BrandWork

Wrote and edited long-form features, expert Q&As, and shopping guides for site and newsletter. Decided what readers open, save, and buy.

Wrote PDP, category, and merchandising copy across the shop, so every page reads less like a listing and more like a recommendation from someone who’s actually tried it.

Wrote co-branded campaigns and developed story-driven programs that gave partners what they paid for while still feeling unmistakably goop.

Built the language system behind the brand. Proactive, inclusive, as direct as it is playful—like offhand advice from your smartest, boldest friend.

In partnership with the Art Director, developed the high-level creative narratives behind product launches, promotions, and evergreen campaigns.

Developed content + copy for 360° campaigns, from email, social media, and digital ads to sidewalk sandwich boards and retail signage at Target, Ulta, and Erewhon.

Named products, bundles + shades—defining the feeling before anyone sees a swatch.

Developed product one-liners that translate to PDPs, ads, and social. Not just what it is, but why you need it in every shade.

Ran all-channel copy for moments that move numbers: major sale periods, GWPs, and partner drops with Armra, Arrae + Sleepy Tie.