Brand & Editorial Strategy
I help organizations clarify what they stand for—and build messaging systems that carry that clarity across channels.
My work spans brand voice development, campaign strategy, executive messaging, and large-scale editorial initiatives. The through line isn’t just writing. It’s alignment: audience, tone, structure, and measurable impact.
lululemon: RUNNING GIVES
(Global campaign)
Type of work: Global brand repositioning
Challenge
Reposition lululemon as a credible running brand ahead of Fall 2025, reframing its role within a highly competitive category.
Strategy
Anchor the campaign in a manifesto-driven insight —RUNNING GIVES—positioning the sport as transformative and generous, and aligning product storytelling with emotional identity.
Execution
Served on the global campaign team, developing content across 10+ channels and ensuring cohesion from flagship product storytelling to in-store environments, paid media, product films, and international seeding efforts.
Outcome
Established Fast and Free as the centerpiece of lululemon’s Fall running push and supported a coordinated global repositioning across key seasonal moments.
Levi’s: North America
Copy Systems Framework
Type of work: Messaging framework
Challenge
Levi’s product and campaign content spanned multiple categories and channels, but lacked unified guidance for working across distinct copy systems.
Strategy
Developed a comprehensive guide to for operating within these systems, clarifying voice principles and messaging across product descriptions, campaign storytelling, and retail environments.
Execution
Audited existing systems and built a structured framework outlining voice guidelines, system distinctions, usage rules, and scalable examples for content teams.
Outcome
Delivered a durable North America reference guide used to align messaging, strengthening consistency across seasonal and product launches..
lululemon: Suni Lee Define Jacket Launch (North America)
Type of work: Athlete-led product refresh
Challenge
Capitalize on Olympic momentum and authentically align lululemon with a high-profile athlete while driving traffic to the Define Jacket franchise.
Strategy
Leverage Suni Lee’s organic affinity for the brand—she’s a self-described “lululemon girlie”—to position the gold-zip Define Jacket as both cultural moment and product upgrade, aligning athlete credibility with franchise storytelling.
Execution
Developed ecommerce launch content and supported social rollout across North America, translating campaign energy into product and category messaging designed to convert.
Outcome
Contributed to a 500%+ increase in traffic to the Define category page and a 26% lift in click-through rates, reinforcing the franchise’s momentum and paving the way for more partnerships with Suni.
Microsoft: Editorial
Type of work: Executive thought leadership
Challenge
Support Microsoft Design leadership in articulating how branding, product, and UX writing intersect—and position those ideas for a broader design and tech audience.
Strategy
Partnered directly with Microsoft Design executives to translate complex internal thinking into clear, audience-facing narratives while preserving authentic executive voice.
Execution
Ghostwrote and refined Medium columns exploring brand–product alignment and the cognitive impact of UX writing, shaping stories that bridged organizational insight and industry conversation.
Outcome
Strengthened Microsoft Design’s external thought leadership presence and clarified how internal brand and UX practices influence product, culture, and collaboration.
lululemon: Black Friday & Cyber Monday (North America)
Type of work: High-volume promotional system
Challenge
Deliver a cohesive Black Friday and Cyber Monday experience across 700+ marked-down products while maintaining brand clarity, promotional urgency, and operational accuracy.
Strategy
Develop unified campaign messaging that could scale across product, membership, and logistical communications—ensuring consistency across web, app, and email during a high-volume, time-sensitive window.
Execution
Led messaging development across hundreds of digital assets during a compressed production timeline, coordinating with merchandising, operations, and marketing teams to align promotional, transactional, and brand systems.
Outcome
Supported one of the year’s most revenue-critical events with clear, cohesive messaging across all customer touchpoints, while simultaneously managing additional seasonal campaigns including Boxing Day and New Year promotions.
The Recording Academy: GRAMMYs Soundcheck Interactive Chatbot
Type of work: Interactive audience experience
Challenge
Sustain audience engagement between GRAMMY nominations and the live ceremony while driving traffic to deeper editorial content.
Strategy
Design an interactive, quiz-driven chatbot experience that blended music trivia with narrative storytelling — rewarding participation with progressively unlocked content on GRAMMY.com.
Execution
Wrote and structured a multi-month conversational flow, crafting dynamic responses for every answer path and developing weekly content designed to balance timely cultural moments with evergreen music stories.
Outcome
Delivered a high-engagement interactive campaign spanning the full awards season window and received direct recognition from the Recording Academy for creative execution.