Copywriting Work

I began my career as a social media copywriter—a role that challenged me to write in multiple brand voices on a daily basis. Since then, my voice-driven creative writing has repeatedly produced compelling advertising content. I lead a talented team of copywriters, providing one-on-one direction, leading collaborative group exercises, and creating hands-on workshops.

The Bahamas; Campaign Headlines

To craft custom campaign headlines for The Bahamas’ primary tourism verticals (fishing, boating, diving, private aviation, romance), we followed the structure established by the campaign script. For weeks, I immersed myself in content catered to these niche audiences—magazines, documentaries, online forums. It was important that I learned their specific vocabulary, their habits and priorities; an exercise that allowed me to speak directly to these unique sets of travelers.

In a similar exercise, a headline was crafted to celebrate each of the primary islands and their specific differentiators.

St. Kitts Tourism Authority; Brand Voice Development

Along with a fresh new brand look, the St. Kitts Tourism Authority debuted a carefully crafted brand voice. Working closely with a team of copywriters and client contacts, we were able to imbue the St. Kitts voice with the values and characteristics true to Kittitians.

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The Bahamas Ministry of Tourism; Brand Voice Development

I led the effort to fine-tune and refine the voice of The Bahamas brand. Our aim was to add clarity and specificity. Years of working for and traveling to The Bahamas allowed us to bring authenticity and personality to the brand voice.

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Bahamas Out Islands Promotion Board; Creative Copywriting

Developed custom creative headlines for each of the Bahamas Out Islands’ primary business verticals: leisure travel, fishing, diving, boating, romance, private aviation, and domestic travel.

Zips Car Wash; Brand Voice Development

Leading a team of copywriters and working alongside a Creative Director, we development new brand guidelines for national brand, Zips Car Wash. The comprehensive brand document defined Brand Identity, Values, and Voice, complete with a social media campaign.