Principal Copywriter at Home Instead (Honor) (2025-01 – Present)
- Shaped brand voice and content strategy for Home Instead, the world's largest in-home care company.
- Introduced a new brand messaging framework replacing generic care-industry language with person-centered storytelling across web, email, digital, social, SEO, and CRM programs.
- Directed design leads, motion designers, and videographers on growth campaigns for social, digital, outdoor, and direct response.
- Built a custom AI tool to speak in the brand's voice, improving the consistency of messaging across marketing and design teams.
Consultant, AI Maker, Founder (Freelance) at Chronicle (2024-05 – Present)
- Founded an AI development consultancy to explore the intersection of AI and content design.
- Created Timbre, a tool that generates brand voice and tone guidelines from a company's existing content and keeps them current as the brand evolves.
- Developed an editorial tool called The Copy Desk that flags AI writing patterns in copy and rewrites it to match a brand’s voice.
- Trained and evaluated LLMs against custom rubrics, tuned prompts, defined model behaviors, then documented the patterns so anyone could apply them.
Associate Creative Director, Copy at Varsity Tutors (Nerdy) (2018-05 – 2024-04)
- Led brand voice and content strategy during the company's highest growth period and contributed directly to Nerdy's $1.7B IPO.
- Built and maintained the company's brand tone and style guide, ensuring a consistent voice across brand, product, and content writing throughout the organization.
- Wrote and engineered a customizable collateral system for 100+ unique audiences. Folded into an existing nurture program, it lifted conversion by more than 20%.
- Launched an e-commerce site for a state-funded learning support product, owning content and UX design and delivering a 12% add-to-cart rate and 4% sales conversion.
- Overhauled a struggling CRM email program, cutting the unsubscribe rate by 60%, from 0.5% to 0.2%, and lifting new product trials.
Creative Director at HackerAgency (2013-12 – 2017-12)
- Managed creative teams and wrote copy for clients including Bing, Progressive, SoFi, AT&T, and Uber. Led creative for new business projects, winning some of the agency's most significant accounts.
- Wrote and managed lifecycle campaigns for Bing Ads that used personalized content and A/B copy testing to lift conversion by 122% and click-to-open rates by 89%.
- Overhauled Progressive's CRM email program, lifting open rates by 25% and click-through rates by 40%.
- Headed creative for SoFi’s direct marketing programs, beating controls for the student loan refinance segment and achieving a 5% response rate for the personal loan segment.
- Created a digital and direct-response driver-recruitment campaign for Uber that doubled conversion.
Associate Creative Director, Copy at Rivet (FCB) (2008-10 – 2013-12)
- Led creative at a top Chicago agency, connecting global brands like Microsoft, Levi's, Boy Scouts, and Casio with their audiences across broadcast, print, experiential, and out-of-home.
- Elevated NIPSCO from last place to No. 2 in J.D. Power rankings through an integrated rebrand campaign that shifted customer perception from “evil power company” to “eco-minded neighbor.”
- Directed a rebrand for Boy Scouts of America, wrote the brand guidelines, and expanded an inherited tagline into a national recruitment campaign that sold kids on the adventure and parents on the values.
- Concepted and wrote a multi-format launch for Casio Cameras that included national print and digital campaigns, a CES monorail station takeover, and an 11-panel billboard in Times Square.
- Initiated a Microsoft Education partnership with VH1 that grew awareness for the Shape the Future program, exceeding the client's goal by more than 20%.
