Welcome to my words.
A non-exhaustive list of past and present projects, partnerships, and pieces I’m proud of.
Brands I’ve worked with:
The Lactation Network
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TLN Homepage Copy Optimization
One of my first goals as Director of Content at The Lactation Network was to optimize our homepage, module by module. I started by realigning each headline with copy that reflected the tenets of our brand book voice and tone while staying true to the real implications of insufficient lactation care.
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TLN IBCLC | UX Design
I worked with product, design, and internal SMEs to use iconography, and accordion-style content presentation, to revamp our landing page to drive conversions or IBCLC signups to our network. We’re currently tracking the efficacy of our content reorganization through CrazyEgg so we can collect quantitative metrics around what modules help drive decision-making for prospective clinical practitioners.
BetterUp
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Coaching Culture Report and Landing Page
In my first large-scale initiative since assuming a new role as Integrated Marketing Manager on BetterUp’s Content and Community team, I project managed an entire suite of deliverables for a six-figure proprietary insights report.
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BetterUp x Afrotech | UX Design
As the sole content marketer promoting BetterUp at our first-ever appearance as a Gold Sponsor at Afrotech in 2022, I wrote and curated the modules for this landing page to encourage visitors to experience a free session. We developed and tested CTA buttons, banners, and modules based on past adoption statistics.
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Tomorrowmind Book Launch LP | UX
Worked with dev team to integrate and embed book launch content into various modules of a landing page with high intent to convert prospective members into a D2C coaching practice.
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BetterUp Recruitment Intake Form
BetterUp attended Afrotech to ensure we presented a thoughtful, supportive, and open recruitment process to prospective employees. I curated an interactive form for prospective candidates.
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Blog Post | A better way to boost employee productivity
As remote and hybrid arrangements have changed the world of work, so too are the measures employers are taking to ensure work continues. Companies have resorted to taking attendance with timed screenshots, issuing reprimands due to idle/active notifications, and offering pay incentives based on employee time spent toggling the mouse.
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Blog Post | Connection is Crucial for Employees of Color
We know that a lack of connectivity at work leads to reduced psychological safety, physical well-being, cognitive ability, and social thriving among employees. Those factors can eventually lead to drops in performance and belonging while increasing an employee’s intention to quit.
Those outcomes are felt even more acutely by employees of color.
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Research and Insights | Harnessing Happiness Through Locus of Control
At BetterUp, I work with a number of PhDs to decipher and translate myriad data sets, visualizations, and new research for the public. Here, I ghostwrote for colleague Erin Eatough, PhD about harnessing happiness by understanding our locus of control.
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Mental Fitness Calendar | MHAM
This calendar is the result of a project where I wrote and curated resources for Mental Health Awareness Month in 2022.
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Ebook | Locus of Control
Put simply, people have an internal or external locus of control — both of which affect how much control we believe we have over our futures.
I wrote this ebook to help employees rebound from setbacks, manage everyday stress, and navigate challenging economic and social times.
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Blog Post | Coaching Culture
Did you know that a strong coaching culture empowers employees to be the resilient resources they’ll need to draw upon when challenged? I wrote this ebook based on extensive research on BetterUp’s ability to grow and strengthen organizational coaching culture.
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Research and Insights | Inclusion and Locus of Control
At BetterUp, I work with a number of PhDs to decipher and translate myriad data sets, visualizations, and new research for the public. Here, I ghostwrote for colleague Dr. Kristi Leimgruber, PhD about building an inclusive culture by leveraging our locus of control.
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Research and Insights | Coaching Culture
At BetterUp, I work with a number of PhDs to decipher and translate myriad data sets, visualizations, and new research for the public. Here, I ghostwrote for colleague Dr. Kristi Leimgruber, PhD about building a strong coaching culture in the workplace.
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Long-form LinkedIn Post | Self-compassion
I translated data and insights from BetterUp Members to tell a story about the efficacy of self-compassion on social media; notably Linkedin.
