SELECTED WORK
curated portfolio projects.
I’ve worked across product, brand, lifecycle, editorial, campaigns, research, systems, and strategy—sometimes all in the same week. While some of my work can be explained in full case studies, some things are more like a pretty display window for my career.
JUMP TO: brand + campaigns · lifecycle + growth · storytelling + editorial · product + UX · systems + strategy · full case studies
BRAND + CAMPAIGNS
Helping build brands, often from the ground up.
FRESHLYFINDS · SNACKS
Building a sub-brand.
Developing branding and communications around a new line/sub-brand of subscription snack and dessert boxes.
FRESHLY · NATIONAL EXPANSION
Bringing in new customers from across the country.
Email, direct mail, landing pages, and digital ads announcing that Freshly was becoming available to a much bigger audience.
PACKAGING DESIGN
Branding, from the inside out.
LIFECYCLE + GROWTH
Relationships take work.
FRESHDIRECT · FRESHLY
You’re welcome.
Welcome inserts, email series, promotional inserts, and the work of making a new customer feel welcome.
IOS LAUNCH
There’s an app for that.
From emails, inserts, and updates to content design and notifications.
“30 DAYS, 30 WAYS”
Building daily content around New Year’s resolutions.
Strategy, blog, social, partnership work, and direct mail.
FRESHLY · NEW MEALS
You say you want an evolution…
Over my time at Freshly, I evolved new meal content across every marketing and product touchpoint. Bite-sized content helped reinforce brand values and build relationships with customers through notifications, naming, packaging, and more.
STORYTELLING · EDITORIAL CONTENT
CONTENT IS EVERYTHING, EVERYWHERE ALL AT ONCE.
Producer stories, own-brand product descriptions, seasonal editorial, landing pages, partnership collateral, blog posts, packaging, meaningful merchandising, and the cyclical work of helping users decide what to put in their carts.
FRESHDIRECT · SEASONAL MERCHANDISING
Every season, every surface.
An online grocery store is an enormous content ecosystem. Seasonal/holiday tentpoles, cross-functional planning, and strategic systems helped me optimize content production and development, making an endless need for copy more efficient for a tiny copy team of one (and, eventually, two).
PRODUCT + UX
bringing clarity to complicated products.
META · NUMBER + EMAIL ACQUISITION
Building a cross-app Settings experience.
Content design for a contact-point management flow in Meta’s new Accounts Center. View →
INSTAGRAM · RETAIL ADS
Making retail features feel like part of Instagram.
Designing scalable solutions for ad experiences. View →
INSTAGRAM · RETAIL ADS
Gen AI education.
A deeper look at UX work in Amazon’s A+, a seller-facing content management system. View →
META · NUMBER + EMAIL ACQUISITION
Acquiring accurate address book info.
Confirming and updating contact points touched identity, signals, disclosure language, WhatsApp, deletion flows, testing, and Help Center content.
SYSTEMS + STRATEGY
BIG THINKIN’.
META · SURVEY DESIGN SYSTEM
A system designed to work for anyone designing a survey.
Survey types, decision-making guidance, dos and don’ts, peer documentation, and a fun “Choose your own adventure” visual framework for choosing the right pattern. The goal was consistency without making every team ask the same questions from scratch.
