Writer · Marketer · Journalist · StorytellerWords worth searching for
I help businesses find their voice and their audience. The content programs I built at Toast and DoorDash turned readers into customers and customers into advocates. Looking for someone to build, scale, and lead a content marketing function that moves the business? Let’s talk.
Content marketing |
CRO |
SEO and AEO |
Data storytelling |
Team management |
Influencer marketing |
Social strategy |
Interactive tools |
Brand campaigns |
Email strategy |
Community management |
Content marketing | CRO | SEO and AEO | Data storytelling | Team management | Influencer marketing | Social strategy | Interactive tools | Brand campaigns | Email strategy | Community management |
SEO/AEO & organic conversion
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AI-assisted SEO/AEO articles
+19% increase in organic search impressions with targeted keyword strategy. Pioneered SEMRush AI tools and custom GPT for keyword research, brief generation, and first draft of content, helping double content output. Example: restaurant text marketing article now #1 for the term and more visible on answer engines like Gemini and ChatGPT.
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Conversion rate optimization
+3% increase in organic conversion rate YoY with introduction of rigorous A/B testing program for DoorDash for Merchants landing pages through Mutiny and then Ninetailed within Contentful, including narrative and design testing of hero text, imagery, module placement, button text, and component redesigns.
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Interactive tools
+20% homepage CVR (pre / post 30 days) with addition of an interactive tool within our signup form, an estimated sales calculator that predicts sales based on location and type of business. I led the product launch alongside Eng, Design, IR, Comms, and Legal. This was the first time we brought DoorDash data directly onto the front end of the marketing site.
Content programs & campaigns
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Annual trends report
Spearheaded DoorDash’s annual delivery trends report since 2021, a pillar piece of content featuring proprietary and survey data that consistently beat goals for PR placements, downloads, and influenced signups or upsells after reading. Evolved year after year from PDF report to interactive landing page, and successfully coached new DRIs through the process.
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Downloadable toolkits
Built lead magnets like an annual social media holiday calendar, food truck business plan template, website marketing guide, and more that provided helpful resources for restaurateurs and built DoorDash’s email list for content nurture programs, ultimately increasing content-influenced opportunities and closed won deals.
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Fresh takes on case studies
Overhauled case study process from the ground up and packaged video, photo shoot, social media, and new template for written case studies into a cohesive story that both celebrated the merchant (allowing for social collabs) and told DoorDash’s story. Examples: Hattie B’s, Calle Ocho, Mythical Pizza.
The writer behind the content
I got my start in journalism, covering local news and learning that the most important skill in any room is listening. Those years shaped how I think about content to this day.
Over the past decade, I've built content programs at Toast and DoorDash that started small and scaled: keyword strategies that grew organic search acquisition, downloadable and “10x content” that grew subscribers, and email nurtures that turned traffic into pipeline. But the work I'm most proud of started with a person, not a brief. An executive chef, a football league president, a soup kitchen director. My job was to find those stories, earn enough trust to tell them honestly, build the systems to do it at scale, and to train my team to take them to the next level.
I'm wired for this work in a specific way. StrengthsFinder calls me an Input, Achiever, and Includer; my DISC lands on Conscientiousness. In practice that means I've already read everything, built the tracker, and looped in the people who should be in the room. I'm currently based in Boston, and I’m looking for my next chapter in a remote, Boston hybrid, or San Francisco Bay Area role.
Let’s talk.
Interested in working together? Fill out some info and I’ll be in touch.
Social & influencer content
Summer of DashPass
Brought small businesses into DoorDash’s annual Summer of DashPass campaign with a social sweepstakes to offer $5k in DoorDash marketing credits to five businesses who created a video sharing their story, their offerings, and the details of their promotion. Also created bespoke videos with an agency for 5 merchants (example: Bodega Taqueria). The campaign exceeded goals for SMB involvement.
National Restaurant Association
Formed the social, and influencer strategy for DoorDash’s involvement in the 2025 National Restaurant Association Show, which included interviewing 5 restaurateurs on the ground (example: Gioia’s Deli), capturing content with our preferred integration partners (example: Square), and partnering with 2 large-scale influencers (example: Jeff Mauro) to drive foot traffic and fuel our social calendar throughout the year.
Restaurant spotlights
Built evergreen restaurant spotlight strategy, collecting footage for 60sec organic social stories as collabs with the restaurants and main DoorDash social channels, 15sec and 30sec testimonials for paid social channels, and photo shoots for use on the website. In some cases, these restaurateurs also wrote a guest blog on a topic they were passionate about. Examples: D’Bos Taqueria, Smoke Shop BBQ, Mr. Potato Spread.