Digital Marketing Portfolio

Over the last 5 years, I have worked as a content and brand strategist for Rocket55 clients. While the job comes with a wide variety of experiences, the following are an example of the work I have performed.

Brand Workshop + Audience Interviews

Utilizing StoryBrand and other brand-defining outlines, I ran a brand workshop for a client whose audience had been refined, but their messaging, voice, tone, and USPs had not.

Working with the client, we determined what they believed the functional and emotional benefits of the product were, and determined how they wanted to focus messaging.

I then utilized that information to conduct audience interviews, determining which of the expected benefits were important to the end user. In the end, we pivoted the primary benefits as discussed on the website and refocused the messaging, tone, and voice.

UX-Design, Content Audit + Content Calendar

Our client has a brand-recognition and confidence-building website where they provide homeowners with the information they need to maintain beautiful yards. However, they had seen a lack of traffic and wanted a refresh.

I worked with the client to determine what information on the site was doing well, including performing heat mapping and Google Analytics analysis. I then audited their website to determine what information was doing well, what SEO opportunities existed for current content, and where gaps existed. The team then redesigned their site for better usage, and I led the copywriters in either re-writing or entirely producing 90 pieces of content within 90 days for the site launch.

Copy Writing, Editing + Creative Direction

Although I am proud and honored to have received the many experiences I have gained in my career, my biggest accomplishment was in expanding the subjects for interiors+sources. My team and I wanted to create something monthly that we were not only proud of, but that gave a voice to those who didn’t have the opportunity. We focused on finding artists, designers and architects who had not yet been recognized by the industry, including recent graduates, those who specifically make design for the common good, and BIPOC. Our articles asked questions related to race and provided opportunities to discuss the bigger picture.

2019. “Upali Nanda.” Specify. 78-81. A profile on HKS’ principal and director of research following her career and work blending science with design to support human health and wellness through the built environment.

January 2019. “Bridging the Political Divide.” interiors+sources. 38-40. After Queer Eye’s success, Bobby Berk discusses his path to the show and the importance of representation in briding the political divide in America.

April 2019. “From the Ground Up.” Healthcare Design. Vol. 19. No. 4 26-30. Flooring designed for healthcare environments is evolving to answer the industry’s complex needs.

April 2019. “Blurring the Boundary Between Art + Design.” interiors+sources. 38-39. Custom design studio Malene B. taps into her background to create a collection of rugs with Kravet Inc.

November 2019. “Creating a Backdrop for Life’s Moments.” interiors+sources. 28-32. In her first collaboration after the ending of the popular show Fixer Upper, Joann Gaines launches a wallpaper line with York Contract.

February 2019. “Creating Space.” interiors+sources. 20-22. Black creatives, Jeanine Hays and Bryan Mason, launched their blog and eventual design collaborative “AphroChic” in 2007 as a response to a lack of black spaces and design.

Additional Recognition + Expertise

  • July 2019. “Reading the Room - How Recession Influences Interior Design.” European CEO. Industry Expert.

    I was interviewed for European CEO on the history of commercial interior design and the influence recessions make on interiors.

  • June 2020. “How Do We Close the Open Office?” Cassandra Daily Podcast. Industry Expert.

    Offices had long accepted open layouts. It made sense: in an open office setting, you could easily fit more employees per square foot while encouraging collaboration. However, when the pandemic hit, these layouts created (and continue to create) issues around health and wellbeing. I was interviewed regarding the history of open offices and what can be done to make open layouts safer for employees.

  • November 2019. “How to Recruit and Retain Employees and the Impact of the Built Environment.” IFMA Regional Panel Discussion. Panelist. Cedar Rapids, IA.

    June 2019. “Far-Sighted: Understanding the Longevity of Trends.” NeoCon. Speaker. Chicago, IL.

    April 2019. “Transparency in Materials.” Coverings. Panel Moderator. Orlando, FL.

    November 2017. “The Importance of Design in an Alternative-Fact Era.” Configura CET Conference. Keynote Speaker. Las Vegas, NV.

    May 2017. “Maturing Your Product Offering.” International Contemporary Furniture Fair (ICFF). Panel Moderator. New York, NY.

  • 2019-2021. I-Renew. Board Member. Cedar Rapids, IA.
    I-Renew helps Iowans understand sustainable living and green energy alternatives.

    2016-2020. Generative Spaces Task Force. Board Member. Chicago, IL.
    Led by Dr. Wayne Ruga, Harvard Fellow and Founder of the CARITAS Project, the Generative Spaces Task Force helps educate the population on the ways in which the built environment has a positive impact on their mental and physical health.