Programs built, then proven.

The problem

Woobox sells social promotion tools in a crowded category. The paid budget was too small to buy growth, and I was the only writer.

What I did

• Wrote for the searches people actually ran, like how to run a giveaway, and pointed each piece at a new user’s first live campaign.
• Built the editorial calendar, SEO landing pages, email, and paid search. Wrote all the brand and product copy.
• Checked Analytics and Search Console every month and moved budget to whatever was still working.

What else changed

• Top 10 rankings for high-intent terms, no paid push
• 17–20% paid search click-through

The problem

The messaging undersold the platform. Three teams I didn’t manage had to agree on a new story before each launch went public.

What I did

• Rewrote the website and the positioning behind it.
• Got PR, product, and sales telling the same version before each launch, one conversation at a time.
• Ran video strategy and go-to-market content for feature launches.

The problem

Viewers were leaving in the first thirty seconds. That’s the window where YouTube decides whether to keep showing a video.

What I did

• Moved the payoff into the first twenty seconds, then paced every stretch after it to earn the next one.
• Reworked pacing and hooks in Premiere Pro and After Effects, and built a series template and retention checklist the client can reuse.
• Used Claude, ChatGPT, and Google VEO for scripting and rough cuts. They speed up iteration. The creative calls stay mine.

The problem

Every cut went through four layers of approval: the hosts, their agents, and two agencies. Notes often conflicted, and one round would undo the round before it. The deadlines stayed tight the whole way.

What I did

• Cut each episode from raw two-camera footage, cleaned up the audio, and built the on-screen graphics.
• When two rounds of notes contradicted each other, I worked out which version to keep and got every reviewer to sign off on it.
• Turned around multiple feedback rounds per episode on tight deadlines and got all 12 over the finish line.

What else changed

• Finalist Shorty Awards, Lifestyle & Entertainment Podcast

The problem

Grounding products need explaining before people buy. Black Friday clicks were cheap, and cold ones bounced before checkout.

What I did

• Put proof ahead of the discount, matched to where the shopper was in the funnel.
• Cut paid social ads, product-page demos, and email hero clips from one shoot in Premiere Pro and After Effects.
• Built versions for Meta, Google, and AdRoll with the same offer in every one, so a shopper who saw three ads heard one message.

What else changed

• 25% ROI improvement across the campaign portfolio, which I helped drive

The problem

A six-month contract to grow reach on channels the studio owned, built so it would keep paying off after I left.

What I did

• Wrote the landing pages and blog posts, and ran social.
• Planned the podcast, from episode topics to booking guests. Listenership grew.

The problem

A mobile game on a major franchise needed players coming back between updates, and every message had to clear product and dev first.

What I did

• Produced and tech-directed the live update streams. I built the studio, lit it with a three-point setup, ran the camera and the computer, and got the devs on air.
• Worked with the community managers to pull player questions for each Q&A, so the devs knew their talking points before we went live.
• Edited the YouTube videos and shipped one every week. The channel grew on consistency.
• Wrote the email campaigns and product copy, and got product and dev sign-off on every message.