In 2016, the Citi Mobile app was tired. It was clunky. It was … really, really hard to use. In fact, according to McKinsey, 40 percent of the app’s users said that they thought it was difficult to find what they needed on the app.

Along with a team of designers, many product owners, lots of lawyers, and a fleet of engineers, we set out to make the Citi Mobile app much more user-friendly. Over the next six months we crisscrossed the country, hosting co-creation sessions, learning what users needed the most from their banking app, and what they could do without.

I led the overhaul of Citi’s digital copy style guide from the ground up. We made the bank's digital voice more human, cutting down on the legal jargon, streamlining the CTAs, and implementing ADA copy. These new guidelines were implemented throughout all of Citi’s retail banking platforms.

In March 2020, the world went into lockdown, and everything changed, including our own personal economies. People around the globe needed to find new ways to make money, buy goods, and keep their families as safe as possible. Etsy became one of the first places consumers could find and purchase handmade masks. Etsy also became the go-to site for all-things comforting and cozy – the things we all yearned for most during that time. Finally, it became the platform-of-choice for new small business owners to start and grow their own shops. Here are some of the messaging moments that I, along with a team of writers, marketers, and more, created during that time and that helped the Etsy community of sellers and buyers grow, and its revenue increased by 106.7 percent. It was all done while spreading the word to “keep commerce human” and empowering people everywhere to make positive impacts on the world around them.

From 2022 to 2024, quite a bit happened in the global and business worlds that deeply impacted the Etsy seller community: a transaction fee increase, a war in Ukraine, and the Silicon Valley Bank fallout, to name just a few. Here are several examples of how we thoughtfully addressed and supported sellers around the world, helping them navigate complex situations, while still growing their businesses. These were all-hands-on-deck initiatives that included partners from every corner of the business, including corporate communications, the payments team, engineers, product managers, the trust and safety team – all to make sure we were communicating the right details in the right way. Want to hear a little bit more about how we landed on content strategy and tones of voice? I’d love to share!

Valentine’s Day, the holidays, spring break: Victoria’s Secret loves a moment to show off. From 2013 to 2016, I helped the company shine its brightest during its biggest seasonal campaigns.

Along with a talented team of writers, designers, lawyers, merchandisers, and more I led many of the company’s swim campaigns. I created online experiences that engaged the core audience, and invited them to come back again and again. I also directed the company’s first ‘magalog’ (a catalog and magazine hybrid), highlighting the Victoria’s Secret Angels’ ultimate beach vacation and all the merch that went along with it.

Below are a few of my work examples from my time at Victoria’s Secret.