Canada
I write across formats, from investment commentary to marketing materials to film and TV, with the same focus throughout: making sure content is clear and makes sense to the person reading or hearing it.
That carries into brand strategy, where I clarify how ideas are positioned and expressed.
I work on national campaigns and product launches with some of Canada’s leading financial companies, taking projects from brief through to final deliverables and working closely with design teams, internal clients and stakeholders along the way.
Market commentary based on a portfolio manager interview and performance data. The input was technical and not structured for an investor audience, so I worked through it to find a clear narrative and wrote it in a way that someone outside the team could actually follow.
Advisor brochure as part of marketing kit for nationwide launch of Sequence Portfolios - a lifecycle investing product for CIBC Asset Management. Marketing kit also includes an advisor prospecting letter that is available upon request. Content developed as part of a broader campaign. The inputs came from multiple stakeholders and weren’t fully aligned, so I worked through the messaging to make sure it held together and read consistently across formats.
Investor brochure as part of marketing kit for nationwide launch of Sequence Portfolios - a lifecycle investing product for CIBC Asset Management. Marketing kit also includes an investor one-pager that is available upon request. Content developed as part of a broader campaign. The inputs came from multiple stakeholders and weren’t fully aligned, so I worked through the messaging to make sure it held together and read consistently across formats.
Website for a financial advisor. The starting point was broad and not clearly differentiated, so I worked with the advisor to clarify what they were offering and who it was for, then translated that into clear, structured copy.
Case study for Loblaw Advance. The material came from internal sources with a lot of detail but no clear throughline. I shaped it into a narrative that showed the problem, the approach and the outcome in a way that made sense to an external audience.
I was the ghostwriter on this consumer-facing charitable giving article based on an interview with a subject matter expert. The conversations were detailed but not structured for a reader, so I shaped them into a clear narrative while keeping the original voice intact.
Brochure cover. I researched, developed and wrote this brochure for Manulife's Associate Advisor Program that helps advisors build their business.
I researched, developed and wrote this brochure for Manulife's Associate Advisor Program that helps advisors build their business. The content started out dense and fragmented, so I worked through it to bring forward what actually mattered to the advisor and their clients, then structured it so it could be read quickly and still hold together.
Quarterly commentary that I wrote from raw data. Each quarter started with detailed, unstructured input, and I worked through it to identify what mattered, shape the narrative and present it in a way investors could follow.
Content for a healthcare client, based on technical subject matter, interview and multiple stakeholder inputs. I worked through the material to simplify the language and structure it so the core message was clear without losing accuracy.