Writing & Strategy

Who it's for comes first.
The language follows.

I start with two questions. Who is reading? What do they need to decide? Then I choose the language, structure and tone.

Strategy & Measurement

The same Taste of Calgary post earned 24 saves on Rednote and none on TikTok.

A framework for deciding when two audiences need separate stories or one shared asset.

Five visitor questions turn event photography into a useful shot list.

A published LinkedIn article on shared standards, repeatable work and AI’s role in marketing.

A course project connecting website copy, signup offers and welcome emails in a complete marketing plan.