THE PROJECT:

The Bay Area wing of a national home care service, ameriCARESF had new business owners and needed help with their content design. The current copy was rich in sincerity and detail, but needed organization, clarity, and an emotional vulnerability that could meet people in need of care where they were.

THE STAKES

It was summer 2020, the end of the first wave. Access to care for seniors and the differently-abled - many of whom were feeling more isolated than ever before - was critical. On the business side, the new owners understood the moment and truly wanted to do something original, compassionate, and future-facing within their industry.

WHERE I CAME IN:

I worked up some brand guidelines and rewrote most of the website, including layout and UX redesign for main pages. Unbeknownst to me at the time, they then pitched the customer path to the nationwide franchise, who liked it so much they adopted it too. Today, the business is thriving.

Aluna is a spirometry app designed especially for kids. (A spirometer measures lung capacity - it’s weird to say, but way back in 2019, we had no idea what a big deal that was).

I worked on site copy, packaging, as well as talking points and edits on a Forbes bio for their very impressive founder, Charvi Shetty. I also wrote storylines and UX copy and worked on character development for the space adventure game that connects to the app and keeps kids engaged.

From 2018-2019 I worked at Walmart.com as their Beauty & Fashion content manager. It was a mix of pure editorial content development, some heavy Wordpress lifting and analytics tracking, plus influencer outreach. I also helped lead the team toward more editorial visual assets by directing shoots. My fashion pieces were an ideal place to test shoppable imagery tools, and I encouraged the use of serial storytelling in the form of the Beauty Editor column. Along the way, I taught myself more Photoshop, which is a blast.

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From 2011-2012 I worked at WM.com as their Beauty & Health copywriter. I went on to write for quite a few other departments - including Finance, Apparel, Pets, Grocery, and the WM homepage - before I left for Levi’s.

I did some longform SEO content for minted.com covering the topics of Baby Showers and Wedding Planning. Classic content built on keyword lists.

In 2017, I served as the Interim Creative Director at American Giant (their full-time CD was occupied with a much more important venture: bestowing life ).

For a summer, I oversaw all art direction for AG's day-to-day digital marketing needs, plus their Fall 2017 photography and print catalog. It was SO exciting to have my first gig overseeing both art AND copy - I also got to work with a (literally) brand-new agency to develop the American Giant voice and visual language.

In the spring of 2012, I worked as a freelancer in the University of San Francisco's internal Marketing Department. I did some print, some digital, and some Pandora radio ad spots, as well as some heavy-duty editing for their alumni magazine.

In addition to Dockers digital creative, I also worked on a couple of pan-brand email initiatives for the Levi's brand,

As the first in-house copywriter for the Dockers brand, I provided the CRM and Ecommerce team with messaging and concepts for all email and site assets. 

After two years with the Dockers eCommerce team, I was promoted to Senior Copywriter managing all Dockers.com marketing content as well as two junior writers on the pan-brand Product Copy team.