I specialize in creating user-centered, research-driven and human-sounding copy that builds community, engagement and trust.
I have 5+ years of experience producing high-impact content and delivering top-notch client services to optimize brand visibility and achieve SEO-driven outcomes. I love to craft compelling narratives, manage diverse multimedia campaigns, implement digital strategies and stay ahead of industry trends to drive business growth and enhance user engagement.
In my current role as Copywriter at Axonify, the key audiences our team's content speaks to are frontline employees and their leaders, and L&D, HR and Operations professionals across various complex and global industries. I'm typically addressing the issues of retail, grocery, healthcare, finance and insurance, hospitality, telecommunications and manufacturing and distribution organizations. (But I have experience writing for many more industries - see below!)
In 2023, Axonify gained a 53% increase in social media impressions, reaching 1.07M through targeted strategies on LinkedIn, Facebook and Instagram while I managed our digital community of 25.5K+ members. Beyond the original scope of my role, I also actively contribute to our EDI committee as Social Chair.
3 words to describe me: Creative. Lifelong learner. I'm always up for an experiment, to grow a new skill, A/B test and adopt an out-of-the-box approach!
Quality content creation
Advertising and paid media
Brand visibility
Campaign optimization and A/B testing
Storytelling
Trends analysis
Social media management
Digital community engagement
Cross-functional collaboration
Research, editing and proofreading
Stakeholder engagement and enablement
Content strategy development
Relationship building
Rhetorical analysis/persuasive writing for targeted audiences
SEO
Hootsuite | Wrike | WordPress | Google Workspace | HubSpot | Asana | Microsoft Office | CoverageBook PR | Canva | Meltwater | LinkedIn | Meta (Facebook) | Instagram | X (Twitter) | YouTube | Figma | Grammarly | Adobe Creative Cloud | Marketo
Waterloo, ON
Feb 2021 — Present
Highlights:
Develops SEO-optimized website content that aligns with the company's OKRs and brand guidelines while maintaining Axonify’s style, quality and tone of voice.
Brainstorms content ideas and analyzes industry trends in collaboration with Subject Matter Experts, freelancers, and Senior Content, Creative and Brand Strategy Managers.
Produces various marketing assets for online and offline channels, including customer newsletters, award submissions, social media posts and digital ads.
Coordinates a range of marketing activities, including blog posts, tech award submissions, webinar promotions, pillar content support, website landing pages and pop-ups and speaking session transcripts, to enhance brand visibility and customer engagement.
Surpasses B2B industry benchmarks in email nurture campaigns with a 31.17% open rate, 6.88% CTR, and 22.06% CTOR.
Increases conversion rates and audience engagement by enhancing the effectiveness of marketing campaigns through A/B testing, personalized copy and data-driven decision-making.
Drives technology integration and gains market insights by nurturing strategic relationships with key industry partners, including SAP, Zebra Technologies and RedThread Research.
Creates compelling narratives that communicate the product's value by developing a deep understanding of company offerings and aligning them with the company's mission and vision.
Waterloo, ON
Aug 2020 — Feb 2021
Highlights:
Formulated and applied PR strategies for clients in diverse industries, including healthcare, technology, engineering, real estate and non-profit to increase their brand visibility and customer engagement. Authored and secured the publication of client-focused articles in prominent media outlets, including GreenBiz and Daily Commercial News.
Attracted online readership of 83.2 M and garnered 5,410 social shares by securing 56 media placements for THEMUSEUM's Rolling Stones | UNZIPPED exhibit, as tracked by the CoverageBook PR reporting tool.
Boosted client digital platform engagement through engaging content creating and executing social media strategies.
Waterloo, ON
Sept 2018 — Aug 2020
Highlights:
Promoted awareness and equity by transforming complex historical and social insights through anti-racist research for the University of Waterloo's English Department. Evaluated diverse student submissions, including business reports, email messages, marketing materials and public relations documents.
Recognized by professors with a nomination for the departmental Teaching Assistantship Award for exceptional contributions to student learning and mentorship.
Conducted a bias detection analysis for Crescendo on behalf of the University of Waterloo. Provided recommendations, solutions and flowcharts to help the company identify and address workplace bias.
Balanced teaching responsibilities for 103 undergraduate students alongside personal studies by providing personalized 1:1 conferences, refining essay feedback techniques, and devising effective strategies to support second-language English learners.
ENGL 108A: The Superhero (Dr. David Shakespeare) | ENGL 119: Communications in Math and CS (Dr. Clive Forrester) |
Class preparation: | Attend lectures and classes: Assisted with video recording of student presentations. |
ENGL 210F: Genres of Business Communication - Online (Dr. Bruce Dadey) | |
Class preparation: |
Waterloo, ON
Aug 2013 — Sept 2019
Highlights:
Worked within a long-term team, actively improving critical ‘soft’ skills like communication, empathy and collaboration.
Recognized with multiple MVP awards for achievements in sales and going above and beyond to create positive guest experiences.
Waterloo, ON
Jun 2019 — Aug 2019
Highlights:
Collaborated with a PhD candidate mentor to co-lead an academic project in the field of gamification studies for Scotiabank FactoryU.
University of Waterloo
Graduated Oct 2020 with Distinction
Dean's Honours List
University of Waterloo
Graduated Jun 2019 with Distinction
Dean's Honours List
Best Advance in AI and Machine Learning - GOLD WINNER (Axonify) | Brandon Hall Group Excellence Awards 2023 |
Best Advance in Onboarding Technology - GOLD WINNER (Axonify) | Brandon Hall Group Excellence Awards 2023 |
Best Digital Learning Transformation Programme - FINALIST MENTION (Axonify) | Learning Technologies Awards UK 2023 |
Best New Hire Onboarding Program - GOLD WINNER (Axonify) | Brandon Hall Group HCM Excellence Awards 2024 |
Best Certification Program - SILVER WINNER (Axonify) | Brandon Hall Group HCM Excellence Awards 2024 |
Best Learning Platform Implementation - SHORTLIST (Axonify) | Learning Technologies Awards UK 2024 |
Dean's Honours List, Graduation with Distinction - GRADUATE & UNDERGRADUATE | Issued by Dean of Arts, University of Waterloo |
English Department Teaching Assistantship Award - NOMINEE | Nominated by University of Waterloo professors |
Walter R. Martin English 251A Award - FINALIST | Issued by Dean of Arts, University of Waterloo |
Faculty Entrance Scholarship | Issued by University of Waterloo |
Become an AI-Powered Marketer | Semrush |
Conversion Copywriting | Growclass |
Think Outside the Box: Email Marketing | Google |
Foundations of User Experience (UX) Design | Google UX Design Professional Certificate |
Start the UX Design Process: Empathize, Define, Ideate | Google UX Design Professional Certificate |
Build Wireframes and Low-Fidelity Prototypes | Google UX Design Professional Certificate |
Marketing Strategy: SEO Content Writing | LinkedIn |
Marketing: Copywriting for Social Media | LinkedIn |
SEO Foundations | LinkedIn |
Email Marketing: Drip Campaigns | LinkedIn |
Media Monitoring with Explore: Foundations | Meltwater |
The Fundamentals of Digital Marketing | Google Digital Garage |
Writing Emails People Want to Read | LinkedIn |
EDI Committee Social Chair at Axonify (Feb 2021 – Present) |
Rapid Testing Bus Volunteer at StaySafe by Communitech (Apr 2021 – Jun 2021) |
Copywriter at CovidHealth (Mar 2020 – May 2020) |
Content Writer at The Weekly Spoon (Apr 2018 – Jun 2018) |