Content Strategy & UX Design: Teladoc
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Google Expert Medical Services LP | UX
I built an entire landing page experience around accurately explaining an expert medical opinion service to Google employees. I worked with a designer to build a similar asset for Apple employees as well. The key facets of the build were to present the benefit values and ease of use, while factoring in social proof, direct response CTAs, and addressing common concerns and questions.
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Teladoc App Store Screens | UX
I worked on showing the mobile app experience in just a few slides for Teladoc’s general medical, dermatology and mental health offerings. A few things I pushed for were inclusive provider images and language specialities, as well as a diverse practice subspecialties. I worked to ensure the content read clearly, the calls to action were consistent, and the trajectory between download and care was as direct as possible. We even tested various sub headlines to track engagement/adoption.
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Fall Campaign Multiproduct Booklet
It’s not easy consolidating the essence of multiple care offerings like mental health, dermatology and nutrition… but I managed to distill the product value into short form copy in this print asset while building trust and guiding a direct response from the member. The product is front and center here, with ease of use the primary focus.
Very Loose Agenda: Podcast
A random repository of wonder from two creative souls.
No cadence or structure — just curiosity and laughter. Hosted by Ashley Strahm and Anthony Wright, friends with lots of profound thoughts about mostly obscure things.
Take a deep dive into often-overlooked topics with hosts you’re likely to love.
Drops whenever the mood strikes.
Student debt repayment
It took a decade and flawless payment history, but I made my final $2,695 payment for an original 57k undergraduate student loan balance in June of 2022. I was invited back for another podcast episode on Matter of Life and Debt, and my LinkedIn post about my experience garnered over 1 million impressions and nearly 13,000 reactions.
You in Mind: A BIPOC Mental Health Campaign
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The What
Strong doesn’t mean superhuman.
A pause does not imply powerlessness.
Rest is a right.
For whom?
For these statements to be true for communities of color, they must have access, support and resources from an equitable healthcare system. Today, rest is not a right for all. -
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The Why Now
By the time issues permeate our collective social consciousness in the media, the problem is often pervasive. However, recent factors contribute to the increasing need to center the unique experiences of underrepresented communities.
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The How
It’s always a good time to change the paradigm. We know that healthcare can be noisy, complex and inaccessible—more for some than others. Brands know that consumers seek companies who don’t just seek solutions to issues; they support those who align with their values.
Here are just a few ways to execute on this mission.
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Creative
Mental healthcare is not experienced equitably for every body, but you deserve better. We have you in mind.
Guidebook: Discover Durham
From history, art, and events to culinary adventures and district guides, this guidebook to Durham tourism has it all. I wrote thousands of words to bring it to life, cover to cover.
Blog Posts & Guides: The Diversity Movement
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The Places People Want to Work: Corporate Practices That Attract and Retain High Quality Candidates
In 2022 and beyond, the places people want to work will be places that align their stated values with daily practices for strong, employee-focused cultures.
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Most Allies Are Still Not Taking Action
Do you call yourself an ally? In the DEI space, it’s a term we use often to describe the many people who align with and support equitable opportunities for others, specifically people from underrepresented and historically marginalized groups. Some people claim the term proudly. Others do the work of allyship but don’t align with the label of “ally.” And still others see the term as provocative or triggering, perhaps hinting at its overuse and sometimes ambiguous meaning.
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A Dream, An Endeavor, A Movement
It’s been 35 years since Dr. Martin Luther King Jr. Day was established. Are we any closer to his dream?
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“Who We Are”: New TDM Music Video With Autumn Nicholas Inspires Inclusion
There’s strumming, there’s singing, and then, there is truth telling. Singer-songwriter Autumn Nicholas is used to weaving a beautiful tapestry of all three, using what Billboard Magazine calls ‘stellar pop/R&B sound’ to “tackle the issues that are important to her head-on.”
