Copy & Content

Curology — Concept Development, Copywriting & Brand Strategy

Period: Aug 2026 – Oct 2026

Client: Independent Contractor

Category: Concept Development, Copywriting & Brand Strategy

Key Highlights

• Led concept development and copywriting for cross-channel campaigns across Curology and its sister brand, Agency, from ideation through launch
• Wrote high-performing organic and paid social copy, partnering with product marketing and legal counsel to keep messaging compelling and compliant
• Co-developed brand guidelines with the creative team for the core Curology brand and standalone initiatives, creating a consistent voice and visual identity across campaigns

Cross-channel campaign work for Curology and its sister brand, Agency, spanning concept development, copywriting, and brand guidance from ideation through launch.

Wrote at every stage of concepting and copy development for the October 2026 Dove Cameron x Curology collaboration campaign.

Created copy and style guides for every campaign channel: paid and organic social, full-production video assets, and scripting.

Full-production scripting video: Dove Cameron × Curology — full-production video scripting example 1

Full-production scripting video: Dove Cameron × Curology — full-production video scripting example 2

Paid social image: Curology travel-size prescription skincare paid social campaign

Paid social image: Curology essentials routine paid social campaign

Paid social image: Curology prescription skincare routine paid social campaign

Paid social image: Curology skincare routine product paid social campaign

Paid social video: Curology Bestsellers Hydrate, Glow, Treat and Prime paid social video

Paid social video: Curology Bestsellers custom formula paid social video

Treuse Cinema — Content Strategy, Web Design, Brand Strategy

Period: 2026

Client: Independent Consultant

Category: Content Strategy, Web Design, Brand Strategy

Key Highlights

• Full website rebuild for a boutique Detroit cinema
• Back-end functionality, user accounts, and real-time analytics
• Updated brand identity and cohesive design system
• AI-accelerated build informed by web optimization and user behavior expertise

Led the development of the boutique Detroit cinema Treuse Cinema's updated website, spanning content strategy, web design, and brand strategy from the ground up.

Scope included back-end functionality, user account development, and real-time analytics integration — pairing a refreshed brand identity and design system with the infrastructure to support a returning, engaged audience.

Used AI tools to accelerate building, supported by deep expertise in web optimization and user behavior to keep the experience fast, intuitive, and on-brand.

Reference: Visit treusecinema.com — https://treusecinema.com/

Screenshot: Treuse Cinema homepage hero — 'A boutique cinema for Downtown Detroit'

Screenshot: Treuse Cinema newsletter CTA and land acknowledgement footer

Digital Studio — Copywriting & Content Strategy

Period: Sep 2024 – May 2026

Client: CI&T

Category: Copywriting & Content Strategy

Copywriting and content strategy work with CI&T Digital Studio.

Volkswagen North America — UX Writing & Content Strategy

Period: 2024–2025

Client: CI&T

Category: UX Writing & Content Strategy

Key Highlights

• Led the full mobile rebrand from Car-Net to myVW+ across hundreds of app screens
• Built Figma component libraries to manage 100+ repeating disclaimers
• Coordinated across 4 internal VW teams: App, Connected Services, Owner Resources, and Legal
• Established content governance systems now used across other VW digital projects

From October 2024 to August 2025, I was embedded as a CI&T contractor into the Ownership department at Volkswagen, specifically supporting copywriting and content development needs for the app myVW.

During this time, I led the full mobile rebrand of all VW connective services from Car-Net to myVW+, accounting for hundreds of screens and developing systems such as Figma component libraries to manage repeating text, including over a hundred disclaimers.

Throughout the rebrand, I coordinated with 4 different teams (App, Connected Services/Revenue, Owner Resources, Legal) and supported the initiative to update all web content with the new branding as well, establishing governing systems and content repositories through their existing Atlassian software.

My support on the myVW+ rebrand resulted in a more systemic approach to large-scale content replacement and optimization within VW's digital teams, utilizing existing software licensing and resources to create ad-hoc content management tools without a devoted CMS.

