Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

This was one of those projects where I was completely fascinated by the subject matter.

I was familiar with embryonic stem cells from what I had read in the news, but I’d never heard of umbilical stem cells. Apparently, the cells can be harvested from a baby’s umbilical cord and kept in a “bank,” where they can later be used to help correct a child’s health or developmental problems.

I did a lot of research on stem cell banking before developing the voice and copy for the Cord Blood Registry’s website. A competitive analysis showed that pregnant women received an onslaught of information from cord blood banks as soon as they showed up on a relevant mailing list. Our idea was to give these women some room to breathe and allow them to connect with a community of other women and couples who were making the same kind of important decision.

Senior Copywriter & Concept Developer
DDB Worldwide / New York (Contractor)

If you’re like most Americans, Knorr is a brand you’ve been enjoying ever since you were a kid, but never even realized it.

Research showed us that most consumers had no idea how much Knorr had to offer. So we developed LetsMakeKnorr.com as a way to display the product line and offer up easy recipes.

I served as the lead writer on the site, and helped develop the user experience and brand voice.

Senior Copywriter & Concept Developer
MRM Partners / New York (Contractor)

This was another über-fun banner campaign we did for Wendy’s. It was centered around the Beadies – which were, basically, the anthropomorphic embodiments of Wendy’s burgers. In each banner, a Beadie would come out and demonstrate exactly why it was so awesome.

Senior Copywriter
Saatchi & Saatchi Healthcare / New York (Contractor)

For many of those suffering from multiple sclerosis, the disease feels more like an obstacle than anything else. Focus group research showed us that people living with MS really just wanted a way to hold onto their independence while coping with the disease. Our team developed MoveOverMS.org as an online resource for “working around” MS. Editorial in format, the site offers relevant articles on everything from money management to “doable” vacation ideas. I served as the lead writer on the Daily Planning section and supported the writers working on the other segments.

Senior Copywriter
Ogilvy Interactive Worldwide / New York (Contractor)
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AXIL was a site that we developed for Goldman Sachs to serve as an online source for learning about, and applying for, college loans. Based on our competitive analysis, we saw that there was a desperate need for a clean, intuitive way to engage with college financing. I worked with the Ogilvy team on developing a step-by-step site narrative, as well as a brand voice that evoked a spirit of ease and positivity.

Senior Copywriter
DRAFTFCB / New York (Contractor)

In 2006, DRAFTFCB paired up with celebrity photographer Stephen Wilkes to develop a new lifestyle approach for the Hampton Inn brand. This included re-imagining the brand voice and positioning the hotel and its staff as travel experts – offering unique and relevant information about the areas where the hotels were located. I served as one of the lead writers on the project, developing the tone of voice, along with a template on how to implement the it throughout the site and other communications. I also helped develop the mapping feature that allows users to learn about the area they’re planning to visit.

Senior Copywriter
Funktion Studios / New Jersey (Contractor)

Located in historic Hyde Park, NY, Journey Inn is one of a number of bed & breakfasts offering comfortable lodging in the area. To set them apart, we wanted to create a site that evoked the warmth and charm of the Journey Inn experience, but also positioned it as a central hub for exploring the Hudson Valley. Equal attention was placed on both the accommodations and the inn’s proximity to some of the area’s most famous attractions – establishing it as an elegant and affordable alternative to their competitors in Hudson and Rhinebeck, NY.

Senior Copywriter
Funktion Studios / New Jersey (Contractor)

When I was brought onto this project, I hadn’t even heard of such a thing as “natural family planning.” Essentially, it’s a method of birth control based around a woman’s natural fertility cycle. Many couples interested in having a baby have adopted the method as a way to increase their chances of fertility.

As a way of spreading awareness and educating couples, New Jersey Natural Family Planning asked us to create an online resource that would provide both helpful information and a calendar of upcoming educational events.

I served as the lead writer and content strategist, developing the narrative that would guide people through the site and prompt them to sign up for a class or the organization’s newsletter.