Copy & Brand Strategy

I make the complex clear
and the invisible impossible to ignore.

Twenty years of turning clinical research, enterprise technology, and consumer brands into language that people read, remember, and act on.

See the work
Trusted by
Microsoft Pfizer Macy's Bloomingdale's UBS Northwestern Mutual Appen Cigna
Michelle Samson

Good work
that matters.

I've spent my career being the translator in the room. The person who takes what's complicated, clinical, or buried in jargon and turns it into something that connects.

At Pfizer, that meant editing research findings until they were clear to the people who needed them. At Microsoft, it meant naming products so they made sense before anyone read a single line of documentation. At Macy's, it meant writing the email that made you stop scrolling and buy the bag.

I care about where my words end up. The work I'm proudest of has been for healthcare companies reaching patients, wellness brands finding their voice, and experiential campaigns that made people stop and pay attention. I believe copy should do real work: clarify what matters, move people to act, and never waste anyone's time.

20+
Years in the craft
9
Fortune 500 clients
$1M+
Revenue from a single campaign
Brand VoiceConversion CopyHealthcareEmail CampaignsNaming ArchitectureVideo ScriptsBrand VoiceConversion CopyHealthcareEmail CampaignsNaming ArchitectureVideo Scripts

The proof is in the clarity.

A sample of projects across healthcare, enterprise tech, retail, and brand building.

Pfizer Idea Sprint Lab infographic
Healthcare Clinical
Innovation Lab, Clinical Trials & R&D Communications
Pfizer
Edited the copy for Pfizer's Idea Sprint Lab infographic, distilling a complex internal innovation program into a clear visual narrative: 45+ sprints, 160+ ideas tested, $4.6M in cost savings. Separately, edited a 3-part video script series for a heart failure clinical trial, translating dense protocols about eligibility criteria, wearable devices, and DHTs into plain language for patients. Also edited internal communications, leveling guides, and enterprise services content across R&D.
Orchid AI Athena AI Mosaic Skyline Labs Aurora Labs Paradigm AI Lattice Horizon AI Aspen AI Real AI Orchid AI Athena AI Mosaic Skyline Labs Aurora Labs Paradigm AI Lattice Horizon AI Aspen AI Real AI Orchid AI Athena AI Mosaic Skyline Labs Aurora Labs Paradigm AI Lattice Horizon AI Aspen AI Real AI
Brand Architecture Naming
AI Division Naming & Azure Program Architecture
Microsoft
Named Microsoft Canada's national AI team, delivering 10 brand identity options with full rationale, competitive landscape checks, and brand positioning for each. Separately, developed the naming architecture for Azure Apps program tiers (Evolve, Boost, Propel) with usage guidance for marketing content. Also wrote LinkedIn carousels, hybrid work website copy, Surface event promotions, Envision event emails, and Virtual Training Days campaigns across the Seattle and Canada teams.
Macy's email campaigns
Conversion Email
$1M Handbag Campaign & Email Engine
Macy's
Directed high-converting copy across flash sale emails, Friends & Family campaigns, fragrance launches, beauty GWP promotions, and marquee sale events including Great Shoe Sale and Memorial Day. A handbag sale campaign conceived by my team generated $1M in revenue. Managed 9 writers producing 100+ marketing assets per month across email, digital ads, direct mail, in-store signage, and video.
Beauty Suite pop-up
Campaign Experiential
The Beauty Suite Pop-Up at Herald Square
Macy's
Member of the idea team that conceived "The Beauty Suite," an experiential pop-up at Macy's Herald Square flagship. Partnered with Sugarfina (candy installations and lipstick-shaped treat machines) and SOFTlab (immersive design). Wrote all copy: the sitelet with bold lip, nude lip, ombré, and smoky eye editorial content featuring quotes from Macy's beauty buyers, plus invitations, OOH, and the #macyslove social campaign.
Polaris Odyssey Mosaic Tapestry Amaranth Envision Everspring Novel Memoir Vita Street Elmroot Prose Narrative Origin Story
Brand Architecture Naming
Wealth Advisory Platform Naming
Northwestern Mutual
Eight rounds of naming exploration for Northwestern Mutual's wealth advisory platform. Each round included full brand rationale, competitive landscape analysis, tagline options, and URL availability. Explored 50+ names across themes of legacy, aspiration, and storytelling: Polaris, Odyssey, Mosaic, Amaranth, Everspring, and dozens more. The name had to resonate with financial advisors who distrust marketing language and respond to precision. Proposed tagline: "We help you create a life story worth telling."
Therapist private practice brand guide
Healthcare Brand Guide
Private Practice Brand & Voice System
Therapist Practice Launch
Built a complete brand guide for a therapist launching her own practice. Covered positioning, voice, patient-facing messaging, and guidance on the business logistics of accepting insurance as an independent provider. First-hand understanding of the fears, the logistics, and the need to communicate value clearly.
AI / Tech Website
Website Repositioning for Non-Technical Buyers
Appen
Rewrote Appen's entire website, repositioning a technical AI data company for non-technical buyers. Rebuilt the brand narrative from the ground up, translating data annotation, model training, and AI infrastructure concepts into language that business decision-makers could understand and act on.
Anam Massage Therapy website
Wellness Full Brand Build
Brand Identity & Website from Zero
Anam Massage Therapy
Built an entire business identity from scratch for an independent massage therapist: naming, brand guide with Celtic-inspired visual identity, Squarespace website with booking integration, Google Business Profile, digital intake forms, and all copywriting. Positioned a therapeutic, insurance-friendly practice against chain competitors by leading with the practitioner's athletic background and results-driven approach.
Where Resources Meet Results Unleash Your Financial Future Financial Solutions. Amplified. Leverage Expertise. Achieve More. Redefining Wealth with Unlimited Reach Unlock a Whole New World of Opportunity Where Resources Meet Results Unleash Your Financial Future Financial Solutions. Amplified. Leverage Expertise. Achieve More. Redefining Wealth with Unlimited Reach Unlock a Whole New World of Opportunity Where Resources Meet Results Unleash Your Financial Future Financial Solutions. Amplified. Leverage Expertise. Achieve More. Redefining Wealth with Unlimited Reach Unlock a Whole New World of Opportunity
Financial Services Compliance
Private Wealth Management Collateral
UBS Financial Services
Developed a collateral suite for UBS private wealth management, including strategic positioning, brochures, and infographics for partner audiences. All work produced under financial compliance standards. Copy that's compelling and approved, without treating those as opposites.
How I Work

Three things
I believe about copy.

01

Clarity is a kindness.

Your audience has 4 seconds and 12 open tabs. If your message requires effort to parse, it's already gone. I treat every sentence like it's the only one someone will read.

02

Voice systems outlast campaigns.

A great ad runs for a quarter. A great voice system runs for years. I build the infrastructure that lets teams produce on-brand work without a director reviewing every line.

03

Compliance and compelling aren't opposites.

I've edited for Pfizer's regulatory pipeline and Macy's flash sale inbox. The rules are different, but the job is the same: find the truth, say it clearly, make someone care.

Get in Touch

Let's make
something clear.

Currently open to full-time opportunities in creative direction, copy leadership, and senior copywriting. Remote from Buffalo, NY.