Hi there!
I’m an Atlanta-based writer and marketer who loves a good story, a well-built system, and any project that challenges me to think outside the box. I help brands clarify their message, refine their content strategy, and create thoughtful and effective campaigns.
Offline, you’ll find me practicing my tennis serve, painting, or heading out for a weekend hike with a camera in hand.
In my most recent role as Communications Specialist at Professional Photographers of America (PPA), I led cross-functional messaging initiatives supporting national campaigns and the organization’s annual conference, Imaging USA. My work focused on translating complex ideas into clear, audience-centered content — from live event media coverage, evergreen resources, and marketing campaigns that reached thousands of creatives worldwide.
Below is a selection of projects that reflect my approach to storytelling, strategy, and results. I’m open to new opportunities where I can apply my skills in communication, brand storytelling, and creative writing to make a measurable impact.
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To increase first-year member engagement and drive registrations for Imaging USA, I developed a targeted six-email campaign highlighting the $479 value of our offer and tangible benefits of attending. The highest-performing email achieved a 47.7% open rate and strong engagement among new members, helping move additional first-year members closer to conference participation.
I identified and pitched this story profiling photographer and cave diver, SJ Alice Bennett, to broaden representation within PPA’s magazine, Professional Photographer. I developed the narrative using immersive storytelling while aligning with PPA’s brand voice and editorial standards.
Many creatives struggle with the business side of their work. This ad was part of a multi-channel campaign designed to empower photographers to build a personalized business plan that aligns with their goals and values.
For this project, I developed benefit-driven Instagram carousel copy for a sustainability initiative aimed at increasing awareness and participation in eco-friendly programs tied to the conference experience.
I partnered with the Social Media Specialist to refine concise, on-brand messaging aligned with blog content and on-site signage, resulting in a cohesive and engaging campaign presence across touch points.
Collaborating with PPA’s social media specialist, I refreshed the messaging and flow of @OurPPA’s Instagram Highlights, clearly communicating the value of membership in the form of optimized short-form content.
To celebrate the Professional Photographer Podcast’s one year anniversary, I interviewed host, Pat Miller, and wrote an in-depth Q&A feature for the magazine.
The feature translated long-form audio into a compelling story that supported the organization’s content strategy to re-engage members and drive continued listenership.
Ideating cross-functionally with marketing, design, and content teams, I developed the second installment of a year-long PhotoVision ad series, establishing a repeatable 2nd-page concept to spotlight educators and promote the platform.
I crafted messaging that introduced PhotoVision while connecting audiences to broader PPA resources.
To help boost PPA’s organic traffic and member engagement, I researched and wrote a blog post on breaking into the elopement photography market. Using Semrush, I identified high-value keywords and optimized on-page SEO elements like metadata and internal linking. The article performed well with members—especially those exploring new service offerings after the pandemic.
During a lull in magazine ad sales, I led the development of this white paper to help reinforce the value of print advertising for hesitant sponsors.