I’ve done a lot in almost 20 years of marketing. These projects make me proudest.
2 Million Card Giveaway Organic Campaign
The brief: Create a multi-platform campaign promoting a million-card giveaway that both encourages consumers to reach out to each other during the pandemic and affirms them for their caring actions in a time of uncertainty.
Team solution: A cohesive campaign delivered primarily via social media and email, with a landing page, confirmation page, and exclusive printed envelopes to deliver the consumers’ free cards.
Results: The campaign was so successful that all one million cards were given away in approximately 36 hours, prompting the company to give away another million and netting the company hundreds of earned media hits.
Celebrate! Organic Content Campaign
The brief: Create a multi-platform strategic content marketing campaign for the launch of a new collection of mix-and-match, coordinating partyware.
My solution: An integrated campaign that revolved around a “content hub”—three inspirational blog posts with corresponding photo shoots.
Blog editorial was adapted for social posts (e.g., “11 party ideas for adults”), written per SEO best practices after conducting keyword research, and drove consumers to the e-commerce side of the site to convert.
Photo and video assets captured at the shoot were utilized across multiple platforms for various in-feed and Stories needs, creating a cohesive look and feel across platforms while still allowing us to flex and meet audience expectations on each platform (more inspirational on Instagram, more low-fi on TikTok).
Results: Combined, the articles met the industry average benchmark e-commerce conversion rate of between 1% and 5%.
Campaigns & Strategy
Optimizing against competitors
The brief: Rework an existing blog article to regain traffic lost to competitors and the increasing prevalence of AI in SERPs.
My solution: After conducting keyword research and comparing our existing article with current keyword competitors, I was able to outline and brief a writer on how the piece needed to be restructured and rewritten.
Results: The resulting article saw an 800% increase in traffic in the weeks after republishing, and has maintained this new level of traffic since.
Meeting consumer needs through keyword research
The brief: A holiday-focused article that will earn high rates of organic traffic and drive revenue to e-commerce.
My solution: I pitched article that was born out of my own needs and backed up by keyword research: A massive list of stocking stuffer ideas for all kinds of recipients.
Results: The article included multiple e-commerce links and drove more than $60K in revenue in Q4 2022. It has since gone on to be a top performing Q4 article each year, both in terms of organic search traffic and revenue.
SEO and Keyword Research
Paid ads that stand out
Not a lot of room for editorial? Not a problem. If there’s only space for five words, I can still get the point across. I am familiar with advertising-based business models and have written for full-funnel marketing tactics from awareness to conversion to retention.
Working with beloved brands
I have extensive experience working with licensed properties, finding ways to make them shine that both honor the brand’s legacy (and legal requirements) and promote the product.
Marketing emails that engage
I have several years’ experience writing and directing marketing email copy, generating T-codes, and working with Ops team to finalize wireframes in SalesForce and Figma.
My current team’s emails consistently have low unsub rates and heat maps demonstrating that consumers read all the way to the bottom and keep clicking.
Digital Marketing
*Award-winning series
Video posts that entertain and educate
Every social platform’s user base has its own set of expectations. I’ve directed or written concepts and captions for hundreds of videos across all major social media platforms, with the majority of my experience in Instagram and TikTok.
Static in-feed that stops scrolling
From highly sharable sentiments to engagement-promting product features, I have written or directed editorial for thousands of organic social posts.
Organic Social Media
Times are tough for blogs
That’s why I make sure every article I write or direct is optimized for conversion, using SEO best practices and solid keyword research, as well as trends and tones that will connect with readers. And it works!
!n November 2023, the site saw its highest revenue month ever. And despite site traffic trending down YoY in February 2025—a common woe for many blogs as AI results dominate in SERPs—the site I manage saw a 11% increase YoY in ecommerce site visits and an 8% increase in direct revenue.
