TL;DR

With 18+ years in global B2B SaaS and B2C digital brands, I specialize in taking complex, high-stakes products and making them simple to understand and simple to market. Most recently, that’s meant leading brand, digital, and growth work in AI security, fintech, HR tech, and proptech—spaces where the stakes are high, the tech is dense, and buyers are skeptical by default. I build and lead high-performing brand and growth teams that know exactly what they own, how work flows, and how their output connects to pipeline, close rates, and renewal conversations—not just campaign calendars.

My sweet spot is the intersection of story and structure. I define the narrative (positioning, naming, messaging hierarchies) and then design the operating model around it: component-based websites, content and sales enablement systems, lifecycle and email programs, and the project patterns that keep a marketing org out of chaos. I focus as much on how work is built, routed, and measured internally as I do on what shows up on the homepage, so Sales, Product, and Marketing are working from one clear view of the customer and the product.

Origin Story

Across my career, I’ve worked at the inflection points of multiple industries disrupted by innovation, regulatory requirements, and sudden market shifts. I started in “new media” in music as record labels were rethinking distribution in the wake of Napster. I moved agency-side into UX and content just as responsive web design was emerging. At PayPal, I focused on global copy and product storytelling through major product and brand shifts driven by changing financial regulations and the company’s separation from eBay. Now I lead brand and growth in modern SaaS while AI reshapes how teams work. The through-line is building long-term strategy that’s strong enough to steer the business and flexible enough to absorb what we learn along the way.

That same mindset shapes how I use AI. I adopt it early, but with intention—putting AI into the parts of the workflow where it removes friction, protects the brand, and makes the work sharper, not just using it because we can. I design AI-assisted workflows, prompts, and guardrails that handle the repetitive, mechanical tasks so people can spend more time honing their craft, developing their skills, and leading the work. If you’re looking for someone who can bring clarity to a complicated space, build the system around it, and lead a motivated team that keeps adapting as the landscape changes, that’s where I do my best work.

Recent work that stands out

  • Led a full .com redesign—from IA and UX through copy—and built a flexible component library so launch and campaign pages shipped in days instead of weeks. That overhaul drove a 176% lift in key CTRs and ended the era of one-off page builds.

  • Orchestrated the full GTM motion across web, sales, email, events, and PR—building the story, assets, and plays each team needed. The launch drove $9M+ ARR in six months, outperformed the previous four years of launches, and became the template for how the company now goes to market.

  • Inherited a product portfolio that was being pitched a dozen+ different ways—different diagrams, messages, and visuals by team, deck, and channel. Audited everything across Sales, Product Marketing, web, and email, then built a single portfolio narrative and design system: shared diagrams, naming, messaging ladders, and company-wide templates (slides, one-pagers, solution briefs, email layouts), all housed in a central brand hub. Drove full-company adoption so Sales, PMM, execs, and CS pulled from the same toolkit, supporting 107% of the annual revenue target, 20% YoY growth, and helping fuel 173% more press coverage and 2B+ media impressions. This was done with strong alignment and collaboration with PMM, Sales Enablement and Legal.

  • Reworked how Checkr spoke to each vertical—aligning narrative, proof points, and visual system so HR, operations, and compliance buyers actually saw themselves in the story. Paired each segment with a distinct look, feel, and offer, delivering measurable lift in the first month, and over time helping grow ABM databases 4×, lift campaign CTRs 120%, and improve conversion by 11%, moving top-of-funnel performance from ~80% to ~115% of goal.

  • Started in UX and content design for brands like ESPN, Macmillan, and Tufts Health Plan, then moved into copy-led roles where language and structure drove real outcomes: a PayPal disaster relief effort that helped raise $36M, a Times Square brand push planned for 150M+ impressions, and financial and coaching clients whose new content and social programs saw a 700% lift in weekly engagement and 3,500+ reach growth. That mix of UX, narrative, and performance still shows up in how I build brand systems, launches, and executive stories today.

Professional experience

Pindrop

Director, Brand Marketing | May 2023 ~ Present

  • Rebuilt Pindrop.com end-to-end—IA, UX, CMS backend, tech stack, component library, and product storytelling—turning the site from a static brochure into a launch and campaign engine. The new system cut page-build timelines from six months to a few hours and drove a 176% lift in key CTRs.

