Past Projects
Niice 3.0
Product Positioning | Messaging
IA | Content Strategy |
Copywriting
Since launching in 2013, Niice's platform had matured enormously in capability, yet its website hadn't evolved to reflect its current offering. Project deliverables included repositioning the product for a new iCP, identifying the iCP's key value drivers, providing new foundational messaging, and delivering a new homepage and series of use case pages to show + tell how Niice makes life better for branding teams.
Stora
Product Positioning | Messaging
IA | SEO | Content Strategy |
Copywriting
Stora's website wasn't working hard enough for the business. Content was focused on product features and functionality instead of the value their platform delivered customers. With research, I defined their iCP, uncovered their primary value drivers, and rewrote the homepage to articulate these ideal outcomes and motivate leads to trial the product. I also expanded the website with five new features pages to explain the 'how' (including Website Design and Online Sales) plus company and integrations pages. The project strengthened Stora's sales and marketing strategy and increased audience engagement.
Kainos
Page Strategy | Copywriting | QA
Kainos redesigned its corporate website to unify its Workday and Digital Services under one brand domain, targeting two distinct markets while enabling cross-pollination. Within a fixed site map and CMS design constraints, I wrote 18 benefits-driven pages—including Workday Services, Phase X Deployments, reducing risk, global expansion and integrated service pages for financial, education, and healthcare. I also QA’d all new pages for accuracy and consistency. My work clarified complex offerings, strengthened value propositions, and ensured a high-quality launch that improved customer understanding and engagement.
Cloudsmith
SEO, Content + Analytics Audits JTBD Research
Positioning | Content Strategy | Copywriting
Cloudsmith's messaging wasn't landing with customers, and staff were confusing customer jobs, challenges, and benefits in content and pitches. Using the Jobs To Be Done framework, we mapped the value drivers, features, and benefits that sales and marketing needed to focus on as talking points. I then used those insights to overhaul website content with more meaningful messaging and new pages, leading to a 5x increase in website traffic.
Rotor Videos Website Landing Pages
Lead Generation
Strategy | Copywriting
Strategy | Copywriting
New dedicated landing pages for Rotor Videos' studio services as well as their Spotify Canvas and artwork video offerings, targeted at top-of-the-funnel audiences. Pages focus on the ideal outcomes audiences are looking for and concisely explains the benefits of working with Rotor.
Introduction to Typecast
Brand Awareness
Scriptwriting | Storyboarding
Scriptwriting | Storyboarding
Short top-of-the-funnel video overview of the Typecast app targeted at web designers to show how the product worked and explain how it would benefit their workflows.
Kainos Smart Case Study
Sales Enablement | Social Proof
Research | Writing | Editing | Promotion
Research | Writing | Editing | Promotion
Full-length, middle-of-the-funnel B2B case study for Workday HRIS managers demonstrating how the Kainos Smart automated testing platform helped Cardinal Health's HRIS team resolve business problems.
Kainos Smart Webinar
Lead Gen | Demand Gen | Sales Enablement
Writing | Editing | Slide Creation | Hosting
Writing | Editing | Slide Creation | Hosting
20-minute product webinar illustrating how Kainos Smart makes life measurably easier for HRIS teams.
