Selected work
The work. The results.
Four case studies chosen for breadth. Each is short, skimmable, and clear about what I owned and what I shared.
01
Hyatt Vacation Club · Marriott Vacations Worldwide · 2022–2025 · Voice & standards
Launching a national brand with two writers
Two acquired portfolios folded into one new brand in 2023. One of two writers on the launch — and on the copy standards, controlled vocabulary, and alt-text rules that kept it consistent.
02
Hyatt Vacation Club · Lifecycle
36 emails, nine markets, one voice
Halo nurture tuned market by market, plus pre-arrival, win-back, and the transactional layer. Pre-arrival CTR up 19%, halo up 10%, year over year.
03
Blair · Bluestem Brands · 2013–2022
Moving a catalog company off paper
Digital went from 20% to 50% of sales. Email CTR up 8%, average order value up 17%. And one product name taken through to a registered trademark.
04
Kafferlin Strategies · CiviLink · 2026–present
Three brands, three voices, one writer keeping them apart
Municipal consulting, a govtech product family, and a thought-leadership platform — posted to a spec tuned per platform: hashtag ranges, first-comment links, native variants. Includes the live team-card component I built.
Hyatt Vacation Club · Marriott Vacations Worldwide · 2022–2025 · Voice & standards
Launching a national brand with two writers
Two acquired portfolios folded into one new brand in 2023. One of two writers on the launch — and on the copy standards, controlled vocabulary, and alt-text rules that kept it consistent.
02
Hyatt Vacation Club · Lifecycle
36 emails, nine markets, one voice
Halo nurture tuned market by market, plus pre-arrival, win-back, and the transactional layer. Pre-arrival CTR up 19%, halo up 10%, year over year.
03
Blair · Bluestem Brands · 2013–2022
Moving a catalog company off paper
Digital went from 20% to 50% of sales. Email CTR up 8%, average order value up 17%. And one product name taken through to a registered trademark.
04
Kafferlin Strategies · CiviLink · 2026–present
Three brands, three voices, one writer keeping them apart
Municipal consulting, a govtech product family, and a thought-leadership platform — posted to a spec tuned per platform: hashtag ranges, first-comment links, native variants. Includes the live team-card component I built.
Also in the portfolio
Work that didn’t need a full case study but is worth seeing.
Creative testing
One offer, five treatments.
Five image treatments for one San Diego getaway offer, presented here as the campaign comps — Facebook preview frames, not live captures. Click any to enlarge.
Five treatments, one offer —
built for testing in the feed.
Samples are reproduced from published and distributed work, except where labeled as comps or concepts. Additional writing samples, including long-form ownership guides and technical documentation, are available on request.