Messaging Lead, 2015-
Leads content/messaging efforts for all Vimeo products and campaigns.
Writes macro messaging and microcopy for the Vimeo website, mobile and TV apps, API, transactional and direct emails, advertising campaigns, blog and social media channels, and more.
Develops high-level messaging docs for all major product releases that are shared across the Product, Community, Communications, and Marketing teams to ensure that Vimeo is talking about the stuff we launch in the same way, everywhere.
Leads naming exercises for new products, parties, programs, and other initiatives, including Share the Screen, the Mood Screen, the League of Learning, #snakesonatrain, and more.
Hired, trained, and empowered team of copywriters to represent Vimeo through the written word across all of our marketing and editorial channels.
Presented to the entire company on Vimeo’s messaging/content strategy and followed up with leads from the engineering, product, design, and project management teams to share the value of including our team as early as possible in the product development cycle.
Worked with Marketing & Product teams to audit all of Vimeo and tweak mentions of HD to incorporate 4K Ultra HD.
Sr. Manager, messaging, 2014-2015
Developed a set of brand messaging guidelines in addition to our usage and style guidelines.
Worked closely with our team of in-house translators on localization projects to ensure we'd sound both on-brand and inclusive in all languages.
- Strengthened relationships with product, engineering, design, and project management teams to improve the new product release workflow.
Wrote, edited, and dreamed up all manner of written deliverables for and alongside every team at Vimeo, including web and app copy, API documentation, ads, emails, social media, blog posts, press releases, event collateral, OOO campaigns, podcast scripts, release notes, and more.
Worked closely with Brand Messaging Director to research, write, and pitch our internal mission and vision statements and company values.
Worked closely with design and marketing on all creative assets for our subscription lifecycle business and retention, acquisition, and win-back campaigns.
Freelance copywriting & brand strategy, 2016
Worked with co-founders of the burgeoning startup and their design agency to develop core brand identity including look, feel, and tone.
Wrote, edited, and revised multiple iterations of their website copy prior to their initial launch.
Developed a brief set of brand guidelines to serve as the foundation for their future brand and marketing communications which touches on audience, user needs, the company's mission, and more.
Product Marketing, 2011-2013
Wrote and edited in-app copy, including badges, individual screens, on-boarding flows, success and error messages, buttons, navigational elements, and more.
Wrote and edited blog posts for both the central Foursquare blog and the engineering blog.
Led the content strategy, copywriting, and art direction for the new Business website
Wrote and edited all direct mail and email assets for Foursquare's sales and business operations.
Assisted the UX researchers in developing and performing user surveys and studies.
Worked closely with accessibility engineers and support managers to provide context for and edit strings in Smartling.
Conceived of, wrote, and art directed microsites and corresponding social campaigns including the Best of Foursquare city lists, Foursquare Dream Date, and The Game of Cones, an NYC and SF-based contest celebrating local businesses, ice cream, and Game of Thrones and worked with HBO to plan a PR stunt involving the Iron Throne/Cone.