Professional Summary
Seasoned digital communications specialist and UX and marketing writer with over 20 years of experience crafting engaging, on-brand content that elevates digital experiences.
Proven expertise in transforming complex information into clear, compelling copy across various platforms.
Adept at integrating brand narratives and social purpose messaging while adhering to user-centered design principles. Skilled in data-driven content strategies that reduce customer effort and increase usability.
Additionally, an accomplished travel journalist with reports from seven continents, specializing in adventure travel, wildlife conservation, snow sports, and luxury wellness destinations. Published in prestigious outlets including National Geographic, the Globe and Mail, NUVO Magazine, the Toronto Star and Robb Report.
Professional Experience
TELUS
Senior Communications Manager - UX writer
As a key member of the TELUS Brand Experience team, I craft digital experiences highlighting TELUS's social responsibility. I oversee TELUS Social Impact, TELUS About, TELUS Wise, and TELUS Friendly Future Foundation, integrating brand narrative across telus.com.
Key Responsibilities:
- Develop on-brand marketing copy for telus.com/about and social impact initiatives
- Create data-driven microcopy aligned with UX best practices
- Collaborate on innovative user experiences
- Provide strategic content recommendations
- Contribute to TELUS editorial standards
- Analyze web analytics to shape content strategy
Key Achievements:
- Launched redesigned TELUS About website: increasing engagement and reducing bounce rate
- Developed content style guide for consistency across TELUS digital properties
- Increased social impact initiatives visibility, contributing to a rise in program awareness and participation
Self-employed
UX / Marketing Copywriter & Communications Strategist
As a seasoned freelance UX/marketing copywriter and content strategist, I deliver comprehensive services including creative concept development, compelling copy, content strategy, meticulous editing, and effective brand-building to a diverse clientele.
Leveraging my keen understanding of digital marketing trends, UX best practices, and brand storytelling, I consistently create content that drives measurable results and enhances brand visibility. My adaptability and cross-industry expertise enable me to provide tailored solutions that resonate with target audiences and support clients' unique business objectives, ensuring impactful and results-driven content experiences.
Portfolio Highlights:
- Diverse client base including major corporations (TELUS Digital, BC Hydro), tourism boards (Destination Canada, Tourism Alberta), and property developers (Concert Properties, Amacon Developments)
- Collaborative partnerships with top-tier creative agencies: Tribal DDB, Cossette Communications, Engine Digital
- Developed corporate case studies for Google Workspace and Stripe Payments
- Co-led rebranding for Concert Properties' Tapestry senior living communities, resulting in increased brand recognition and resident inquiries
- Created SEO-optimized content for Tourism Jasper, driving organic traffic growth
Freelance
Travel Writer & Photographer
As a globetrotting travel journalist, I've traversed all seven continents, crafting immersive stories, captivating photographs, and engaging social media content. My expertise lies in adventure travel, wildlife conservation, snow sports, and luxury wellness experiences, allowing me to blend adrenaline-pumping narratives with crucial environmental insights and indulgent escapes.
Published In:
- National Geographic and National Geographic Traveler
- Men's Journal and Robb Report
- The Globe and Mail and San Francisco Chronicle
- The Vancouver Sun and the Toronto Star
- NUVO, Explore and Zoomer Magazines
From scaling remote peaks to documenting endangered species on African safaris, my stories transport readers to the world's most extraordinary destinations. They not only inspire wanderlust but also promote sustainable tourism and conservation efforts.
Organic
Information Architect
At Organic, a pioneering global digital marketing firm, I spearheaded UX design initiatives as Senior Information Architect across their Singapore and Toronto offices.
Key Responsibilities:
- Led cutting-edge UX design projects for Fortune 500 companies and multinational corporations
- Developed innovative digital solutions for diverse sectors including telecommunications (Bell Canada), consumer electronics (Sony), banking (Bank of Montreal, CIBC, Citibank Singapore), automotive (DaimlerChrysler Financial Services), and retail (Loblaws)
- Orchestrated user-centric design strategies that enhanced digital experiences, driving customer engagement and business growth
- Demonstrated adaptability across cultural contexts, successfully delivering projects in North American and Asian markets
- Cultivated strong client relationships, translating complex business requirements into intuitive, results-driven user experiences
This experience honed my ability to navigate complex, high-stakes projects and deliver impactful digital solutions that align with both user needs and business objectives.