Creating New Ways to Reach Customers
Partnership Development • Community Marketing • Sports • Experiential
As my role grew, I began looking beyond traditional advertising for new places the brand could show up.
I identified, pitched, negotiated, and managed partnerships that connected Happy Feet Plus with community organizations, events, and new audiences, then helped turn those relationships into experiences and original content.
Keep St. Pete Local
Where Writing Expanded Into Marketing Strategy
HAPPY FEET PLUS
At Happy Feet Plus, my role quickly grew beyond content writing.
I worked across ecommerce, SEO, photography, design, video, social, retail events, partnerships, advertising, and analytics, connecting digital discovery with real-world customer experiences.
This is where I started thinking beyond the deliverable and toward the whole marketing ecosystem around it.
Taking the Brand Into the Community
I initiated and negotiated Happy Feet Plus's partnership with Keep St. Pete Local, creating new opportunities for community sponsorships and activations including Localtopia, Open Streets St. Pete, and Indie FamFest.
The idea was simple: meet local customers in places they already wanted to be.
SCALE
Building the Digital Foundation
Ecommerce • SEO • content operations
Using structured copy matrices, I personally rewrote more than 16,000 individual product pages, helping rebuild a large ecommerce catalog around clearer, more consistent customer content.
I also built the Happy Feet Plus blog and managed writing, publishing, graphics, photography, video, and analytics.
Scale required a system.
16,000+
Product pages personally rewritten
1,000+
Original product images created
END TO END
Copy • SEO • Photography • Publishing • Analytics
CONNECT
Taking Campaigns from Screen to Store
Retail • events • design • photography
I often carried campaigns through the full content lifecycle, from copy and creative development through promotion, event execution, photography, and post-event content.
Concept → Copy → Design → Experience → Follow-Up
EXPAND
Storytelling in Motion
Scriptwriting • creative direction • broadcast • digital video
Video expanded my role into scriptwriting, pre-production planning, talent direction, creative review, and multichannel distribution.
I wrote scripts, helped plan shots and animated storyboards, selected products and locations, directed talent, reviewed rough cuts, revised voiceover and on-screen copy, and helped approve final edits with company leadership and our advertising partner.
Finished work ran across broadcast TV, YouTube, social, paid media, web, email, blog, and in-store screens.
Dansko TV Spot
Broadcast brand advertising
Scripted and shaped broadcast messaging around style, comfort, and the Happy Feet Plus retail experience.
Kenkoh 30-Second TV Spot
Broadcast product marketing
Adapted product storytelling into a concise broadcast format built for a different channel, context, and attention span.
What's a Kenkoh?
Longer-form digital product education
Translated an unfamiliar product concept into approachable video education for digital audiences.
One Story. Many Screens.
The message had to work whether someone saw it on television, in their inbox, on social, on the website, or on a screen inside the store.
EVOLVE
From Creating Content to Creating Opportunities
By then, I was asking bigger questions:
Where else can we reach customers? Who could we partner with? What can the data teach us?
I researched new channels, developed multichannel recommendations, and began connecting content, SEO, events, partnerships, video, paid media, and retail into a broader customer experience.
At Happy Feet Plus, I began moving from creating marketing content to creating marketing opportunities.
That foundation later shaped how I approached customer journeys at enterprise scale.
KEY SKILLS
Content Strategy • Ecommerce • SEO/SEM • Partnership Development • Video & Broadcast • Retail Marketing • Experiential Marketing • Photography • Analytics • Integrated Marketing