(646) 389-0877


Download résumé


Over 15 years’ experience connecting brands with high-value customers through successful multi-channel campaigns, clear messaging and coffee. Lots of coffee.


fuboTV • Harry's Grooming • DIRECTV • AT&T • Panasonic • Macy's • Petco • Aramark • Line 6 • Alloy • Delia's • the D'Addario family of brands, including Planet Waves, Evans, Rico, and Pro-Mark 


Creative direction, story-driven copywriting, content strategy, brand and product positioning, leadership


Creative Director, March 2018 – Present
Director of Copy, Aug 2017 – March 2018

fuboTV is the world’s only sports-focused live TV streaming service, and recently named to Forbes’ 2019 Next Billion Dollar Startup list. As the company’s first Director of Copy, my role was to clarify the brand’s market position (The Most Live Sports for the Least Money™), develop the voice, and unify messaging.

As the first Creative Director, my role expanded to:

• Manage the creation, performance and optimization of all digital advertising, upsell and retention tactics, in all channels

• Lead/inspire/develop the small-but-powerful creative team (3 designers, 2 web devs, 1 writer)

• Optimize production processes for maximum efficiency. (We often delivered over 100 unique projects per month)

Associate Director of Copy, April 2017 – Aug 2017

I took a short-term contract at back AT&T, the world’s largest telecom, to achieve two specific goals:

• Optimization of the end-to-end digital acquisition flow — from lead generation to conversion

• Optimization of the the processes that result in efficient, high-quality creative that drives prospects into the acquisition flow

Harry’s Grooming
Advertising Copy Director, May 2016 – April 2017

Before being acquired by Schick for $1.37 billion, Harry’s disrupted the $21 billion men’s grooming industry by giving guys a great shave at a great price — and a brand they can believe in. 

• Drove awareness and conversion in all acquisition channels: paid social, content marketing, display, out-of-home, radio, podcast, SEM, print ads, direct mail, and more.

• Concepted and executed insights-driven 360° campaigns

• Managed agency relationships to ensure clear communication and timely content delivery

Manager of Editorial, Nov 2013 – May 2016

DIRECTV is one of the world's leading providers of digital television with more than 32 million customers. After the company was purchased by AT&T, my role expanded to include editorial ownership over significant portions of both directv.com and att.com. 

• Led the acquisition copy team that contributed to $26 billion in sales and 99k new subscribers in 2014

• Led digital communications through the recent $48.5 billion merger with AT&T 

• Reduced user churn to its lowest number in six years by redesigned email templates and messaging for a specific DIRECTV segment.

• Ideated and executed award-winning, end-to-end digital campaigns for DIRECTV, its properties and sub-brands. These included entertainment services like NFL Sunday Ticket, B2B services like DIRECTV ad sales, and experiences like streaming TV on the DIRECTV Everywhere app

• Messaged customer segments about special offers, feature updates, network disputes or service upgrades. Via display ads and other tactics that drive to directv.com or att.com where users can take action

• Responsible for the DIRECTV voice and style, fortifying the company's brand and leadership position in the pay TV market. (DIRECTV has more than double the number or subscribers of the second-largest provider)

• promaxBDA award: DIRECTV Ad Sales website
• CableFax award - Social Media Campaign: NFL Sunday Ticket Smack Talk Generator
• CableFax award - Digital Marketing Campaign: NFLSundayTicket.tv

Freelance Creative Director and Copywriter, July 2013 – Present

Happy clients include some of the world’s most recognizable music brands and disruptive tech startups. As diverse as my clients are, the services I provided are more so — from clear creative direction and pitch-perfect copywriting to end-to-end campaign strategy. 

Selected clients:

• D'Addario & Co., the world’s largest manufacturer of guitar strings and other musical instrument accessories. Projects include the creation of story-based web copy, email campaigns, and print ad campaigns. Plus new product positioning and launch strategies.

• D'Addario Foundation, a music-based nonprofit organization. Projects include the creation of brand development, business development, and press materials supporting annual events at Carnegie Hall.

• Strymon Engineering, a boutique technology company producing high-end solutions for creative musicians. Projects include the creation of SEO-optimized web copy and press releases.

Line 6
Creative Manager, Aug 2010 – July 2012
Copywriter, Sept 2007 – Aug 2010

Line 6 is a leading music technology company. Their innovative products revolutionized the way musicians record and perform music. My work contributed to their most memorable campaigns, profitable years and eventual purchase by Yamaha Musical Instruments. 

• Accountable for the success of all advertising and marketing materials in all channels

• Created precise end-to-end strategies, product positions and marketing materials that often resulted in #1-selling products in saturated categories, beating competitive products by Marshall, Fender and other heritage music brands  

• Assembled and managed the multi-disciplinary team of writers, designers and web developers responsible for executing successful print and digital campaigns

• Led a full redesign of line6.com, which included simplified navigation, improved product discovery, reduced bounce rates, and doubled site visits YoY

• Accountable for CRM, including growth of the email opt-in database, which ballooned 25% YOY while maintaining higher-than-average email KPIs

• Developed a superhuman ability to distill complex product features into their most compelling user benefits

Freelance Writer
The Phelps Group Creative Agency, June 2007 – Sept 2007

Phelps Group is an award-winning creative agency with truly forward-thinking philosophies and methodologies regarding integrated marketing. 

• Worked on Panasonic, Petco, Aramark and CarMD

• Projects included national and regional campaigns, print, digital, outdoor and direct mail — from pun-tastic headlines to long-form lifestyle copy and compelling calls to action

• Partnered with creative director, art director and account managers to ideate and execute national campaigns 

Copywriter, Nov 2004 – June 2007

Macy's is global brand with annual sales that regularly top $25 billion. They have one of the highest-volume retail direct mail programs in the country, to which I regularly contributed editorial to its covers and spreads. 

• Created editorial lifestyle copy, headlines and product descriptions for millions of direct mail pieces per year, including special inserts for Martha Stewart and other featured designers

• Waxed domestic about the benefits of high-end furniture, sumptuous area rugs, luxury mattresses and their respective service programs

• Maintained legal disclaimer library to ensure alignment with evolving advertising regulations

Professional Musician, July 2000 – May 2004

• Performed in 39 states and 15 countries on 3 continents

• Toured in support of The Strokes, Joe Strummer, Blondie, and other high-profile artists 

• Played in the first indie band to perform in China

Copy Editor, Aug 2000 – March 2002

At the time, Delia's was the leading marketer to 10-to-24-year-old females in the United States. It sold apparel and more through its specialty retail stores, direct mail catalogs and website.  

• Created lifestyle content, cheeky headlines, and product copy for all digital and print media

• Proofed hundreds of pages of direct mail catalogs in-store signage and point-of-purchase materials 

• Increased efficiency and eradicated inconsistencies throughout the enterprise by creating and publishing the company's first copy style guide

Copy Editor, July 1998 – June 2000

Alloy is the country's largest provider of nontraditional media and marketing services. As an early contributor, I helped develop the brand voice and copy style that paved the way for their rapid growth.

• Created lifestyle content, product descriptions and product names for digital and print media 

• Increased efficiency and eradicated inconsistencies throughout the enterprise by creating and publishing the company's first copy style guide


Adobe Creative Suite, Agile project management, being nice, blogging, branding, content strategy, copywriting and editing, creative direction, CRM/email marketing, end-to-end campaign strategy, ideation, leadership, management, mobile marketing, photo direction, SEM, SEO, social media, storytelling, taxonomy