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7 Things You Can Do Now to Prevent The Great Resignation at Your Company
It sounds perfunctory, like a collective pout or impromptu global strike: “The Great Resignation” or “The Big Quit.” Somehow, the global economy finds itself with more job openings than people to fill the roles, due in part to employees’ reluctance to return to traditional, 9-5 jobs after more than a year of pandemic upheaval.
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Flipping the Switch
It’s Monday morning, and it’s time for work. Black women are flat-ironing natural curls and forgoing their favorite shade of lipstick. Non-native English speakers from all walks of life are practicing greetings and pronunciations…for many people, this Monday morning routine is just the beginning step required to navigate the world, in or outside of the office.
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TDM Guidebooks
Researched, created and delivered Juneteenth and Asian/Pacific American Heritage Month Heritage month guides.
Project: Bull City Beautiful
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Concept
Bull City Beautiful was born from a craving for storytelling.
It began with the accidental introduction, the lingering feeling of a conversation worth repeating, or a soundbite worth calling a friend to muse about.
Where I live in Durham, those moments happen all of the time. This series is inspired by Humans of New York, and made tangible by magical moments captured with my camera in one hand and a pen in the other. (Photos and interviews are my own.)
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Jesse Huddleston: Creating His Story
"Durham is beautiful to me because Durham is where I became me. Whole, human me."
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Olivia Lin: Naturally Inspired
Cellist, pianist, and soon to be doctor, Olivia sees beauty everywhere.
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Tiffany Griffin, PhD: Illuminating Black Brilliance
Co-owner of Bright Black Candles, Tiffany is a wife, mother and entrepreneur who is passionate about incorporating history and culture into her scents.
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Morgan Siegel: Steeped in Strength
Morgan Siegel has been brewing the next chapter of black history in Durham. She says her success was made possible by the foundation her predecessors laid.
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Pierce McCoy: Spectacular Shine
Over 53 years. Thousands of shoes. This man is a community staple.
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Selina Mack: Finding Homes for Durham's Heart
Selina Mack is the executive director of the Durham Community Land Trust. As Durham grows, she's determined to ensure that its evolution doesn't outpace legacy communities.
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Nolan Smith: Invested in What's Next
Nolan's desire to see Black brilliance in Durham permeates Duke and beyond.
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Virginia Williams: Living Legacy
History remembers her as one of the Royal Seven, an activist who sat-in at a storefront in Durham before the Greensboro Four garnered national support three years later.
Partner: Discover Durham
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Website and Rebrand
During Discover Durham’s rebrand in early 2018, I worked to write hundreds of pages of copy to represent its new look and feel, and orient content on each page to drive interaction with our tourism tools and resources.
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Guides and Itineraries
As sole content manager for this tourism agency, I was responsible for building robust guidebooks, catalogs and itineraries for visitors and locals alike.
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Blog Posts
Millions of words. Hundreds of stories. I’ve authored many pieces I’m proud of in my nearly three year tenure at Discover Durham.
Notable Bylines
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Episode 22: The American Dream
I was 16 when I was accepted to college — so young that my immigrant parents had to use Parent PLUS Loans to pay for what wasn’t covered by my scholarships. I told my story in a podcast partnership with podcast creator Nikki Nolan.
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Business Insider
A piece I wrote for Medium about my student loan journey was picked up by Business Insider in mid-2021.
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The New York Times
My experience with pediatric cancer was outlined in this compilation of stories in The New York Times book: Picture Your Life After Cancer.
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Substack | Guest Columnist
I wrote in as a guest-columnist for Lauren Jones’ Substack, Not Your Breeder about being a childfree Black woman; loved every minute of writing this piece!
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Substack | Guest Profile
An original piece of mine on Medium was profiled on Not Your Breeder.
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Substack | Coliving with The Strahms
Phil and Gillian invited me to write about our seven-year stint as hosts to myriad community members over the course of eight years in Durham, NC.