About
I'm a marketer with a love of photography, road cycling, philosophy, and playing pool. Funnily enough, my writing and working process treats words the way a pool player treats the table — same pieces, endless possibilities. The words I've written here are nothing new. But you've never read them in this order before.
Now, about my work...
I focus on copywriting and content writing. However, I'm just as comfortable building a content calendar, shaping creative direction, crafting campaign ideas, or putting the finishing touches on the final draft. Websites, social media campaigns, emails, events, scripts for a podcast — you name it, I've worked on it. Some might even say to a bloody good standard, too. Check out my portfolio here.
While we're here, let's address the elephant in the room - AI. At first, I thought AI tools were here to eat my lunch. After realizing they're (still) nowhere near capable of matching the human touch when it comes to writing, I've persisted in my craft. I now use LLMs to help with ideation and to quickly tap into a vast pool of knowledge. AI is an idea accelerator, not a replacement for human thinking. No AI slop around here, thank you very much.
At a foundational level, I simply enjoy exploring all possibilities with the written word and finding new ways to connect with audiences. Whether it's a short line of poetry attempting to change how the reader sees the world, or an irreverent PoV that raises a smirk, I believe words are one of the most powerful ways for humans to connect. And I'll die on this hill, okay?
I'm here to do my bit for human connection (read: humanity). So, if you're a one-person business or small platform trying to improve the world - Send up an email signal - or drop me a message via the contact form.
Resume
Ava Labs (Avalanche) – Copywriter
March 2025 - October 2025
● Improved CTOR on ecosystem emails through targeted campaigns across multiple audience segments
● Created platform-specific social copy that grew the brand's visibility across LinkedIn and X (Twitter)
● Authored blogs, ad scripts, and monthly email updates, as well as provided creative direction and copy for video ads, ensuring a consistent and engaging brand story
As a copywriter at Ava Labs, I created audience-focused copy for the Avalanche ecosystem. This involved writing landing pages, ecosystem emails, blogs, thought-leadership pieces, and social posts for LinkedIn and X. Collaboration across teams was key, involving marketing, design, and product departments to keep messaging cohesive, on brand, and unmistakably Avalanche. I also provided copy and creative direction for video ads and multimedia campaigns, shaping stories from script to final delivery. From targeted email flows to social content and narrative pieces, I kept the brand voice clear, consistent, and engaging for a wide range of audiences.
Kraken – Brand Copywriter
November 2023 - December 2024
● Crafted engaging copy for landing pages, email campaigns, social media, and other key marketing channels
● Shaped and safeguarded a consistent brand voice across all written communications
● Partnered with marketing, design, and product teams to develop cohesive, on-brand campaigns that resonated
As a Brand Copywriter at Kraken, I helped shape the voice of the brand by writing bold, crypto-native strategic copy for landing pages, email campaigns, social media, and IRL activations. From campaign ideation to final delivery, I worked closely with Kraken’s different product and brand teams to make sure every touchpoint carried the same polished tone, staying true to the brand’s vision while engaging and inspiring its audience.
Blokhaus – Copywriter
April 2022 – April 2023
● Crafted high-impact copy for a diverse range of Web3 and blockchain products in the Tezos ecosystem, bringing complex concepts to life with clarity and creativity
● Developed content strategies tailored to the unique needs of Web3 and blockchain platforms, ensuring cohesive messaging across channels
● Collaborated closely with email marketing, social teams, and internal stakeholders to deliver content that resonated and aligned with broader campaign goals
As a copywriter for Web3 marketing agency, Blokhaus, I crafted copy that bridged technical precision and creative storytelling. From explainer documents aimed at developers and product landing pages to projects built around various use-cases for NFTs, my work spanned the full spectrum of Web3 innovation. Notably, I contributed to the Webby Award-winning project, Performance in Code: Tezos at Art Basel, honored in the Apps, dApps, and Software - Integrated Mobile Experience category.
Honey Fresh Cosmetics – Founder
July 2020 - May 2022
● Developed user-centric content that enhanced the brand's identity by taking into account user personas
● Leveraged Google Analytics to capture data and understand advertising impact, industry trends, and competitor strategies
● Delivered innovative, long-term social media marketing strategies that effectively positioned the brand
As the Founder of Honey Fresh Cosmetics, I guided the brand from concept to creation, planning and delivering comprehensive marketing strategies across multiple channels. From website copy and SEO to social media and email campaigns, I orchestrated every detail to ensure a cohesive and engaging brand presence. Building the website from the ground up was a pivotal milestone, combining audience insights, UX design, product ownership, and customer experience. Through thoughtful messaging and creative execution, I crafted campaigns that connected with the brand’s audience and drove meaningful engagement.
Ace & Tate – Copywriter / Customer Experience
December 2018 – July 2020
● Developed and refined messaging strategies, ensuring a cohesive brand voice across all channels
● Composed on-brand, and functional in-store directional copy, enhancing the brand's identity
● Crafted engaging, empathetic, and on-brand emails that went out to customers
In my various roles at Dutch eyewear brand, Ace & Tate, I combined my creative writing skills with a keen understanding of customer experience principles. As a copywriter, I contributed to diverse marketing campaigns across digital and OOH channels, showcasing the brand’s iconic fun, human, and ever-so-slightly irreverent personality.