About me
I'm a communications pro with a passion for storytelling and a knack for crafting impactful content. With more than a decade of experience in marketing, public relations, and TV news, I’ve honed my comms skills as an Emmy Award-winning former reporter and current Brand Reputation & Content Strategy Manager for the largest health insurer in Arizona.
Welcome to my creative world
Landing pages
I’ve led the strategy and content for a wide range of landing pages—from acquisition pages that help people pick a health plan, to contests that boost engagement and brand sentiment. I build the content framework, map the user journey, and write the copy—while also concepting interactive elements like hero videos and quizzes to bring each page to life.
Microsites
I spearheaded the strategy and development of data-driven microsites that make it easier for people to find and use their health insurance benefits. After seeing high search traffic around topics like mental health and maternity care, I built dedicated hubs with clear, actionable guidance.
Explore the site
azblue.com/behavioralhealth
Explore the site
azblue.com/maternity
Writing Samples
Op-eds
I craft thought leadership pieces for executive leadership, turning their insights into compelling narratives. We strategically pitch these op-eds to align with key observances, company initiatives, and broader trends. Targeting state publications, my op-eds get an average of 10 media pickups per piece.
Examples:
Blogs
I launched and manage the AZ Blue company blog, writing 3-5 articles per month with an average of 2,000 views per post. I use Google Analytics to track success and AI tools like BrightEdge to fast-track writing and optimize SEO.
Examples:
Ads
I craft the core messaging for our campaigns, initiatives, and product launches, turning concepts into clear and engaging copy that connects with people across print, digital, social, and out-of-home channels.
Brand campaign
The True Story campaign I championed started with a simple insight: only half of Arizonans trust their insurance to cover major medical bills. As a marketer, it was my job to turn that perception into peace of mind. I worked across teams to find real stories that showcased the power of health insurance protection. We told these stories across TV, social, digital, PR, and OOH to humanize the brand and build trust.
End-to-end campaign creation
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Thought leadership
I wrote a CEO piece that connected readers to the campaign without being overtly promotional.
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Landing page
The True Story ads drove traffic to a dedicated campaign landing page that I created.
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Social media
I wrote the campaign’s organic, paid, and LinkedIn posts for executive leadership.
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OOH ads
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Paid :15 social video
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Social static
Brand Reputation
I create content that highlights the company’s impact in the community, from videos showcasing philanthropic initiatives, to the annual EOY report that bring these stories together in a bold, unforgettable way.
The storytelling started here
Before I told brand stories, I told breaking news. My years in the newsroom taught me how to find the heart of every story—and deliver it clearly, fast, and with purpose. Here’s a look back!
Awards & Recognitions
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The True Story brand campaign I led took home two top honors at Arizona’s biggest marketing competition—for Best Digital Video and Best Digital Marketing Campaign.
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I won a National Academy of Television, Rocky Mountain Southwest Chapter Emmy for Breaking News Reporting & Writing.