I am a Brooklyn-based writer, editor, and strategist with over ten years of top agency and consulting experience in New York City, Los Angeles, and Washington D.C., working alongside disruptive, notable brands within communications, health, wellness, nutrition, tech, beauty, and lifestyle across the globe.
Welcome!
Accomplished, published writer and brand strategist, whose passion lies in helping people and products identify their white spaces and get clear on their essences. From there, work together to story-tell from a place of distinction and clarity, and meaningfully connect with their audiences.
Well-versed with expert experience in writing website copy, product packaging, advertising copy, e-mail marketing, brand identity creation, press materials, and social media content that stands out for companies both emerging and established. See below for a snapshot of my recent work.
White Leaf Provisions
Serves as Marketing Director for White Leaf Provisions, a family run business, spearheading 100% regeneratively farmed, biodynamic, organic, and GMO-Free family foods in the US. Available nationwide at Whole Foods, Wegmans, Sprouts Markets, Natural Grocers, Thrive Market, Patagonia Provisions, and more.
White Leaf’s mission is to make regeneratively farmed foods more widely available in the US. Since inception, the company has made strides to educate on the importance of restoring soil health to transform our food systems, increase nutrient density, sequester carbon, and help reverse climate change.
LAPCOS
Leads copywriting and omni-channel editorial strategy (social media, e-mail marketing, website copywriting, new product packaging) for LAPCOS, an accessible luxury South Korean beauty leader that is available at premium retailers across the country, such as Anthropologie, Urban Outfitters, Revolve, Ban.do, Birchbox, and more. Leads a social following on Instagram of over 120,000+ followers.
Additionally, rewrote website copy in its entirety, inclusive of company mission and story, and crafted the brand’s retail deck and internal brand guidelines for marketing, PR, and consumer outreach & activations.
Has worked for top NYC- & LA-based brand building agency, Behrman Cesa Communications for 12 years within various roles as an Account Executive, Company Writer, Copy Director, and Consultant. For over 35 years, the agency has been synonymous with transforming niche, indie brands into household names at the intersection of beauty, tech, health, and wellness.
Continues to work closely with the agency as a core extension of their senior team for developing client lifestyle campaigns, spearheading new business development, crafting press materials and media pitches, and leading branding & copywriting advisory services for the agency’s 50+ clients.
Worked with Bioethics International — an organization dedicated to raising the bar on ethics and patient-centricity in the pharmaceutical industry — to educate and connect, not only physicians and industry experts, but also patients and consumers.
Conceptualized lifestyle campaign to translate company mission and findings into digestible, consumer-facing language, rewrote website copy, and strategized/penned campaign materials.
Helped lead the website redesign (consumer-facing and B2B), and provided a total copy refresh for Comphy, the leading luxury hotel and spa linen in the world, available in 97% of Forbes’ 5-star luxury properties worldwide. Continues to assist with e-mail marketing, advertising, and product naming on an ongoing basis.
Comphy is a true visionary and trailblazer in the green spa linen space, and among the first to be a certified Sustainable Furnishings Council Member. Their clients include the Four Seasons, the Ritz Carlton, The Fairmont, and Miraval Spa.
Make It Memorable
Atoria’s Family Bakery
Rewrote the website copy for Atoria’s Family Bakery, a family owned flatbread company, rooted in traditional Near Eastern baking methods — available nationwide at Whole Foods, Sprouts, Albertsons, Harmons, Mom’s Markets, and more.
Differentiated the brand by underscoring its rich five generation-family history, unhurried traditional baking methods, ingredient specialty, and dedication to both environmental and social responsibility.
FetTech
Led a comprehensive overhaul of website and communications materials for FetTech, a leading biotech company in the field of regenerative medicine.
FetTech MTP® products have been used in hospitals throughout the US, and are frequently found in Burn Centers, Trauma Centers, Wound Centers, and Operating Rooms for various deliveries and indications.
Enhanced FetTech's brand identity and effectively communicated its scientific breakthroughs to a diverse audience, including researchers, healthcare professionals, investors, and patients. FetTech
Rosebud Woman
Established a new messaging framework for Rosebud Woman, an emerging leader in women’s intimate wellness, available at Nordstrom, Neiman Marcus, and Bloomingdales.
Assisted the brand in defining and sharing its mission of creating products that meet women’s unaddressed needs with a sense of reverence. Through refreshed positioning, press materials, website copy, and social copy, crafted messaging that helps facilitate conversations on women's embodiment, sexuality, and self-love.
Althaea Skin
Played a key role in assisting the launch of the first-ever comprehensive skincare program, designed to support the skin’s circadian rhythm, developed by renowned medical researcher, celebrity dermatologist, and product innovator, Dr. Ava Shamban.
Spearheaded internal brand positioning efforts to raise awareness about the skin's circadian rhythm and its significant impact on skin function and appearance. Oversees messaging across the website and social media, focusing on educating audiences about the brand as a revolutionary, synergistic skincare program rooted in Nobel Prize-winning research.
Get in Touch
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Let's craft the sharpest, most impactful way to tell your story—bringing the expertise and passion of an editorial team through one dedicated writer and strategist.