Hey, I’m Emily.

Welcome to my portfolio! I’m an Associate Creative Director, Copywriter, and Content Strategist living in Madison, WI. But there’s a good chance I’m in Maine. Or Yellowstone. Mexico City? Definitely Mexico City.

No matter where I am, I’m writing and creating, fascinated by the art of storytelling and how to infuse that into everything I do.

Work I’ve done

Emails, social media, web copy, blog posts, app descriptions—you name it, I’ve probably written it. I’ve had the privilege of writing and/or performing SEO for TD Bank, HomeAdvisor, Microsoft, Mercury Financial, and more.

Click the links below to browse some of the content I’ve written, or explore this case study of how I helped a business quadruple their organic social engagement.

TD Bank

  • Guidance articles: writing

    I interviewed financial subject matter experts, then wrote blog posts on topics like sticking to a budget (button below) and building emergency savings.

    Take a look

  • Guidance articles: editing

    Eventually I became project lead for guidance articles—such as this one on the homebuying process—training a junior copywriter, providing feedback, and overseeing the creative process as a whole.

    Check it out

  • Organic social post

    I wrote post and image copy for a social post building excitement around the 2021 Five Boro Bike Tour, collaborating with design on the storyboard.

    Ride on over

HomeAdvisor

  • Cost guides

    I performed keyword research and analyzed cost data, then wrote long-form cost guides such as this one: How Much Does it Cost to Build a Dog House?

    Spot this copy

  • Copy optimization

    I often was assigned older articles to optimize for best SEO performance. I researched updated prices and search terms, as well as refreshed copy to fit the HomeAdvisor voice and tone.

    Learn more

  • Keyword research

    In addition to writing articles, I wrote title tag and meta descriptions and implemented keywords throughout. At the time, 90% of my articles landed on page one of Google for relevant search terms.

    Take a peek

Mercury Financial

  • Webpage copy & UX

    Mercury requested a webpage utilizing lots of whitespace and shorter copy blurbs. I came up with the overall layout, wrote all the copy (minus one sentence about Shop with Points), then worked with design and developers to bring it to life.

    Get the Mercury experience

  • Email campaigns

    I ran creative and strategized email campaigns for Mercury’s Amazon Shop with Points program. Scroll down for more email examples!

  • Organic social posts

    I ideated social topics, then wrote and/or assigned copy to a copywriter and edited their work, as well as collaborated with design to create posts.

    View case study

Mercury Financial emails

  • Prime Day email as part of an overall Amazon Prime Day promo campaign.

  • Mock email written as part of a potential rebrand.

  • I came up with campaign language "Bring home smiles" as a nod to the rewards program and the Amazon smile logo; this email is part of that campaign and had a unique 92% open rate.

  • Shop with Points email showing exact dollar value for cardmembers' rewards.

  • Personalized email encouraging spending rewards points at Amazon.com.

Experience

  • Content & copywriting

  • SEO, with a focus on keyword research

  • UX writing

  • Marketing campaigns

  • Concepting

  • Project management

  • Creative direction

  • Content strategy

  • Editing & quality assurance

  • Mentoring & leading