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 for 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—spanning live event media coverage, evergreen resources, and marketing campaigns that reached thousands of creatives worldwide.
Right now, I'm partnering with an independent winery as a freelance brand and label designer, leading their brand identity from the ground up—from naming and logo design to color, typography, and hand-illustrated artwork for a new three-label wine collection.
Below is a selection of projects that reflect my approach to storytelling, strategy, and design. I'm open to new opportunities where I can apply my skills in communication, brand storytelling, and creative execution to make a measurable impact.
Currently
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.
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.
In 2022, I recruited photographer and podcaster Jean Carlo to attend Imaging USA through PPA's media program, starting a partnership that produced more than 30 podcast episodes with dozens of instructors and drove organic engagement around the conference's education, gear, and networking. This feature introduced him to the wider PPA community.
For this project, I partnered with PPA’s Social Media Specialist to create concise, on-brand messaging that aligned with our blog content and on-site signage. The result was a cohesive and engaging campaign that increased awareness and participation in PPA’s sustainability program.
Working across education, research, and marketing departments, I developed common language and clear copy for this ad which directed photographers to utilize PPA’s business resources to create a personalized business plan.
I developed the second installment of this year-long PhotoVision ad series for Professional Photographer magazine, establishing a repeatable 2nd-page concept to spotlight educators and promote the platform.
The ad featured introduced PhotoVision to our audience while connecting to the broader suite of PPA resources.
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.
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.