Areas of Expertise

Copywriting | Storytelling | Creative Direction | Performance Marketing

Contribute campaign-level conceptual thinking and execution across agency clients, including Walmart, Nintendo, Pizza Hut, Keurig Dr. Pepper, and Credit One Bank
Collaborate with diverse teams of creatives to pitch and refine activation ideas like Moms Answer Moms for Walmart+ Mother’s Day and the Nintendo Adult Gamers campaign
Partner with cross-functional teams across marketing, strategy, and data analytics to craft and maintain high-impact creative formats, messaging frameworks, and templates
Lead the Deutsch Performance team’s AI pilot program, developing generative AI processes within Adobe Firefly and Gen Studio, Google Gemini, Midjourney, Magnific and more
Use data to drive decision making throughout the creative process, from concept, to execution, to optimization, and shatter client benchmarks for CTR, VSR, VCR, CAC and CPC

Oversaw three separate rebrands for Walmart+ on the way to +0.89% CAC improvement, plus 5X faster growth than Amazon Prime and 2X YoY member growth since 2023

Led the most successful Walmart+ Week member event yet, delivering 1.1B impressions, 520 earned placements, 158% member participation, and +0.97% to target CAC
Developed the Knowledge Drop program, including blog, email, and social components, with Deutsch’s Chief Digital Officer and head of their Tech & Innovation Studio

Developed high-engagement social content streams, including Chewy Eats and Chewtorials, growing Chewy’s social following by millions across platforms
Owned Chewy’s email marketing, creating content calendars, templates, and A/B testing programs that drove engagement and established email as a key digital revenue driver
Oversaw copy for Chewy’s private-label brands, developing messaging strategy and brand voice for tentpole events, activations like Goody Box, and always-on campaigns
Mentored junior copywriters, building high-performing teams and strengthening their creative, conceptual, strategic, and writing capabilities

Stood up Chewy Studios Dallas, building and collaborating with a full-service creative team across copy, design, video, photography, and marketing
Supported Chewy’s Frisco and American Journey brands, contributing to their growth from white-label products to top-rated brands (100k+ five-star reviews)
Progressed from junior copywriter to senior contributor, building campaign messaging and creative systems that scaled Chewy’s in-house capabilities
Developed skills in shortform, longform, scriptwriting, organic and paid social, UX and web writing, digital and conversion copy, lifecycle and CRM campaigns