CREATIVE COPY LEAD
On a mission to help people take ownership of their health, Athletic Greens is redefining supplements + wellness respectively with their flagship product AG1.
I’m part of the Creative Studio team working to ensure there’s a consistent brand voice across all channels from brand campaigns, growth marketing, social, internal messaging, and more.
COPYWRITING, EDITORIAL STRATEGY
I joined the Global Content Development team at Meta late 2020. My day to day reinforced what I care about the most: helping to create spaces where people can be seen, heard and valued by finding ways to tell their stories.
Nestling into a hybrid writer-strategist-editor role, I concepted, wrote, and created content for the b2b global audiences across Instagram for Business, Meta for Business and Meta Curated (RIP).
During my time there, I was lucky enough to work alongside incredible strategists and designers to build innovative and educational, best-in-class, social-first content for small businesses looking to THRIVE! From writing social captions, to newsletters and ideating campaigns for key cultural moments and company-wide initiatives such as Holi, Asian Pacific American Heritage Month and #BuyBlack Friday—to name a few—this role and team really helped me step into my own.
COPYWRITING | SOCIAL STRATEGY | COMMUNITY MANAGEMENT
And She Could Be Next is a PoV documentary about women of color leading a movement to transform democracy by running for office. Hired as a freelance consultant via The League, I worked on the social campaign in the build up to the premiere in 2020.
SCRIPT WRITING
Proud to have partnered with Inside Projects on writing the script for Legacies and Recipes Youtube Shorts:
“Inspired by the Netflix documentary series, High on The Hog, our young protagonist takes us into the world of Legacies and Recipes, celebrating themes of cultural heritage and traditions, legacy, food, and the power of family and community.”
COPYWRITING, STRATEGY
Glossier is a community-centric, brand of beauty essentials. I joined the team as a full-time freelancer from January - August 2019 to work on the launch of their sub make-up line, Glossier Play, where I had the chance to develop the internal messaging, taglines, and TOV style guide. Following launch, I supported the copy team with day-to-day tasks across all platforms including social, email, digital, product, stores, and internal style guides.
What
Glossier Play Manifesto:
“We believe makeup is a choice, the part of your routine that should always be fun. Glossier Play was created to bring the joy back into getting ready.
Inspired by movement and fueled by irreverence, we created the beauty extras to dial-up your look whenever and however you want.”
We started with Colorslide technogel eye pencil, Vinylic Lip high shine lacquer, Glitter Gelée multigrade paillettes, and Niteshine highlighter concentrate. And as Glossier Play grows, we’re looking forward to bringing more—more colors, more textures, more ways to express yourself.
So try something new, add something extra. You don’t need a reason to Play.”
PDP copy examples:
More brow for your brow.
Your brows are already great (you know that). But maybe you want more. More definition, more color, more brow in places you think deserve more brow. This is why we made Brow Flick. Brow Flick is a brush-tip detailing pen that fills in brows with featherlight strokes that actually look natural. Use it to define the arch, extend the tail, or add depth to sparse areas. Finding your match is easy: Brow Flick comes in three sheer, water-resistant shades—Blond, Brown, and Black. Follow up with Boy Brow (in the matching color, or Clear for just hold) to groom and set brows into place. The look? The fluffiest, polished, most natural-looking Glossier brow ever.
How to use:
Start with clean skin—a fresh surface makes it easier to use Brow Flick. Holding the pen at a downwards angle, start where you brows are more sparse and etch lightly anywhere you’d like added dimension or definition. Leave to dry for 15 secs or more. Brush up with Boy Brow to groom and hold.
Brow Flick + Boy Brow Duo PDP
The full Glossier brow.
The Glossier brow: face-framing, fluffy, full, and always natural-looking. You know it, you love it, now it’s time for more. Boy Brow, meet Brow Flick. Start with Brow Flick, the detailing pen that adds dimension anywhere your brows feel sparse, need defining or simply want more brow. In three sheer shades--Blond, Brown, and Black--the brush-tip creates featherlight strokes that actually look natural. Follow up with Boy Brow’s creamy, conditioning formula (in the matching color, or Clear for just hold) to thicken, fill, shape, and groom brows into place. And there you have it: the full Glossier brow.
