PhilosophyMy work experience is diverse, ranging from collaborative university classrooms to chaotic tech startup offices. Persuasive, customer-oriented storytelling is at the heart of how I approach my work. I’ve held leadership positions in marketing at Hims & Hers where I oversaw brand strategy, user experience design, as well as all copy needs from out-of-home marketing campaigns to social. I started my career as a sales rep at LinkedIn, which later in my career I returned to as a sales strategy consultant. Across these roles, my ability to be a compelling and engaging storyteller was essential — whether training sales teams at LinkedIn on how to thoughtfully sell to C-level executives and close their deals, creating the brand identity for the health startup Hims & Hers, or teaching Columbia University freshmen the structure of a powerful Op-Ed.
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At Hims, our goal was to start a conversation that was deemed unnecessary.
I joined Hims in 2018 to empower men to take care of themselves—which historically seemed frivolous, and, perhaps even, feminine. We knew this was bullshit, we knew this was a limiting belief, and we also knew that these beliefs paved a path for toxic masculinity.
Hims
2018-2020
My goal was to create an open and enlightened male culture.
I wanted our community to be proactive about their health. My strategy was to create a brand voice that was witty, attainable, and engaging. This approach was meant to empower our male consumers with education, community, and result-oriented products for preventative self-care.
My copy focused on telling the story of why self-care routines were important. I aimed to explain the benefits of our products as simply as possible while also normalizing that self-care was easy to make part of our consumers’ day-to-day.
I oversaw our omnichannel marketing experiences from ideation to launch, relying on the power of language to simplify our narrative.
From researching and developing custom RX formulations for skincare to writing the backend and front-end user experience for our telemedicine platform, my priority was to ensure that our messaging both simplified and beautified every stage of the buyer’s journey.
I designed and wrote intuitive and delightful product experiences across verticals and platforms that became the foundation of our brand and product vision.
In November 2018, we launched Hers — the badass sister brand to Hims.
Unlike Hims, our sister brand did not aim to open a conversation that had yet to start. I wanted Hers to shed light, truth, on the number of hours women spend daily trying to get the care they need.
Whether they had to reschedule their day to pick up a necessary medication, such as birth control, spend hours researching their health concerns, or try to get a last-minute in-person appointment for a UTI, women’s health concerns seemed “already solved” or handled with gimmicky products and marketing.
Hers
2018-2020
My mission was to legitimize women’s concerns outside of their immediate circle.
I oversaw the brand creation and launch for Hers. I helped conduct consumer interviews and market research that ultimately defined our “bad-ass older sister” voice.
I wanted to offload the mental work of finding and accessing the best, medical-based care. I wanted to provide reliable, safe, and accessible options from the convenience of one’s home. No more running late, leaving early, or rescheduling one’s day. We put the power and control back in women’s hands. I worked with the Research and Development team to create these goals which laid the foundation for the brand voice and marketing vision.
Unlike the Hims community, our Hers community was oversaturated with marketing.
My strategy was less about educating the hers consumer and more about validating their experience in the healthcare system.
My omnichannel marketing experiences were opinionated, bold, and unapologetically honest. My copy honored the many frustrations our community experienced when searching for the right solutions within our broken healthcare system.
The Hers brand grew the company from ten employees to over two hundred and paved the way for a successful IPO in 2021.
I became a Jack of All Trades at Hims & Hers. I sharpened my expertise in brand storytelling, strategized on the ins and outs of creating a thoughtful user-oriented experience on mobile and desktop, and learned how to successfully bring customizable products to market.
The Inheritance Project helps re-imagine a company’s role in society.
They work with teams large and small to help build a long-lasting culture of trust and inclusivity through educational diversity and inclusion workshops.
My work was to simplify and organize their core messaging and user experience.
I joined the team to help them re-imagine how they communicate with their clients. My strategy gave our corporate customers a taste for our inclusivity workshops while remaining clear in our purpose and approachable in our methods.
2016-2018 & 2020-2021
LinkedIn opened the door to my career, and my love for sales.
I joined LinkedIn in 2016 as a young sales rep eager to learn. Within my first year, I developed the official onboarding playbook for all new hires in NAMER, spearheaded an experimental sales process that eventually became the standard across every sales team in LinkedIn’s Sales Solutions division, and exceeded quota every quarter. In my best (and most exhausting) quarter I hit 200%.
When I returned to LinkedIn in 2020, I wanted to teach the art of the sale. I took the lessons I learned from my two years of prospecting and selling and supported our Mid-Market North America and Latin America teams, over 100 personnel, with their full sales cycle.
I oversaw all onboarding for new hires, wrote and designed our user-experience journey for our clients using our Sales Navigator product, as well as coached my sales reps how to prioritize buyers and strategically align our business solutions to clients’ goals.
Ultimately, I believe that sales is storytelling.
The difference between my best-performing quarters and my worst more often than not came down to my ability to be a persuasive, engaging storyteller. I saw time and time again while training sales reps that the storytellers who listened to their clients and made them feel understood and seen were most successful. It was the storytellers who were curious and eager to learn from the “No” just as much as they learned from the “Yes” that came up on top by the end of each quarter.
I am grateful for my time at LinkedIn to have practiced storytelling while gathering other valuable tools. Not a day goes by that I don’t return to those learnings and best practices in my writing career and personal life.
