The client: As a Beauty Editor for Sephora, I headed all of the creative marketing copy for the website, emails, store windows, and in-store animations for North America. I also helped in redefining the brand voice for the relaunch of Sephora.com, managed a team of writers, and frequented New York and Los Angeles for fashion shows and beauty events multiple times a year.

The projects: Catalogs, emails, and in-store print collateral for both Sephora and Sephora inside jcpenney. Download the full Sephora inside jcpenney Spring 2013 catalog (pictured left) here.

The client: Exponent Beauty is an innovative skincare company with patented precision-dosing technology that delivers potent, freshly activated serums for better, faster clinical results.

The projects: For two years, I spearheaded copy for organic and paid marketing channels, including emails, social, product launches, website content, and ads.

Working closely with the editor in chief of digital communication, I write content for PepsiCo.com to highlight the company's products, brands, events, and initiatives.

I consulted with this innovative tea brand on a full re-brand. In addition to writing internal positioning and RTB copy, I helped create copy templates for their new product packaging.

The client: Patrick Ta is a fun, fierce artistry makeup brand founded by celebrity makeup artist and influencer Patrick Ta.

The project: Positioning and marketing copy for product launches to be used cross-channel, product and shade naming.

The client: Co-founded by Scarlet Johannson, The Outset is a clean, sustainable skincare brand.

The project: Packaging copy for the inaugural products.

The client: A leader in the clean beauty movement, Beautycounter sets the bar for putting safer beauty into the hands (and on the skin) of all.

The projects: Over the years, I have worked with the brand on campaign emails, social content, product and shade naming, and large content projects.

The client: Founded in 1976, Benefit Cosmetics is a San Francisco-based cosmetics company owned by Louis Vuitton Moet Hennesy (LVMH). The beloved brand is known for its irreverent product names and laugh-out-loud approach to beauty.

The projects: Full catalog copy, product names, packaging copy, tips & tricks, marketing campaigns, press event collateral, social media campaigns.

The client: Alec’s Ice Cream is a full-flavor, tummy-friendly, and earth-conscious ice cream brand whose goal is simply to make the best-tasting, most joyous ice cream, ever.

The project: I worked on launch copy, including positioning messaging and all content for the website.

The client: Female-founded Rise Collective is a boutique consultancy that helps retail brands achieve meaningful growth and profit through fractional talent specializing in strategic sourcing, merchandising, product development, and more.

The project: Business naming, brand positioning, and website content.

The client: Netflix is one of the world's biggest Internet television networks. They have over 50 million members in more than 40 countries.

The project: Write engaging, conversational scripts for Netflix's Quick Guide Video series.

The client: New-England based skincare band FaTH brings together nature’s most beneficial ingredients with luxurious, scientific formulations—and a bit of spirituality,

The project: In addition to working on holiday campaigns and brand positioning copy, I wrote product copy for their full suite of products.

The client: Clinique is an international skincare, cosmetics, toiletries and fragrances owned by Estée Lauder Companies and known for their dermatological studies.

The work: Writing content for the brand blog, The Wink, as well as retail marketing messaging.

The client: Stitch Fix is a San Francisco-based digital personal-styling start-up.

The projects: Writing fashion blogs focused on fail-proof styling tips, trends, and outfit curation for women of all ages and sizes across the country.

The client: H20+ was founded in 1989, focusing on the power and beauty of water and marine extracts. (Remember the scent Mariel?) Ownership changed hands many times over the years, and in 2015, the brand underwent a full re-branding and relocated its headquarters from Chicago to San Francisco. The new face of H20+ Beauty was revealed in the summer of 2016.

The work: Initially, worked directly with the product marketing team during the re-branding process, writing positioning statements, the brand philosophy, collection and product names, all packaging copy and website product copy. Later on, I became the main writer for email, website, and special event content.

The client: Borne from Detroit’s legacy of urban pioneers, CASS & YORK is a collective of unparalleled condominiums defined by the allure of its high design, the comforts of its luxury amenities, and the thrill of its untapped location within a city that’s pulsating with energy and opportunity.

The work: Partnering with creative agency Lovio George and designer Heather Gray, I created the branding, positioning, and launch collateral for this development, which includes a website and high-end brochure.

I worked alongside a creative director on a rebrand for Option Agency, one of the country’s largest active and lifestyle talent agencies.

