Background
I lead creative copy direction for Windows by seamlessly blending strategic vision with narrative innovation. In my role, I've guided multidisciplinary teams to craft compelling messaging that resonates across digital, print, and broadcast platforms. I develop messaging frameworks that capture a brand’s unique voice, turning complex ideas into clear, engaging stories that drive both customer engagement and business results.
Responsibilities
By harnessing data-driven insights alongside creative experimentation, I led copywriting teams to push boundaries and create copy that not only tells a story but also delivers measurable outcomes.
Core skillsets
- Creative direction
- Storytelling
- Creative strategy
- Brand strategy
- Data analysis
Key teams and stakeholders
- Brand
- Integrated marketing
- Creative agencies
- Legal
- Research and insights
Windows Messaging Playbook
To simplify messaging, I created the Windows Messaging Playbook, a resource that combined all hero messaging into a single, easy-to-navigate document, with contextual framing on strategy and guidance, removing the need for creative teams to toggle throughout various documents.
Windows Storybook
To ensure a single source of truth, I designed the Windows Storybook, a platform that receives an average age of 13,000 site visits per month. This is where teams go to get the latest on Windows messaging, such as messaging positioning frameworks, playbooks, and guidelines.
Outcomes
01
A newer, bolder tone of voice.
By identifying and implementing new tone attributes based on customer insights, we have revitalized our messaging and campaigns. Executives such as Windows CVP and CMO have recognized the positive shift in storytelling direction.
02
Cultural relevancy
This refreshed tone resonates more deeply with our audience, especially Gen Z, enhancing brand perception and engagement. As a result, we can expect to see increased customer connection and more creative inspiration in our marketing efforts.
