I’m an editorial manager and copywriter in San Francisco.

I find what matters and say it—or help other people say it— so the right people care. The “it” might take shape as a brand platform, ad campaign, Substack post, or that Easter egg on your site that people post on Reddit. I’ve done this for clients with something fun to sell, like skate-shoes and cat food, and for orgs that have something hard to explain, like RNA interference therapy, clean-air technology, and enterprise networking infrastructure. I collaborate with teams large or small, local and global, to make this happen.

HOW I WORK

I draw on a deep background in advertising concept development to create communication that always ladders up to The Most Important Thing, all while making sense for a certain audience’s context. 

This background helps me make work across sectors and media. I’ve concepted open source conference activations that share the same idea as a blog post. I’ve written absurdist fortune cookie fortunes that share the same concept as a humor book series. I’ve helped leaders at tech companies write about what they think in a way that bolsters larger strategic goals. I look at the message, the context, and the media to tune and right-size what we say.

WHERE I COME FROM

I learned how to think across spaces as cultural theory student at New College of Florida, where I designed my own curriculum merging anthropology and marketing. At The University of Texas at Austin’s Texas Creative MA program, I learned that no one cares about theory. Instead, I discovered: if you want to say anything worth saying, you’ve got to connect with people. I’ve been using this lesson since my first projects at AKQA, Prophet, IDEO, Evolution Bureau and FCB.