BRAND VOICE DEVELOPMENT: Defining tone, personality, verbal identity and messaging principles.
BRAND POSITIONING AND NARRATIVE: Translating business strategy into a compelling, coherent brand story.
CAMPAIGN AND CONTENT DIRECTION: Guiding copy across advertising, digital, social, editorial and product communications.
NAMING AND PRODUCT STORYTELLING: Developing language that gives products and collections a distinctive identity.
CREATIVE TEAM LEADERSHIP: Establishing standards, mentoring writers and overseeing high-volume content operations.