• • Led creative development and copy direction for “How YouTube Works”, a site designed to highlight YouTube’s trust and safety efforts, available in more than 80 countries.

    • Managed a cross-agency team of six writers and art directors crafting copy, scripts, and marketing material.

    • Exceeded first-year engagement target by 78%. The site has realized 165 million unique visitors globally to date, and more than 300,000 daily users.

  • • Delivered consultancy projects for a wide range of clients, including The Museum of Modern Art, Tate Modern, Hakkasan, Friends of the Earth, The Rockefeller Foundation, Nokia, Debevoise & Plimpton, and AlixPartners.

    • Partnered at a high level with key stakeholders on projects including brand storytelling, concept development, creative strategy, product launches, marketing communications, brand guideline production, and mobile app development.

    • Orchestrated brand voice and messaging redevelopment for MoMA Design Store, collaborating with a cross-functional team of designers, writers, curators, and brand managers to execute a brand language refresh that helped increase sales revenue by 40%.

    • Created messaging concepts, customer communications, and brand material for the relaunch of the Tate Modern Gallery, building a content library for Tate membership acquisition and retention online including direct mail, digital advertising, and out-of-home advertising that resulted in a 12% uplift in membership to a record level of 128,000 members.

    • Established a new brand narrative, brand messaging, and brand voice guidelines for Friends of the Earth UK that helped boost annual individual donations by 24%.

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  • • Founded Liars' League NYC, a regular live fiction reading series and literary platform, publishing short form creative writing online and podcasting via iTunes and Stitcher.

    • Recognized by Time Out New York as one of New York’s Best Reading Series.

    • Published more than 150 short stories by emerging writers from thousands of submissions, and developed content strategy that included collaborations with the BBC, GRANTA, Guernica, the Brooklyn Book Festival, and MFA programs around the USA.

    • Produced and directed regular literary events at New York’s most highly-regarded literary venues.

  • • Devised a new brand voice and messaging for the relaunch of HSBC-owned UK phone and internet bank First Direct, collaborating with advertising agency JWT and design agency North.

    • Retained by HSBC to oversee implementation of brand voice throughout First Direct’s marketing operations, guiding and writing copy and copy editing for every division of the company's marketing department and across every aspect of the bank's operations – including website development, social media, brand guidelines, email marketing, direct mail, and advertising campaigns.

  • • Worked at Campaign’s Agency of the Decade on a wide range of clients, including Guinness, Godiva, British Airways, British Sky Broadcasting, Tango, Mars, Iceland, Texaco, the AA, and Ernst & Young.

    • Generated integrated advertising campaigns across a range of platforms, including interactive content, launch campaigns, new product development, online, TV, Radio, print, ambient, and outdoor advertising, as well as directing radio and animated commercials.