Jennifer Sams

Writer and Editor

United States

I am a writer and editor with 20 years in B2C and B2B, writing everything from long-form articles and brand content to packaging, in-store POS, email campaigns, websites, and in-app copy. If it’s got words, I’ve done it. I’m great at defining editorial vision, leading end-to-end execution, and building content systems that help good ideas reach the people they’re meant for. (A big part of my job is sometimes not the writing itself but helping people understand how to articulate what it is they need me to write—which I find oddly rewarding!) I’ve also spent much of my career leading and directing the work of creative agencies, social media teams, and freelance writers to make it all happen.

Portfolio
Editorial
03/22/2024
ServiceChannel

Led content production from brief to final copy, including interviewing SMEs, directing a freelance writer, and writing and editing throughout.

Copywriting
ServiceChannel

Wrote copy for an evergreen ad campaign highlighting the value of ServiceChannel software and services.

Editorial
01/16/2024
ServiceChannel

Oversaw end-to-end content production for this eBook, including managing freelance writers, creating briefs, editing, writing copy, and partnering with a content agency on layout and design.

Editorial
10/23/2025
ServiceChannel

Oversaw end-to-end content production for this eBook, including managing freelance writers, creating briefs, editing, writing copy, and partnering with a content agency on layout and design.

Brand Strategy & Copywriting
Planet Based Foods

Developed end-to-end brand foundation and copy for Planet Based Foods, a plant-based food startup, including brand naming, packaging copy, Amazon storefront copy, and website copy. Also managed a social media agency to help establish and grow the brand's voice across channels.

Copywriting
E&J Gallo Winery

Developed print and digital copy for The Bachelor x Apothic integrated campaign, collaborating with design and marketing teams across email, social, web, and in-store POS.

Brand Strategy & Copywriting
E&J Gallo Winery

As lead copywriter for the Lolli brand, I played a strategic role in helping create the brand strategy from the ground up, including shaping the vision, mission, brand promise, positioning, and manifestos, then carried that voice through web copy, email, blogs, and social media.

Brand Strategy & Copywriting
E&J Gallo Winery

Developed copy across email, social, web, and in-store POS for the Apothic brand, collaborating closely with design and marketing to contribute to multiple integrated print and digital campaigns. This copy was for a series that spotlighted the brand's head winemaker. I also played a central role in shaping the voice and content strategy for Apothic during the complete brand redesign.

Copywriting
E&J Gallo Winery

Developed copy across email, social, web, and in-store POS for Apothic cocktails, collaborating closely with design and marketing to contribute to integrated print and digital campaigns.

Editorial
2020
Hour Custom Publishing

As managing editor of DTE Energy's official trade publication, I directed the full editorial process from concept to press. I assigned and edited stories, wrote copy, managed a team of freelance writers, collaborated with the art director on layout and visual storytelling, and managed the publication's budget and production schedule.

Editorial
2020
Hour Custom Publishing

As managing editor of DTE Energy's official trade publication, I directed the full editorial process from concept to press. I assigned and edited stories, wrote copy, managed a team of freelance writers, collaborated with the art director on layout and visual storytelling, and managed the publication's budget and production schedule.

Editorial
05/18/2022
Hour Detroit Magazine

A trend piece exploring the mainstream wellness world's growing embrace of functional mushrooms — from their ancient roots in traditional medicine to their current starring role in supplements, meat-free foods, and adaptogenic beverages. The piece draws on voices ranging from a Michigan integrative medicine physician to local mycologists and holistic nutritionists, connecting the fungi boom to broader shifts in diet culture, environmental awareness, and the growing interest in psychedelic...

Brand Strategy & Copywriting
Fair Earth Farms

Led naming development and brand strategy for Fair Earth Farms, an organic salad brand committed to sustainability and compostable packaging. Work included brand positioning, tagline development, and copy across packaging and web.

Editorial
12/15/2021
Hour Detroit Magazine

A feature interview with Andrew DeAngelo — cannabis and psychedelics activist, co-founder of Harborside Health Center and the Last Prisoner Project — exploring the growing "California sober" movement and its roots in harm reduction philosophy. The piece contextualizes DeAngelo's perspective within Michigan's shifting legal landscape around psychedelics and cannabis, translating a nuanced, culturally timely conversation for a mainstream regional audience.

Editorial
12/15/2021
Hour Detroit Magazine

A cover story interview with four-time NBA champion and Detroit Pistons John Salley and his daughter Tyla Salley, exploring how cannabis reshaped their approach to wellness and motivated them to launch their lifestyle brand, Deuces 22, in Detroit. The piece weaves together personal narrative, expert commentary on the endocannabinoid system, and a broader cultural analysis of cannabis's growing mainstream acceptance — situating the Salleys' story within a pivotal moment in public perception of...

Copywriting
Sephora

Served as editorial lead on the Sephora scrum team, writing copy across all touchpoints. This copy was for an in-app notification.

Editorial
2021
Hour Custom Publishing

As managing editor of Michigan's official cannabis industry publication, I directed the editorial process, oversaw the development of content, met budgets and schedules, assigned stories, and wrote and edited copy.

Editorial
2020
Hour Custom Publishing

As managing editor of Michigan's official cannabis industry publication, I directed the editorial process, oversaw the development of content, met budgets and schedules, assigned stories, and wrote and edited copy.