Professional Experience

Santander Bank: Director of Customer Communications

2024 - PRESENT

I lead all in-house copywriting at Santander Bank, N.A. My work here includes:

Driving the development and implementation of customer-centric messaging across the entire comms ecosystem, spanning hundreds of UX micro-interactions; suites of customer onboarding and service comms; and new customer acquisition campaigns
Spearheading messaging on high-value projects, including the US launch of Openbank, a digital banking brand that accrued $3B+ in deposits in less than 5 months, and a recently launched partnership with Verizon targeting millions of Verizon mobile customers
Managing the US copywriting team, adopting a player-coach model to ensure a consistency of execution through hands-on mentorship and active collaboration
Operating as a communications thought leader in close partnership with CX, UX, Product, Brand Marketing, and Digital Marketing teams to add clarity to all interactions; elevate messaging quality at every touchpoint; and enhance customer satisfaction on a brand level – efforts that cumulatively helped deliver a record high Net Promoter Score (NPS) for Santander Bank (14pm absolute NPS improvement and ~10pt reduction in gap to peer)

Hydrow: Copy Director (Contract)

2023 - 2024

As a contractor with fitness tech leader Hydrow, I led all messaging and copywriting initiatives. My work there included:

Creating the company’s first-ever brand voice guidelines
Drafting all messaging for corporate marketing campaigns, spanning email, social media advertising, SMS marketing, and video scripting
Powering a 51% YoY boost in Meta ads CTR (2023 vs. 2022) via large-scale development of new social-friendly messaging and positioning (in concert with refreshed design)
Helping to fuel 186% increase in click rate on business-critical abandoned cart comms via comprehensive campaign refresh

Sprinklr: Creative Director — Copy

2021 - 2022

I led the the global copy team for this SaaS multinational, creating their first-ever brand voice guide and playing a critical role in driving 30% YoY growth.

Established the company’s in-house copywriting discipline from the ground level up, including hiring and mentoring a 5-member, nationally distributed team of senior writers
Developed comprehensive messaging for SaaS platform, four product suites, and an extensive range of features — balancing key audience use cases with a product-driven approach
Driving the creation of 100+ SEO- and conversion-optimized product pages — spurring a 281% increase in page 1 rankings and a 791% increase in total keyword rankings
Contributed to 164% YoY inbound pipeline growth via the creation of SEO-optimized web content, paid social campaigns, product videos, and email nurture streams
Created defined workflows with clear SLAs for all short form copy projects, driving efficiencies that enable my small team to manage ~90 tasks per month

Tripadvisor: Associate Creative Director

2011 - 2020

As copy director for the world's largest travel site, I defined the company's brand voice — and ensured its consistent, effective implementation across all B2B, B2C and UX messaging touchpoints.

Drove nearly $14MM in annual revenue via B2C campaigns targeting 200M+ members through email campaigns; digital remarketing; push; video; and the TripAdvisor app and website
Led a 6-member copy team
Created the company’s first definitive brand voice guide
Developed B2B product positioning and messaging for site and app
Collaborated with demand gen marketing partners, design, sales, and product to drive engagement and conversions

Cramer: Creative Director (Contract)

2009 - 2010

As a full-time, on-site contractor, my responsibilities included:

Developing specialized marketing programs for biopharma multinational EMD Serono, transforming sophisticated technical content into accessible, consumer-friendly language for digital and print campaigns
Driving messaging & creative strategy for a successful new business pitch for Siemens Healthcare
Crafting all marketing messaging on key initiatives for biomedical giant Covidien

The Albion Group: Associate Creative Director

2003 - 2008

I played a leadership role in the launch and subsequent growth of a small startup advertising business into a full-service, 25+ member agency with over $8MM in annual billings. My experience at Albion included:

Leading an integrated, 10-member creative team, including copywriters, art directors, production designers, and a project manager
Clients included Yale New Haven Health System, Harvard University, Massachusetts Eye & Ear Infirmary, Lahey Clinic, and Boston University

Interpublic Group: Senior Copywriter

2002 - 2003

As lead writer for IPG subsidiary Lowe, Grob Health & Science, I was responsible for:

Translating complex technical content into compelling, consumer-friendly messaging strategies
Serving as creative liaison for key clients, including biomedical multinationals Boston Scientific, STERIS and Zoll

As a writer, you
should not judge.
You should
understand.

Ernest Hemingway