I helped Siri find its voice, Apple Watch find you in an emergency, and iPhone find the best sushi in town.Locked Pro Plan feature
Provide expert creative direction, copywriting, UX design consulting, and content strategy services for technology companies, agencies, and creative firms.
As part of the Human Interface leadership team, defined the design direction of future iOS, macOS, watchOS, and tvOS apps and features; managed a team of UX designers and strategists; led UX design and strategy for features included in major software releases, with a focus on Siri/AI, search, and proactive features and functionality; worked closely with engineering teams to ensure feature designs and behavior were implemented to HI spec; wrote, edited, and reviewed copy strings across all operating systems; wrote, edited, and reviewed product copy for in-box pieces, Human Interface Guidelines for developers, marketing collateral, and special projects across the Human Interface and Industrial Design teams; acted as a liaison between the HI team and other Apple teams, including Product Marketing, Marketing Communications, Product Documentation, Localization, Retail, Online Store, and Support; listed as an inventor on several patent applications for current and future Apple software features.
Managed a team of art directors, videographers, writers, and producers responsible for creating consumer-facing Twitter marketing and advertising materials; oversaw design, writing, video production, and creative strategy for product launch and event-based campaigns; collaborated with product design team to launch and promote new platform features and to provide in-product design and copy assets; worked to establish firm brand guidelines and aesthetic philosophy; provided creative direction to external agency surrounding major event and brand campaigns; established the creative team’s org. structure; contributed to the ongoing strategy of Twitter’s worldwide consumer marketing efforts.
Wrote, reviewed, and edited spoken and written Siri dialog; defined and refined Siri's personality worldwide; worked with Marcom and advertising teams to promote Siri features and functionality online, in Apple Keynote events, and in television campaigns; suggested and implemented new dialog based on usage logs and social media trends; collaborated with UX designers to create Siri use cases and interaction flows; wrote demo scripts for executive presentations.
Defined and led the positioning of new Apple products in the interactive space; oversaw all writing and content strategy for product launches and seasonal campaigns on Apple’s marketing website, online store, retail store online presence, direct marketing email program, and retail store Smart Signs; managed a team of copywriters and associate creative directors; collaborated closely with the interactive design creative director to concept, guide, and approve all projects; defined and defended the unique voice of Apple’s marketing copy; worked closely with product marketing to guide the messaging surrounding new product launches; presented interactive projects to senior Apple executives; as a member of the creative leadership team, contributed to the creative strategy for the entire interactive team.
Wrote copy for major product launches on apple.com; worked closely with design, IA, and development teams to establish site content strategy, architecture, and look and feel; worked with product marketing and functional and cross-functional creative directors to establish appropriate voice and tone of interactive marketing copy; presented work to product marketing managers and executive creative directors; wrote product taglines that appeared in outdoor and TV advertising; wrote video scripts; wrote copy for direct marketing emails; wrote copy for Apple’s online store; wrote in-store and packaging copy; managed one junior copywriter and copywriting interns.