25+ years of experience in crafting communications designed to produce results with consumers and internal audiences. Particular depth of experience within the banking and investment sectors. Areas of focus include sales proposals, ad copy, web copy, case studies, articles, stories, presentations, strategy documents, procedures and internal communications.
Being part of a team effort that produces exceptional results is a highly rewarding experience. Clean, clear, engaging communications are an essential ingredient in achieving ANY exceptional outcome.
Audience engagement requires more than technical skill and an understanding of the audience. Today's audiences are constantly bombarded by messaging, and a degree of creativity is often required to help a message rise above the background noise.
Voracious reader. Reading provides a source of creative inspiration and a means of continuously sharpening the saw.
A favorite writing quote: "Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away."
- Antoine de Saint-ExupÃ©ry
A focus on writing with a minor in psychology that firmly reinforced my belief in the power of understanding your audience for any given communication.
12 years in banking in roles as diverse as procedure writer, operations manager, IT director, regional branch manager, and senior content strategist provided the opportunity to write and edit hundreds of procedures, articles, stories, social posts, policies, presentations, web pages, internal communications and more.
13 years in a variety of roles culminating in Director of Marketing for North America for a global investment firm. This involved writing and editing thousands of documents ranging from sales proposals, white papers, articles, case studies, advertisements, newsletters, web pages, presentations, internal communications, video scripts, business cases, metrics reports, strategic plans, and more.
RFP responses and sales proposals ranging from five pages to well over 50. The ability to track win rates for sales projects - written, edited or overseen - makes these a particularly enjoyable type of work.
Often a fun challenge when working to edit technical or specialized content written by PhDs or industry experts that's often over an editor's head. Helping ensure their insights are effectively conveyed is a continuously rewarding challenge.
From digital banners to Google Ads, and from full-page print placements to native advertising/sponsored content. Particularly fun to work with as there are often measures of effectiveness to track and digest for continuous improvement.
From strategic plans to business cases, metrics, roadmaps, quarterly updates and many more.
Brevity, clarity, and impact in web copy, or the reader will have already moved on to the next page.
From news articles to educational pieces to content that blends case studies or stories. Factual, educational, emotionally compelling - it's been a pleasure to work on articles with a wide variety of needs, formats, and measures of success.
Understanding the audience, balancing information content with emotional appeal, striking the right mix of text with graphics, imagery, and white space... Creating effective brochures makes use of every tool in the box.
Including some level of supporting data or statistics is essential in crafting a credible and effective case study. Dozens of case studies written and edited.