  • Built a creative AI workflow system for the company—prompts, templates, review paths, and brand guardrails—so non-writers and non-designers could produce on-brand assets without bottlenecking the creative team. This reduced execution friction, strengthened brand governance, and shifted the team’s time toward higher-value strategic work.

  • Identified gaps across the lifecycle, collateral, web, and customer communications where the story was breaking or deals were stalling, then built a recurring “Spotlight” content program to systematically close them. Each month, worked with Sales and Product leaders only to select one high-priority theme, then executed coordinated assets across SEO blogs, interactive digital content, email and nurture, BDR talk tracks, sales decks, social, and creative event placements (like branded pedi-cabs), layered with a UTM and tagging framework to measure each asset’s contribution to meetings and influenced pipeline.

  • Partnered with the CEO and CPO on a brand story and naming architecture for the next generation of products in a new category—designed to flex with an evolving roadmap so future capabilities can slot in without confusing sub-brands or another rebrand.

  • Consolidated a fragmented product portfolio into a single narrative and design system—one set of diagrams, naming, messaging ladders, and refreshed sales assets (decks, one-pagers, solution briefs, battlecards) with clear roles in the sales cycle. This foundation contributed to reaching 107% of the 2024 revenue target, 20% YoY growth, and helped drive 173% more press coverage and 2B+ media impressions.

  • Led and restructured a seven-person brand and creative team (design, content, web, ops), increasing project throughput by roughly 35% without adding headcount. The team introduced core brand-building and growth initiatives including a new social visual approach, the geo program, the recurring Spotlight content marketing model, a reworked newsroom for thought leadership, lifecycle email and the first nurture program, a cross-functional writing style guide, a refreshed brand book, and a searchable “brand vault” that made on-brand execution easy across the company.

  • Led the pilot of a geo-based go-to-market motion, adapting messaging, creative, and sales enablement for priority regions and creating a repeatable pattern for future geographic expansion.

  • Defined the long-term vision for video and social with the team—setting clear categories (product demos, explainers, thought leadership, customer stories, social cutdowns), standards for run time, scripting, and visual system by channel (LinkedIn, YouTube, web, sales), and reusable templates for intros, lower thirds, and CTAs. Built a brief and repurposing workflow so each video could be clipped and reused across web, social, sales decks, and events without starting from scratch, strengthening consistency and shortening production cycles.

Head of Brand and Digital Experience | April 2022 ~ May 2023

  • Stood up the Brand & Digital function, building a three-person core team (design, content, web) and a contractor bench to support launches, web work, and sales enablement.

  • Ran GTM for Pulse, a flagship, category-shaping product entering a new market. Owned strategy, story, naming input, launch architecture, and assets across web, PR, events, and sales enablement. The launch generated $9M+ ARR in six months, outperformed the previous four years of launches, and became the standard for how Pindrop brings products to market.

  • Led content for web, campaigns, and sales enablement while the broader content strategy was being built from the ground up, laying the groundwork for the later portfolio narrative, sales toolkit system, and full site rebuild.

  • Developed content strategies that tied demand generation and mid-funnel sales programs to pipeline and product priorities, and brought Product, Sales, RevOps, and Marketing onto a shared messaging approach.

  • Created the brand voice and tone guide, writing style guide, and creative standards used across web, email, events, and social, giving internal teams and external partners a practical way to stay on brand without constant rewrites.

  • Overhauled lifecycle and marketing email programs by redesigning templates, flows, and build processes across Marketing, Customer Success, and Demand Gen—improving open rates by about 10% and freeing 20+ hours per month for higher-impact work.

  • Set up the project management system and execution flow for the marketing org—request, intake, scoping, prioritization, and resourcing—reducing low-value execution work by roughly 4–5 hours per marketer per week and giving leaders clear visibility into what was in flight.

Brand + Marketing Consultant

Freelance Creative Director | December 2019 ~ Present

Recent Clients and Projects

  • Advise founders, marketing leaders, and agencies on brand, content, and digital experience — often stepping in as a fractional creative director to get a clear story, a usable system, and launch-ready assets in place.