How to use:
Start with clean skin—a fresh surface makes it easier to use Brow Flick. Holding the pen at a downwards angle, start where you brows are more sparse and etch lightly anywhere you’d like added dimension or definition. Leave to dry for 15 secs or more. Brush up with Boy Brow to groom and hold.
Who
Honored to have participated in a one-day intensive workshop with a creative think tank to brainstorm messaging for five-part Netflix series, When They See Us.
What
Led by the Netflix internal marketing team and series director, Ava Duvernay, the day consisted of discussions centered around the call-to-action around the release of the show and options for the title.
Who
Scout Digital is a boutique agency specializing in social content and strategy. I joined the team as a freelancer from July 2019 - February 2020 as social copywriter (Facebook, Twitter, Instagram + Instagram Stories) across clients: Allswell, Clark’s Botanicals, Supima, Katy Perry Collections, GOATS, and Glow Habit. Most of the targeted audiences were engaged millennials, well-versed in the landscape and colloquial language of social media.
What
Allswell Instagram Social caption examples
When it comes to bedroom makeovers, there’s only one rule: make 👏it 👏SUPREME 👏. @Brightonkeller is off to a good start.
A Thanksgiving recipe: Family, friends, yummy treats, and a handful of gratitude, mixed in with a whole lot of love ❤️
Sweet dreams are made of these sheets 😍 Nothing but soft, organic goodness here.
Don’t let them slip away ✨Bath time fun is a thing again thanks to our new ultra cozy slippers, robes, and towels.
Who
Blue Box, New York, Audrey Hepburn… need I say more? You get the gist. During my time at Tiffany, I wrote the copy for all of Tiffany’s global social media channels: Instagram, Twitter, Facebook, Google+, Snapchat and Instagram Stories. As part of a larger digital team, I contributed to creating content strategy to integrate brand campaigns into the monthly social calendar, as well as live coverage of notable events.
Examples of social captions:
IG: She finds inspiration wherever she goes, and her bold, creative spirit draws people into her world. You'll catch her on the weekend pouring over glossy fashion magazines in a West Village coffee shop before she hits the boutiques. Our Modernist gift guide is full of sleek, stylish designs that will make her holiday shine. It's time to shop.
IG: He really can be the pilot of his own travels. These sterling silver cuff links were made to complement his tailored looks whether he is travelling for work or joining you for a holiday party.
IG: For those who prefer to put their unique stamp on things: this 18k gold money clip was inspired by a design originally presented to composer Meredith Wilson in 1957. The Out of Retirement™ collection is now available at @doverstreetmarketlondon.
TW: Marry someone who gives you the same feeling you get when it’s Friday.
TW: The only thing blue about Monday should be a Tiffany box.
TW: Friday feels like receiving a Tiffany Blue Box.
Long-form writing for This is Tiffany in-house magazine:
ABOVE ALL ELSE, DIAMONDS
When it comes to diamonds, one is enough—said no one ever. And when it comes to earrings, the idea is to be noticed. Being worn near the face, and illuminating it perfectly, is the role that Tiffany diamond solitaire earrings have been playing since they came into existence. You can thank Tiffany & Co. for bringing diamonds to America in 1848. And ever since their first sale on June 15, 1853, Tiffany’s solitaire diamond studs have received accolades for one very important thing: their pure and simple beauty. Held proudly by four platinum prongs, these are not just any ordinary adornment. They are an alluring beacon of strength and refinement. There is a certain genius to the extraordinary workmanship that goes into crafting Tiffany diamonds, and even more so when it comes to translating that beauty into an everyday staple. Donned by polished college girls of the 1950s —adding a touch of sparkle to cashmere sweater sets and pleated skirts—diamond stud earrings became the ultimate jewelry box must-have. This wave boomed in the ’90s alongside the rise of the independent, power-suited working woman who decided that she no longer needed to wait for a diamond to meet her left hand if she wanted a little sparkle in her life. Instead, she could pat herself on the back and put on her Tiffany solitaire diamond earrings, which discreetly telegraphed luxury and served as a daily “well done to me” reminder. Today, they are simply iconic, beautiful for every woman and every day. There is something remarkable about honing your style down to one—or, in this case, two—exceptionally well-chosen items. It speaks volumes about confidence, power and a unique ability to recognize something eternally chic. After all, everyone deserves a little perfection in their lives.
