As OfferUp evolved from a transactional marketplace into a community-first platform, the brand needed a clearer narrative to support that shift. I partnered with leadership to redefine OfferUp’s voice and story, aligning how the company spoke to users with its emerging role as a place for local connection—not just buying and selling. Through stakeholder interviews and close collaboration with the Brand Director, I developed short-, medium-, and long-term messaging frameworks

As Microsoft scaled its social presence, existing accessibility standards no longer reflected current best practices or the lived experience of disabled audiences. I partnered with stakeholders from Microsoft’s Accessibility Council to redefine how accessibility should be applied across the company’s social channels. Working closely with accessibility experts, I led the rewrite of Microsoft’s corporate social media accessibility guidelines—establishing clear, empathetic, and

To establish Microsoft for Work as a credible, human voice in B2B technology, the organization needed a consistent narrative that could support executive thought leadership over time—not just one-off campaigns. I led a cross-disciplinary team of writers, designers, and community managers to define and sustain that narrative across social and long-form content. Over nearly two years, we developed a cohesive content system that blended strategic insight with cultural relevance—

Azure faced a credibility gap with open-source developers—an audience deeply skeptical of Microsoft’s intentions. To reset that relationship, I led a content initiative designed to reframe Microsoft not as a vendor, but as a genuine participant in open development. Grounded in audience research and developer values, we built a narrative approach centered on transparency, collaboration, and real technical substance. The work avoided traditional corporate polish in favor of cla

Rebuilding trust with the open-source community required more than messaging—it required acknowledging history honestly. I concepted, wrote, and creative-directed a short-form video designed to reconnect Microsoft with a deeply skeptical audience by leaning into vulnerability and shared experience rather than corporate reassurance. The concept embraced humor and self-awareness, openly acknowledging Microsoft’s complicated relationship with open source while highlighting the u

Microsoft Dynamics needed to challenge the perception that enterprise CRM tools were powerful but painful. To reframe the product as unexpectedly intuitive, I co-concepted a short-form video campaign built around understated humor and everyday workplace moments. Working alongside another creative director and a strategist, I helped define the campaign’s tone, then wrote the scripts and guided performance on set. The humor relied on deadpan reactions to sudden efficiency—letti

To introduce open-source developers to Azure’s emerging machine-learning tools, the challenge wasn’t awareness—it was approachability. I helped shape a creative concept that treated AI not as abstract hype, but as something developers could recognize, experiment with, and enjoy. Co-concepting with a strategist, I wrote the script and helped creative-direct the project through production and post. The story followed an office betting pool predicting character deaths on Game of

To support a more expressive social voice, I helped concept and launch a branded GIF library for Microsoft Cloud designed to meet audiences in native social contexts. The work explored how humor and cultural shorthand could live within brand boundaries without feeling forced. We treated the library as a living system—iterating based on performance data and cross-team feedback rather than one-off releases. The result was stronger, more authentic engagement and more than one bi