Concepted and led the storytelling behind one of our most ambitious brand moments… launching our Double Char into space. To celebrate its #1 ranking by USA TODAY’s 10Best, I literally drove to the dusty plains of the Arizona–California border to join a team of engineers and send our flagship burger into the stratosphere. With the campaign line “The burger other burgers look up to,” we turned a fan-favorite into a cultural moment.

I partnered with our creative team to develop a bold, ownable concept to launch Habit Burger & Grill’s new Gotta Habit Meal Deals. We leaned hard into the product truth: even our half sandwich outweighs the competition’s full burger. That insight led to a disruptive campaign line: “Our Half Beats Their Whole,” a tagline designed to spark curiosity, drive comparisons, and challenge category norms.

I partner with our in-house designer to deliver light, bright, and visually striking creative, while leading copy and strategy for all eCRM campaigns.

Compelling ad copy holds power, capable of inspiring consumers to engage, make purchases, and foster brand love. At Habit, my ad copy acts as the driving force, enticing fans to discover and indulge in our Limited Time Offer products, igniting interest and prompting the purchase and trial of the brand’s innovative new menu items.

When a burger influencer sparked a debate on whether our Santa Barbara Char was a burger or a sandwich, we seized the opportunity. Launching a full-scale political-style campaign, we invited people to cast their votes, resulting in a 2% boost in overall sales. On this landing page, I worked with our lead designer to create a UX that would generate click-thru rates.

Whether it's highlighting the flavors or the irresistible crunch of a texture, the headline text serves as the gateway to a food adventure. As a seasoned writer in the food industry, I specialize in crafting headlines that not only capture attention but also convey the essence of the product, leaving mouths watering and taste buds eager to indulge.

From pitching and orchestrating press features to securing coveted speaking engagements at prominent conferences, I've curated a powerful narrative for success. Highlights include securing a cover story in Franchise Times, interviews with Nation Restaurant News, commanding the Main Stage at the Restaurant Leadership Conference and Shoptalk, and crafting engaging content on LinkedIn.

Secured high-profile visibility for Shannon and the brand by partnering with QSR’s reporter to land her on the cover of QSR Magazine, featuring a bold headline that spotlighted our recent wins. I also supported Shannon’s keynote at the Women in Restaurant Leadership conference by preparing tailored talking points aligned with her leadership style and our brand narrative.

I've had the privilege of managing all aspects of interviews and speaking engagements for our CEO, Shannon Hennessy. This experience has allowed me to develop a keen understanding of effective communication strategies. Working closely with both our external PR team and event organizers, I ensure that our message is conveyed clearly and our brand pillars are leveraged effectively and succinctly.

I orchestrate press opportunities and television segments that ignite excitement and engagement. Recently, KTLA's Off the Clock with Henry DiCarlo, Megan Henderson, and Chris Schauble featured our $6 Grown-Up Meal, capturing the essence of our offering: adult sizes at kid prices.

Collaborated with the iHeart Media team to launch our Santa Barbara Char campaign, culminating in a memorable big reveal party hosted by Booker and Stryker.

Content Design and UX Copy played vital roles in Irvine Company Apartments' response to the COVID-19 pandemic, which prompted the development of a self-guided touring app for apartment viewing. Collaborating closely with designers, I worked on creating clear and concise instructions to simplify the app's functionality, ensuring a seamless experience for users exploring apartments independently.

I toured over 150 apartment communities, meticulously crafting unique property descriptions. With an eye for detail, I ensured that every description not only showcased the community's key differentiators but also painted a vivid picture of the aspirational lifestyle potential residents could imagine. Every property description on the Irvine Company Apartments website was written by me.

I created and managed the Rental Living blog, the content of which was written by myself, in collaboration with our SEO team. Indexed in Google News, the blog earned substantial traffic, effectively driving conversions. Delving into topics ranging from "Best places to live in Orange County" to "Townhomes for rent in San Diego" our blog served as a comprehensive guide for apartment home living.

I curated a publishing plan for the launch of Four Seasons Private Jet experiences and developed a microsite that detailed our journey since launching the industry-first Private Jet experience in 2015. Since then, the brand has transported hundreds of guests to fascinating destinations around the world and opened doors to exclusive, often life-changing experiences.

As Editorial Manager of "Taste by Four Seasons,” I wrote and orchestrated engaging content strategies for innovative marketing campaigns like the Four Seasons branded Food Truck tour, collaborating with chefs and sourcing captivating stories across various destinations.

Crafting captivating luxury property descriptions, I employed content design strategies aimed at driving bookings by highlighting the unique features and experiences each property had to offer. Through attention to detail and persuasive language, the copy appealed to luxury travelers by conveying the allure of each destination.