SELECTED WORK
01 — BRAND STRATEGY
Giving a construction tech company its voice
Procore was speaking like a Southern California startup to an industry that builds skyscrapers with their hands.
Brand audit. Voice redefinition. An editorial style guide that gave writers, designers, and product teams across the company a shared language.The Venn diagram, mapping Procore's values against the construction industry's, became the strategic foundation for every content decision that followed.
02 — LONG-FORM CONTENT
Enterprise content across Oracle's verticals and horizontals
One company, vastly different audiences. Construction superintendents, banking executives, restaurant operators, government IT directors, and cloud infrastructure engineers.
Long-form ebooks, print ads, video, and demand-gen content spanning Oracle's Restaurants, Construction & Engineering, Communications, NetSuite for Government, Retail, Hospitality, Communications, Financial Services, OCI, and Database divisions. Using messaging guides we created for each industry unit, our team created assets for every stage of the sales funnel, targeting key personas with the content they're most likely to engage with.
03 — DIGITAL ADVERTISING
Demand-gen display ads across Oracle divisions
Performance-driven creative at standard IAB formats, built to convert across financial services, utilities, and beyond.
Display advertising requires a different discipline than long-form. Every word competes with the surrounding page. These units had to earn attention in a fraction of a second while staying on-brand across very different Oracle divisions.
04 — DATA VISUALIZATION
Making construction data tell a human story
A survey of 311 general contractors across three continents. The numbers were already compelling but strong visualizations made them palpable.
The Procore ROI infographic led with human impact before data. Foremen saving 13.5 hours a week, project engineers saving 13, rather than burying the story in percentages. The vertical scroll format lets the narrative build from industry context through to competitive advantage.
ABOUT
Even a great voice can get annoying.
Personality for personality's sake doesn't make a good brand voice. And strategy isn't just sending more emails. Finding the right voice, and understanding when and where to use it are the most misunderstood aspects of brand strategy. That's the problem I solve.
At Procore, that meant a brand audit and a new voice guide for a company that hadn't connected with its audience. At Oracle, the challenge was different. When you serve every industry, you risk feeling native to none. My job was making sure each audience felt like Oracle understood their world specifically.
I work across video, copy, brand narrative, long-form content, and digital advertising. I've also led creative and design teams across both roles. I value strategic precision and obsessive craft.
2021-present
Oracle
Director of Content & Creative
2015-2020
Procore Technologies
Manager of Content & Copy
2013-2015
ONTRAPORT
Senior Videographer
Brand narrative, content strategy, copy, video, creative direction, design team leadership, style guides
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