Develop brand strategy, tone of voice, and copy style guides; revamp 360° digital presence to match new voice

Produce copy in a multi-platform approach across web, SEO, email, digital advertising, UX

Localize and adapt copy; dedicate attentiveness to how cultural elements influence a brand in a specific market

Collaborate with stakeholders and consultants (e.g. designers, developers, account managers) from start to finish

Clients: Ontario Lottery & Gaming, Art of Wellness Clinic, Foxquilt, Buyerson, Avida Land

Develop and maintain B2B copy style guide across web, SEO, email, in-app, DemandBase, Google, Meta ads

Adapt microcopy to meet several user persona needs; incorporate research, feedback from Product & CS

Ensure consistent and accessible lo-fi wireframes, mockups, and user experiences via journey and A/B testing

Craft League’s brand voice from the ground up; refine and maintain consistency across marketing channels: digital, hybrid events, webinars, conferences, C-Suite strategy meetings

Redesign, execute, and localize copy strategy for website relaunch; completed and went live <4 months

Act as the creative liaison between cross-functional teams (marketing, research, design, people) for end-to-end growth and marketing campaigns (1 of 12 servicing 70% of org)

Execute digital copy strategy for enterprise-wide digital lottery and casino projects, focused on play and subscription increase

Lead copy initiatives for the launch of OLG app (2019; iOS and Android) and ensure a consistent tone of voice

Ownership of copy for product pages, player personalization, emails, legal pages, FAQs, user flows (register, login, deposit, withdraw), app notifications

Development and execution of new digital brand story for PROLINE+ sports betting web experience launch

Design Tools and Methodologies: Miro, Workfront CMS, Agile Team Training, Lean Six Sigma, Kanban Method

Write and execute all A/B testing copy efforts to refine Parents, Teachers, and Premium Membership web pages

Develop user journey copy specific to Premium Memberships: awareness, book a demo, purchase a trial, renew

Craft and adapt intuitive, digital copy rooted in a defined user journey (e.g. A/B testing on CTAs, registration flows, log-in options, web vs. app experience, and payment methods)

Develop user personas and digital content strategies, supported with in-app (iOS, Android), email copy in Figma

Clients: OLG, Visa, Sprott Money, Toco Warranty, Jeep

Manage transitional, launch, and post-launch digital content for new site, exceeded revenue and player registration targets by 10%

Ensure all web components (homepages, FAQs, legal, overall user experience) are consistent with tone of voice

Create player-focused digital promotions, targeted emails, mobile app features, and in-store flyer content (e.g. 50 copy assets, 6 sessions led in 1 week, 20% faster)

Enhance copy templates and streamline the creative brief process for a new 20-person team within first month

Create custom digital brand strategies, growth marketing efforts via ads, and target consumer research

Develop and execute content calendars, ad budget forecasting, community management, influencer outreach

Clients: All-Clad, T-fal, Toluna, Interior Care, Amora Coffee