Resume, Testimonials and Signature Work
Former Los Angeles Times reporter. Top-notch content strategist. Killer marketing writer who has worked with Epson, Amazon, Newgistics, and other global giants. I can take a one-hour interview and turn it into 20+ pieces of content, develop an entire website content strategy from scratch, and write any type of marketing copy you can think of.
Settle for exceptional.
Resume, Testimonials and Signature Work
My resume -- from accomplishments to work history
What did ResMed employees and co-workers have to say about my time at the company? See for yourself.
From projects to planning to naming entire departments, here's a list of some of the high-profile work I did in just one year at ResMed.
Wednesday morning, after one of the most gut-wrenching hours in the life of XYO, a somber hush fell over our headquarters. We are not, by nature, a quiet company. So you can only imagine the unfamiliar, almost offensive intrusion of silence in our once-bustling back room.
This landing page was designed to get people excited about advanced omnichannel software for retailers by having them view a short video. The CTA was to have them sign up for a demo. The signup page was moved to above the fold.
This web copy was for a marketing firm that wanted to set itself apart through a strong focus on branding. It was well-received and was great for bringing in clients, but eventually the team changed focus and a new page was put up.
Way back in the day, all a person needed was a government-issued ID - a piece of paper - to buy and sell and move freely about the land. A person's world was small. Local. People became familiar with faces and hairstyles and clothing and funny walks. The more people interacted, the harder it became to pretend to be someone else.
This piece appeared in the magazine, and included a round piece of memory foam so readers could touch it and feel how soft the mask was.
The U.S. trucking industry generated an astonishing $700 billion in 2017, a 3.5% boost over the previous year. And the industry's only going to get bigger and more complex. But to convey just how complex it is, one has to start with the right scenario.
Advertising taglines and naming
Working with an ad agency, I developed taglines for a series of videos promoting Amazon Publishing.
Epson needed names for several robot groups and dozens of individual robots. I chose music, dance and other themes.
Potential names for a line of upscale houseware items for the kitchen, bath and home.
A prominent tourism agency contacted me to rebrand the city of Medford, Oregon. The goal was to portray the city as a sophisticated, cultured destination.
For this project, I needed to come up with whimsical names for a colorful and casual Venezuelan eatery. Many of the names included the word "arepa", a traditional dish in the South American country.
Wescom Credit Union needed a rebrand to compete with local banks. The idea? Show that Wescom had all the conveniences of a big bank, with an added family feel.
A-Z Content Planning and Creation
Before ResMed moved its old blog to its main website, they needed a brand new SEO strategy as well as new content ideas, standards and practices, and more. This document is my blog manifesto.
Don't listen to the data. The job market is tough, but we can open doors. Use YWForward and land a solid-paying job close to your home or school.
Urban and low income youth, especially in Detroit, face a staggering, potentially life-threatening life skills and technology gap. They have lower internet connectivity, fewer computers at home, abysmal access to technology in schools, and they shoulder significant opportunity challenges outside the classroom. Acquiring the life skills that will close these gaps, unfortunately, is a luxury.
This customer-facing B2C brochure was sent to patients interested in ResMed's memory foam CPAP mask. It included some technical info, but also advertising copy created to build intrigue and drive sales.
Presentation deck featuring IoT medical monitoring devices for truck drivers. This deck was written specifically for an audience that included an ex-governor, several state representatives, and other high-profile attendees.
Kickstarter campaign copy for medical scheduling software created by two Amarillo doctors. The software was eventually presented to President Obama and other leaders, and came very close to being sold to the government.
A Prezi presentation on how new software could fix the problems at the DA. My first Prezi, it was shown to government leaders and even drove one person to tears. .
Full content and marketing proposal for a company providing sleep apnea treatment and products
This start-to-finish email drip and landing page campaign promoted an important B2B webinar targeting medical suppliers across the country. The campaign increased webinar attendance by more than 40%, with 90% of viewers finding the information very helpful.
This complicated project was designed to become the authority for durable medical suppliers interested in resupply. It took many months to develop and required approval from almost a dozen ResMed executives.
This box copy was written to make patients feel comfortable when they receive their Resmed CPAP and accessories in the mail. For the first-time CPAP user, even opening the box can seem intimidating.
With subscribers dropping from the Night Post newsletter email list, I decided to try something new with a two-page PDF on using Google Ads for sleep labs. This explains the pros and cons.
Customer-facing copy for the first memory foam CPAP mask of its kind. After several months at ResMed, I was chosen as a copywriter for this prestigious project.
This document proposes a radical program to grown and harvest healthy food for high-risk patients with heart disease, diabetes and other conditions.
When HIPAA was changed, we needed a simple-to-understand breakdown of the new rules. This educational piece listed seven new changes and how they'd affect medical and billing-related businesses.
Performance reviews. Both managers and employees dread them, and many experts say they do little to improve performance. This blog post lays out how to create a 360⁰ assessment, a helpful blueprint for employee success.
