Creative Strategy and Style Guides

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I led the way as the lead content designer on Merchant Shopping’s first gen-AI product, Product Studio, an image and video-making tool for small business owners. As part of that scrappy “tiger team,” I crafted the messaging and guidance in the UI; worked with legal on its terms; outlined the content strategy for its initial design and latest redesign; helped to name its features; co-developed its eval questions and guidelines; and system-initiated image and video generation, template creation, and intelligent brand adherence. 

The result: recognized with a Google Research PA Tech Impact Award, and in Q1 2026, the suite of tools generated almost 9 million assets.

On the Merchant Shopping team, I’ve  focused on Google partner experiences. As the lead content designer, I crafted the content strategy for a major Shopify app redesign. Another

initiative, Project Caribou, involved a critical Google Analytics tag migration and  a close collaboration with that team.

The result: drove the UX content in an app redesign that led to the successful onboarding of 2.7 million merchants, and collaborated on  a tag migration experience that protected $6.5 billion in at-risk Google Ads revenue.  

Working with the Merchant UX writing team, I created the Merchant Shopping generative-AI UX content design style guide and glossary, forging the content strategy for critical AI experiences to come. In addition, I wrote the voice and tone and UX content design guidelines for third-party (3P) experiences such as Shopify, Square, and WooCommerce. 

The result: improved the clarity, consistency, and conciseness in the copy and messaging throughout AI and 3P experiences. 

As the nonfiction series vertical lead for Creative Writing Strategy, I wrote, edited, managed, and developed branded reality and documentary series copy and messaging. This involved special release cadences, reunion episodes, tight turnarounds, and work with high-touch internal and external stakeholders and partners such as Jennifer Lopez’s team and the Obamas’ Higher Ground Productions.

The result: contributed to Netflix’s success in nonfiction and doc series with bespoke copy and strategic messaging for titles like Love Is Blind, Selling Sunset, and Tiger King.

I initiated, developed, and led the team's quality writing and editing workshop, coaching writers and editors across international regions, fostering an inclusive culture of critical feedback, leading discussions on sensitive content and genre-specific issues, and examining the big-picture and granular decisions that go into writing and editing.

The result: created an inspired environment centered on creative excellence in writing and editing for creative writing strategists with varied experience across global markets.

In addition to regularly working on innovative copy projects and managing early experiments in local language collaboration, I helped develop dynamic copy assets and strategies designed to increase engagement, assist the viewer in choosing the right title, and generate social conversation, all while incorporating my deep content expertise and user data. 

The result: helped improve Netflix’s critical work on personalized copy for titles like the award-winning Power of the Dog. My suite of dynamic copy for the acclaimed Sex Education was also  cited in the 2022 Netflix company film as a stellar example of my team's work.

Working with the collections team, I helped kick off the first Local Moments collection for Asian American Pacific Islander Heritage Month by crafting the copy and contributing to the curation of titles. Later, I brainstormed ways to increase inclusion on- and off-screen in branded content and worked on other Local Moments collections that often involved navigating sensitive language and content.

The result: created a foundation for collections that highlighted the inclusive breadth and depth of Netflix’s catalog, showcased critical representation, and helped viewers connect with the content. 

I brainstormed alongside marketing, metadata, and content strategy teammates on title names for nonfiction series and documentary films and created original, creative messaging for special releases. Cross-functional collaboration with content and marketing executives, producers, and innovation leads on title-level strategy and copy was an exciting part of the day-to-day.

The result: aligned the team's best practices, brand voice, and buzzworthy creativity with content strategy to craft cohesive, elevated, and inspiring copy. 

For Pride, Black History Month, Native American Heritage Month, and other cultural events, I worked on playlist presentation, titles, and descriptions and contributed to the programming. 

The result: created evocative, informative messaging that captured the spirit, stories, and personalities, all with an eye toward inclusivity and engagement.   

In addition to working with stakeholders in various teams at Spotify, I contributed regularly to the company's partnership projects with other brands, including playlist and display copy for PBS/Bank of America's The Vietnam War and Netflix's Stranger Things. 

The result: amplified the content's appeal and increased the consistency in voice across editorial and partnered projects.

I collaborated with Spotify's voice team on scripts focused on storytelling and music history. 

The result: aided in the development of the project as it advanced to its next stage. 

As a contractor on Apple's featured content localization team, I wrote and edited copy for non-US English Apple Music playlists, edited and coached writers for Apple Music's new Israel storefront, and worked on iTunes messaging with a focus on global English users.

The result: refined and improved the writing and voice in pivotal markets like Singapore, China, and Japan.