Brand Voice, Copywriting and Campaigns

 I've worked on memorable brand campaigns, messaging and copy strategies in my time at Etsy. I'm skilled in developing brand identity—voice, style and creative direction—resulting in a clear, consistent, and recognizable brand.

Marketing copy

I lead teams writing clever copy for email, social, product, e-commerce and more. This content bridges many categories, including home, weddings, entertaining, design, style and gifts. 

The Etsy Style Guide

I led the creation of a style guide speaking to the many audiences and writing use cases at Etsy, creating a unified approach for all messaging and communication. By implementing this guide across all teams, we created a consistent, coherent voice that sounds the same across product, email, social, help content, and every other way the brand communicates.

Difference Makes Us

Etsy's first global brand campaign, "Difference Makes Us," aligned with Etsy's brand positioning as a place to express your individuality through goods. I created messaging and copy aligning with the ideas of difference, creativity and personal expression. 

To Have and To Hold

The "To Have and To Hold" campaign brought Etsy's weddings category to life, positioning Etsy as the destination for unique wedding goods. The campaign included a redesigned and revamped weddings experience—with editorial content and real weddings integrated within the product—as well as a new editorial destination, experiential event, lookbooks, and more.

Etsy City Guides 

Independent boutiques in cities across the United States and Canada stock items from Etsy sellers via Etsy Wholesale. In this campaign, we created a series of illustrated city guides showcasing a curated collection of notable coffee shops, restaurants, and boutiques stocking Etsy goods. 

Unwrap Etsy 

In this holiday campaign, Etsy shoppers and sellers around the world were invited to “Unwrap Etsy” by discovering and showcasing unexpected gifts for the season. The campaign included video and above-the-line advertising, global pop-up shops, social campaigns and in-person events.