If my years of studying journalism and working in digital marketing have taught me one thing, it's that words matter. They have the power to capture someone's attention or turn them away with just a glance. In advertising, there's always a way to make the product or service being offered more personalized and meaningful to the person on the other side of the screen. My passion is understanding what that person needs so that the ads interrupting their Facebook feed or YouTube video are as helpful as possible. Whether it's a small change, like swapping out a headline or CTA button, or as big as rolling out a new landing page, I am constantly testing, analyzing, and seeking out new ways to improve user experience.