Continental Tires needed a comprehensive site overhaul that would shift the brand's online focus from B2B to B2C, boosting consumer consideration along the way, and ultimately helping to drive leads to retail via a brand-new dealer locator. My challenge was to educate shoppers about the value of proper tire selection and the range of Continental products with language that evoked the excitement of high-performance driving. (Developed with BLITZ Agency)

EastWest is the world's largest creator and distributor of virtual software instruments that are the secret lifeblood of every kind of music recorded today - from Hollywood scores to Top 40 hits. In 2015, the company decided to pivot from its longtime a la carte sales model to a cloud-based subscription offering that would make all its instrument collections available at a variety of tiered monthly prices. This posed several challenges: First, we had to explain to longtime customers exactly what this change meant, and why it would benefit them in the long term. At the same time, we had to potentially placate customers who might have just plowed several hundred dollars into buying collections that were now available to everyone. Finally, we also had to articulate the details of multiple pricing plans. And, we had to do all this with messaging that would still be clear, simple, and informative enough to drive new customer acquisition of the uninitiated. (Developed with BLITZ Agency)

In an effort to expand on its core principle of transparency, groundbreaking auto information and pricing service TrueCar sought a better way to address some of the complex automotive issues faced by shoppers. Working closely with the client's creative team, I dug into TrueCar's data trove to mine a cross-section of the questions being asked by customers and develop TrueCar Adviser, a new consumer transparency blog.  TrueCar Adviser would offer a deeper dive into the issues auto consumers care about in clear, accessible language. I researched and created a series of posts that would establish a consistent language and tone for the blog and ultimately serve as a guide for TrueCar's in-house experts once day-to-day maintenance was eventually handed over to them. (Developed with BLITZ Agency)

As the Affordable Care Act was set to roll out nationwide, regional health care giant Kaiser Permanente needed to overhaul entire sections of its multi-layered site to address the changes that would ensue. But an aggressive deadline loomed and nothing about the health care industry is simple. The revamped site would not only require multiple regional variations, it would also need to speak to both existing customers whose coverage might be affected as well as new shoppers who would now be mandated to seek coverage. Working with multiple stakeholders and agency partners, I helped develop and adapt straightforward copy that provided consistency in messaging to ensure a smooth transition into ACA compliance, while also continuing to support Kaiser Permanente's ongoing Thrive campaign. (Developed with BLITZ Agency)

While many insurers have exited the long-term care insurance market in recent years, Genworth Financial has recommitted with a series of marketing initiatives. It sought a new online experience that would dispel misconceptions about long-term care and frame the topic in human terms. The catch is, for long-term care to really succeed as an investment, it requires shoppers to purchase policies years, even decades, before they need it. Ultimately, this meant appealing simultaneously to both potential beneficiaries and potential buyers. My goal was to spark a cross-generational conversation between these two very different age groups by translating complex insurance terms and statistics into stories that were personal and relatable. (Developed with edenspiekermann_)

Sena creates sophisticated leather device cases using hand-crafted techniques passed down through generations. However, to succeed on both retailer shelves and online, it needed to elevate its brand perception to that of a premium luxury label. Based on a thorough content audit and brand exploration, I worked closely with the client to craft messaging for key site pages, establish copy guidelines, and supervise the client’s junior in-house writers in generating dozens of less prominent product description pages. The new voice and tone, along with a new visual identity and revamped e-commerce platform, reinvigorated the Sena brand with the high-end touch it needed to effectively showcase its beautiful, upscale products. (Developed with BLITZ Agency)

Red Bull was in the process of extending its U.S. brand awareness beyond the beverage category and establishing itself as a cutting-edge lifestyle-driven media company. To help support this effort, it sought to leverage its extensive relationships with artists and athletes through a banner campaign that would drive traffic to its online content hub, RedBullUSA.com. Our objective was to showcase Red Bull's diversity of compelling content and compel click-throughs with clear, concise CTAs, so we developed a program consisting of both standard units tailored to specific fan segments (such as extreme sports, music, etc.), as well as units featuring content that would be updated dynamically through an ad unit program.  (Developed with BLITZ Agency)

When actress-turned-activist Alicia Silverstone launched a lifestyle blog based on her best-selling books, The Kind Diet and its maternity-oriented sequel The Kind Mama, it was only natural for her to turn to me for some help with wordsmithing. Over the course of my earlier tenure as an executive at her production company, it had become customary for me to compose a wide range of written and public statements on her behalf. As a trusted longtime collaborator and friend, I worked closely with her to edit, revise, and punch-up staff-written posts for the nascent blog, while composing from scratch posts on topics of particular importance to her. (Developed with EQAL)