Who
Scout Digital is a boutique agency specializing in social content and strategy. I joined the team as a freelancer from July 2019 - February 2020 as social copywriter (Facebook, Twitter, Instagram + Instagram Stories) across clients: Allswell, Clark’s Botanicals, Supima, Katy Perry Collections, GOATS, and Glow Habit. Most of the targeted audiences were engaged millennials, well-versed in the landscape and colloquial language of social media.
What
Clark’s Botanicals Instagram Social caption examples
One thing skin needs after all that holiday excitement: hydration. Apply a thin layer of Deep Moisture Mask overnight and let Algae, Vitamin E and Jasmine work their restorative magic. RG: @marissatoday.
Joy! Aka the only thing we want to feel this season. We know how overwhelming the holidays can get so here are some tips to keep stress levels down and the festive mood up:
- Wellness first: yoga, long-walks or masking, the choice is yours!
- Make a list: of to-do’s, budgets, and anything else you need to remember
- Say “no” to the things we can’t or don’t want to do.
Being deep in winter means one thing: bring Deep Moisture Mask back into your regular routine and let this concoction of Algae, Japanese Green Tea extracts and Vitamin E bring vibrancy back to skin. Work onto skin for a quick 20 min hit or apply a thin layer for overnight hydration.
How we say no to puffy eyes especially during Fall: Hyaluronic Acid, Caffeine Extract, Vitamins, and Jasmine aka our take-with-you-anywhere cocktail that awakens skin.
Who
A brief stint in early 2019 with Bali-based artisanal jewelry brand, John Hardy, providing digital copy support.
What
Email sample copy:
[Subject Line]
Behind the Scenes: Penélope Cruz
[Body]
An icon in her own right, Penélope Cruz gracefully captures the essence of our Made for Legends campaign. Using her power and strength to drive change, the award-winning actress has had a successful career anchored by her humanitarian efforts.
Bringing bold drama in the form of beauty to everything she does, Penélope is dedicated to helping reduce poverty and disease-stricken communities, as the inspired leader of her foundation for India's homeless youth.
[Secondary Body Copy]
Mirroring the strength and creativity found at John Hardy, Penélope is a reminder that all legends embrace their origins while celebrating the evolution of the journey ahead.
[Pull quote]
“It feels very natural to work with a brand like John Hardy that is so thoughtful about how they show up in the world and contribute to a sustainable future.”—Penélope Cruz as told to Harper’s Bazaar (2019)
PDP copy:
Hand-woven in Sterling Silver, this Classic Chain bracelet is uplifted with modern appeal courtesy of pavé diamonds that punctuate it with elegance. The pull-through design allows it to wrap your wrist cozily, making for the perfect solo statement or nestled in a stack.
Crafted with an eye-catching pavé diamond arch, this Classic Chain necklace in Sterling Silver epitomizes statement style for everyday. Hand-woven by our Balinese artisans, this minimal design captures the expression of living beautifully.
Regality in its finest form. This Classic Chain Sautoir necklace crafted in 18k gold is a powerful statement reminiscent of the beauty surrounding Bali’s history. Subtle pavé diamonds are juxtaposed against baroque Pearls that trace the hand-woven chain detail of this stunning design that awaits a truly special occasion.
Elevate everyday dressing with our Classic Chain ring in Sterling Silver. Traced delicately with pavé diamonds, this ring is imbued with a textural chain motif, evoking an invigorating energy.
Who
Percent Gray is a newly launched agency that helps to facilitate streamlined workflows and workforces for businesses of any size. I was brought on pre-launch to help work on:
Internal brand book + mission
External web copy
6-part welcome email series
Blog content
Video script for site content
What
Mission statement:
We believe that creativity deserves 100%.
Our mission is to help you connect the dots between you and your goals, by creating a workflow that gives you the time and space to create freely. Welcome to a new way of working.
