strategy | creative direction | copywriting

about

Freelance writer, strategist and creative director

 
Live from the stage/my workspace
 
 

Hello there.

This may surprise you, but not once when I was a little girl did I say, "I really want to be an advertising copywriter when I grow up!" Even as I entered young womanhood and should have set my sights on more practical matters, all I wanted to do was read books and write about them. So that's what I did.

I went to the University of Texas and majored in English. Just for good measure, I added an even less practical minor in French. (Can you hear my father, the entrepreneur, when I informed him I was going to be <gasp> a Liberal Arts major?) I didn't have a plan for how to turn that degree into a career. Lucky for me, someone saw potential in my oh-so-green self.

A few months after graduating, I accepted a job as a copywriter and finally discovered what I wanted to be when I grew up. 

As is often the case with us writers, I am fascinated by the people I write for. Not my clients (though, of course, they're an interesting lot too), but rather the customers who ultimately see and experience my work. I enjoy learning what motivates them, what inspires them, what frustrates them, and then creating work that matters to them.

I'm equally driven to understand how my work performs. I love brainstorming strategies, analyzing campaign results and formulating test plans as much as I love the writing itself. Because I believe the role of a Creative can and should be much more than creating beautiful work. It's about creating beautiful work that actually works. 

I put these two facets of my personality to work for my clients every day. In my last role, I was the Senior Director of Brand Marketing at Rent-A-Center. Any given day you might have found me providing direction for our latest campaign, mapping out a new CLM strategy, combing through consumer research, or planning a go-to-market strategy for a new promotion. In my life as a self-employed creative, I thrive on the same unpredictability. One day I'm learning about Early Man and writing for an exhibit at the Perot Museum. The next, I'm developing the content strategy for a client's new website. Or I'm helping a start-up create a brand from the ground up. Chances are I'm doing a bit of everything. And that's just the way I like it.  

If you've made it this far, clearly we need to talk. Good thing for us that can easily be arranged

 

 

 

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