Decoded Strategies provides story-based messaging strategy and marketing services for brands that sell complex products.My work includes translating sharp positioning into compelling content strategies and delivering persuasive copy across websites, case studies, sales enablement materials, and social media editorial for high-growth clients in HR tech, fintech, cybersecurity, IT, professional services, and more.

NAYAH invests in the growth and development of people and companies that align with our vision to build true community power, shared wealth, and holistic well-being for minoritized people.

Bayha Group applies decades of educational research and partnerships with industry leaders to create a pipeline for a diverse and skilled talent pool. By centering youth voices in the design of its paid internships, Bayha Group ensures interns are prepared to enter the workforce with real-world experience and the understanding that their voices matter.

• Foundational marketing hire at seed-stage startup who worked closely with repeat tech founders to raise the company’s online profile and refine messaging to differentiate its tech-enabled recruiting service.• Developed a robust content calendar and successful LinkedIn social strategy leveraging branded videos and high-visibility executive posts to boost website traffic and capture attention of promising clients, investors, and employees.• Created six compelling video case studies within three months, driving prospective client engagement.

• Served as head of marketing content, led content production, and directed editorial across NationBuilder branded blogs, lead nurture programs, and social media channels.• Collaborated with digital marketing director to create and iterate on paid promotional content campaigns across major digital media sites, social media channels, and software directories.• Co-wrote, edited, and produced the Year In Review, a comprehensive, 80-to-100-page annual report detailing the evolution of the brand and software product, spotlighting customer community achievements, and sharing insights on global organizing trends and best practices. • Managed and mentored Marketing Specialist responsible for social and digital content publication, aligning on high-level strategy, assigning editorial projects, and reviewing daily social media content.• Created, refined, and facilitated the intake process for cross-functional content projects in cooperation with product design, event organizing, business development, and customer engagement teams.

• Interviewed customers and internal contacts to compose engaging case studies that illuminate powerful product features and highlight successful organizing strategies—with over 40 stories published to date.

• Led the editorial direction for all public-facing content and communications. Translated refreshed brand positioning into a conversational tone of voice.• Directed editorial and image selection for the Surf Air website and blog, including a 2015 relaunch that refined brand consistency, drove paid traffic, and contributed to doubled website visits and a year-long increase in lead capture, and a 2016 redesign and full content refresh generating deeper engagement.• Drafted, edited, and revised all outgoing member and prospect communications, driving open and click- through rates far above industry average and contributing to significant revenue increases year over year.• Developed concepts and content for brand collateral, including a 34-page book introducing the Surf Air brand and product differentiators.• Formulated social media strategy and guided cross-channel editorial and image selection, leading to a 100% increase in followers since 2015.• Delivered consistent editorial feedback, guidance, and revisions to the concepts and scripts of Surf Air's first TV campaign, a series of video vignettes outlining the possibilities of unlimited flight.

• Created, pitched, and developed seasonal concepts and content strategies. Collaborated with art directors and cross-functional partners to develop the most effective campaigns based on market research and product insights.• Composed concept briefs that included editorial direction to ensure relevant storytelling across online and offline channels, resulting in a refreshed editorial voice with a renewed focus on fashion credibility.

• Worked independently and in collaboration with other writers, designers, and art directors to develop creative for external creative projects and elevate the creative voice of the Old Navy brand.• Wrote engaging copy for external marketing and advertising assets, including print, out-of-home, radio, digital, video, and social media, including the launch of the Pixie Pant, the brand’s most successful women’s product design to date.

• Generated concepts and wrote brand-appropriate copy for marketing programs, promotions, mobile and web applications, print, video, out-of-home assets, and other consumer-facing communications as the sole in-house copywriter on the brand creative team.• Collaborated on co-branded content and promotions with Google, UrbanDaddy, Filter, and Virgin Produced through the use of music and entertainment, including the award-winning Virgin America safety video with over 11.5 million views.• Studied and edited all creative assets to ensure quality, clarity, and adherence to the brand tone of voice.• Assembled and sustained editorial brand guidelines.

Worked at Virgin America headquarters drafting and editing marketing communications deliverables and supporting brand promotions before joining the team full-time.

• Employed target audience insight to develop keywords and creative ad copy for the successful execution of paid search campaigns.• Tracked and analyzed KPIs and consistently tested creative initiatives to upgrade client campaigns, including landing page evaluation, engine beta products, and competitor analysis.• Efficiently implemented major campaigns and ensured effectiveness through tracking and copy optimization.

• Designed and taught multi-genre courses in English composition and creative writing.• Listened to student concerns and counseled timely completion of writing and research assignments. • • Supervised completion of extended projects and maintained student concepts.