Specializing in Content Marketing and Strategy
Nice to Meet You
When I’m not obsessing over words or strategizing killer content, you can find me hiking in my backyard among the towering peaks of Utah’s Wasatch Range or searching for fresh powder on my snowboard.
Dive in below for a glimpse into my background and work.
Bio
Originally hailing from the land of cheese (that’s Wisconsin for the uninitiated), I moved to Utah in 2013 to write for Backcountry and test their gear out in the wild.
Since then, I’ve worn many hats — from Digital Storyteller connecting experts to the brands they love to Content Manager driving customer adoption through engaging onboarding experiences.
Other interesting tidbits about me: I’m obsessed with maps with a B.S. in Geography, I share dual citizenship between the U.S. and Jordan, and I once flew an airplane over Madison, Wisconsin without losing my lunch.
Work Projects
Guide to Your Docusign Trial
This adoption-focused blog was one of the top-performing posts of 2024 and focused on walking customers through the free Docusign Trial. Higher consumption amongst Trialists means a better chance of getting our best features across as “sticky” and subsequently results in more conversion to paid accounts.
We pared this blog post with an email campaign targeting Trialists to give it a boost in visibility, aside from organic traffic coming in from search.
Docusign Year In Review
Inspired by Spotify’s Wrapped, we conducted a Year In Review Email Campaign that highlighted each customer’s individual envelope usage.
The campaign goal was to ultimately drive customers back in-product to view their eSignature dashboard — by showing them how much money they saved, plus showcase Docusign’s commitment to sustainability.
This campaign resulted in a +12% lift in user engagement, vs a similar campaign where we didn’t use the savings angle.
Q4 Package Blogs
Docusign eSignature released Business Acceleration and Security Packages for Q4 of 2023, both offering high-value features that our customers previously had to purchase à la carte.
To support these eSignature bundles, I created two blog posts that informed customers of our latest offerings. We tied these blog posts into our email campaigns advertising the bundles to existing customers, so they’re better informed before making a purchase.
Check out the Business Acceleration Blog and Security Package Blog.
Pantheon Product Launch
We continuously released new features at Pantheon to make our WebOps platform more secure, performant, and user-friendly for web developers using open-source CMSes like Drupal and WordPress.
As part of the Q1 Product Launch for 2022, I wrote a detailed blog post diving into the technical specifics around the new features and functionality on the platform.
Click the image or link below to read more.
Learn more about Pantheon’s Q1 Product Launch here.
Pantheon 404 Concepts
Philosopher
Move Fast, Break Things
SEO, Pantheon Blog
I often worked with subject matter experts to develop new blog posts at Pantheon. But with limited promotional support, one of the best ways to increase blog traffic was creating keyword-optimized posts.
For this example, I worked with a contract writer to embed targeted keywords within the Top Ten Website Performance Metrics post. As a result, we landed five different no.1 spots in Google’s coveted search box for related search terms with moderate volumes (this was as of spring/summer 2022).
What successful SEO for the Pantheon blog looks like below. Click the first image to link to the blog.
We juiced this content with a consistent stream of visitors every week, just by optimizing it for moderate-volume search terms.
Once potential customers read through the article, we led them to Pantheon’s website speed test, where we’d give them a detailed report on their website speed and collect their contact information for prospective leads.
Google search Website Performance Metrics and you’ll find this post still at the no.2 spot, only eclipsed by Neil Patel! Impressive considering it was published two years ago and looks like it hasn’t been updated since.
MAMMUT Alpine Ropes,
ExpertVoice
ExpertVoice is a platform that connects industry experts with the brands they love most, soliciting brand feedback through reviews and in return, granting experts insider deals within an e-commerce platform.
I worked with MAMMUT-sponsored athlete and renowned climber Katie Lambert on this video shoot for ExpertVoice Studios, where we created video overviews for MAMMUT’s latest rope collection.
Lenovo, Masters of Innovation
Created this interactive lesson for the ExpertVoice platform showcasing Lenovo’s extensive laptop line, including the legendary ThinkPad, Yoga 2-in-1s (laptop-to-tablets), and Legion gaming computers. I worked with our in-house designer to make this learning module aesthetically pleasing, informative, and interactive in nature.
“This [minimalist] design remains a hallmark of the ThinkPad to this day, drawing in users who would rather let their work do the talking for them.”
Banner Copy, ExpertVoice
As a digital storyteller at ExpertVoice, I not only created the content modules for experts to consume, but I often wrote banner copy to advertise new products and services from prominent brands.
Backcountry Social Copy
I worked closely with our social media manager at Backcountry on weekly posts across a variety of social channels. These particular posts went out on the Backcountry Instagram feed and highlighted our camping gear and apparel.
The second Instagram post below drove traffic to a blog I wrote on Get Your Grub On, detailing how to assemble a convenient camp kitchen with three tasty meals to try on your next outing.
Backcountry Email Copy
Below is an example of my daily work as a marketing copywriter at Backcountry. Concisely presenting important information with a bit of brand-specific flair was the ultimate goal here.
Backcountry Hangtag
As a copywriter on the marketing team at Backcountry, I had the opportunity to spearhead copy and collaborate on the design of the Backcountry private label hangtag.
