Copywriter
Italy by train
My View
As a storyteller, I value the organic relationship between people and ideas. That’s why I've spent the past twelve years working with teams to build trust with audiences.
Since 2019, my focus has been on writing and product marketing. Using my deep love of words, I've spearheaded messaging on creative projects, from ad campaigns and product launches to tooltips that enrich in-app experiences.
Across the board, my leadership, know-how, and reliance on data have helped drive marked business success for teams.
My goal as a writer and “brand guy” is simple—to inspire action. It guides my work and ensures that people are front and center.
My Work
I have written copy for landing pages, digital ads, social media, press releases, rebrands, email, corporate communications, radio promo scripts, UX, localization projects, and more.
Throughout my entire career, distilling technical concepts into simple ideas and then translating them for various audiences has been central to everything I do.
Brand Positioning
My main goal in partnering with the BetterUp Strategy team was to ensure their creative assets communicated the value of their coaching services while clearly distinguishing their offering from traditional teletherapy.
Over several meetings, we unpacked the nuances and zeroed in on the most salient benefit for a curious yet anxious B2C audience.
From there, I spun a campaign that spoke to people's desire for change and painted a picture of how coaching, like therapy, would give them the tools (not prescriptive solutions) to push forward in their careers. The result was a pitch that was relatable, concise, and straightforward.
Product Launches
When the Product folks at Ancestry approached the internal creative team with a brief to launch a subscription add-on for advanced customers, I was eager to take a nuts-and-bolts approach to the campaign.
A key request was to showcase how dynamic the tool was while keeping it accessible to anyone outside of the target group. We landed on a tone that was appreciative of loyal users and addressed a broader desire for research accuracy. My goal: do not waste a single word.
The add-on gained tons of interest when it went live. The campaign beat projections and improved sales for the quarter by more than 35%, adding over a million dollars in revenue.
Performance Ads
Paid (mid-funnel) campaigns at Ancestry were often "no frills" projects with little space for copy, which meant every character needed to pack a punch. The goal was to help Ancestry win the attention race on social media with users who were in the middle of checking in with friends, doing career related activities, or engaged in general browsing. Here, my basic formula for these types of ads was curiosity + use case.
Landing Pages
Aside from my focus on testing and optimizing onsite marketing pages, I often worked on pilot projects for other sales channels. From physical media to webinars, if there's an audience to reach, I've written for it.
For one direct mail campaign, I led the charge on copy. The agency handling print and logistics followed my lead afterward. It was the opposite for a webinar LP I cooked up, where I drafted messaging to make the existing video appealing to high value B2B leads.
Long-form
As a copywriter, with a penchant for snappy one-liners, I don't get to work on long pieces a lot. But when I do, it's always a thrill. I love seeing where I can take a topic—how I can make it engaging and seamless. If 1,500 words can feel like they only took 5 minutes to read, then I have achieved my goal.
This post for the Range blog happens to be one such piece of writing. It was released around the height of the 2020 pandemic and tapped into many P.O.V.s to tell a playful yet helpful story. It was one of the most popular posts on their site.
I have more than six years of success with email writing. Whether testing an attention-grabbing subject line or optimizing lifecycle programs, my work has helped brands better connect with their customers. Every step of the way, from ideation to send, I played a lead role in guiding creative direction and keeping the team on the same page. I am also no stranger to data, taking lessons from past efforts to improve outcomes the next time around. Perhaps my favorite thing about email is getting the chance to iterate quickly and often.
