Logical planning, organization, and documentation. Emotional, brand-hearted audience building. It's at the intersection of content strategy and copywriting, and that's where I work.

Content Strategy

I like the cold, hard, right-or-wrongness of a CMS spreadsheet.

Copywriting

Words that sync up perfectly to an interesting visual? #Love

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I wanted zillions of people to fall in love with Estelle just like I did way back in 1998 when I found 1,000+ of her photos. So I created a 1930s Social Media Story.

It’s historical fiction you can Binge Scroll or hit Micro Story to follow her life as a Jewish lesbian entertainer in the time of Hitler, Stonewall, and Vaudeville.

#NoPaidSearch
#UpTo19%Engagement
#113%GrowthOvernight
#MajorInfluencerLove

Strategy & successes detailed below.

Estelle came with a built-in hashtag strategy: Jewish Life, LGBTQ, Entertainer, USO, Vaudeville, Dancer, Historical Fiction, Found Photos, B&W, Vintage Fashion.

#VintageFashion was the early frontrunner with #FoundPhotos close behind. @SaveFamilyPhotos loved the story and requested a guest article (I didn’t write that headline btw #blushing).

Followers increase 37%.

Dita Von Teese discovers & follows Estelle of her fans follow suit.

Likes increase 25%.

To pay homage for the great privilege, Estelle mentions seeing a fellow dancer named “Dita” perform. She and her friends were so inspired, they try to recreate her act.

@Lydia1940s follows next.

Estelle’s audience increases 113% overnight & some posts start to see up to 19% engagement.

Fans ask Estelle too many pointed questions that I can’t answer directly in her voice. “Estelle” points them to my Instagram page where I have author & researcher videos as well as other backstory content.

Fans across the world lift a glass to honor her story the day of her ESTELLE bration of life party.

Estelle’s swimsuit calendar is made available.

Now reporting on her life in heaven (making amends, reuniting with her pet dog, & other heaven stuff), fans are thrilled she is not gone-gone.

When IHG decided to make all their sites responsive, I was hired to work as the Content Strategist for InterContinental Hotels & Resorts, the company’s luxury, flagship brand. Find my roles and responsibilities addressed by component below. Full site in portfolio.

Partnered with internal global brand team to elevate brand attributes & guest priorities

Fought for an ad-free hero

Represented personas, brand attributes, and business goals for agency partners

Authored hotel-facing Project Guide for hotels

Wrote launch copy within brand tone & voice that reflected shorter character counts

Created CMS map for developers