Dr. Martens is an iconic global brand. The love for their boots and shoes spans generations, styles, and income brackets — come on, who doesn’t appreciate a classic pair of Docs? This ageless, timeless, effortless cool is something all brands dream of and few possess — and as an aspiring ageless, timeless icon myself, I just had to work with them.

I freelance with Dr. Martens on an ongoing basis, helping out with everything from marketing emails, SMS, and ecomm copy, to paid social ads and affiliate messaging. Their brand voice balances weight and wit, minimalism and romance in such a distinct way, and it’s been a blast being part of their world.

If you live in New York, you might know the best bagel in the city, the best martini, the best vintage shops — but do you know what’s going on inside your own body? That question is at the center of super cool health tech company Function’s OOH campaign, “Find out what you’re made of.” I worked with a Creative Director and another freelance copywriter to come up with the main tagline and the supporting copy for the campaign, which launched in subway stations, turnstiles, and bus shelters across the city. Because in a city that constantly tests your spirit, your ambition, and your style, it’s important to test the health that makes all of those things possible, too.

I worked with a talented team of women to help launch the Headspace Women’s Collection — meditations, mindfulness exercises, and expert guidance related to topics like sex and intimacy, women’s health, and solidarity.

We took this campaign from concept to completion, coming up with the overall look and feel and the hero headline of “Be kind to your body and mind.” We also wrote a suite of supporting headlines to be used across ads, social, landing pages, emails, and in the Headspace app. In a world where a lot of women-focused advertising can seem forced or inauthentic, we wanted to present a positive, empowering voice and visuals without getting too “you go, girl!”

I worked on the messaging strategy for this campaign, and wrote the copy for all marketing emails, in-app modals, in-app content descriptions, and the landing page. After seeing everything completed, I can authentically say, “you go, girl!” (but, you know, not in a cheesy way).

Headspace sends out a weekly newsletter called The Little Things. It’s meant to be a brand moment — not a membership grab, and not necessarily performance-driven. But here’s the thing: it actually performs really well. Each newsletter touches on a relatable topic, and provides actionable tips for bringing mindfulness into your everyday life. I partnered up with a lifecycle marketer to create the editorial calendar for The Little Things and wrote the copy for it. I loved this project because it allowed me to combine educational content with a conversational, witty tone — pretty much my favorite type of copy to write.

I worked with designers, an illustrator, and marketing and PR stakeholders to create the messaging and creative concept for a year-long partnership between Headspace and the National Parks Foundation.

A lover of big sky, gorgeous vistas, and gargantuan old trees myself, this was a dream collab for me. I wanted to capture the positive connection between nature and mental health, and came up with the overarching headline of “Experience mindful wonders.” I also wrote a few supporting headlines designed to evoke the awe-inspiring feeling of visiting a National Park. This messaging was used in social ads, emails, modals, in-app copy, and on a landing page, all written by me. I hope that reading it feels like a breath of fresh air. See more here.

Women’s vitamin company Ritual puts science first. My challenge in leading copy for the brand was to translate all of those fancy science terms into friendly, easy-to-read educational content.

For Ritual, I worked on everything from campaigns, to emails, to print materials, to growth ads. I also ghostwrote long-form content for the Content Editor — check out some of my favorite blog posts I wrote here:

Why You Need Vitamins

The 3 Types of Omega-3’s—And Why They Matter

What is the Best Multivitamin for Vegans?

Concepting and writing The Black Tux Spring/Summer wedding campaign was a blast. Wanting to capture the brand's modern, irreverent values and aesthetic, the Art Director and I centered our campaign around the idea of "making your own wedding traditions." The campaign follows three diverse couples on their wedding days — and, as you'll see, each couple puts their own spin on the classic wedding. I wrote each story for the three wedding videos, as well as the taglines for the campaign: "Traditional-ish," "Be your own wedding inspiration," and "It's a big day — dress accordingly."

When The Black Tux tasked me with writing a funny-yet-informative, entertaining-yet-useful wedding planning guide for grooms, a couple of thoughts came to mind: 1) "I'm a woman who's 'not a wedding person” — how am I going to give wedding advice to men?" and 2) "I've never written a book, and I don't know if I even can write a book." But like every other project I've ever felt unqualified for, I took a deep breath and just did the damn thing (with the help of my co-writer, Jerod, and editor, Zach). The Groom's Guide, as the book came to be called, ended up being 224 pages, and covers everything from the functional (what to ask when hiring vendors), to the functional (the importance of late night munchies for keeping the party going) — with plenty of other valuable tips and tricks in between.

Simply put, this Holiday campaign for The Black Tux was my (very snappily-dressed) baby. Our Art Director, Everett, and I took this multi-channel campaign from concept to completion. I had my hands not only in writing tag lines, landing pages, blog posts, product copy, Instagram captions, emails, and PR announcements — but also making playlists, casting models and dancers, providing input on visuals, and really just making the entire crazy thing come to life. But, I get ahead of myself ...