Site copy
Example homepage copy:
The way we work today is constantly changing. In order to adapt, it’s up to us to adopt a mindset that embraces solving problems and opts for teaching people how to navigate situations, leading to the creation of a new artfully constructed reality.
Running the day-to-day operations of a business can be consuming, often taking you away from having the time to think, ideate, and be creative. While we appreciate this new age of automation with its purpose of simplifying our lives, we shouldn’t forget that the most important part of the creative process is still the human brain.
We're here to help our member community connect the dots and align, in order to drive new innovations by using the tools we know work best.
Who
InHome is a new grocery delivery service launched by Walmart in October 2019. I joined the project 6 weeks pre-launch and worked with an art director to help ideate concepts and write copy for:
2 direct mailers
App store copy
Emails
What
Tagline for mailer: Good fridge times ahead.
Sample App store copy:
Walmart InHome is a new service that takes grocery delivery one step further: filling up your fridge, whether you’re home or not. Get the same great low priced produce, groceries, and everyday essentials from your local Walmart store, straight to your fridge door, with the help of our trained Grocery Delivery associates. So you can spend more time doing the things you love.
We fill your fridge, while you fill your life.
Key features:
Order groceries from the Walmart Grocery App and select “InHome” as your delivery option.
See the delivery associate who will be completing your InHome order, so you always know who is stocking your fridge.
Get notified through every step of your delivery: from placing your order to the livestream of the delivery to locking the door behind them as the associate leaves.
Camera access records your delivery and livestreams it to your app. If the camera isn’t streaming, our Grocery associate will not be able to access your home.
Watch your delivery live or save for viewing later (up to a week after your delivery is completed).
Who
Scout Digital is a boutique agency specializing in social content and strategy. I joined the team as a freelancer from July 2019 - February 2020 as social copywriter (Facebook, Twitter, Instagram + Instagram Stories) across clients: Allswell, Clark’s Botanicals, Supima, Katy Perry Collections, GOATS, and Glow Habit. Most of the targeted audiences were engaged millennials, well-versed in the landscape and colloquial language of social media.
What
Supima Social caption examples:
Fall calls for elevated essentials: @1920_ny’s #madewithSupima sweatshirt is so soft you’ll want to wear it everyday.
Zero waste, maximum quality. ☁️ Every part of the Supima plant is used once it’s harvested.
✅ The plant becomes bedding for livestock
✅ The seed hull becomes livestock feed
✅ The fiber is used for textiles
✅ The oil is used in cooking
Did you know that Supima Cotton’s extra-long fibers give it a smoother surface, in turn producing a softer fabric? Yes, that means denim just got a whole lot more comfortable.
Luxurious soft cotton that feels like a hug is the best way to describe @aetherapparel’s #madewithSupima long-sleeve tees.
Coach
Who: Supported the social media team from January - March 2019 by writing all Instagram captions for brand campaigns, womenswear and accessories.
What: Sample copy from social campaign activation ‘Words Matter’, centered around a feature film from Spike Lee, starring Michael B Jordan.
For the next few days, we continue to explore why #WordsMatter with some of our inspiring Coach fam. Driven by 𝙬𝙤𝙧𝙙𝙨 such as dream, truth, hope, courage and faith, actor and producer @michaelbjordan believes that no-one can use your voice the way you do. What 𝙬𝙤𝙧𝙙𝙨 𝙢𝙖𝙩𝙩𝙚𝙧 to you? Join the conversation.
The power of 𝙬𝙤𝙧𝙙𝙨 with Satchel Lee. Director @satchellee explains the magical sentiment behind the 𝙬𝙤𝙧𝙙𝙨 that we use: “Magic is about knowing what you want and then letting yourself have it.” Get involved, tell us why your #WordsMatter.
𝙒𝙤𝙧𝙙𝙨 have the power to change your perspective. Inspired by his travels around the world, director @sirjacksonlewislee believes that nothing is more powerful than truth. What words have shaped you? #WordsMatter
#WordsMatter to entrepreneur @Babba.C who believes that what we say is an extension of who we are. We'd love to hear your thoughts about the 𝙬𝙤𝙧𝙙𝙨 that matter to you most.
