Work Samples

 
 

Project Type: eBook

My role:

  • Concept a top of funnel eBook utilizing commentary from 15+ key opinion leaders.

  • Outline and write the 28-page eBook.

  • Provide direction for the overall look and feel of the asset.

  • Provide direction on the gated landing page layout, copy and functionality.

  • Develop sales enablement guide for how to use the asset.

  • Review and approve organic social promotion.

  • Review and approve paid social promotion plan.

  • Write and publish an SEO-driven blog post to promote the asset.

View the eBook.

Project Type: quarterly editorial magazine

My role:

  • Develop the overarching quarterly theme for the magazine.

  • Outline the entire publication and assign writers to each story.

  • Review, edit and approve all articles.

  • Consult on magazine layout, including cover alignment to the quarterly theme.

  • Secure approvals from CEO, chief marketing officer, head of comms, VP of product marketing.

  • Develop sales enablement guide for how to use the asset.

  • Review and approve organic social promotion.

  • Unveil the magazine during monthly All-Staff meeting consisting of 1,300+ employees.

View an issue.

Project Type: social strategy

My role:

  • Use social listening to identify a business need: social media customer support.

  • Create the business and communications justification and secure approvals.

  • Name the Twitter support channel (@AskPayPal).

  • Provide in-person training to customer service agents on how to engage via social.

  • Launch PayPal’s first-ever social media customer support channels (2009 - 2010).

  • Provide regular reporting on key performance indicators related to this support channel.

See the channel today.

Project Type: editorial strategy and management

My role:

  • Redesign the PayPal Blog to fit modern publishing conventions (2010).

  • Manage the editorial calendar for all content being published on the blog.

  • Write and edit product and corporate news, and executive thought leadership posts.

  • Stage, optimize, publish and syndicate content.

  • Collaborate with the PR team to drive backlinks to relevant posts.

  • Provide reporting on key performance indicators and use data to update the strategy.

See the Newsroom today.

Project Type: social creative

My role:

  • Bring the employer brand story to life through unique social creative.

  • Identify trending industry conversations around the ‘Great Resignation’ and return to work.

  • Determine optimal publish timing to capitalize on trending conversations.

  • Identify the most relevant channel(s) to publish on.

  • Write copy.

  • Provide direction for the overall look and feel of the creative asset.

See it in the wild.