Tasked with coming up with a less holiday-focused angle for The Black Tux's Holiday collection (as the content and product would live beyond the season), Everett and I chose a festive, "Party-Ready" spin — because what is the end of the year, if not about partying? Since the collection was bold and playful, we knew we wanted to incorporate movement and rich color into the creative, and really turn up the fun factor. For copy, we landed on the tag line, "Who knows where the night will take you — dress for the possibilities," as we wanted to encourage people to really live it up in these statement-making party looks. We also crafted the ultimate Party-Ready playlist to take you through the night — and into the next morning.

By far, the most rewarding project I worked on for Levi's was the global relaunch of their new-and-improved women's denim collection. As a woman, I know the importance of starting each day feeling like you're ready to kick some butt (in jeans that make yours amazing). I drew upon these feelings of transformation and female empowerment — as well as Levi's status in history as the inventors of the first women's jeans in 1934 — to conceptualize and write copy for a global campaign that included everything from a full-blown ecomm experience, to store windows, email and print ads, Levi's store employee t-shirts, and an influencer campaign starring Alicia Keys. To see my campaign slogans come to life was truly booty-ful.

Ask anyone who knows me well, and they’ll tell you I always wanted to work for Levi’s. I’m a vintage lover and lifelong thrifter, and few finds excite me more than a pair of perfectly lived-in Levi’s jeans.

When I finally got to work on the Global Brand Creative team at Levi’s, it was a creative dream come true. I wrote marketing copy for the US and EU markets, collaborating with a team of graphic designers, merchants, and marketers to create on-brand, performance-driven copy for our (many) weekly emails and levi.com. These are just a few of my favorites.

I'm lucky to have worked for a company with a reputation for always thinking forward. Levi's started with an innovative idea (using copper rivets to increase the strength and durability of miners' pants), and has continued to originate for the past 140 years — inventing the first denim jacket, the first women's jeans, and being one of the first retail companies to adopt socially and environmentally aware practices.  My favorite part of being a copywriter for Levi's was drawing from this reputation for innovation to construct robust narratives that engage the consumer and showcase the brand in its most authentic form. Plus, research sometimes included working with a historian to track down cool vintage ads of smokin' hot 1970s ladies in bellbottoms — win!

The Honey Pot Co. makes natural, transparent menstrual care products for humans with vaginas. I was so excited to be given the opportunity to help them out with marketing emails when they needed a hand during a heavy period (pun intended). Their brand voice is bold, honest, sassy, and real — all qualities I love to bring to my copy and enjoyed playing with here.

Three things:

1) I absolutely live for my Solawave Red Light Therapy Wand.

2) I absolutely love taking dry/scientific information and making it punchy and digestible.

3) I absolutely love when I can learn new things from my job.

Lucky for me, all of these points have come together in my work for Solawave, one of my favorite skincare brands.

Solawave approached me with the desire to add more of a “smart, cool best friend who knows a lot about skincare” vibe to their copy, and it’s been fun to ideate with them.

Taking what I learned from working at Headspace and Ritual, I balance incorporating scientific claims into my copy while maintaining a conversational, cheeky tone.

I’ve also learned a lot about skincare, ingredients, and technologies in the process — making me feel like a total brainiac. Check, check, and check regarding my list above.

Also, please note: the last post on this page was for April Fools. There isn’t a skincare product out there that can turn you into an actual baby :)

Sustainable apparel brand Reformation is known for their distinctive copy and cute clothes that make me wish I had more reasons to wear backless dresses in my day-to-day life. That being said, I was beyond excited for the opportunity to write a series of "eco-tips" for the brand's email ads and social channels. The challenge was to take educational material about sustainability and make it conversational, funny, feminine, and on-brand. These were so fun to write and I learned a lot along the way (who knew dishwashers use less water than washing dishes by hand?!).

Luxe sleepwear brand Lunya’s voice is strong, feminine, and funny — three qualities I also possess ;) Clearly, our partnership was a match made in silk pjs. I enjoyed having the opportunity to work on emails for them as a freelancer — it’s not every day that a job allows me to make as many “bedroom” puns as I want.

Take a look at some of my favorite blog posts I've written for Jinx here:

How to Stop Puppy Biting Behavior

The Best Dog Breeds for Families With Children

When Do Puppies Stop Growing?

Am I Ready for a Puppy?

As a self-proclaimed animal-lover, I jumped at the chance to work with healthy dog food brand, Jinx.

The ask: write a series of educational blog posts, optimized for SEO, about dog parenthood. I learned a lot about dogs while writing these (if you ever have questions about how much your dog should eat in a day or what to buy for a new puppy, I've got you), and prioritized keywords while also writing in Jinx's friendly, cheeky brand voice (cuz robotic, clunky SEO articles are the worst). Whenever possible, I tried to connect the educational content of the article to Jinx's line of natural dog food products, linking readers to the Jinx website to buy.