The client: Founded in 2007 and acquired by LVMH in 2013, NUDE Skincare believes that "nutrition is as essential for our skin as it is for our body." Their high-performance formulas feed skin with omegas, minerals, probiotics and antioxidants to delivery noticeable, youthful, radiant, and all around healthy-looking results. 

The work: Re-branding positioning and taglines, product naming, product packaging, in-store merchandising messaging.

e.l.f. cosmetics' vision is to empower and educate women to play in innovation without sacrificing their budget. I worked with the brand's creative teams in California and NYC to create months and months worth of email campaigns and site content, a small sampling of which is featured here. Focuses ranged from sales to promotions to product launches to trend reporting.

Wildly popular in the UK, mass makeup artistry and fast beauty brand Revolution enlisted me to get their brand ready for its United States launch. This included working on product copy, ecommerce marketing collateral, email campaigns, and launch creative.

The client: Yes To is a super-natural beauty line that's made with fruits and veggies and promotes positivity in beauty and spirit.

The projects: Online marketing content, homepages, and social media campaigns.

I helped develop the voice and launch website content for natural beauty retailer, Credo Beauty.

Working directly with the Wine, Women & Shoes founder and creative director of digital and web design, I write playful, punchy content for the non-profit events agency's quarterly email newsletters and press releases. A fundraising organization that creates events centered on luxury fashion, fine wines, and charities in need, WW&S brings wine-savvy, shoe-loving women together for a good cause and glamorous time.

The client: Formerly known as Crowdtilt, this San Francisco-based start-up brought me on to give their brand an upbeat, encouraging, memorable voice--one that is always up for having a good time and doing a good deed.

The projects: Voice and tone development, lifecycle and transactional/notification emails, the entire library of FAQs, marketing email campaigns, newsletters, blog posts and website pages.

Tim Collom Realtor Group is a leading real estate team in the Sacramento area. Tim enlisted me to write his team and realtor bios for his new website.

MJC is a luxury home building firm in California's Napa Valley. I wrote their full website copy as well as high-end marketing materials for foreign press events.

The client: Ion Professional is a professional-grade hair color and hair care line sold nationally at Sally Beauty.

The projects: Complete rebranding, which included brand identity, voice, website rewrite, blogging, and the creation of their hair color finder application, the Ion Color Coder. I also worked on overhauling in-store collateral, including hair color charts, signage, and consultation literature.

The client: Sacramento's most prominent magazine, Sacramento Magazine covers the region's best and newest offerings in food, travel, entertainment, and style.

The projects: Writing cover stories (featured left), food features, and short "Currents" pieces since November 2011.

The client: Madplum Creative contracted me to help with the full re-branding of SkinSpirit, one of the San Francisco Bay Area's top destinations for aesthetic skin and body care.

The projects: Rewriting their entire website and concepting and writing print collateral, email marketing campaigns, and print ads.

All Caps is a hair beauty tool created by two working mothers. It's designed for use at the spa, while you sleep, and in the shower. I developed all branding and website copy for the product launch, working hand-in-hand with the brand founders and website developer.

The client: For 14 years, Daily Candy delivered the best in food, fashion, and fun to stylish and savvy readers all over the country.

The projects: Cool-hunting ideas and writing witty stories about them for both the San Francisco and Everywhere (national) editions.

Along with an intimate team of marketers, product developers, and graphic designers, I worked with YouTube sensations and social media influencers Brooklyn & Bailey to develop their brand identity and name their first cosmetic product, a mascara called Lash Next Door.

The Indiegogo campaign to fund the launch of this product was an incredible success.

Created by MyNorth Media in Michigan, GeoTix is a ticketing platform specially designed for local media companies. I created their brand manifesto, tagline, and full website copy in parallel with creative director Heather Gray. 

The client: HelpMePay is a social crowdfunding platform that enables shoppers to get help paying for important purchases from their friends and family using social media.

The projects: Voice and branding, user interface copy, marketing website, and retailer sales presentations.

The client: Wrinkle MD is a high-tech skincare device that plumps away wrinkles using a unique infusion treatment that delivers a boost of skin-smoothing hyaluronic acid.

The project: voice development, product packaging, how-to literature, marketing emails.

The client: Zidisha is the first online microlending community that directly connects lenders and borrowers. They were refered to Marigold Media by Tilt.

The project: Full website rewrite, transactional emails and notifications, and FAQs.

In 2014, Beauty Brands went through a complete rebranding. I was part of an expert team of writers who re-wrote cross-channel product copy for every single SKU in Beauty Brands' expansive portfolio. This copy was used for both retail and dotcom.