Portfolio

A few samples of my work.

If you're looking for writing samples, scroll down to the Links section below.

SPOTLIGHT

This Journey started with an idea: create a women’s health resource that went beyond facts and advice to tell the real, often complicated stories behind fertility, pregnancy, loss and early motherhood. I developed the strategy and concept, then led the writing and design teams that brought it to life, combining personal stories, expert insight and practical support into one cohesive experience.

Benefits Pulse Report reimagines the traditional claims utilization report, looking beyond prescription drugs to provide a more holistic view of how people are using their benefits — from extended health and dental to spending accounts, life and disability. I wrote the report with a focus on turning complex data into useful insights employers can actually act on, including an “In plain terms” feature that cuts through industry jargon and makes benefits information easier to understand.

RouteThis - When customer experience breaks down infographic

Repurposed from the ebook of the same name, this infographic offers a high-level look at the various breakdowns smart home brand customers experience throughout their customer journey.

RouteThis ebook: When customer experience breaks down

When I was at RouteThis, I created this ebook as one of our quarterly anchor pieces. I got the idea for it after having several conversations with the Customer Success team who shared the frustrations our clients were having with high attrition.

Using these insights along with proprietary research, I wrote and oversaw the creative execution for this piece. My goal was to create content that offered true value and insights for the target audience.

First, I provided an explanation of each breakdown event throughout the customer journey. Then, I detailed the potential business impacts of each breakdown, followed by practical solutions as to how these breakdowns could be eliminated and friction could be reduced for the customer.

This ebook was a strong performer with a 22.73% conversion rate.

Impactify

(FREELANCE) A friend approached me to help him launch his impact sourcing consulting business. In addition to providing website and blog copy, I also did a content strategy for him and advised on other marketing tactics. I even designed his logo! (Not a designer so please go easy on me.)

It was an amazing experience helping to take Impactify from the grain of an idea to a full-blown brand.

Ask Sonnet: Video FAQ series

As Content Director at Sonnet Insurance, I came up with the idea of providing answers to more complicated insurance questions in a video format. We used real customer service reps from the Sonnet call centre.

These videos were highly successful in getting prospects to bind, with an average conversion rate of 12%.

Mennen Speed Stick video/TV commercial: Movember campaign

(Freelance project) This project was an online “choose your own adventure” video campaign for Mennen's Movember initiative.

Based on the theme “Don’t sweat it”, the hero of the spot accidentally shaves off half of his mustache. The viewer gets to choose from three possible endings. The version where he decides to draw in the rest of his mustache with a Sharpie was chosen by the client to be turned into a full TV commercial.

The campaign won a CAPMA award.

Schick Hydro razors - Social media campaign

(Freelance project) The creation of this Facebook app was based on the insight that our target audience tended to be more philanthropic.

After being briefed by 6 Degrees/Real Interactive, I came up with the name for the Ripple Effect app (playing on the fact that the Hydro Silk razor's moisturizing serum is activated by water, and the cause/effect of doing good things for others) and provided supporting copy.

This campaign won an ACE award for New Product Launch Campaign of the Year.

Mr. Clean Magic Eraser: North America launch TV commercial

When I was at Grey Advertising, our agency handled the Mr. Clean account for Procter & Gamble. I was selected to be the lead creative for the launch of their breakthrough product, the Magic Eraser.

This campaign ran across North America. It's dated and kind of cheesy now, but I'm still proud I got to work on the first -ever campaign for this product.

RBC Buy-Back Auto Financing program: Direct mail

While at Wunderman, I worked on this direct response campaign for the Royal Bank Buy-Back auto financing program. This campaign targeted women who, at the time, were a largely untapped market.

The response rate was an overwhelming 6% (for reference, an excellent direct mail response rate typically falls between .8 and 2%).

This campaign won a silver award from the Canadian Marketing Association.

Sears Canada - Direct mail

To stimulate card usage, Sears used its high-profile store renovation strategy to target 200,000 lapsed customers.

The package featured a personalized message from a Sears store manager targeted to customers based on the location of their nearest store. The mailer revealed an invitation to visit the store and a coupon for 1,000 bonus Sears Club points. A map to the store was also included.

More than 60,000 cardholders went to their nearby Sears store to redeem their coupons – a result that dramatically surpassed expectations.

This package won a Gold CMA (Canadian Marketing Association) award and was also recognized by Caples with a Merit award.

Express Scripts website and naming of brand

(Freelance) I worked on contract as a Creative Director for ClaimSecure, a health benefits administrator. They wanted to launch a new business offering that enabled Canadians to receive their prescriptions via Canada Post.

They asked me to come up with a name for this service, which I did - Express Scripts. I also wrote all of the copy for the launch website along with other marketing materials.

AIM Trimark

In the early 2000s, investors were still riding the wave of success of Canadian funds. AIM Trimark wanted to remind advisors to keep their clients informed of the benefits of going global. We wanted to let advisors and their clients know they could feel comfortable investing anywhere in the world, thanks to AIM Trimark’s expertise and disciplined approach. The copy speaks to how, while the locations of the companies invested in might seem obscure or "scary", AIM Trimark uses a disciplined approach that will allow advisors to put their clients in these funds with confidence.

Capital One Aspire card launch

In 2010, Capital One launched the Aspire Rewards card. What differentiates this card from other rewards cards in the market is the fact that you can earn 2 rewards for every $1 anywhere and in every category (not just gas and groceries). The popularity of Google maps helped spark the idea of having an aerial photograph to convey all the different places you could use your Aspire card. Since we were running ads in key cities across the country, we took this idea even further by localizing the ads, using maps of each city in the local papers.