ABOUT ME

guiding philosophy

I look for copy that’s surprising, yet familiar. The idea is to create a moment of charm for the reader without being flippant—and while staying on brand.

Long-form product descriptions have the double duty of informing while amusing. Informing so that they’re useful. Amusing so that the reader keeps reading. At Groupon, our humor ratio was about two jokes per paragraph.

brand building

I love honing brand voice. It’s art meets science. Research meets your gut. And AB testing to show if you’re on the right track. I’ve helped develop brand voices for Groupon, Sears, and Kmart.

brands I admire

For humor, Duluth, Moosejaw, and BirchBox. Target for blogs and curated shopping. Pottery Barn and Jet for vertical pages.