This extremely popular blog post was linked to by Forbes and other major publications. Part of a small series on Kickstarter for Geisel Software, it brought in traffic and was one of our most-read posts.
SEO-optimized blog post on the great traits of reliable business litigation attorneys. Uploaded / optimized in WordPress using Yoast plugin.
Ghostwritten for financial advisory firm, this piece is based on an interview with a woman well-known for her human trafficking prevention.
We know you've seen this website: Huge blocks of text. Shoe-horned keyphrases. This blog post offered design and copy techniques to keep people on sales pages.
After an automobile accident, the clock starts ticking. This post mapped out what to do immediately after a car accident.
A simple brochure for people going through divorce - and how to handle their finances, with the help of a financial advisory firm. The copy was part emotional and part sales.
This mortgage flyer targets Amazon employees who need a home loan, but don't have cash for a down payment. It introduces the concept of using a bonus, stock or more to buy a home.
For the late accumulators who never really saved for retirement, this brochure was a Godsend. It handily promoted a financial advisory firm while speaking to a fear of not having enough money to retire.
This brochure promoted a financial advisory firm, but also spoke directly to potential clients who wanted to map out who inherited their wealth after they passed on.
Ghostwritten for high-profile financial advisor based on a chapter in his book, The Liberated CEO. It focuses on how to prep your business for sale, from employees to metrics.
A financial brochure for people who have prepared for retirement, but need to maximize the nest egg they've put away. Created for a popular independent financial advisory firm.
A simple, two-sided flyer promoting SaaS for government team and task management. Tagline is mine, as is all other copy. Made for a tech company in Ireland.
An About Us page encapsulating a web, app and embedded (IoT) software development firm. This page was responsible for bringing in good leads and easing the minds of people interested in hiring the company for technology work.
A crowdfunding campaign for hands-free software created for the disabled. I took the concept of "no touch" and flipped it to "hands free" because it resonated more with the audience.
Welcome to XYO Network's very first installment of "Updates From the Dev Cave!" This is where we'll share what our awesome dev team is working on, and dig deeper into blockchain and other technology that keeps us coding - late into the night.
Vpsie offers virtual servers and wifi hotspots to the economically challenged, and this grant proposal was created to bring in money to fund the next step in their project.
A sales email created to get people to donate to a Kickstarter campaign featuring the world's first wooden solar charger. It built up the exclusivity angle, offering the audience an elite chance to donate and get the product before the public.
This was one of 10 monthly drip emails designed to promote XYO's first annual conference, Spatial.
This email was one of numerous weekly company updates for XYO.
CEO Brian Geisel went to Guatemala and built a computer lab. This newsletter publicized his altruism, but also showcased where he was interviewed in the media.
This email series is designed to keep the private detective firm top-of-mind with clients -- and bring in new business.
A monthly newsletter targeting thousands of sleep lab employees, managers and physicians (list of 50,000+). This B2B email focused on education, new advancements in technology and devices, and sleep lab monitoring techniques.
Corporate and employee bios
Two bios, two extraordinary people. This page was created to be one of the most important parts of a website focusing on education for at-risk teens and adults.
This was the first draft of copy for a new, interactive lobby display. ResMed executives wanted to tout the company's rich history, while showcasing how far the business had come.
This company bio, for a custom software company, was designed to attract a non-technical audience as well as tech-savvy investors.
Hospitality / Real Estate
This set of web copy was meant to dazzle potential condo buyers. This modern, high-tech building was one of the first in this upscale are of Houston. The condos sold out.
This web copy promoted a community of high-performance custom homes in the Heart of Bend, Oregon. Built for upscale buyers, they were sustainable and designed to stand for generations.
My favorite travel piece. This is a review of an ultra-modern, stylish hotel in Prague. It built buzz and was featured in the English-language luxury magazine I co-launched, FastLane.
Content for a deck promoting a new venture capital firm.
After founding a business podcast for SaaS email marketing company Benchmark email, I served as a co-host for more than a year. I booked guests and interviewed them along with another employee.
Benchmark Email had the users, but not the testimonials. I tracked down each happy customer, interviewed them off-camera, and even offered suggestions in the editing room.
Lighthouse employees and friends volunteered for Samaritan's Purse, along with 8,000 others, to pack boxes of gifts for impoverished children in Mexico.This press release promoted the event.
This press release announced the unveiling of what is now an extremely popular app at a Dublin web summit. The app is an interactive social calendar, time manager, and more.
This was a press release announcing the award of a prestigious grant to a medical software developer. The software itself was designed to reduce hospital waste and streamline patient care.
Using HARO (Help a Reporter Out), I pitched Geisel Software CEO Brian Geisel as a source on a story about working for equity. He ended up being featured in the piece.
Homehey.com, a free, web-based service, helps property managers use desktops, tablets and mobile phones to do everything from collect rent electronically to screen potential tenants via social media. This is their press release.
After a publicity blitz where I helped make Brian Geisel a thought-leader, he was interviewed on the BBC for a story on sensors. This raised his profile in the business community in a huge way.
First place award winner for Excellence in Jewish Journalism.