From fintech trust campaigns to creator-led community programs, I lead social and content strategies that connect people through authentic storytelling. I focus on the places where business goals and human needs meet: scaling lo-fi video, UGC pipelines, and community-driven campaigns across TikTok, YouTube, Instagram, Reddit, and beyond.
I work cross-functionally with Growth, Product, PR, CS, and Brand leaders to translate complex ideas into clear, resonant content. My approach blends editorial insight, community data, and a test-and-learn mindset to build programs that don’t just “post,” but build trust, connection, and impact.
Strategic Content that Drives Business Results
Remitly: Beyond Borders. I specialize in scaling multilingual content hubs, ensuring they deliver consistent results across global audiences. I created and developed Beyond Borders, which publishes articles in 11 languages and receives millions of visits annually. The site builds trust by delivering practical, multilingual guidance and ranks for thousands of strategic queries, drives as many backlinks, and serves as a home for a variety of key campaign assets.
The playbook? Expert writers, clear brand guidelines, mobile-friendly design, smart keywords, cross-channel distribution, and constant optimization. The results? Unpaid brand awareness, competitive differentiation, and plenty of assisted conversions from “always-on” owned content.
Rover: The Dog People. I grew this content hub from 250K visits / year to over 4MM by developing a strong freelance bench, honing our point of view, distributing content across organic channels, and running seasonal and SEO campaigns. I wrote or edited hundreds of articles in this role. (To this day, I could win a trivia competition about dog breeds).
The Dog People was also a key revenue driver thanks to a robust affiliate program I developed, which grew to over $1MM in annual earnings.
Creative Campaigns & Storytelling
Remitly YouTube: Worked closely with product marketing and brand strategists to ensure the success of this campaign. Launched and wrote an ongoing, bilingual video series to improve Remitly’s organic YouTube presence. Built content around customer FAQs using keyword research, user insights, and competitive analysis. Created long-form explainers and UGC-style shorts that supported acquisition while prioritizing customer experience. Resulted in 50% growth in organic YouTube impressions, as well as increased visibility on Instagram and TikTok.
Remitly: Empowering Immigrant Business Owners. I developed a series of over 20 long-form guides tailored to immigrant small business owners in the U.S. and Canada. Rooted in customer testimonials and extensive research, these guides addressed the unique challenges faced by entrepreneurs navigating cross-border finances, building trust in digital transfers, and accessing local resources.
Rover YouTube: Kiki’s Canine Kitchen. We created this series to engage high-earning pet parents and build trust, authority, and awareness for Rover. The videos were published on owned YouTube as well as across our social channels.
Rover: Dog Names Campaign. Led ideation and copywriting for this annual campaign, leveraging proprietary data and trends to create engaging content. Designed to drive backlinks and amplify organic awareness, the campaign consistently exceeded SEO and engagement goals, becoming a cornerstone of Rover’s content strategy.
Rover: An Insider’s Guide to Seattle Dog Owners, which went viral (locally). I wrote the copy for various neighborhoods while a local artist did the illustrations.
Results-Driven Ad Copy
Remitly: Designed and wrote a series of popups to test and improve click-through rates from blog content to the app store. Used data-driven iterations to optimize messaging, driving increased app engagement and downloads.
Parasol: Crafted brand ad copy to support Parasol’s launch, focusing on messaging that differentiated the brand in a crowded marketplace. Conducted testing to refine positioning, ensuring clear standout appeal and audience engagement.
Rover: Wrote in-line ads to cross-promote other products, support content partnerships and business development, and drive further engagement with existing readers.
zulily: Crafted thousands of product descriptions, focusing on informative, engaging language to drive clicks and conversions. Brands for whom I wrote included Disney, Starbucks, TOM’s, Moleskine, and KitchenAid.
Persuasive Content for Decision-Makers
Creative campaigns work as long as there’s clear, persuasive messaging to accompany them. This content served that purpose.
Remitly: Finance Glossary. This SEO-driven campaign built trust with money senders. It drove a spike in traffic to the main domain, along with hundreds of high-quality backlinks and strong engagement on owned social channels.
BookingSuite: Hotel management eBooks and email newsletters. I wrote these to help hotel owners navigate emerging trends like self-service kiosks and open pricing models. This resource simplified complex industry insights into actionable strategies, empowering decision-makers to modernize operations and improve guest experiences.
This particular eBook was distributed in bite-sized form on social media, and at length in our newsletter, where it generated strong engagement and plenty of warm leads for the sales team.
Pumpkin Pet Care: The best dog DNA tests. I got to use my own two rascal mutts as a test case for this one. It was among several product guides I wrote for this pet care company, focused on building trust and authority in their niche.
Reviews.com: Best Baby Formula. This project is no longer online, but thanks to the Wayback Machine you can get a glimpse of this deeply researched, expert-vetted guide I wrote after interviewing top voices in the field. As a new mom, I found it fascinating. I wrote many other guides for this website, for verticals from homeowner’s insurance to pet food. With first-person accounts, expert interviews, and hands-on testing, these guides ranked well in a crowded field.
Social Media Strategy & Engagement
Remitly Instagram: this channel is 90% my copy. I craft educational, inspirational, and promotional posts for static assets, Reels, and IG Stories to grow organic reach and improve our brand’s engagement rate. We’ve grown our total engagements by 25% year over year.
Remitly Facebook: also, my copy on the majority of posts. For this channel I not only write copy, but I also create templates for comment moderation and community management that are on-brand, accurate, conversational, and easy to scale.
Testimonials
Marketers know it’s better for customers to say nice things than for us to brag about ourselves. I have more upon request, but here’s one that sums it up.
At BookingSuite, I wrote for an audience of hotel owners trying to navigate new technologies in their industry. Years later, I received this note from a fellow copywriter about the impact of that work. Her reaction is precisely what I hope to evoke with clean copy and a tireless focus on the human behind the click.