Creative strategy · Social · Brand · Chicago
I create work that people actually want to engage with, backed by strategy that delivers real results.
I lead organic social strategy for Noto’s two healthcare brands, NOCD and Rebound.
What I do
I manage a team of eleven creators, develop content strategies across platforms, and focus on creating content that people actually connect with. A big part of my job is figuring out how to turn that connection into real results, whether that’s growing our audience, building brand awareness, or helping more people access treatment.
I also work closely with our paid social team on creative strategy and campaign execution. That includes everything from briefing ad creative for Meta, TikTok, and YouTube to reviewing campaigns before launch, managing UTM tracking, and building the landing pages and conversion flows that help turn interest into booked calls.
How I got here
Before moving into healthcare, I worked in luxury retail at SVRN, where I helped shape the brand’s strategy and managed partnerships with brands like Nike, Jordan, Marni, and Raf Simons.
My background is actually in journalism. I studied at DePaul University and started my career in copywriting, which eventually led me into creative strategy.
I’ve always been interested in what makes people connect with a brand. Over time, I became more interested in the strategy behind the creative. Why certain ideas work, what makes people pay attention, and how to create something that actually makes an impact. That’s what I love most about what I do now.
Separate strategies for two brands that treat different things and aren’t measured the same way, plus the eleven creators who make the work.
Persona, copy, and UI for the path from social into a first therapy call.
Briefing ad creative for Meta, TikTok, and YouTube, QA before anything goes live, and the flows that turn an ad into a booked call. The OCD vs. anxiety quiz is one of them.
Long-form articles built to rank, written alongside clinicians so the clinical detail held up.
I wrote the identity SVRN still runs on, down to the statement itself: a catalyst for self expression that serves as a cultural hub and creative outlet with global outreach. Content pillars for editorial and TikTok came out of that, so writers and creators had a formula with the identity at its core. I also wrote the ten-year growth plan: brand story, customer profiles, market research for expansion, and the pitch that went to vendors to approve new store openings.
I ideated them, built the pitch decks, pitched the partners, planned the activations, wrote the press releases, and was there while the displays went up. The KVADRAT/Raf Simons activation took both brands to Mexico City for Design Week, built around handmade sculptures referencing ancient Mexican artifacts in KVADRAT fabric, with a dinner at Rosetta for the city’s artists and creative figures. Neither brand had an audience there before.
Product copy for every piece of incoming inventory, in an SEO format I built that they still use. The Instagram, caption by caption. The email program, planned a month ahead on an editorial calendar and written with a team of designers behind the layouts. And the features, which I wrote and edited alongside a team of freelance writers.
Ads
TikTok
Goes straight at a confusion a lot of people relate to, and it looks organic and handmade on purpose rather than produced.
Watch it →Built on a trending sound and a situation people recognize, so it doesn’t read as an ad first.
Watch it →Organic
These are a few of them. Ask and I’ll send a fuller portfolio with more work and the thinking behind each piece.
NOCD
What relationship OCD is, why the doubt feels so convincing, and what you can do about it.
Read →Why OCD tends to get louder at night, and what actually helps you sleep.
Read →How the feed affects your mental health, and what to change about the way you use it.
Read →SVRN editorials
What the industry’s beauty standards and representation do to the people buying the clothes.
Read →The second half, on the people who set those standards and carry the weight of them.
Read →How menswear borrows from femininity, and why the borrowing keeps getting rediscovered.
Read →What the quiet luxury conversation got wrong about taste and who gets to have it.
Read →A read of the collection and what Owens was reaching for in it.
Read →The show, the setting, and why the two belonged together.
Read →