Content Lead  |  Freelance, San Francisco, CA  |  05/2022 – Present

Intuit QuickBooks (2025 – current)

Led content design for the QuickBooks partner marketing ecosystem: microsites, app listings, in-product display, lifecycle emails, and cobranded conversion surfaces. Developed message hierarchies and RTB frameworks; used AI to accelerate copy development and creative testing.

Apple Online Store (2025)

Optimized UX and accessibility copy across transactional flows (checkout, selectors, modals, error states, notifications); partnered with Apple design, product, and accessibility teams to ensure clarity and WCAG compliance.

Apple TV+ / MLS (2023 – 2024)

Supported Apple TV+ interface for Major League Soccer, defining nomenclature, content taxonomy, and captions; wrote UX copy for on-product viewing.

Auto-Tune (2023 – 2024)

Led content strategy and UX writing for the flagship product rebrand, evolving voice for professional and casual users; translated messaging into high-performing web, email, and social; used AI for copy variants across display and SEM.

Williams Sonoma (2022 – 2024)

Wrote e-commerce product content and wrote category-specific AI prompts to generate brand-aligned draft copy meeting CMS, legal, and editorial standards.

Creative Director, Copy  |  Just Global, Berkeley, CA  |  11/2020 – 04/2022

• Directed content strategy for SaaS and technology clients including VMware, Databricks, Cloudflare, and F5, building content guidelines that integrated UX writing and SEO best practices.

• Audited and redesigned 20 key B2B landing pages for F5 Networks, improving engagement and leading to follow-on redesign work with the agency.

Creative Director  |  Monks, San Francisco, CA  |  04/2017 – 11/2020

• Led campaign development and content strategy for digital campaigns for LinkedIn, Uber, and Meta.

• Played a key role in pitching and acquiring new clients, generating average $5M in annual revenue from 2017 to 2019.

Copy Lead (Contract)  |  Credit Karma, San Francisco, CA  |  2016 – 2017

• Led UX and product writing for the Credit Karma Tax launch, including onboarding, filing flow, and in-product messaging for a complex, multi-step financial product.

• Significantly exceeded adoption goals at launch, helping set the stage for Intuit's later acquisition of Credit Karma.

Brand Content Strategist  |  Moving Brands, San Francisco, CA  |  02/2015 – 02/2017

• Developed naming strategies, messaging frameworks, and brand voice systems for clients in technology, finance, and consumer goods.

• Created Bluewolf's tagline, "It's always now," which inspired a multichannel campaign; Bluewolf was acquired by IBM in 2016 shortly after the rebrand.

Brand Content Strategist  |  Addis, Berkeley, CA  |  04/2008 – 06/2013

• Defined verbal identities and messaging platforms for new brands and rebrands in education, energy, bioscience, technology, and CPG, delivering names, taglines, and tone of voice guidelines.

Copywriter, Copy Manager  |  Williams Sonoma, San Francisco, CA  |  06/2004 – 01/2008

• Promoted from Copywriter to Copy Manager; led an editorial team and freelance writers in developing product, web, and catalog content across the full customer journey.

• Maintained and evolved brand and editorial standards to ensure clarity, accuracy, and engagement across hundreds of SKUs.

SELECTED WRITING

• Expertise's Disappearing Act: AI, Politics, and What's Left to Know

• Has AI Been Trained to Ignore Your Brand?

• What Your AI Prompts Reveal About You

AWARDS

• Bronze CLIO (2024)  |  Brand system and content for Apple Season Pass.

• Silver CLIO (2012)  |  Naming and identity system for a retail food brand.

• AIGA 365 Design Effectiveness (2011)  |  Brand voice and packaging design for a retail food brand.

EDUCATION

Bachelor of Arts, English  |  University of Colorado, Boulder