Hi there!
I’m an ATL-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.
I’m a creative professional who specializes in brand storytelling, multi-channel campaign development, creative writing, and digital communications. I have a passion for interviewing industry professionals, diving into the research rabbit hole, and crafting language that aligns with its intended audience.
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 flagship conference, Imaging USA. My work focused on translating complex ideas into clear, audience-centered content — from live event coverage to evergreen resources reaching 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 thoughtful communication makes 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.
Strange Magic: Editorial Storytelling for Professional Photographer
For this project, I identified and pitched a story profiling a cave diving photographer to broaden representation within PPA’s magazine, Professional Photographer. I developed the narrative using immersive storytelling while aligning with the publication’s brand voice and editorial standards.
To celebrate the Professional Photographer podcast’s one-year anniversary, I conducted and wrote an in-depth Q&A with host Pat Miller for the September issue of Professional Photographer magazine. The feature spotlighted key lessons from a year of interviews and helped drive fresh engagement with the podcast across PPA’s channels.
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.
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.