“The medium is the message.”
– Marshall McLuhan
My marketing must be working. After all, something brought you here…
It might have been my charming personality, or maybe you saw me on LinkedIn. Maybe you just liked the branding on my business card.
Whatever it was, welcome! I’m glad you’re here. Samples of my work can be found below.
Capability & sell sheets — Carelon Health
I wrote copy for these sheets with their layout in mind. My suggestions to the designer are reflected in the final product.
Various ads — Jewish Alliance of Greater Rhode Island
Wellness flyers — Carelon Health
I wrote copy for these sheets with their layout in mind. My suggestions to the designer are reflected in the final product.
Localization
I’ve written for board games publishers in more than 20 countries. I’m typically credited as “editor,” an end-to-end role with responsibilities that include technical writing and design, art direction, and quality assurance.
This largely involves transforming roughly translated rules into definitive final rulebooks ready for future translation. When working between languages and cultures, I am careful to make sure nothing is lost or confused in translation.
Newsletters
I wrote and produced newsletters for the following Jewish Alliance sub-brands, each with its own audience, focus, and voice.
Early Childhood Center
Voice: warm, trustworthy
Focus: daycare updates, policy changes, nutritional information
Audience: parents of enrolled children (infant-4 years)
From the President
Voice: welcoming, inclusive, sensitive
Focus: foster community, celebrate success, share sorrow
Audience: members and others in Rhode Island’s Jewish community
J-Fitness
Voice: enthusiastic, informative
Focus: health, physical fitness, nutrition
Audience: members, swim families
J-Space
Voice: fun, energetic, familial
Focus: after-school updates, family events
Audience: parents of enrolled children (6-12 years)
PJ Library
Voice: active, caring, inviting
Focus: education, family events, community
Audience: parents of enrolled children (toddler-8 years)
Upcoming Events
Voice: informative, straightforward
Focus: community events
Audience: members and others in Rhode Island’s Jewish community
Pitch decks
I built these decks to highlight Carelon Health‘s value to the State of Pennsylvania, along with their capabilities in third-party administration. These files are not available for public viewing, but I am permitted to share them upon request.
"AI Improves Prior Authorizations" — Carelon Health
I wrote the marketing collateral for this campaign highlighting Carelon‘s responsible use of AI. The copy on the landing page is my distillation of a much longer recording of Dr. Buckles.
"I am the JCC" — Dwares JCC
There is a misconception that Jewish Community Centers are exclusive. I designed this campaign to advertise the Dwares JCC‘s diverse member community.
The mock-ups above include stock photos alongside quotes from actual JCC members. Note how I’ve arranged the text to have each line highlight a different selling point.
The campaign was due to launch in mid-2020, but was shelved indefinitely due to the COVID-19 pandemic.
"Subrogation Solutions" — Carelon Health
I wrote the marketing collateral for this campaign highlighting Carelon‘s payment integrity and subrogation solutions.
Tigersharks Swim Team and new-member special — Dwares JCC
Spotify ad #1:
At TigerSharks Swim Academy, we know that everyone learns at their own pace; that’s why every one of our students receives personalized attention. Our warm and caring instructors can help anyone, from infant to adult, to build their skills while also having fun and learning to be safe and confident in the water.
Tap the button to book your free assessment today!
Spotify ad #2:
At the JCC, we’re more than a gym. Sure, we’ve got sports leagues, classes taught by amazing trainers, and an indoor pool starring our new TigerSharks Swim Academy, but there’s so much more! We have arts and culture events for adults, kids’ programs for infants through age 12, and programs for the whole family – all in a warm, friendly environment where everyone is welcome!
Tap the button to get started at your community center. We’re waiting to meet you!
I wrote the collateral for this campaign, which introduced the Dwares JCC‘s new TigerSharks Swim Academy and highlighted a special offer for new members.
Toy packaging & SEO copywriting
I wrote packaging callouts and SEO e-commerce copy for these and other products licensed by Hasbro. I also named the “Bluey Make n’ Mash Costumes” set.
Editorial
As these projects’ editor, my responsibilities included technical writing and design, art direction, and quality assurance.
I also worked to align all content (including rules, packaging, and creative copy) with these properties’ unique identities. Accurately representing the source material improved the fan experience while also upholding brand integrity.