Experience

 

Thinkific  — Team lead, content design

February 2022 - Present

  • Manage the content design team

  • Create, maintain, and evolve the brand's copy, voice, and tone guidelines to ensure consistency and authenticity across all content touchpoints
    • Collaborate with cross-functional teams to develop and execute content strategies that align with overall marketing and business goals
    • Analyze content performance data and user feedback to continuously optimize effectiveness and conversions
    • Work directly with the UX and product teams to write in-app copy flows and customer journeys (using tools like Figma and Miro)
    • Continue to create high-quality and impactful copy for a wide range of assets including landing pages, email campaigns, paid ads, product descriptions, and more

Thinkific  — Senior conversion copywriter

February 2022 - JULY 2023

  • Craft short-form content designed to capture the hearts and minds of our customers while improving the clarity of our programs and inspiring action
    • Edit and write copy that increases conversion metrics for email, our website and sales pages, paid ads, webinars, and top-line brand messaging
    • Conduct ongoing customer and industry research to develop a rich understanding of the motivations and fears of our customers to craft compelling copy that converts
    • Refine and tighten the brand voice and copy guidelines used across the organization
    • Work with our Marketing and Creative teams to optimize conversion at every step of the funnel
    • Make recommendations for optimizing existing content for quality and effectiveness
    • Champion a data-first approach to crafting copy using ‘voice of the customer’ insights
    • Identify and launch copy experiments to improve our customer experience and conversion metrics
    • Improve marketing copy across the customer journey by shaping messaging for different audiences
    • Lead the core messaging development for new product launches and marketing campaigns by transforming project briefs into clear, persuasive, and customer-focused copy

ARTICLE  — copyWriter

july 2019 - FEBRUARY 2022

• Worked with the advertising team to create strategic, on-brand, engaging copy
• Supported the video and photography team with copy for creative projects
• Collaborated with social media and design teams to build out content for various social channels
• Wrote SEO-focused blog and product content
• Contributed to email content, employ best practices, and implement learnings from test variants
• Worked cross-functionally with marketing and creative teams to ensure that projects meet the goals of all departments, ensuring brand consistency and veracity
• Worked with internal and external stakeholders to develop messaging and gather campaign details
• Independently researched to stay on top of decor and furniture trends

lululemon  — copyWriter

Contract

  • Crafted content for lululemon’s membership program

  • Worked alongside designers and other key team members to create concepts, content, and digital assets for weekly marketing emails

  • Developed an understanding and knowledge of the product details in order to

Hootsuite  — copyWriter

AUGUST 2015 - April 2019

  • Wrote and researched content for a range of editorial and conversion formats (blog posts, ads, video scripts, ebooks, emails) and audiences to drive traffic, engagement, and leads

  • Developed and presented writing workshops to employees and executives in the wider organization

  • Employed best SEO practices in the content produced

  • Used experience and expertise to help innovate in the content space and identify new areas of opportunity

  • Planned creative and editorial brainstorms that contributed to the business’ overall strategy

  • Used my deep audience knowledge and curation skills to deliver content to our audience to build loyalty, drive leads, and continuously surprised and delighted our customers

Proper Propaganda — Communications Manager

MAY 2015 - May 2016

  • Plan, implement, evaluate, revise, and maintain marketing and communications strategies and systems that align with general internal and external direction

  • Compose written materials such as media releases, internal documents, and other communications assets

CauseForce — Communications Coordinator

APRIL 2013 - MAY 2015  

  • Secured top-tier media coverage for events across North America

  • Communicate with media and event participants and transcribe phone conversations into media pieces

  • Monitored media and produced bi-weekly reports

  • Constructed media kits, consisting of: news releases, advisories, backgrounders, fact sheets, and participant bios

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Education

Simon Fraser University

Bachelor of Arts, Communications

2008 - 2013

Minor: Publishing

  • Developed a foundation built upon high-level communications principles and skills

  • Established and grew critical thinking and writing proficiencies

  • Applied knowledge regarding an integration of technology and human intelligence, forming a bond between syntax and lived experiences