  • PwC (PriceWaterhouse Coopers LLC) - worked as a Content Designer on a big data platform rebrand, translating a complex product into clear narratives and GTM content for sales, web, and enablement.

  • Entrepreneur and social media influencer (180k+ followers), led a brand pivot: refreshed positioning, created a new digital identity, and designed and launched a website that aligned the original social voice with the evolved business model.

  • Financial services firm, built and executed a social strategy across channels that turned organic into a reliable inbound engine, driving roughly a 700% increase in weekly engagement and ~3,500% growth in reach, and contributing to a steady flow of new leads and closed business.

  • Podcast/media client, created the brand identity and asset system, then managed content and execution across social, a monthly email program, and guest/client communication so the brand felt cohesive at every touchpoint.

Checkr

Senior Manager of Demand Generation + Content | January 2022 ~ February 2023

  • Owned ABM and full-funnel campaign strategy for a complex B2B buying cycle, with responsibility for top-of-funnel pipeline against aggressive annual revenue targets.

  • Redesigned the campaign and messaging framework across Brand, Product Marketing, and Growth, which increased Q1 campaign CTRs by 120% year over year, improved conversion by 11%, and grew key ABM database segments roughly 4×.

  • Built a scalable digital asset and “downloadable content” system (pages, PDFs, and sales materials) that reduced turnaround times by about 3× and eliminated version drift across decks and collateral.

  • Led a pod that covered partners, alliances, digital channels, events, and content—aligning work with Sales and RevOps so programs were measured on pipeline influence, not just clicks.

  • Used data and experimentation to refine the channel mix (email, digital, SEO content, webinars, social) and identify which combinations of audience, message, and offer actually moved opportunities forward.

  • Partnered with campaign operations and marketing ops to improve automation, lead scoring, nurture design, and database hygiene so marketing programs had a clearer line to SQLs and revenue.

RealPage

Creative Director - Copy | April 2021 ~ January 2022

  • Owned brand voice and messaging across multiple SaaS products, balancing a shared RealPage umbrella with product-specific positioning for property managers, investors, and operators.

  • Wrote and structured product messaging for web, email, campaigns, and in-product surfaces, contributing to revenue, adoption, and cross-sell goals across the portfolio.

  • Developed SEO-informed page structures, meta content, and copy that supported organic growth while staying grounded in real product value and customer language.

  • Led copy direction and UX content from discovery and wireframes through GTM and nurture, collaborating closely with design, product, and sales to keep the experience coherent end to end.

PayPal                          

Senior Copywriter | March 2017 ~ November 2019

Department: Global Brand Creative Team      

  • Managed creative execution for global brand and product campaigns across both consumer and business audiences, covering web, app, email, landing pages, paid media, and in-product surfaces.

  • Wrote key work for a Hurricane Harvey disaster relief initiative that reached tens of millions of people and helped drive $36M in donations, and for a brand awareness push with a 150M+ impressions goal that included a Times Square takeover.

  • Developed messaging toolkits and guidelines used by regional teams and external agencies, so global campaigns could flex for local markets while staying anchored in a single brand platform.

  • Produced clear, regulated communications for legal and compliance needs—government-required notices, product deprecations, and account updates—so complex changes landed in language customers could understand.

  • Led creative for sponsored events and guerrilla marketing efforts, working with internal partners and agencies to translate PayPal’s brand into on-the-street experiences..

Copywriter | January 2016 ~ February 2017

Department: North American Creative Concepting Team

  • Wrote across every PayPal digital surface: interaction flows, product UI copy, emails, paid media, landing pages, video scripts, and marketing content for PayPal.com.

  • Turned global brand and campaign strategies into clear, customer-facing stories at the touchpoint level—microcopy, UI labels, onboarding flows, lifecycle campaigns, and internal messages.

  • Presented work and rationale to product owners, designers, and stakeholders, framing copy decisions in terms of UX, clarity, and conversion.

  • Collaborated with design teams and agencies to influence layout, hierarchy, and interaction patterns so words and visuals worked together instead of fighting each other.