General Motors — Web Content, UX Writing, SEO

Period: 2022–2024

Client: MRM Detroit

Category: Web Content, UX Writing, SEO

Key Highlights

• GM ASEP "Bring Us Your Talent" campaign was awarded a 2024 Effie in the Automotive Aftermarket category
• Increased year-over-year leads by 93%
• Produced copy across Buick, GMC, Cadillac, and Chevrolet brand voices simultaneously
• Developed a Figma composite of the full parts.gmparts.com site to streamline future edits

As a copywriter at MRM Detroit on the General Motors Customer Care & Aftersales team, I maintained and produced copy on all GM Certified Service pages and cross-brand features for Buick, GMC, and Cadillac.

I also developed innovative new content for CCA business verticals like Chevrolet Performance to promote services and parts. A significant part of my day-to-day responsibility was adapting technical automotive writing into relevant, readable customer-facing copy for several target demographics and brand voices.

For the 2023 refresh of the GM Automotive Service Education Program's "Bring Us Your Talent" campaign, I generated engaging new copy and transformed existing copy assets to create a new site suite for potential GM dealer technicians, including auxiliary pages for FAQs and featured technician stories with integrated video content.

I also developed new copy for the launch of GM Genuine Parts and ACDelco's joint eCommerce site across brands, working with my creative team to enhance existing assets and create a user-friendly interface.

Blue Cross Blue Shield of Michigan — Traditional, Digital, Social & App

Period: 2021–2022

Client: DP+

Category: Traditional, Digital, Social & App

Key Highlights

• Social content refresh for the "Here for it All" campaign across multiple channels
• Medicare AEP Stars campaign spanning traditional, digital, and social
• Sports sponsorship copy for Detroit Tigers and Detroit Lions partnerships
• Scripted Amazon Alexa and Google Home skills for the MIBlue app

I worked with the creative team at DP+ to produce content for several BCBSM business units, including a full social refresh of the 2020 "Here for it All" campaign, Blue Care Network's native and paid social presence on Facebook, a Medicare AEP Stars campaign on all channels, and several sports sponsorships including promotional material for the Detroit Tigers and Detroit Lions.

I also developed and scripted digital content for the MIBlue Amazon Alexa and Google Home skills — developing new adaptive scripts for the MIBlue Amazon Alexa skill and Google Home actions, including recipes, workout instructions, lifestyle advice, and healthcare guidance.

Additionally, I condensed the existing MIBlue Family and MIBlue application scripts into one deliverable using existing command structures to update copy.

Lineage Logistics — Organic & Paid Social Content

Period: 2021–2022

Client: DP+

Category: Organic & Paid Social Content

Key Highlights

• Developed a defined brand voice for a major cold storage supply chain company
• Produced organic and paid social content across Instagram and Facebook
• Created content for Lineage's website and warehouse technology platforms

I produced a wide variety of organic and paid social content for cold storage supply chain company Lineage Logistics, working with them to create a more defined brand voice and accrue new audiences on Instagram, Facebook, and their own website and warehouse technology.

LightRx — Blog & Organic Social

Period: 2022

Client: DP+

Category: Blog & Organic Social

Key Highlights

• Produced well-researched blog posts on medspa treatments and skincare conditions
• Wrote organic social copy to promote seasonal promotions and new services

I wrote social and blog content for the medspa company LightRx in 2022, highlighting promotions and creating organic, well-researched blog posts for their website.

Subway Midwest — Out-of-Home & Online Advertising

Period: 2019

Client: DP+

Category: Out-of-Home & Online Advertising

Key Highlights

• IAC Best Restaurant Online Ad — Best Of Show Online Ad 2020
• HTML5 banner copy for Subway's Smoked Brisket regional campaign

I created original copy for an HTML5 banner for Subway's Smoked Brisket campaign — a regional campaign for Subway Midwest that ran across out-of-home and digital channels.

This ad was awarded the IAC Best Restaurant Online Ad, Best Of Show Online Ad 2020.

History Studio — Creative Strategy

Period: 2020

Client: Internship

Category: Creative Strategy

Key Highlights

• Full brand development plan delivered during startup phase
• Included brand identity, copy tone directives, and SEO strategy
• Website design recommendations and social media integration guidance

I created a comprehensive brand development plan during summer 2020 for historical vetting service History Studio, including guidance for brand identity, copy tone and directives, SEO suggestions, website design plans, and social media integration.

This plan was provided during the startup phase of business, helping History Studio establish a cohesive brand voice and digital presence from the ground up.