I worked on both storyboards and video scripts for this sampling of videos, which included placements for traditional TV and YouTube, as well as Cisco social channels and large-scale customer events.
A selection of paid social ads for Cisco. Placements include LinkedIn, Facebook, Reddit, and Twitter/X.
Lead writer for the Cisco Networking booth across five global Cisco Live events — Cisco Live US (2024), EMEA (2023–2024), and APJC (2023–2024). Owned booth messaging and ideation, with collateral spanning OOH signage, experiential content (demos and activations), and promotional copy across session and demo descriptions, email, site, and paid and organic social.
A variety of eye-catching stories for curated product capsules and collections.
Booth, video script, and experiential copy written for NRF 2025 bespoke retail event.
At NRF 2025, Cisco invested in its own curated retail store as an auxiliary experience for the main event. Designed for C-Suite attendees, we collaborated with an external agency to create the entire experience, from the store name to the touchpoint signage, music and video, and activation content. As lead internal event writer, I was brought in to name the store, punch up the in-store video script, and help write the signage.
Also included are signage from TFW Ignite 2025, and ISC West 2025.
A selection of our top-performing Enterprise email nurtures and the Webex newsletter. I led all content conception, copywriting, and content strategy.
Performance highlights:
The Webex newsletter (I named this "The Collaboratory") drove 30k UVs to site in first calendar year and 700 gated asset downloads.
Our Webex email nurtures nurtures drove 85k unique visitors from 2021-2022, 600+ MQLs, and attributed to over $10 million in pipeline influenced for closed sales from 2022-23.
This email campaign sought to reinforce the active brand identity while simultaneously marketing a specific product category in the secondary messaging due to high inventory.
A range of homepage, display ad, and email headlines for Webex by Cisco products, including video conferencing, cloud calling, and collaboration devices.
As Athleta evolved to include commute and work clothes in addition to high-performance workout apparel, we worked to infuse that performance sensibility into the new product. Here we started with a bang, and then gave the customer outfitting highlights to drive traffic across product categories.
A selection of cross-plan email campaigns for Blue Shield. The first campaign message sought to reinforce value for members getting ready for open enrollment. The second is a holiday newsletter, focusing on mental health for current members. And the last, a welcome back email to returning members, highlighting their top benefits.
Value Subject/Preheader:
Supporting every step of your health journey
Blue Shield’s benefits have your back.
Holiday Subject/Preheader:
Your answer to holiday stress.
A mental health guide when you need it most.
Welcome Back Subject/Preheader
Together, we can make 2021 healthier & happier
Explore your benefits today.
Recent blog pieces written for Webex, TaskRabbit, Scandinavian Designs, and more. Click the images to read the original content!
As lead writer for this Series B funded biotech startup, I wrote all copy for their first customer acquisition campaign. This included welcome, nurture, and acquisition campaigns, as well as paid social ads.
In these campaigns, I worked as lead copywriter with our digital team to overhaul and expand the brand’s welcome and winback email series. For the Welcome series, we emphasized product and perk messages, within the element of the core brand mantra—inspiring women and girls to reach their potential through fitness and community.
Athleta’s Winback email project was a 3-touchpoint series aimed at reactivating customer segments with different levels of engagement.
Campaigns targeted a range of customer segments, including recent purchases still engaging with emails, engaged prospects, non-purchasers, and engaged non-purchasers. We differentiated with different promotions, messages and Subject Lines. This example was a 3 month send to lapsed purchasers still engaging with emails.
At first it was tough to speak to the city with this email campaign’s hero image—but then the aha moment came!