Telling stories with product
Organic content should be so generous that even if the reader doesn’t buy anything, they still get value out of consuming it. That’s how you build brand equity! Of course, it would be nice if they DID buy something. And the better you are at weaving products into your inspiration, the more natural it feels.
For this piece, I worked with the team’s senior designer to create curated gift bundles using the season’s priority product. An added touch: A general section up top that boosts the article’s chances at showing up in AI-generated search results for related keyword queries.
Leveraging my love of cooking
As the managing editor on a lifestyle blog, I’m required to have expertise on a number of topics. But the one I’m most passionate about is cooking.
I’ve had a few opportunities to develop and publish my own recipes on the Hallmark Ideas & Inspiration blog, like Homemade Pumpkin Spice Latte Syrup, “Cookies and Scream” Popcorn, and Chocolate Cherry Cake Truffles.
Blog Content
Tradeshow takeaways to fit any need
These brand essence cards gave us a modular way to provide prospective retailers with takeaway information about only the card lines they were interested in, nestled in a cute envelope all their own.
Annual reports with impact
As senior writer and editor at UChicago IT Services, I was given the task of overseeing production of an annual report that our Chief Information Officer could use to demonstrate the effectiveness of the department’s many tech initiatives to university administrators.
I was pleased to find out later—after leaving this position to relocate——that the CIO took a copy of the report with her to hold up as an example of what she wanted her future annual reports to look like.
Alumni magazine features to spur fundraising
My work at both the University of Chicago and Kansas State University offered the opportunities to write features for alumni magazines.
The UChicago feature was an especially interesting challenge, as it gave me the chance to hone my skills when it comes to taking highly complex information and translating it for lay audiences. Read the piece here.
Leveraging local knowledge
Having had the opportunity to live in Chicago for five years, I had a unique perspective that I was able to leverage in this ad copy, promoting a limited run of greeting cards specifically designed for local consumers and sold only in the the Chicago Walgreens flagship location.
The ads ran in the city’s RedEye newspaper, a publication that caters to the city’s 18-34 year-old population and is synonymous with commuters.
*Award-winning
Print Media
Interviews & Confessionals
I have a lot of experience with subject interviews, from scientific experts and celebrity influencers, to artists and employees. I come to all interviews prepared with questions, with an eye toward what kind of story I’m trying to shape with their soundbites.
When needed, I help coach interview subjects through making a soundbite more concise, and I’ve been told by more than one interviewee that I have a calming presence that helped put them at ease.
Recruitment
My first video project—a recruitment video for Kansas Emergency Medical Services—required me to be a writer, project manager AND actor. I’m still not sure how I talked the local fire department into getting a wrecked car and turning it over in the street for me.
*Award-winning
Advertising
Our marketing team was asked to come with something disruptive that would help consumers think outside the usual romantic sending situation for Valentine’s Day. I ended up writing this script to not only address the pervasive trend of cyber bullying among teens and pre-teens, but also appeal to the self-conscious girl in every adult woman and show her how far a little kindness can go on Valentine’s Day.
The spot generated 70 million impressions during the course of the media buy. The campaign partnership with the Oprah Network drove a 17.25% activation rate—exceeding the Hearst Lifestyle Benchmark.
Unfortunately, it is no longer available online.
*Award-winning
Video
Beyond social video, I also have several years’ experience writing scripts for paid linear TV ads, recruitment videos, product launch spotlights and more.
On Air with Ryan Seacrest
Credit: Script Writer
Customer Spec Work
Credits: Script Writer & VO
In-store Radio
Credits: Script Writer & VO
Executive Spec Work
Credits: Script Writer & VO
Audio and Voice Work
I have experience writing scripts for everything from :15 to :60 terrestrial and streaming radio, to promotional video voiceovers and more. I’ve also performed voice over for some of these spots, as well as a few products with sound/music.
Program Knowledge & Software Experience
These are just the ones I can think of that I use most often! I pick up software programs fairly easily, so if you use one that I don’t have listed here, I’m happy to learn it.