Great brands are built on authenticity—and strategic storytelling. In this section, you’ll find campaigns that brought culture to life across digital platforms. From crafting Employee Value Propositions (EVPs) to designing content-rich landing pages and building out multi-channel social strategies, these case studies reveal how I’ve helped household names like Dunkin’, Dollar Tree, and Nuvance Health attract the right audiences with the right message.
Employer Brand (EVP) Strategy (Recruitics)
Every standout employer brand starts with a clear, compelling Employee Value Proposition (EVP). I’ve led the development of EVP strategies that reflect the authentic voice of an organization while aligning with what modern job seekers care about most—purpose, culture, growth, and balance. From uncovering core employee insights to building brand messaging pillars, my EVP work has laid the foundation for digital content ecosystems that resonate across every stage of the candidate and audience journey.
Case Study: Dunkin’ Brand Value Proposition
From alignment workshops to employee roundtables and senior leadership interviews, I guided our team on how to transform this data and information into a new brand foundation; starting to tell the evolved brand story and shifting the brand ecosphere. I led our team to success by taking the high level brand strategy and connecting that to a visual representation for our clients to see the brand come to life.
Case Studies: More Digital Storytelling Campaigns and Projects
Dollar Tree, Inc. Brand Transformation
Problem: Dollar Tree, Inc.’s associates across Dollar Tree and Family Dollar are feeling disconnected from the larger brand, overworked and undervalued, and needing an increase in career growth support.
Strategy: Create a brand new employer brand strategy (AVP) to redefine “The Value of You” for associates and highlight the importance of rapid career growth and the connections that are made in a tight-knit community.
Results and Metrics: Opened our team for further partnerships with the Dollar Tree, Inc. brand: a new career site and a new photoshoot and videoshoot to visually activate their AVP.
Nuvance Health Brand Proposition and Ecosphere
Problem: Nuvance Health is a large hospital system spanning New York and Connecticut. They face extreme competition in a saturated healthcare region, and they recently merged as two other companies in 2019, so they experienced cultural and financial instability.
Strategy: A new EVP to help establish the newly formed larger brand and create a unique, heartfelt brand that stood out from the competition and industry.
Results and Metrics: Opened our team for further partnerships with the Nuvance Health brand: a new career site, a job description refresh, and paid media activation assets.
Website Content Development: Landing Pages
Landing pages are the digital front doors to an employer brand. I craft recruitment-focused pages that are more than just informative—they’re immersive. Each page is grounded in strong content hierarchy, SEO optimization, and user-centered design, all while keeping the brand voice consistent and compelling. Whether building from scratch or optimizing existing assets, my approach turns career sites into conversion tools that guide the right talent toward action.
Case Study: Deloitte Landing Page Development
As our creative partner, Deloitte asked me and our team to develop several new landing pages for them that help detail their job categories. I developed the content strategy and UX design for each of these pages, and helped lead the art direction for each page to assure brand consistency. Our team also provided copywriting and content strategy for other main pages on Deloitte’s careers site, such as this Student page. We conducted intensive desk research and focus group interviews to ensure this content was accurate and easy to navigate.
Social media is where brands come authentically to life. I create content calendars that blend strategy with storytelling—tailored to each platform and aligned to overarching goals. From evergreen culture content to event-driven posts and talent-focused series, I plan and manage calendars that build community, elevate brand visibility, and keep candidates engaged over time. Each piece of content is purposeful, data-informed, and designed to meet audiences where they are.
Case Study: Bosch Instagram Launch and Content Strategy
Problem: Bosch needs a new Instagram page that is focused on employer brand content, hiring for the U.S. brand, and showcasing their people workforce and the future-focused work they are passionate about.
Strategy: Create a full in-depth strategy that included a channel launch playbook (soft launch and hard launch) as well as a timeline for uploading the first few weeks of brand new, optimized content.
Results: a complete 3 month social media calendar that aligned with the other Bosch channels and guaranteed full brand alignment and diversity of content type.Results: almost 400 followers for a brand new Instagram channel, in under 1 year. An average of 30 to 50 likes on each post, with an average of 5 to 10 comments per post.
Case Studies: More Social Media Content Strategies
CommonSpirit Health [Hootsuite]Pye-Barker Fire & Safety [Canva]Noom [Sprout Social]
A strong content strategy isn’t just about words—it’s about experience. These projects highlight my ability to marry editorial thinking with user-centric design. From optimizing mobile content to mapping user journeys and creating content ecosystems that boost engagement, this section showcases how I bring clarity, structure, and flow to the digital space through intentional storytelling and strategic UX thinking.
