Explore my work

Highlighted projects used with permission from my current and former employers. Additional work samples available upon request.

Elevance Health: Innovative health equity program

Get Connected for Health is the first program launched by a major health insurer to bridge the digital healthcare divide. People with lower incomes who are facing health challenges receive a high-quality smartphone preloaded with digital health tools and unlimited data — all at no cost to them.

I led creative for this unique program since its inception in 2023, contributing to a prestigious industry award win and expanding its reach to thousands of people.

Program impact:

20:1 ROI
42% decrease in inpatient admissions and 22% decrease in outpatient ER visits
Blue Cross Blue Shield Association North Star Award, 2024

Landing pages, member-facing materials, and LinkedIn announcement post

Elevance Health: Award-winning benefit finder tool

I partnered with a cross-functional team to create, launch, and promote an innovative online tool known as My Health Benefit Finder.

Users answer a few quick questions and get a personalized health plan recommendation in minutes, along with resources to help them learn more and enroll. They can also check their eligibility for state and federal programs that help with critical needs like food and housing.

Concepting | UX | Messaging | Internal comms | B2B & B2C marketing

Program impact:

1M+ visitors from 49 states
20k+ new health plan enrollments
Fast Company Innovation by Design Award, 2023
PM360 Innovator Award, 2023

Internal and external promotional materials

Pega: Brand positioning for challenger enterprise software company

As associate creative director, I joined a small group of senior marketing leaders in an accelerated effort to update and refine brand positioning for Pega, a $1B+ company focused on B2B customer engagement and automation software.

Brand manifesto | TV spot | Verbal identity | Site redesign | Interactive web graphics

Impact:

United 6,000 global employees around a single mission and story
Positioning still in use as of 2025
2021 MUSE Creative Platinum Award for brand identity

Brand manifesto

Sample ads

Pega: B2B tech event rebrand

I led creative for a branding refresh of Pega’s flagship client conference, PegaWorld, as PegaWorld iNspire. Our stylized iN motif proved versatile enough for the unexpected pivot from a live event to a virtual event during the pandemic.

Concept pitch | Event collateral | Web and social graphics | On-site & virtual branding

Impact

5-6k conference attendees annually (live event), 20k+ attendees (virtual)
Concept in use from 2019-2024
Winner, 2021 MUSE Creative Gold Award, Event Branding

Tripadvisor: Connecting with businesses & travelers

As a copywriter at Tripadvisor, I worked across a wide range of global channels and audiences. My projects included regular blog posts, B2B campaigns and content for worldwide travel businesses, and a fundraising campaign for refugee crisis relief.

B2B marketing | B2C marketing | Social | Blog posts | UX & microcopy

Impact

Created social copy for a 5M+ global community and emails reaching 20M+ members
Average 10k+ views per blog post
Raised $500k+ for refugee crisis relief in 3 weeks

Oxfam: Creative non-profit fundraising campaign

I led copy for Oxfam America’s ad campaigns promoting Oxfam Unwrapped, a fundraising program that let you buy symbolic gifts for loved ones while making a donation in their honor to fight poverty and hunger around the world. The popular symbolic animal gifts featured prominently in this eye-catching, playful campaign launched across major media outlets.

Copy & concepting | OOH, print & digital placements | Website redesign | Social

Impact

Raised over $3M annually for Oxfam’s global programs
Merit Award, Boston Ad Club Hatch Awards, 2013