Copywriting Work

I began my career as a social media copywriter—a role that challenged me to write in multiple brand voices on a daily basis. Since then, my voice-driven creative writing has repeatedly produced compelling advertising content. I lead collaborative group exercises, provide one-on-one direction, and create hands-on workshops for copy teams.

The Bahamas | Brand Guidelines

I led the effort to fine-tune and refine the voice of The Bahamas brand. Our aim was to add clarity and specificity. Years of working for and traveling to The Bahamas allowed us to bring authenticity and personality to the brand voice.

St. Kitts | Brand Guidelines

Along with a fresh new brand look, the St. Kitts Tourism Authority debuted a carefully crafted brand voice. Working closely with a team of copywriters and client contacts, we were able to imbue the St. Kitts voice with the values and characteristics true to Kittitians.

St. Regis San Francisco | Brand Voice

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The Bahamas | Campaign Headlines

To craft custom campaign headlines for The Bahamas’ primary tourism verticals (fishing, boating, diving, private aviation, romance), we followed the structure established by the Lifetime of Islands campaign script. For weeks, I immersed myself in content catered to these niche audiences—magazines, documentaries, online forums. It was important that I learned their specific vocabulary, their habits and priorities; an exercise that allowed me to speak directly to these unique sets of travelers.