Website Architecture (Recruitics)
A well-structured website is the backbone of any successful content experience. I design intuitive site architectures that prioritize user flow, content accessibility, and brand storytelling. Whether working on new builds or optimizing existing sites, my focus is on creating scalable structures that guide users naturally through content, increasing both engagement and conversion.
Case Study: SportClips Website and Generated Content Program
I created a content strategy for SportClips’ new careers website to highlight their Stylists and their connections to their passions and career/life goals. I led my copywriters to write engaging and brand aligned messaging, guide our designers to create fresh and quirky designs, and ensure that the UX was significant improved.
One of the biggest problems SportClips needed us to solve was how to generate employee-focused content that was real and authentic. Our company has a video content tool that we introduced to them as an easy solution – here was one of the content pages we created that highlighted some of these videos and testimonials
Results and Metrics: An EGC (Employee Generated Content) Playbook that highlights important step-by-step filming instructions, content topics and prompts, and the best video and content examples from the industry.
Case Studies: More Website Content Architectures and Strategies
VCU HealthLumen (CenturyLink)SavATree
Audience & Candidate Journeys
Understanding how users interact with content at every stage of their journey is key to delivering the right message at the right time. I map out audience and candidate journeys that align with user intent and behavioral insights—crafting content touchpoints that nurture interest, reduce friction, and move people from awareness to application with ease.
Case Study: Loma Linda University Health Candidate Journey & Brand Activation
Problem: After my team completed LLUH’s employer brand project (EVP), they needed additional support with activating the new employer brand for their multiple candidate personas across their candidate journey.
Strategy: I took them through that journey and laid out a strategy on how to prioritize activation across various areas. From Awareness to Advocacy, I demonstrated how each persona would experience the brand through different channels.
Results/Metrics: A comprehensive EVP that is now internally and externally activated across the Southern California region.
SEO Strategies
Great content deserves to be found. I integrate robust SEO strategy into every layer of content development—from keyword research and metadata to on-page optimization and strategic linking. My work improves visibility across search engines while supporting long-term content performance, driving quality traffic that’s aligned with employer brand and business goals.
Case Study: SEO Blog Writing for MediaSmack/Scorpion
As an SEO Strategist and Blog Writer, I was responsible for writing full blog articles for different attorneys across the country; from Personal Injury law firms to Divorce to Family Law to Criminal Defense. Here’s another example of a blog article I wrote for a San Diego Divorce Attorney. I used SEO tools such as Moz, Semrush, Ahrefs, and Yoast SEO
Whether it’s a polished thought leadership article or a bold brand voice in a social post, writing is the heartbeat of everything I do. This section features a range of editorial and branded content—digital ads, blog posts, feature stories, email campaigns, and more—created for clients including Northrop Grumman, Mayo Clinic, Creative Loafing Atlanta and my own food blog The Edible Explorer. Each piece is crafted with precision, voice, and purpose.
Digital Ad Copywriting (Recruitics)
In a world of scrolling thumbs, digital ads have seconds to make an impression. I specialize in writing high-impact ad copy that hooks attention and sparks action—whether it’s a banner, carousel, display ad, or paid social unit. By combining clear value props with brand voice precision, I help brands stand out in crowded feeds and guide audiences toward measurable results.
Case Study: Chewy Digital Ad Campaign
For Chewy, me and my team put together a full digital ad campaign to help them fill in positions in their warehouses across the nation. I wrote all of the ad copy, headlines, and meta information for the multi-month campaign.
Editorial Writing
With a foundation in journalism and lifestyle writing, I bring a narrative-first approach to editorial content. From feature stories to branded blog articles, I write with voice, nuance, and a clear editorial arc. My work has appeared in platforms like Creative Loafing, Upscale Magazine and Vox, and I’ve also developed long-form content that supports brand storytelling, culture campaigns, and thought leadership.
Case Study: Upscale Magazine
I was an editorial writer for Upscale Magazine, where I wrote several digital articles on a variety of subjects such as Feminism, Movies & TV, Travel, and Books.
Case Studies: Editorial Journalism in Missouri
While living and going to school in Columbia, Missouri, I interned at several editorial publications, such as Vox Magazine where I had a front page feature, as well as the Columbian Missourian where I published several digital and print articles for the Sports beat of the newspaper.
