I write, design and measure content for small brands: newsletters, blog posts, e-books and short video.
Email figures from HubSpot (Oct 2024 to Sep 2026). Hummus units from sales data, all sizes.
Wrote, designed and sent 24 newsletters to a growing subscriber list, pairing a header system with articles from the company blog.
Designed six packages and labels for retail and online, and worked with the print vendor from proof to finished product.
A full visual and verbal guide for Mother Earth Products: logo use, color, type, packaging patterns, layout, email and voice. Built from the company's own assets.
Open the style guideAvailable to review on requestFreelance project: a full-site tutorial for the Let's Talk Senior Care online forum, written for people who are new to it. Covers creating a post, replying, private messages, chats, formatting, badges and the terms and conditions, with callouts and graphics made in Photoshop. I also wrote the site's FAQ.
Read the case study
Two floor-standing banners for Instant Hummus Mix, designed for the booths where we talked with people about the product at food shows, fairs and conferences. One leads with the product name and pouches on brand green; the other uses the blue brand scheme and a short benefits list.
A Cinco de Mayo banner for a month-long offer: buy any 10 oz hummus, get a free 10 oz Jalapeño hummus. Papel picado, limes and jalapeños set the mood, and the offer reads in one line. The second banner is built around the ingredient list: real ingredients, nothing else, with each one laid out next to the pouch.
The Instant Hummus Mix pouch as displayed in the 2024 Virginia Food and Beverage Expo new product competition (VASFA Accelerator). The pouch is my package design, including the "Just add water and oil" badge and the ingredient callout.
Read the hummus case study
I made about six versions of the hummus sell sheet. The Meijer version produced sales. The others got samples. Shown here: the 5 oz version, with pricing and product codes redacted.
Four e-books and workbooks on AI, self-improvement and homesteading, laid out in Designrr, Canva and Word. None are published yet. The sample is a 14-page excerpt from one of them, The Essential No Grid Survival Guide, which my dad and I put together.
Read the excerpt (PDF, 14 pages)Lead magnets I made for my own site: a 90-minute declutter guide and a lite version of a reflection journal. Both are PDFs.
Open Declutter in 90 Minutes (18 pages)Open Reflection Journal, lite version (8 pages)Daily keyword and competitor research. Blog topics matched to search intent. Metadata, headers and internal links on new posts, and refreshed older posts.
The FAQ page on the Mother Earth Products site. I wrote the answers and built it as an accordion, so customers can find one without scrolling through everything.
See the FAQ pageAbout five years of video for TikTok, Instagram and YouTube. I came up with the ideas, filmed, edited and posted every one.
See the TikTok accountSee the Instagram accountVisit the YouTube channelProduct tutorials, a news segment, and short social clips cut from my longer videos. I plan, record, and edit the tutorials and social clips. In the news segment, I was the featured guest.
Instant Hummus Mix tutorial, one of my first product videos. It was my most-watched video on Instagram. I planned, recorded, and edited it.
Watch on YouTube
Homemade hummus vs. Instant Hummus Mix. I made it from script to final edit.
Watch on YouTube
News segment, filmed in January 2024. I represented Mother Earth Products and the Instant Hummus Mix.
Watch on YouTubeTutorial for Let's Talk Senior Care: 13 walkthrough videos, 12 GIFs, and 64 screenshots.
Read the case studyProduct photography and image editing for Mother Earth Products: color correction, composites, and lifestyle shots. Drag the handle on the first two to compare before and after.
BeforeAfter
The 10 oz Roasted Red Pepper pouch, photographed in the galley of the Battleship Wisconsin to appeal to government and military customers. Straight from the camera, then after editing.
BeforeAfterThe full Instant Hummus Mix lineup: the original photo, taken in the MEP test kitchen, and the finished composite with a new background and tabletop.
A lifestyle image for the 5 oz Roasted Red Bell Pepper pouch, shown beside a bowl of the prepared hummus with pita and vegetables.
Marketing and design work, sitting on top of years of government, research and engineering drafting.
Digital marketing, content creation, content writing and editing, email marketing, SEO, keyword research, campaign management, marketing research, project management.
Adobe Creative Suite, Photoshop, Illustrator, InDesign, Canva, Designrr, graphic design, photo editing and color correction, composites, e-book and workbook production, packaging and print production.
Premiere Pro, Final Cut Pro, CapCut, DaVinci Resolve (limited experience).
WordPress, HubSpot, Shopify, Google Analytics, Google Search Console, Outlook. Lean Six Sigma certified for process improvement.
Claude every day, plus ChatGPT and Perplexity. Ahrefs and SEMrush from earlier roles.
Planning, writing, design and reporting for small brands that want a steady newsletter people open.
A working guide covering logo use, color, type and voice, built from what your business already has.
Labels, sell sheets and banners, prepared for print and coordinated with your vendor.
Articles, web copy and email copy, written and edited for small brands.
Written and laid out in Designrr, Canva or Word, ready to use as a lead magnet or a product.
Blog topics matched to search intent, with metadata, headers and internal links, plus refreshes of older posts.
Clear, illustrated walkthroughs for websites, forums and tools, written for first-time users.
When I'm not at a screen I'm usually making something: a drawing, a meal, a piece of clothing, a walking stick.
I'm open to content marketing roles, and to freelance writing and content projects for small brands.