An overhead view of a man and woman relaxing on a beige outdoor sectional sofa on a wooden deck. The woman is wearing an orange dress and sandals, while the man is in a white shirt and khaki pants. There are pillows on the sofa, and a magazine open on the table nearby. The scene is lit with warm sunlight and some potted plants are visible.

Article

Vancouver

2023

As Associate Creative Director of Copy and Content at Article, I led the brand's copy direction, tagline, and overall content strategy for one of North America's largest digitally-native DTC home furnishers, scaling to $750M+ in revenue. I oversaw a team of writers, product education experts, and content strategists across digital, social, and OOH marketing — building the systems and frameworks that allowed brand and product storytelling to operate at scale.

In partnership with Article's SVP, Marketing and Director of Customer Insights, I led and socialized a new brand platform — investigating market orientation, consumer profiles, industry trends, and the competitive landscape to develop tangible, targeted initiatives that increased brand growth and revenue across North America. The platform unified how Article spoke to its customer across every touchpoint, from product detail pages to brand campaigns, and became the foundation for the brand's next chapter of growth.