Grace Maselli

Welcome to my digital portfolio.

I’m a content expert — a professional storyteller — with deep experience in conceiving and writing strategic and omnichannel and UX-informed content. This includes nuanced language for long- and short-form digital asset creation. I have direct experience with market niches in healthcare, integration of physical and behavioral health, hospital systems, and nonprofits, among others.

Segmented content is targeted to HCPs, patients, and C- and D-suite executives; it's informed by SEO principles to drive traffic to websites, landing pages+. I routinely ask the question of communications teams, “What can performance metrics tell us about our audience’s behaviors and preferences?”

I’m facile at interpreting creative briefs and quick to ask clarifying questions. I digest research and execute in-depth interviews as may be necessary—all to keep the writing fresh and engaging, pulling the brand voice through and across channels.

I write to drive awareness and compel action. My experience makes me a quick study and someone who connects clinical facts to engaging turns of phrase, as appropriate. I intensify visual storytelling with captivating words to accompany video segments, cutaways, close-ups, and voice overs. The words impart well-crafted stories about a medical treatment, evidence-based research, primary and secondary endpoints, or a professional service or technology. The content sends the right message to build trust and substantiate effectiveness. It energizes calls to action.

I work collaboratively with strategists and multimedia and UX designers to optimize user experiences. This means crafting language to complement intuitive interfaces to help users navigate information. I've applied qualitative and quantitative research and survey results to support improved and interactive content design.

I work with interdisciplinary teams to ideate, define, and solve problems—understanding context to write for the appropriate use case. I'm effective in conversations with stakeholders to defend a point of view, all the while helping to discern the best creative angle. I bring an overall sharp eye to understanding an audience's information needs vis-à-vis an organization's or brand's specific communications objectives.