10+ years of turning brand strategy into content people care about.
My experience spans UX writing, UI copy, social media, feature announcements, email, push notifications, landing pages, growth marketing, and lifecycle campaigns. Working across so many touchpoints has helped me to think of copy as part of a system, not just a single asset.
Tumblr UX/UI
From user onboarding flows to push notifications, I helped shape Tumblr's user experience for over a decade. Over that time, I progressed from Community Outreach Coordinator to Junior Copywriter, Senior Copywriter and Head of Copy, and ultimately Senior Creative Strategist, leading UX writing and messaging across the platform.
One of my biggest areas of focus was user retention in push notification and email strategy. By developing highly targeted campaigns and refining audience segmentation, I increased marketing push notification open rates from 0.92% to 2.61%. This 184% increase shows hyper-segmentation works. The improved performance allowed us to maintain strong engagement while reducing notification fatigue to preserve long-term user trust.
Utilizing SEO auditing tools and SimilarWeb to inform content strategy, I identified keyword opportunities and competitor gaps to optimize Tumblr's editorial campaigns.
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DistroKid
Musicians want to make music, not spend their afternoons reading about licensing requirements and distribution rules. DistroKid exists to give them that freedom.
I worked alongside lifecycle marketing, product devs, user outreach, and the creative team to help independent artists understand how the platform worked and what they needed to do to get their music out into the world.
My work spanned across landing pages, lifecycle email campaigns, UI modals, product education, and SEO initiatives. Whether I was explaining cover song licensing, introducing new tools, refining metadata for search visibility, or crafting messaging that guided artists through key moments in their journey, DistroKid's focus on communication was always the same: make complex information feel approachable, actionable, and distinctly DistroKid.
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In Defense of Being a Silly Goose
The first hurdle for any ad isn't getting a click, it's getting seen. Ad fatigue is real, and now that so many banner ads look the same, blending in is the default. Sometimes the only way to get noticed is to get a little weird.
Every campaign I've run and nearly every push notification I've A/B tested has proven the same thing. The silly goose gets the proverbial worm. My lack of "proper" design skills turns out to be a feature. Whether I'm assuring shoppers that our cup is definitely not made of ethically sourced bird bones or insisting that narwhals don't exist, the weirdest ads are the ones people stop for, share, and remember.
Brand Storytelling
with Artists & Creators
Tee the mascot was one of my favorite projects. I brought more than a dozen artists on board to draw their own version of Tumblr's mascot. Managing every step of the process, from artist sourcing, outreach, drawing up SOWs, shaping each concept with the artists, and bringing their finished work to life across our channels was a lovely beast of a project. Every take was completely different while still feeling unmistakably Tumblr, and it turned the mascot into something the community owned as much as we did.
The account grew its followers by 31.2%, earned 14.9K likes, and sustained 59.9K engagements within its first month.
The Woobles
The Woobles helps beginners learn crochet through approachable kits, step-by-step tutorials, and a playful brand voice that makes everyone's favorite analog hobby fun.
As a freelance copywriter, I worked directly with growth marketing to write and edit new landing pages, product descriptions, email campaigns, and educational content. I partnered with creative teams to explain techniques, highlight product features, and guide customers through the learning process without overwhelming them.
Every bit of copy worked to translate complex instructions into clear, encouraging language across customer touchpoints.
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Artist Alley
Artist Alley was built to help artists get exposure for their sellable art. It gave artists a way to sell directly from their own storefronts, on their own terms, with Tumblr promoting their shops for free.
Working alongside our Head of Design, I helped feature new artists and their actual work every month, showcasing hundreds of real creators over the life of the program. For artists it meant exposure and sales. For us it was the clearest way to tell Tumblr’s story through the people who made it.
Explore What You Love
Tumblr wouldn't exist without community. Explore What You Love put a spotlight on five creators and the unique passions they shared on Tumblr. From fandom to activism to fashion and art, we set out to show that there's a little space for everyone on Tumblr.
As lead copywriter on the digital campaign, I developed messaging across the entire user journey, including the landing page, email campaign, targeted push notifications, digital advertising, assisted with press and out-of-home placements. Working closely with talented creative, brand, product, and marketing teams, we successfully relayed the message that Tumblr is where subculture and creativity thrive.
Explore What You Love →
Tumblr Year in Review
Tumblr's Year in Review highlights the trends, fandoms, and communities that define the community's year on the platform. Producing it requires analyzing hundreds of thousands of data points and transforming them into engaging stories across editorial content, landing pages, and user communications. It was a massive cross-collaboration effort across product teams, creative teams, devs, and marketers.
We expanded the program with a personalized Year in Review experience tailored to individual users. I led copy development for the landing page, email campaign, and community engagement strategy, helping users discover and celebrate their own year on Tumblr.
AdWeek Press →
Straight to the feed.
Your brand's social media mentions are like haptic feedback. It's where customers react in real time, celebrating what's working, pointing out what's broken, and revealing what they actually care to get loud about. A strong social team publishes good content while surfacing trends, pain points, and opportunities that can inform better product decisions.