Experience

Optum + UnitedHealthcare

8/2023 -8/2025

• Copy team leadership: Mentored and led 4 writers with creative oversight, workload balancing, weekly 1:1s, mid/yearly reviews, stretch goals, and coaching.

• High-impact player/coach execution: Maintained a 50/50 balance between strategic team leadership and hands-on writing for major launch campaigns, video scripts, and executive communications.

• Diverse audience support: Steered omnichannel creative strategy and execution for members, employers, providers, payers, brokers, and health systems.

• Broad medical expertise: Preventive health, chronic disease, therapeutic medicine, fertility, behavioral/mental health, and aging population (Medicare).

• Measurable revenue growth: Architected a behavior-triggered email content strategy that drove $2.3M in incremental revenue for Optum Financial.

• End-to-end product strategy: Spearheaded content strategy for the Optum Bank app relaunch, directing the vision from high-level marketing campaigns down to final UX/UI copy QA.

• Cross-functional & operational innovation: Unified UX, design, and external agencies under updated brand guidelines while pioneering enterprise generative AI workflows to elevate efficiency and creative output.
1/2022 – 8/2023

• Led a multidisciplinary creative team while acting as a principal copy contributor, bridging the gap between design and messaging to elevate campaign execution.

• Partnered with strategy and product teams to evolve the enterprise brand voice, ensuring consistency across complex healthcare segments and diverse demographics from Boomers to Gen Alpha.

• Evolved and managed brand voice, ensuring messaging consistency across complex health segments and diverse demographics from Boomers to Gen Alpha.

• Collaborated closely with marketing and UX design partners to build unified, end-to-end user journeys where content and product integrated seamlessly.

• Developed and executed integrated, compliant campaigns spanning high-impact channels including direct mail, video, digital, experiential activations, and social platforms.

• Built and presented Quarterly Business Reports (QBRs) to marketing executives across 4 major business segments, translating creative performance into business metrics.
• Guided and reviewed co-branded campaigns for clients FedEx, Delta, Exxon, Wells Fargo, Walgreens.
8/2021 – 1/2022

• Co-led the internal Editorial Center of Excellence (EdCOE), setting brand standards and guiding over 100 writers and editors across Optum, UHC, and UHG.

• Directed messaging strategy for an enterprise brand relaunch, managing everything from the initial message framework to execution oversight on the corporate site and all marketing channels.

• Governed brand voice across a complex ecosystem, ensuring compliance and consistency across product copy, key events, high-conversion landing pages, email marketing, and video production.

• Authored high-impact multi-channel content, balancing creative 360 campaigns with highly technical thought leadership and editorial content.

• Adapted enterprise-wide messaging to navigate shifting policy updates, clinical regulations, and diverse audience needs without impacting campaign velocity.

Rally Health

10/2018 – 9/2021

• Scaled a digital health startup’s brand footprint, defining early-stage positioning and managing multichannel content to support and engage over 3M+ Rally members.
• Led experiential messaging journeys for major national activations at SXSW and CES, scripting and developing content for high-profile brand ambassadors including Katie Couric and Maria Menounos.
• Partnered deeply with UX/XD product teams on site and app development, ensuring a seamless, human-centered user experience from initial marketing click to in-app engagement.
• Governed and enforced brand voice across a full-funnel ecosystem, including product copy, high-conversion landing pages, email marketing, partner toolkits, and video production.
• Spearheaded cross-functional creative collaboration to unify enterprise storytelling, streamline execution, and accelerate content development velocity.

Wells Fargo

In-House Agency
3/2015 – 9/2018
• Drove UX strategy and message mapping for the primary enterprise dot-com platform, ensuring complex, highly regulated consumer journeys were intuitive and transparent.
• Integrated product copy within the native banking app, aligning top-of-funnel marketing campaigns with in-app digital product design for an unbroken user experience.
• Led mobile-first UX and content strategy to modernize legacy brand storytelling, successfully driving digital engagement among Millennial and Gen Z demographics.
• Partnered cross-functionally with design and strategy leads to author integrated 360 creative across digital, retail, and physical/experiential environments.
• Balanced editorial agility and compliance, writing everything from complex, long-form educational narratives to high-conversion, short-form digital copy.

Questus

9/2012 – 2/2015
• Drove Direct-to-Consumer (DTC) impact across traditional, digital, social, and experiential channels for major national accounts, including Capital One and Suzuki.

• Scripted and directed broadcast TV and radio spots, partnering closely with external production houses to maintain narrative intent and message consistency.

• Developed multi-channel B2B and partner collateral, streamlining dealer and field marketing assets to ensure unified brand messaging at the regional level.

• Managed a diverse portfolio of matrixed enterprise clients, including Universal Orlando, Avery, and General Mills, adapting creative execution to unique brand governance.

• Collaborated cross-functionally within an agile agency setting to translate complex client briefs into high-conversion, consumer-friendly 360 marketing campaigns.

Academy of Art University

School of Advertising
1/2009 – 6/2011

• Instructed university-level courses focusing on creative concept development, advanced copywriting technique, and multi-channel interactive strategy.
• Mentored and coached emerging copywriters on mastering brand voice development, portfolio execution, and high-level creative problem-solving.
• Instilled rigorous editorial precision and craft discipline, training students to develop clear, impactful communication strategies across digital and traditional media.
• Evaluated and critiqued complex creative campaigns, fostering a high standard of narrative structure, message hierarchy, and strategic intent.

Freelance

Ad agencies and in-house
7/2008 – 9/2012

Developed campaigns and messaging for clients such as Suzuki Cycles, Pennzoil,
Kaiser Permanente, Wells Fargo, Kiva.org, Timbuk2