This animated Instagram carousel was designed to capitalize on rising search interest around stagflation amid ongoing economic uncertainty. I crafted clear, concise creative asset and caption copy that explains a complex term in plain language—helping Fidelity meet its goal of educating and engaging emerging investors where they already are: on social. 

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Fidelity Youth® is a financial app designed for teens (ages 13-17) to help them learn the basics of saving, spending, and investing and prepare for a financially independent future. As lead UX Content Strategist for the Youth app, I was tasked with creating in-the-moment learning content that would help novice teen investors overcome barriers, understand key concepts, and feel confident placing their first trade.

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To support the launch of a new product in the Fidelity Youth® app—basket portfolio investing—I created an animated, swipe-through lesson introducing teens to baskets in a way that feels intuitive and engaging. I wrote the in-app content and collaborated closely with designers on the visual flow, motion, and pacing of the experience.

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To simplify a complex concept, the lesson uses an accessible analogy: investing in a basket is like buying a meal kit—you get a curated mix of ingredients (stocks) with a clear recipe (theme), no advanced prep required. The goal was to meet novice investors where they are, making investing feel approachable while reinforcing key principles like diversification and risk awareness. This lesson went live in the Fidelity Youth® app at launch of Youth Baskets (April 2024).

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I partnered with cross-functional teams to reimagine a cash yield landing page for brokerage customers. The page played a central role in one of the company's paid and organic campaigns aimed at converting high-intent prospects who are concerned about inflation and want idle cash to work harder.

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A digital metabolic health business contracted my services for blog content creation and SEO consulting. ​Linked below is an article that was published January 2025 and, within two weeks, secured the #4 ranking for the keyword "microdosing ozempic" and also captured the first row of the People Also Ask section of the SERP, "What is a microdose of Ozempic?" 

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A 3-part email sequence designed to convert high-intent users who dropped off during checkout. I developed the messaging strategy and wrote all copy to reignite interest, address cost concerns, and drive urgency—while maintaining Calibrate’s science-forward, empathetic tone.​

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This ghostwritten blog post reframes obesity from a clinical cost driver to a workforce performance issue—helping Calibrate advance its thought leadership with employer audiences. I collaborated closely with Calibrate’s Chief Commercial Officer to shape the narrative and ensure the messaging aligned with both brand strategy and executive voice. The piece supports Calibrate’s positioning as a strategic partner in employer healthcare.

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A marketing executive needed content and publicity assistance for his recently published book, "Collaboration is King." I drafted ghostwritten articles exploring various brand collaborations and pitched them to major media outlets under the client's byline. One article was picked up and published by Advertising Week, linked below. 

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I wrote copy and quiz logic and worked with Flex's in-house Creative team to wireframe a new product recommendation quiz intended to boost conversion rate and lead capture.​ Leveraging Facebook ad traffic, the quiz brought in 11% of total DTC gross revenue between its launch in November 2021 and Q1 2022. 

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With a brand new, eco-friendly product on offer, I crafted landing page copy for Flex's annual Earth Day site-wide sale. I leaned into social proof, sustainability data, and core brand values to architect product-focused content that would resonate equally with new and returning customers. 

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Flex needed new A+ content for its hero products on Amazon to align with a recent rebrand. I wrote copy, sourced image assets, and designed each element in Photoshop, uploading to Seller Central when complete. Since implementing the new A+ content as well as new Amazon storefront content, Flex listings saw a 262% increase in average weekly sessions. 

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The article linked below was written to target SEO keywords "how to make your period end faster" (14,800 AMS) and "how to shorten your period" (5,400 AMS). It was published in October 2020. By December, it ranked #9 for "how to shorten period" and for 61 other organic keywords in the top 100. 

 

By May 2022, the article ranked #6 for "how to make your period end faster," #4 for "how to shorten your period," and #7 for "how to end your period faster," amassing rankings for a total of 1,900 organic keywords and carrying an estimated traffic cost of $10,400 per SEMRush data. 

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I mapped out the Drift chatbot flow and wrote script copy to automate a portion of Traveler Support inquiries and increase customer service agent efficiency. The same chatbot script has been in use (with few, minor updates) since it was first implemented in 2018. 

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While in a customer-facing role at an educational travel company, I collaborated with the marketing team to overhaul the company’s Help Center—one of its most heavily trafficked digital resources. The content was designed to improve the post-enrollment experience by streamlining tour prep and reducing reliance on customer service. At the same time, it supported conversion by addressing common concerns from parents and easing friction during the decision-making process.

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A facilities management software provider needed blog content that targeted competitive industry keywords including "smart building" and "smart building technology." This blog post was designed to boost the brand's overall organic visibility and drive qualified traffic to the blog.

 

Titled "7 Smart Building Technologies Needed to Bring Facilities into the Future," the post has consistently maintained a top-five position in siteviews on the client's blog since its publication date in June, 2019. The blog also got the client ranking #2 on the SERPs for "smart building technology," a highly-searched keyword.

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A well-known healthcare marketing software and solutions provider wanted to improve their rankings for several competitive industry keywords including "hospital marketing," "healthcare marketing trends," and "medical marketing trends." As content strategy lead, I developed the blog topic, keyword targets, and produced the content.

 

I performed in-depth SERP analysis prior to drafting. The post was published on July 18, 2019. By August 2019, it was already ranking in the 20th position for "hospital marketing." By December, it was ranking #2, moving up to the #1 position in March 2020.

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A creative agency based in Northern California needed copy for several services pages. Working collaboratively with the client and relying on performance data to drive decisions around page structure and information architecture, I provided copy optimized for lead generation and organic search visibility. 

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An artisan homewares eCommerce store needed creative product description copy and product titles optimized for organic search. I wrote 50+ product descriptions for handmade ceramic, slate, and copper homewares, along with artisan bios.

 

I also provided a site-wide technical and on-page SEO audit, identifying areas of improvement in site speed, cross-linking, and information architecture. 

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Contracting for a creative agency, I wrote SEO-focused blog content for a well-known paint and hardware retailer based in NYC. The article linked below, targeting paint color keyword "aegean teal" (6,600 AMS) has continued to rank in the Top 10 organic search results for the keyword since January 2021. 

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I provided blog content, social media assets and captions, and sourced image assets to be embedded within the blog body. 

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