  • Used data and research to review the performance of deployed content and pushed for ongoing tests and revisions that improved engagement and business results.

  • Helped maintain and evolve PayPal’s content standards—voice, tone, terminology—so new experiences and campaigns felt coherent with the core brand.

CorePower Yoga                          

Social Media Manager | June 2014 ~ December 2015

Other roles include: Studio Manager & Yoga Teacher

  • Ran social strategy and execution for the Northeast region, increasing Facebook engagement by about 70% in three months while supporting studio growth.

  • Built long-term social plans to grow brand presence and community, plus short-term promotions tailored to individual studio needs.

  • Managed incoming event and partnership requests and kept local marketing collateral and social presence aligned with national brand standards.


Hunt & Gather Agency                          

UX Writer + Content Strategist | September 2012 ~ January 2014

Clients: ESPN, Macmillan Publishing, Tufts Health Care, MITX, GreenLight Fund

  • Led UX writing and content strategy for complex digital projects, including CMS and CRM site builds, responsive redesigns, mobile apps, and integrated email/social campaigns.

  • Planned site architecture and flows, then wrote web and product copy that balanced brand voice with clarity and conversion.

  • Worked closely with design and engineering to ensure that content, interaction patterns, and page layouts told a coherent story from first visit through conversion.

  • Reviewed analytics and user feedback to identify friction points and recommended content and UX changes that improved engagement and task completion.

  • Maintained relationships with senior client stakeholders, translating business goals into clear digital experiences and explaining creative and UX decisions in non-jargon terms.

Account Strategist | January 2012 ~ September 2012

Clients; MITX, ESPN, Foro Energy, Norton Publishing, LionBridge

  • Acted as day-to-day lead for key accounts (including ESPN, MITX, Foro Energy, Norton Publishing, and LionBridge), keeping projects moving and expectations aligned on both sides.

  • Scoped and managed projects end-to-end—timelines, budgets, resource allocation, and status communication—ensuring delivery on time and on budget.

  • Facilitated collaboration between strategy, creative, and technology teams so ideas were realistic, on-brief, and technically feasible.

  • Supported new business efforts with research, competitive audits, and pitch materials that translated client challenges into actionable digital strategies.



DTS Creative Agency          

Brand Manager | October 2010 ~ September 2011

Clients; Sony Records, Stieff Antiques, Lisa D’Amato     

  • Shaped brand and digital strategy for a mobile app start-up and its clients, including web, social, and go-to-market plans.

  • Managed website design, social media presence, and new business creative work from early concept through pitch and presentation.


Boston Phoenix Media Group           

Social Media & Promotions Manager | May 2010 ~ September 2010 

Services: Managed Boston Phoenix, Stuff Magazine, and WFNX radio digital landscape, engagement & promotions

  • Ran digital engagement and promotions across multiple media brands, including contests, giveaways, and partnership campaigns.

  • Wrote press releases and pitches for new partnerships and events, and tracked social, email, and web performance to inform future efforts.

  • Collected, analyzed, and researched weekly social media, email, and web analytics trends. 

  • Brainstormed and executed consumer-engaging contests and giveaways using innovative original ideas and a strong understanding of the target audience and goals of the client and their partners.

Formula PR

Public Relations Associate | July 2008 ~ November 2008

Clients: Turks & Caicos Tourist board, Karisma Resorts, Project 7, ESPN

  • Wrote press releases, coordinated press trips, and managed outreach campaigns to media and target consumers.

  • Produced media guides and supported planning and execution of promotional events and initiatives.

Interscope Records                                             

New Media Intern | November 2005 ~ December 2006

Worked on digital programs for artists including M.I.A., Gwen Stefani, All-American Rejects, 50 Cent, and Snow Patrol.

  • Updated and maintained MySpace pages and early web presences for developing artists and supported updates to the main Interscope site.


Education

Emerson College M.A. in Global Marketing Communication and Advertising, August 2009 ~ August 2010

Chapman University B.A. in Public Relations and Advertising, Minor in Music, August 2003 ~ August 2007

Semester At Sea Circumnavigated the world by ship visiting 11 countries, January 2006 ~ May 2006