Oh hi, I’m Linda.
Welcome to my website! Scroll on for a little background about my career before taking a deep dive into my portfolio. (Or don’t! Feel free to jump right into things! I’ll leave a CTA riiiiight here. The rest is up to you.)
COPY•CONTENT•DESIGN•STRATEGY
I make complicated things clearer, warmer, and human-er.
I care about honest language, thoughtful systems, and creating stuff people can connect to. Corporate brain, feral heart.
VOICE•SYSTEMS•CAMPAIGNS•STRATEGY
about MY work
The products I’ve worked on have rarely been simple. They’ve involved operations, regulation, emerging technology, privacy, brands in need of a voice, and complex problems that took some tackling.
My job has been to distill complexity into simple calls to action. Sometimes that took the form of an intricate 0–1 cross-product flow for a tech company; sometimes it was building cross-channel content about the nutritional benefits of milk from grass-fed cows on local Amish farms.
A FEW REASONABLE QUESTIONS
“So, what kind of writer are you?”
Brand or product?
Both. I’ve never found the line between them especially useful. More of a hindrance in fact.
Words or design or strategy?
Also all three. Whether I’m writing a campaign concept or a site-wide content standard, my work can’t exist in a vacuum. My biggest skill has always been my ability to zoom out, in, out, and in again, because the work almost always demands it.
Food or tech?
I’ve spent enough time in both to know they’re more complicated than they look! As for what’s next… In an ideal world, I get to develop thoughtful, holistic content and copy for a brand that will leave the world better than they found it.
WHAT I ACTUALLY DO
The words are visible, The strategy’s baked in.
Underneath the obvious stuff are lots of little decisions about what belongs where, what people need to know, what has to scale, what’s compliant, and what to do when the happy path is more of a dark alley.
Much of the work I’m proudest of wasn’t assigned to me and/or didn’t come with a brief. It came about because a project lacked direction, a system needed structure, or separate creative and product teams needed someone to connect the dots.
My work is in systems.
Voice, frameworks, information hierarchy, guidance, documentation, decision-making.
My work is in learning things.
Products, people, edge cases, unfamiliar subject matter, and what matters to the business.
My work is in writing things.
All things: brand voice, UX, product details, campaigns, ads, storytelling, legal, etc.
My work is in testing.
Research, experimentation, content testing, iteration, performance signals, creative intuition.
AN ASIDE ABOUT SUBJECT MATTER EXPERTISE
i like to fully understand whatever i’m doing.
At FreshDirect, that meant the subtle taste profile of a cross-pollinated fruit hybrid. Later at Meta, it was the international regulatory policies around data privacy. The subjects change, but the intellectual curiosity always remains. I am and always will be a questioner, no matter what’s lurking in the answers.
FROM OMEGA-3s TO LLMs, MY SUPER POWER IS DISTILLING.
*HUMS* 🎶 THE GIRL FROM IPANEMA GOES WALKING 🎶
fun email interlude.
THE WORLD AND THE WORK ARE CHANGING
how we work continues to evolve.
I use gen AI to outline, streamline, unearth, and pressure test my work. But I believe trust, nuance, and creative excellence will always need human expertise at the helm. Outsourcing those things is a race to the middle.
Lifecycle systems,
product experiences,
behavioral research,
experimentation,
content frameworks,
privacy-sensitive UX, and
AI-assisted creation
all require human judgment to be really good.
META
AMAZON
VERIZON
SETTING THE TONE
BEHIND THE Brand voice
At Freshly, I developed a brand book and usage guide based on the copy and content I was already creating as the founding copy and content lead (building the plane while flying it, etc).
THE PERSON ATTACHED TO ALL OF THIS
distilling it down.
I’m an experienced creative who has spent my career navigating the parts of the job that are often kept in separate boxes. I like dot-connecting, the poetry of language, human behavior, and figuring out how to make things work better.
Outside of work, I write, make art, take photographs, and watch a lot of reality TV.
still here? Say HI!
Reach out about working together. I’m also not going to stop you if you want to chat about [the anthropological significance of] reality TV*. Or your favorite seltzer flavor. I’ll start: Mine is usually some variation of cherry-lime or fruit punch.
*Yes, I mentioned it twice. Listen, I love prestige TV with excellent writing and character studies, too. It’s the golden age of television—I can have it all!