Hi.
I’m a creative leader and writer with over 20 years of experience both at agencies and in-house. Let’s make something awesome together.
I’m a creative leader and writer with over 20 years of experience both at agencies and in-house. Let’s make something awesome together.
For four years, I was the lead writer and ACD for almost all the Fresh Step digital work. That meant I defined the brand voice, did content strategy, concepted campaigns, wrote every email, wrote and revised the main site many times, wrote social posts, and helped shape, create, rebrand and rewrote the entire loyalty site. This included content like ads, SEO-driven long-form articles, videos, and more. I teamed up tightly with designers, PMs, and devs, and developed thriving relationships with clients. And yes, I really, really love cats.
I’m obsessed with my cat. Which made me the perfect ACD and writer for the Fresh Step site. View the site
Fresh Step recently pivoted their loyalty program, Paw Points, to be inclusive of other brands as well. I helped concept and rewrote the entire site soup-to-nuts, from top level messaging down to reward descriptions, along with accompanying emails. See the Paw Points site
Going beyond just litter, the brand is your cat-confident confidante. We produced 33 SEO-driven articles and videos that aligned with that positioning.
Read: How to Understand Cat Communications
Watch: Famous Cats Through History
Fresh Step partnered with the SPCA to create a pop-up in LA and NYC. When visitors entered, they were greeted with the sight of adorable—and adoptable—felines walking on a glass catwalk above their heads. I created a lot of advertising for the event, including these intriguing social posts.
