and find the clearest way to say it.
EDITING
Writing gets the attention. Editing earns the trust.
CLARITY — Remove what the reader doesn’t need.
STRUCTURE — Put information where it makes sense.
VOICE — Make the language sound intentional.
PRECISION — Make every word earn its place.
REPRESENTATIVE EDITING EXAMPLE
BEFORE
Our team is able to help make it easier for you to find the information that you may need.
AFTER
Find what you need, faster.
AND SOMETIMES…
What Would Barbie Do?
Making compliance content impossible to ignore.
MY ROLE / CONCEPT + COPYWRITING
20+ YEARS OF MAKING THE WORDS WORK
The tools change. The fundamentals don’t.
KNOW THE AUDIENCE
The writer isn’t the reader.
FIND THE IDEA
Good copy starts before the sentence does.
MAKE IT CLEAR
Complexity isn’t sophistication.
EDIT WITHOUT MERCY
Good writing gets better when there’s less of it.
Those principles still shape how I approach content strategy, product work, leadership and AI today.
CRAFT → SYSTEMS → LEADERSHIP → AI
I didn’t leave craft behind. I built on top of it.
Good words still matter.
They always will.
Next: See how I lead